A year after Salford Business School partnered with Manchester Storm Women’s Ice Hockey team, students have already helped transform the club’s social media presence – more than doubling engagement and reaching new audiences online.
The partnership was launched to give students hands-on experience in the sports industry while supporting the growth of women’s ice hockey in the region. Over the past academic year, marketing students managed the club’s social media, attending training sessions and matchdays to capture behind-the-scenes content, promote fixtures and engage with fans.
Final year BSc Business Management with Marketing student Olivia Blundell stepped into the role of Marketing Team Leader during the project.
“Managing the team whilst I’ve been studying has been a lot to take on, but it’s been an exciting journey to learn how to best manage my time and be able to delegate work properly. It’s also been a nice escape, though, especially with taking time out to go to practice and games. I’ve been able to practice graphic design and strategy without the worry that it’ll be marked and it’s quite freeing,” Olivia reflects on her experience.
Under the student team’s management, Instagram engagement has more than doubled, with regular posts attracting over 100-150 likes and some standout posts exceeding 500. TikTok views, while not the primary focus, tripled, helping introduce the team to new audiences.
“We’ve learned to advocate for what we think is best. It’s difficult sometimes to be able to get our voice heard when the manager has more experience than us, but when we’ve been able to push for what we think is best, the results have shown for themselves that we’re here to do what we do for a reason,” Olivia says.
The project gave students the chance to apply classroom learning in a real-world setting, building practical skills in content creation, analytics, campaign planning and fan engagement.
“There’s a big difference between our coursework and the real thing,” Olivia explains. “You see the theory come to life – especially branding – but it’s also trial and error. Seeing what works and why is something you don’t get to do with assignments, and it’s such a valuable learning experience.”
The initiative was overseen by Paul Walters, Programme Leader for BSc (Hons) Sport Business Management, who has supported the student team throughout the year:
“This partnership is a wonderful example of what can be achieved when academic institutions and sports organisations work together with purpose. Seeing our students take genuine ownership of a professional club’s social media presence – and deliver real results – is exactly the kind of transformative learning experience we aspire to provide.”
As the first year of the partnership concludes, a new cohort of Marketing students has taken over responsibility for the club’s social media channels. The incoming students were selected through a competitive presentation process, ensuring they are well-prepared to continue the work started by Olivia and her team.
The outgoing team provided guidance to help the new students plan the next phase of the club’s digital strategy. “My advice for the new cohort? Have fun with it! Don’t forget that you’re there for a reason – you’ve proved how good you are, and advocate what you think is best. It’s such a great experience, so make the most of it, and I cannot wait to see you make it your own,” Olivia adds.
The partnership between Salford Business School and Manchester Storm Women’s Ice Hockey forms part of a wider programme of industry collaboration, giving students practical experience while supporting local organisations including Oldham Athletic FC, Salford Rugby Club, Manchester FA and the Manchester Institute of Health and Performance.