USA Track & Field x IU Kelley School of Business

Undergraduate Marketing Challenge — 2025–2026

Challenge Theme: Reimagining Track & Field for the Next Generation

Challenge Overview

USA Track & Field (USATF), the national governing body for track and field, cross country, road racing, and race walking, is partnering with the Indiana University Kelley School of Business to host a unique Undergraduate Marketing Challenge with a cash prize of $4,000 to the winning team.

This competition invites Kelley students to develop innovative marketing strategies to attract and engage new Gen Z audiences and former high school track athletes, helping shape the future of one of America’s most historic sports.

Participants will use creative thinking, data-driven insights, and strategic planning to address key challenges in growing the sport’s fanbase and visibility.

The Four Pillars of the Challenge

(Participants should target their submissions to one or two of the pillars below)

1. Increasing Membership: How can USATF attract more young dues-paying members and retain former high school athletes as lifelong participants or fans?
    
2. Enhancing Broadcast Appeal: How can USATF improve the presentation and storytelling of televised or streamed track & field events to attract more viewers?
    
3. Boosting Event Attendance: What strategies can be used to fill the stands at USATF track meets and create an exciting live fan experience?
    
4. Marketing to Gen Z: How can USATF position the sport of track & field as relevant, inspiring, and shareable for the Gen Z audience?

Submission Requirements

• Eligibility: Open to undergraduate students at Indiana University.  At least one member of the team must be enrolled at the Indiana University Kelley School of Business.
• Team Composition: Students may compete individually or in teams of up to four (4) members.
• Submission Format:
  • Submissions can target one or two of the four pillars of the challenge
  • Submissions should be a presentation deck and include a written, high-level executive summary.  Audience is the C-suite of USATF (includes CEO, COO, CMO, Chief of Communications, and Chief of High Performance).
  • Submit through the official online contest portal.
• Deadline for submission: 11:59 PM EST, Sunday February 15, 2026. Late submissions will not be accepted.

Evaluation Criteria

Entries will be judged on:

• Creativity and originality of ideas
• Clarity and feasibility of proposed strategies
• Understanding of Gen Z and former athlete audiences
• Alignment with USATF’s mission and brand
• Quality of presentation

Final Round & Prizes

• The top finalists will be invited to present their pitches in person to USATF executives and staff
• The winning individual or team will receive a $4,000 cash prize and recognition from USA Track & Field.

Key Dates

Getting Started

Students are encouraged to:

• Research USATF’s current fan engagement, membership, and media presence.
• Explore trends in Gen Z marketing and sports consumption.
• Use real-world data and creative storytelling to make track & field come alive for new audiences.

Note that USATF has a summer intern program, and many full time employees of USATF started as interns.  This contest is an excellent pathway to get face time and impress the leaders of a national governing body in the Olympic sport space.

Questions?

For more information, contact: Dr. Doug Eibling, IU Kelley School of Business at deibling@iu.edu.