Durham — Several University of Mount Olive Sports Management students and guests recently participated in a behind-the-scenes visit to the Durham Bulls Athletic Park.
Led by Associate Professor Dr. Tony Franklin, the group gained an exclusive look at the inner workings of one of Minor League Baseball’s most prestigious franchises.
The visit included a comprehensive facilities tour, a discussion on internship and job opportunities, and insights into the Bulls’ operational strategies.
The Bulls’ front office staff provided an in-depth overview of the team’s history, from its origins in 1902 to its affiliation with the MLB’s Tampa Bay Rays since 1998.
The group also learned about the recent $12 million renovations, which include a state-of-the-art video board upgrade, field lights, sound system improvements, and enhancements to the visiting clubhouse.
“The Durham Bulls Athletic Park is more than just a baseball stadium; it’s a multifunctional venue,” explained a team representative. “Beyond baseball, we host special events, concerts, and even weddings, making it a year-round destination.”
The tour highlighted the stadium’s role as a business entity, emphasizing key departments such as ticket sales, merchandising, hospitality, corporate partnerships, and marketing.
Students were interested in the team’s social media engagement strategies and event planning efforts, including hosting unique events like glow-in-the-dark baseball games and the ACC Baseball Championship.
A crucial part of the visit focused on the Bulls’ financial and operational strategies. From player transactions and fan engagement to food and beverage services, students saw firsthand how the organization maintains its status as a premier minor league franchise.
The Durham Bulls were recently named the Triple-A Organization of the Year, a testament to their commitment to excellence on and off the field.
Additionally, students learned about the Bulls’ ownership structure and their $120 million development project on adjacent properties.
The team’s ability to integrate baseball with business and community engagement provided valuable lessons for those aspiring to enter the sports industry.
For many students, the highlight of the trip was the opportunity to network with industry professionals and gain practical knowledge of sports operations.
The Durham Bulls’ commitment to providing internships and job opportunities was especially encouraging for those looking to enter the field.
“Connecting theory to practice makes experiences like this invaluable,” said Dr. Franklin. “Our students not only learn from award-winning professionals, but they also build their networks and expand their resumes.”
