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The �鶹��ý College of Business hosted the inaugural “Spark Business Series” event on March 4 to examine what makes Maine’s largest city the nation’s top minor league sports market. 

Featuring representatives from Portland’s sports franchises and Sports Business Journal, the premier publication on the sports industry, the panel discussion provided students with an opportunity to explore career pathways in the business of sports and engage with professionals shaping the industry.

The event, titled “The Business of Being #1 – Portland’s Lead in the Minor Leagues,” came just months after Sports Business Journal ranked Portland as the No. 1 minor league sports market in the country for 2024-2025 — an impressive leap from No. 71 in 2022. The ranking, developed through extensive data analysis, considers factors such as attendance, economic impact, and facility investments. 

�鶹��ýPresident James Herbert welcomed an audience of over 80 members of the community, including �鶹��ýfaculty and administrators, students from across UNE’s diverse business degree programs, and the general public.

The panel, moderated by former U.S. Olympic Committee chief marketing officer Rick Burton, featured a distinguished lineup of speakers:

• Chris Cameron, vice president of communications and fan experience, Portland Sea Dogs
• Adam Goldberg, CEO/alternate governor, Maine Mariners
• Gabe Hoffman-Johnson, founder and chief community officer, Portland Hearts of Pine
• Dajuan Eubanks, president, Maine Celtics
• David Broughton, reporter, Sports Business Journal

A Formula for Success

Broughton, who developed the methodology behind the rankings, explained that Portland’s top ranking reflects a balanced, thriving ecosystem. 

“We look at attendance for every minor league game in the country, measure changes in population and economic factors, and award points for maintaining and building new facilities,” he said. “It’s a measure of how much teams support the market — and how much the market supports the teams.”

Portland’s success, panelists agreed, stems from more than just its franchises — it’s the result of a city and state that deeply embrace their teams. Eubanks noted that the Maine Celtics’ success is built on community engagement. 

“The reason we exist in Portland and the reason for our success is how we commit to the community and how the community connects to us,” he said. “That’s something very unique to minor league sports.”

Cameron emphasized the role of minor league teams as sources of entertainment and connection. 

“We all work for sports teams, but we do little sports work — we run the business operations, we sell the tickets, we sell the advertising, and we create the promotions,” he said. “We are in the entertainment business and, more specifically, we are in the memory-making business.”

Learning by Doing: UNE’s Commitment to Experiential Education

While the conversation centered on Portland’s place in the national sports industry, it also underscored UNE’s commitment to preparing students for careers in this growing field. 

Since launching in 2023, the �鶹��ýCollege of Business has cultivated hands-on learning opportunities with local sports organizations, including a research partnership with the Maine Mariners that launched in January and student internships with teams like the Sea Dogs and Maine Celtics.

(Left): UNE’s College of Business recently announced a research partnership with the Maine Mariners; (Right): Morgan White and Samantha Fickett last year completed summer internships in sales and management with the Portland Sea Dogs.

Connor Blake, MBA, manager of UNE’s Center for Sport and Business Innovation and organizer of the speaker series, highlighted how these partnerships translate to real-world experience. 

“Through collaboration with Portland’s thriving minor league teams, our students gain hands-on exposure to sports business operations, from marketing and sponsorship to fan engagement and analytics,” he said. “These opportunities not only enhance their education but also help build connections that launch their careers.”

Panelists echoed this sentiment when asked for career advice for students looking to break into the industry. 

“Don’t be shy, be curious, and advocate for yourself,” said Hoffman-Johnson; Goldberg emphasized the importance of work ethic and creativity, while Cameron stressed the value of networking and building relationships.

Eubanks closed the discussion by encouraging students to be intentional about their career goals. 

“Advocate for yourself, but also have an understanding of where you want to go,” he said. “It doesn’t have to be the final decision, but the more you’re able to articulate a pathway, then it’s our job to figure out if we have a spot for you.”

Norm O’Reilly, Ph.D., dean of UNE’s College of Business, said the “Spark Business Series” aims to continue bringing industry leaders to UNE, providing students with invaluable networking opportunities and exposure to real-world business challenges. 

As the College of Business continues its rapid growth, he said, events like this panel reinforce its mission: equipping students with the skills and experiences needed to succeed in high-demand industries.

“We launched the ‘Spark’ series, where we’ll have one major event each semester, to bring our students, our faculty, and our centers closer to the business community, industry, and the citizens of New England,” he said. “By fostering dialogue on key business trends, we aim to create even more professional pathways for students.”