He is currently a member of Cohort 44 in the University of San Francisco Sport Management program, along with Noveen, looking to gain a better understanding of the media relations and communications aspects of the sport industry. He can be found on Twitter (@ShawnWhelchel) and LinkedIn (www.linkedin.com/in/shawnwhelchel). Writing samples can also be found at http://sfbay.ca/author/shawn. This article is an edited version of a paper Shawn prepared for Dr. Michael M. Goldman’s Sport Marketing class at the University of San Francisco.