By Gabbie St. Pierre
St. Louis native and lifelong Blues hockey fan Michael Braunfeld, ’17, ’18, didn’t ever picture himself cheering for another NHL team. But on September 28, 2020, Braunfeld was celebrating the Tampa Bay Lightning’s Stanley Cup victory.
After graduating from Maryville’s Rawlings Sport Business Management Program, Braunfeld secured a role as a Partnership Activation Account Executive with the Tampa Bay Lightning. “I’m working in my dream job, and I owe so much of that to Maryville and the sport business management faculty,” he said.
His duties include collaborating with the Lightning’s corporate partners to find ways to recognize their support of the team including in-game experiences, community programs and signage. But his work changed drastically when the pandemic began. In March of 2020, the NHL suspended all games for a nearly five-month period to help stop the spread of the coronavirus.
No games being played meant most corporate sponsorships had to be put on hold. Even once play resumed in August, no spectators were allowed. This presented a new challenge for Braunfeld and his colleagues, especially as the team entered the playoffs.
“During a time when our fans and our city were most engaged, we had to transition everything to a virtual or socially distanced alternative,” Braunfeld said. “It was challenging, but we came up with some really innovative ideas to safely involve the fans.” Braunfeld and the Lightning staff hosted a virtual trivia night, a drive-through pep rally, Zoom sessions with Lightning alumni players and socially distant watch parties for their fans and sponsors.
When the Lightning secured the Stanley Cup in game six, they knew the moment couldn’t pass uncelebrated. Instead of the traditional parade, the Lightning put a COVID-safe Tampa Bay spin on the celebration: each player floated down the shoreline in a parade of boats as fans looked on from the Riverwalk.
“Winning the Stanley Cup was a dream come true,” Braunfeld said. “When anyone goes to work for a professional team, the ultimate goal is to win a championship. To be able to do that just a few years into my career was a tremendous experience.”