The University of South Carolina's UK Sports Global Studies Maymester gave students an opportunity to explore some of the world's most iconic sports venues while gaining a deeper understanding of the global sports industry.
Through visits to sites such as Arsenal FC's Emirates Stadium, Wimbledon, Lord's Cricket Ground, Hibernian FC's Easter Road Stadium and St. Andrews Links, students examined sports media, marketing, sponsorships and fan engagement from an international perspective.
The course was led by Clay Owen, professor of practice in the School of Journalism and Mass Communications, and visual communications instructor Renée Ittner-McManus.
Drawing on careers in journalism, communications and visual storytelling, Owen and Ittner-McManus helped students connect classroom concepts to real-world experiences. Under their guidance, students not only examined sports media and marketing on a global scale but also strengthened their visual storytelling skills through photography lessons in composition, light and capturing meaningful moments.
For many participants, the experience challenged them to rethink sports beyond an American context.
"Before this trip, I understood sports primarily through an American lens," said Haley Borns, a sophomore advertising major. "Experiencing sports culture in the UK firsthand showed me how deeply clubs, venues, and traditions are connected to local identity and community."
Students cited the importance of seeing how historic organizations balance preserving tradition while embracing innovation.
Borns noted that organizations ranging from Arsenal and Wimbledon to Lord's and St. Andrews demonstrated "a unique approach to engaging fans while preserving the history that makes them special."
Visual communications student Connor Salvesen said the experience provided "valuable firsthand insight into how some of the world's most iconic sports organizations engage fans, preserve tradition, and build their brands through storytelling and sponsorships."
Visiting legendary venues in person, he said, highlighted "how tradition and community often play a larger role in shaping fan engagement and loyalty."
The program also broadened students' understanding of sports media and communications on a global scale. Marley Greenwood, a broadcast journalism student, said behind-the-scenes tours offered "valuable insight into how sponsorships, fan engagement, and partnerships come together on a global stage." She added that the experience "challenged me to think about sports through an international lens and reinforced my interest in sports media."
Sydney Thompson, who completed the course as her final three credits before graduating, reflected on the academic value of the experience. "This trip pushed me to think of sports on a global scale, about everything from sponsorships to facility management to the growth of women's sports," she said.
Afternoons and evenings provided opportunities for students to explore independently and experience British culture beyond the classroom. Along with sports venues, students toured the Tower of London, sang along to Mamma Mia! in London's West End theater district, sampled Borough Market's famous chocolate-covered strawberries and bonded during an evening of karaoke.
Film and television enthusiasts also found plenty to enjoy. In Edinburgh, a Harry Potter walking tour led students to locations that inspired J.K. Rowling's beloved book series, while a Warner Bros. Studio Tour outside London immersed them in the wizarding world brought to life on screen. Fans of Ted Lasso visited the picturesque riverside town of Richmond, where much of the hit television series was filmed.