Students from the University of Guelph-Humber (U of GH) travelled to the U.K. for a study abroad course – one that some students described as “transformative.” They kicked off their journey in Marc Tavares’ “Social Media Marketing of Soccer” course with a strong curiosity about sports content creation and the vibrant communities who love the game.
Alongside Media & Communication Studies (MCS) Associate Head Tavares and Chair Kathy Ullyott, for just under two weeks, students were immersed in English and Welsh culture, as the group explored London, Manchester, and Wrexham.
“Instead of just reading about marketing strategies, I got to see them in action,” Justice Studies student Jenna Martins said, who fulfilled her lifelong dream of visiting England through the study abroad course.
A major focus of the course was case studies in Manchester City F.C. and Wrexham A.F.C., and how those soccer clubs – or football clubs as they’re known in the U.K. – leverage storytelling and content to grow their clubs into global brands, as well as the documentary TV series with Ryan Reynolds, “Welcome to Wrexham.” In this series, Reynolds and actor Rob McElhenney purchase and rebuild Wrexham A.F.C.
The trip brought students to famous London sights including Big Ben, and behind-the-scenes tours at Manchester’s Etihad Stadium, Manchester City F.C.’s Studio 1 (the team’s in-house production studio), the National Football Museum, a pub/community hub heavily featured in “Welcome to Wrexham” where students learned about football culture in the city, and more. It also gave students insights into possible career paths after graduation.
Notably, Studio 1 impressed students for how large an operation it is, with over 100 people working in content creation. This work is featured across social media platforms and includes full-length documentaries such as “Together: Four-In-A-Row.” Students walked where the players walked, signed their names on the board where new players leave their autographs, and saw firsthand where the content they consume from social media is made.
For MCS student Carolina Firkowski, being in the presence of such sights brought her learning to life, especially as a self-described “visual and hands-on learner.”
“While being in the presence of it, you experience how the media side is shaped by the people, the place, and the purpose rather than just seeing what people say online because it's a lot more biased and it also gives a lot more perspectives,” she explained.
What also brought learning to life was the chance to converse with experts and locals, like Wayne Jones, the owner of a Wrexham-based pub called The Turf that was central in “Welcome to Wrexham.”
This pub is a fixture of the community, Tavares explained, and students had an authentic local experience dining at the pub (with meals cooked by Jones) and hearing from him first-hand about the impact the show and the football club has on Wrexham. Being present gave students the opportunity to engage in meaningful dialogue they wouldn’t receive in the classroom.
Firkowski said her experiences on the trip, such as the impromptu lecture by Jones, made the power of storytelling come alive. When asked about the biggest lesson she learned on this trip, she said, “Media is not just about the reach. It's about the emotional connection, the culture and the history that can come out of it.”
And for Martins, this trip pushed her out of her comfort zone.
“I’m not a media student, so I had to learn a little bit about media and marketing. But also on a personal level, travelling with classmates, navigating new cities, and adapting to new environments helped me become more independent and open minded,” she said. “Learning how social media isn't just about promotion [was a major lesson]. We looked at how it's about community-building, storytelling, and fan engagement on a global scale.”
Apart from unique learning experiences, the study abroad course also provided students with the opportunity to build “lifelong” friendships. And beyond forming tight bonds with other students across different programs, the experience resonated with the group; Tavares said after their post-trip reflection meeting, his students lingered in the classroom for at least another two hours swapping stories, reliving highlights from the trip, and enjoying each other’s company.
“[Study abroad is] a great way to expand your education and see the world through a different lens,” Martins shared. “It was also one of the most rewarding experiences I've had during my time in university. The friendships and the memories that I made are unforgettable.”