From balancing life as a student-athlete and marketing intern at Southern to developing fan programs for one of the NFL’s most iconic organizations, Abbey Piech, ’25 has translated her love of sports into a career at Halas Hall, headquarters of the NFL’s Chicago Bears.
We caught up with Piech to talk about how her Southern experiences shaped her journey to the Chicago Bears, what she’s learned working behind the scenes in professional sports, and the advice she has for students aspiring to enter the sports and entertainment industry.
Can you tell us a little about your current role as a marketing associate with the Chicago Bears? What kinds of projects do you typically work on?
I’ve had the opportunity to work in various roles within the marketing department, but my main focus is on the Kids Club, Baby Bears, and Away Game Watch Parties. For the Kids Club and Baby Bears programs, I work on monthly newsletters, activations at Halas Hall or Soldier Field on game days, and the creation and implementation of sweepstakes. For Watch Parties, I help promote and run events for all away games at different bars throughout the season. Even though I’ve only been in the role for four months, I’m constantly learning and taking on new tasks every day.
What has been the most exciting or memorable moment of your time working with the Bears so far?
One of my favorite aspects of working with the Bears has been the opportunity to collaborate with multiple departments. In Marketing, I’ve had the chance to work with Creative, Legal, Partnerships, and others when developing sweepstakes or activations. This has allowed me to understand how essential every department is to the organization and to see firsthand what happens behind the scenes—things fans don’t always realize. Everyone I’ve worked with has been incredibly welcoming and supportive, which has made it clear that within the Bears organization, we truly are one big family.
Looking back, how did your time at Southern shape your professional journey? Were there specific courses, professors, or experiences that stood out?
Southern played a significant role in shaping my professional journey. Over my four years, I was a member of the Swim and Dive Team, worked part-time at CASAS, and completed a marketing internship with Sodexo at Conn Hall. These roles helped me develop strong time management skills, apply classroom knowledge to real-world situations, and build meaningful connections with professors and fellow students.
One standout experience was attending PEP Talks in the School of Business building. Even though I couldn’t attend all of them, I valued hearing professionals share their career paths. Their stories helped me build confidence and informed how I approached my own interviews. Southern continues to shape my journey as I complete my MBA online through the Accelerated Pathway program. Finishing my first semester, I’ve been able to apply what I’m learning in my master’s courses directly to my role with the Bears.
What drew you to a career in sports marketing, and what continues to motivate you in this field?
Growing up as an athlete, I was always connected to the world of sports and inspired by athletes I admired. As my swim career came to an end, I realized I wasn’t ready to step away from sports altogether. While I had coached in the past, I knew I wanted to contribute in a bigger way. I understood how my own experience in sports shaped me and wanted to be part of a team that creates memorable moments for fans.
One of the biggest motivators in this field is seeing sweepstakes and activations come to life. You never know how fans will respond, but witnessing their excitement—no matter how big or small the moment—is incredibly rewarding and reminds me why I love this work.
How did you land your first opportunity with the Bears, and what was that process like?
At the end of my junior year, I applied for a position with the Events and Operations Team for the Bears’ 2024 Training Camp. I was fortunate to be selected and spent a month and a half at Halas Hall helping set up and tear down activations. During that experience, I learned about the Bears Associate Program and immediately set it as my next goal.
Toward the end of my senior year, the application opened, and I applied with the mindset of simply making it to the next round each time. I eventually advanced to the final-round interview at Soldier Field while working with the Events and Operations team at the 2025 Draft Party—and I received the job offer during my senior photos in May!
The interview process was similar to others, with each round narrowing the applicant pool. My biggest advice for anyone going through interviews is to stay relaxed and be yourself. If you need time to think, embrace the silence—it never feels as long as you think it does.
What advice would you give to current Southern students who want to break into the sports or entertainment industry?
My main advice is to take any opportunity that can help launch your career. While my time at Bears Training Camp and the Draft Party was valuable, it wasn’t the sole reason I got the job. The skills and experiences I gained from other internships and roles were just as important.
You don’t need only sports-related experience or a sports-specific degree to enter this industry. My degree is in marketing, and much of my experience came from interning with Sodexo—but that didn’t stop me. If you’re hardworking and open to opportunities, even those that seem small or unrelated, you’re already taking steps toward success.
Also, understand that breaking into this field can take time, so don’t be discouraged by rejection. I faced my share of declined applications, but how you learn and move forward from those moments is what will ultimately shape your path.
