For students at Judson High School in Judson ISD, learning about business and marketing no longer happens only through textbooks or lectures. Instead, many are stepping into real-world roles—planning events, building partnerships, conducting research, and developing marketing strategies that mirror the work professionals do every day.

That approach recently came to life through an NBA 2 Ball competition organized entirely by students in the school’s Sports Entertainment Marketing and Business Practicum classes, where students planned and managed the event from start to finish.

The project offered far more than a friendly basketball shooting competition. It gave students practical experience in event planning, marketing strategy, sponsorship outreach, audience engagement, and business communications—skills that educators say are essential in today’s workforce.

Learning Business by Doing, Not Just Studying

Judson High School teachers Debra Diaz and Diana Salazar designed the project to give students hands-on opportunities that reflect real professional environments.

Diaz said the inspiration for her teaching philosophy came from an early experience in her own career.

“Before I became a teacher, I was job shadowing a director at the City of San Antonio, and he told me that individuals come to work with business degrees but no experience. I want that to be different for our students here at Judson High School,” Diaz explained.

Through the NBA 2 Ball event, students managed every detail of the project, including:

• Event logistics and planning
• Marketing and promotional outreach
• Budgeting and sponsorship coordination
• Audience research and surveys
• Identifying and targeting potential participants

For many students, the project represented their first opportunity to see how business concepts apply outside of a classroom.

Students Discover Confidence Through New Skills

Sophomore Omar Hernandez said the class has introduced him to skills he never expected to learn in high school.

“If you told me last year, oh, you're going to learn how to make a website, and oh, you're going to learn to talk to people, I wouldn't have believed you. But Ms. Diaz encourages me. She's just taught me so much,” Hernandez said.

Senior Chris Garza described the class as one of the most meaningful academic experiences of his high school career.

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“This class is teaching me a lot about how to communicate with people in the outside world. I feel like this might be one of the most impactful classes I've had throughout my four years. I come into this class and I'm going to do work. I'm excited. I go home, and I think of more ideas. I do research on how I can improve,” Garza said.

Junior Andrew Aviles Pena said the lessons extend far beyond business theory, touching on practical life skills students will use long after graduation.

“I feel like most of the things I'm learning here, I can use after I graduate. It’s not just one thing, like making a website. I could do so many things with that. Even writing an email. I never knew you had to learn how to write an email, but you do. It’s really teaching me life skills,” Aviles Pena said.

Community Partnerships Bring the Classroom to Life

The NBA 2 Ball event also drew support from the local San Antonio community and sports organizations, offering students a deeper look into the professional sports marketing world.

Raising Cane’s provided prizes for competition winners and set up games for spectators, helping add excitement and community engagement to the event.

Students also built a connection with the San Antonio Spurs, which resulted in Morgan Wuebben from the Spurs Community Engagement Team attending the event. Wuebben observed the competition and provided feedback, offering students valuable insight into how professional sports organizations engage with fans and communities.

These partnerships allowed students to experience firsthand how business relationships, sponsorships, and brand engagement play a role in sports entertainment marketing.

Preparing Students for Careers—and Life

While the NBA 2 Ball competition was a success, educators say the greater achievement lies in the personal and professional growth students experienced throughout the process.

Some participants may go on to pursue careers in sports marketing, business management, entrepreneurship, communications, or event planning, while others may take the skills they learned into completely different fields.

But regardless of their future career paths, the program focuses on building confidence, creativity, and resilience.

“I want my students to think outside the box. I always tell them, life is a color box, so go out there and color. Don’t stay inside the lines. That’s why I teach beyond the pages. I learned through hands-on experiences, and I believe it’s one of the best ways. Kids are sponges, and they need the chance to get messy, make mistakes, and get back up,” Diaz said.

Programs like those at Judson High School reflect a growing emphasis across Texas education on career-connected learning, real-world skills, and hands-on classroom experiences that help students transition more confidently into college, careers, and community leadership.

As students continue gaining experience through projects like the NBA 2 Ball event, their work demonstrates how education can extend beyond traditional classroom walls—preparing the next generation with the skills, creativity, and confidence needed to succeed.

By Tiffany Krenek, My Neighborhood News 

Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.