A team of five Durham College Sports Management students captured the school’s first-ever win at the PrimeTime Sports Case Competition in early November with a proposal to transform a prominent 50/50 draw.
They proposed turning the Maple Leaf Sports and Entertainment (MSLE) Foundation’s 50/50 draw into a storytelling-driven digital campaign that emphasizes community impact over prize money.
The team — Maia Murphy, Levi Peters, Jonathan Soligo, Coulter Babcock and Aidan Caprietar — spent more than a month preparing with faculty advisors Ian Ellis and Sheldon Koufman before receiving the case at 8 a.m. on competition day.
Students were challenged to increase digital engagement and boost ticket purchases while reducing overlap between the Maple Leafs, Raptors, Argos and Toronto FC draws.
Murphy said the group’s strategy focused on shifting the traditional view of the 50/50 draw.
“We wanted to tell a story of dreaming bigger,” she said. “When you purchase a 50/50 ticket, you’re not just buying a chance to win — you’re supporting a cause where we all win. Your purchase directly supports the MLSE Foundation and the work they do impacting communities and youth.”
The team proposed reframing the draw as an impact-focused initiative by spotlightng community programs supported by the foundation.
“How can we show that? Through digital storytelling,” Murphy said. “Rather than positioning the 50/50 as lottery-focused, we wanted it to be impact-focused, highlighting those who benefited from the foundation’s work across YouTube, Instagram and other digital platforms.”
The group also pitched a consolidated monthly “super” 50/50 draw inspired by the Toronto Blue Jays and their draws during their recent run to the World Series. to create larger jackpots, reduce competition between teams and generate more buzz across MLSE’s brands.
Preparation for the event was extensive. The team met weekly for five practice rounds, presenting mock cases and refining their communication, critical thinking and teamwork.
“Our professors challenged us every week,” Murphy said. “That preparation made a huge difference.”
After advancing through multiple elimination rounds on Sunday, Durham College emerged as champion — the first time the school has claimed the title after consecutive second-place finishes.
“It felt surreal,” Murphy said. “To finally win, especially against MBA and grad program teams, was incredibly rewarding.”
The victory earned the students entry to next year’s PrimeTime Sports Management Conference and suite-level tickets to the Maple Leafs–Penguins game, where they networked with industry professionals.
For the team, the experience reinforced their aspirations in the sports industry.
“This competition opened my eyes to what’s possible,” Murphy said.