As Indianapolis welcomes the 2026 NCAA Men’s Final Four, Butler University students are not just spectators—they are part of the operation. 

Through a new course, SPM 390: Special Topics in Sports Media: Large Scale Sports Events – Inside the Road to the Final Four, Butler is turning one of the nation’s biggest sporting events into a living classroom. The course places 75 Butler University juniors and seniors at the center of Final Four activity, combining academic study with real-time, hands-on experience in event management, marketing, and operations. 

“This is Butler at its best—connecting classroom learning directly to real-world impact,” said course co-instructor Bob Schultz, faculty director of the Butler Institute for Sports and Entertainment. “Our students are working alongside professionals who plan and execute one of the largest sporting events in the world.” 

Co-taught by Dr. Lee Farquhar, chair of the Eugene S. Pulliam School of Journalism, and Schultz, the course offers a rare level of access to the inner workings of the NCAA Men’s Basketball Championship. Each week, students engage directly with industry leaders, including NCAA Vice President JoAn Scott, who oversees the Division I Men’s Basketball Championship. 

The course structure blends expert insights with Butler-specific instruction, giving students a comprehensive understanding of what it takes to deliver a mega event—from planning and logistics to fan engagement and media relations. 

The experience extends well beyond the classroom. 

Students are actively supporting Final Four programming across Indianapolis, including Fan Fest, Music Fest, and open practices. Many are serving as street team ambassadors, helping guide and engage thousands of visitors throughout downtown. Others have been selected for inside-the-venue roles, supporting media relations during the semifinal and championship games. 

A student-led marketing initiative, “Dawgs Take On Final Four,” is also underway, with teams designing and executing campaigns to increase awareness of Final Four events across Butler’s campus. A leadership team of students is managing strategy and operations, while a dedicated content team is documenting the campaign through photo and video. 

The course is intentionally designed to bridge academic theory with professional practice. Students develop skills in event operations, marketing strategy, risk management, and stakeholder engagement while building connections with industry leaders. 

By the end of the experience, students will have: 

• Worked directly with NCAA and Indianapolis Host Committee professionals 
• Executed real event operations and fan engagement strategies 
• Analyzed the economic and cultural impact of mega sporting events 
• Gained insight into the competitive bidding process for host cities 

Just as importantly, they will leave with professional relationships and hands-on experience that can shape their careers. 

Hosting the Final Four in Indianapolis creates a unique opportunity for Butler students to engage with a global event just minutes from campus. It also reinforces the University’s commitment to experiential learning—one of the core pillars of Boldly Butler, Butler’s strategic direction focused on preparing students for lifelong success. 

“This is what transformational learning looks like,” said Schultz. “Students aren’t just learning about large-scale events—they’re helping make them happen.” 

As the city comes alive for Final Four weekend, Butler students are proving that the biggest stage in college basketball can also be one of the most powerful classrooms.