by Every exciting game, every intense match, every great play, shot, or run—all of these moments are cherished by the supporters of our school’s sports programs within the local community. At the heart of promoting these events is the Sports and Entertainment Marketing (SEM) class, which plays a pivotal role in bringing the excitement of JBHS athletics to life.
Led by Passionate Educator, Mr. Kevin Gustafson
The SEM class is led by Mr. Kevin Gustafson, a faculty member with 27 years of coaching experience. His passion for sports and his dedication to teaching students the ins and outs of promoting sports and entertainment activities sparked the creation of this class.
“I thought there would be a big interest in both the sports and entertainment side of it,” Gustafson explained. “This class is a great way for students to learn how to market and promote sporting events.”
Due to the overwhelming interest, the SEM class is split into three sessions—two classes of Sports and Entertainment Marketing 1, and one class of Sports and Entertainment Marketing 2.
Behind the Scenes of the SEM Show
Students in the class get hands-on experience creating content, managing social media, and broadcasting events. Clay Sanders, a senior at JBHS, shared how his role has evolved. “My junior year, I recorded games and wrote articles. This year, I’m working with Carlos Rauch as the anchor for our show,” Sanders said.
The SEM class is responsible for creating a show that airs on their YouTube channel. Sanders and Rauch serve as the anchors, while other students contribute in various roles, ensuring that the show runs smoothly. The class also manages the school’s sports-related social media accounts, such as Twitter (@jbhs_sports), where they provide live updates, congratulate players, and promote school events.
“We’re a team,” Gustafson said. “Clay and Carlos are the anchors, but we all pitch in for the rest of the production.”
Bringing Sports to the Community
The students in SEM focus on keeping the local community engaged by covering sports events. The first-year students write articles for The Mercersburg Journal and provide coverage of home games. Additionally, they use a program that simulates real-world sports marketing, including tasks such as securing sponsorships, setting ticket prices, and managing an imaginary stadium.
“My favorite part about this class is always being involved in sports and learning something new every day,” Sanders remarked.
Growing the Program: New Equipment and Broadcasts
As the SEM class continues to grow, the students have ambitious plans to improve their broadcasts and expand their reach. This year, the class is working on acquiring better equipment to enhance the production value of their shows and attract more viewers.
“We’re getting new equipment so that we can be taken more seriously,” Sanders explained.
Their efforts paid off last year when the students presented a proposal to the administration for new equipment, resulting in the addition of new TVs, a boom microphone, four cameras, a projector, and two desktop computers. These improvements have allowed the class to bring more high-quality broadcasts to the community.
A Future in Sports Broadcasting and Beyond
Looking forward, Mr. Gustafson plans to continue offering live play-by-play game broadcasts on the class’ YouTube channel, just as they did last year. Both Gustafson and Sanders agree that the SEM class provides valuable experience for anyone interested in a career in sports announcing, reporting, or marketing.
More Than Just Sports—Building Community
At its core, SEM is not just about sports; it’s about fostering a sense of community and ensuring that everyone, from students to families, stays engaged and involved in all things sports-related. By combining learning with hands-on experience, the SEM class offers an exciting opportunity for students to pursue their passion for sports and entertainment while making a meaningful impact on the school and the local community.
