KENNESAW, Ga. | May 7, 2026

For graduating senior Joey Van Sickle, the path to a career in sports marketing began with heartbreak.

 As a kid, Van Sickle set his sights on playing baseball in the Major Leagues. He had mapped out his entire future: high school ball, a college scholarship, a draft pick by the Braves, and eventually, Cooperstown. 

Then, just months into his freshman year of high school, he didn't make the team. 

"It was soul-crushing," Van Sickle recalled. "All my dreams were shattered in a matter of seconds. It felt like there was no moving forward."

 A few weeks later, still processing that disappointment, he stumbled into a marketing class and discovered sports marketing.

"By the end of my freshman year of high school, I knew every single font that all the Division I schools used for their branding, their uniforms, everything," Van Sickle said. "The idea that a literal two-dimensional thing—a font, a color—could make someone feel something, that's what drew me in.” 

Inspired in part by his mother, who spent years creating memories for guests as a cast member at Disney World before becoming a teacher, Van Sickle found his calling in crafting unforgettable experiences for others. 

"People probably remember interactions that they had with her without even realizing it was her," he said. "There's something so special about that."

 He got involved with his school's DECA chapter, competing at regional, state, and international levels. He never looked back. 

Within the Coles College of Business, Van Sickle found more than a marketing degree; he found community. Faculty members like Justin Cochran, executive director of the Coles Leadership Scholars Program, became mentors who pushed him to think bigger. 

Cochran said what sets Van Sickle apart is something that can't be taught. 

"What stands out most is the balance between his personality and his professional drive," Cochran said. "Joey is incredibly easygoing and pleasant, with a genuine nature and a sense of humor that puts people at ease. Beneath that approachable exterior, however, he is a dedicated leader who is constantly identifying and pursuing the next strategic opening." 

That mindset shined in his senior year, when Van Sickle noticed Kennesaw State lacked a dedicated space for students interested in sports business.

 "I waited three years for some sort of sports speaker or sports opportunity," he said. "And then it came to my senior year and I thought, ‘Maybe I should just make this opportunity instead of waiting for one.’" 

Alongside KSU American Marketing Association Chapter President Daisy Anderson—“ she deserves just as much credit as I do," he said with a smile—Van Sickle co-founded the Sports Business Club. 

What began with 20 students and a handful of coordinator-level speakers quickly grew beyond expectations. In under a year, the club hosted more than 10 sports industry professionals, connecting students with opportunities in the field. The speaker series culminated this spring with a visit from Derek Schiller, CEO of the Atlanta Braves. The event drew more than 100 students, and several attendees have secured sports industry internships after being introduced to the field through the club. 

"To see so many people become passionate about what I've been passionate about for years," Van Sickle said, "is a really, really cool thing." 

Cochran, however, was unsurprised. 

"Joey has a talent for recognizing opportunities and building new paths that benefit his peers as much as himself," he said. 

Beyond campus, Van Sickle brought that same drive to internships with leading sports media organizations. After applying to Warner Bros. Discovery eight times, he became the first TNT Sports marketing intern from Kennesaw State. 

Baseball will always be his first love, but Van Sickle said he developed a broader passion for sports while working on marketing strategy for major properties including March Madness, NASCAR, and the Roland Garros French Open. This year's March Madness broadcast was the most-watched in seven years, and he was part of the team behind its marketing strategy. 

"Even two years ago, I wouldn't have seen myself here," he said. "To see all of the work pay off and the connections I made at KSU—it really showed me how far I've come." 

Van Sickle will head to Daytona Beach this May for a partnership strategy internship with NASCAR. In the fall, he'll continue a family tradition by pursuing his MBA at Auburn University, where both his mother and grandfather are alumni. 

His long-term goal is to build a career at the intersection of corporate brands and sports organizations—in sponsorships, partnerships, marketing, or anywhere he can create the kind of experiences that first drew him to the industry. 

"I think I was born to put smiles on people's faces," he said. "Any opportunity to create an experience people won't forget is something I'm going to run toward." 

For students still searching for their path, his advice is simple: 

"Raise your hand when there are opportunities," Van Sickle said. "Stay true to what you love while also pushing yourself to grow. Even if it's unfamiliar, if you're passionate about it, just say yes." 

Story and photos by Casie Wilson