PennWest Teams with Pittsburgh Penguins for ‘Hockey Fights Cancer,’ Offering Students Real-World Sales Experience
PennWest University’s Sport Management program is joining forces with the Pittsburgh Penguins to support cancer awareness during the NHL’s annual “Hockey Fights Cancer” night on Nov. 19 at PPG Paints Arena. The event, branded as “PennWest Night,” will allow students, alumni, and staff to purchase discounted tickets to a game while uniting for a crucial cause. Tickets start at $35 and are available to all members of the PennWest community.
The program, designed to raise funds and awareness for cancer research, was a natural fit for PennWest’s Sport Management faculty, who value real-world learning opportunities.
Laura Miller, director of the Sport Management program, said she saw this partnership as a way for students to gain hands-on experience in sports sales and marketing.
“I currently teach a course in Sport Sales and am always looking for experiential learning opportunities where students can apply principles and concepts learned in class to real-life scenarios,” Miller said. “This was the perfect opportunity for students to go through the sales process while also benefiting our beloved hockey team, the Pittsburgh Penguins.”
Students participating in the course are responsible for selling tickets to two specific games: Halloween Night on Oct. 31 and PennWest Night on Nov. 19. Miller said the opportunity has directly benefited her students by allowing them to engage with the Penguins’ sales team and the wider Pittsburgh sports community. “It has provided students with a chance to learn about the Penguins’ brand and to understand sports sales firsthand,” Miller said.
Several incentives are in place to reward top-performing students. Miller said students who sell more than 75 tickets to the Nov. 19 game will have the chance to go on the ice for a photo during intermission. Additional rewards include complimentary tickets for the top eight student sellers, who will also get to ride on the “Fanboni” during the game. Miller said the top two student sellers will receive two club seats for a select game and a guaranteed interview for a job shadow or internship.
The Penguins’ “Hockey Fights Cancer” program unites the hockey community in raising awareness and supporting research to combat the disease.
“The game on November 19 is part of this program and will help raise funds and awareness for the NHL’s Hockey Fights Cancer initiative,” Olivia Stawovy, a Pittsburgh Penguins group sales account executive, said. “All members of the organization, including players, coaches, and fans, come together to inspire hope and courage for those fighting cancer.”
The first 7,500 fans attending PennWest night will receive a “Join the Fight” baseball cap, presented by UPMC Hillman Cancer Center, to show support for the Hockey Fights Cancer campaign. Stawovy said the Penguins’ involvement in the initiative has a local impact by benefiting organizations like the Mario Lemieux Foundation, UPMC Hillman Cancer Center, and Movember.
“Hockey Fights Cancer in Pittsburgh will once again help these organizations provide a better quality of life for cancer patients, caregivers, and their families,” Stawovy said.
The partnership also provides students with a valuable networking opportunity within the sports industry. Stawovy, who participated in a similar sales program as a student, said she saw firsthand how beneficial such experiences could be.
“When I attended Point Park University, I had the opportunity to work directly with the Penguins to sell tickets, and it had a major impact on me,” Stawovy said. “When I started in my role with the Penguins, I knew I wanted to make this experience available to other schools as well.”
PennWest’s Sport Management program intends to continue its relationship with the Penguins in the future. Miller said she is hopeful about the prospects of future collaborations that could offer even more experience and opportunities for students. “I believe this has been a good opportunity for students, and we plan to continue this partnership,” she said.
The program provides more than practical experience—it helps students understand the power of sports as a vehicle for change. Stawovy said she hopes attendees will value the chance to create lasting memories with other members of the PennWest community while supporting an important cause.