Internships have long been proving grounds—an opportunity for organizations to test potential talent while giving young professionals the hands-on experience they need to start careers. But when structured thoughtfully, internships can be more than just résumé builders or an extra set of hands. They can create pipelines for future staff, provide fresh perspectives, and foster stronger connections between organizations and the communities they serve.
Talk to sports organizations around the country and you’ll hear the same thing: a good intern doesn’t just lighten the workload. They bring perspective, passion, and often, a deeper connection to the sport than staff could ever script.
USA Diving: Go-getters and Game-changers
At USA Diving, the internship program isn’t massive or overly formal. In fact, it often comes together organically, through athletes and students who raise their hands to get involved. But as Cadi Schwartz, director of communications, will tell you, the impact is anything but casual.
“We’re a very small organization, so we look for go-getters,” Schwartz says. “Just because you’re an events or marketing intern doesn’t mean you aren’t going to learn things from other departments. We want people who are eager to jump in, help where they can, and make the most of their experiences.”
That eagerness translates into real contributions. Schwartz’s current communications intern joined in June and was on-site at her first event by July. When Junior Nationals in Los Angeles overlapped with World Championships in Singapore—a logistical nightmare given the 15-hour time difference—the intern stepped in with critical support.
“She was a huge help with daily recaps,” Schwartz recalled. “It doesn’t take long to write them, but it takes brainpower to do it right—making sure names, clubs, and scores are accurate, tailoring the voice so it’s engaging. She hit the ground running.”
Many of USA Diving’s interns come from within the sport itself. Former athletes understand the nuances—especially safety considerations—that outsiders might overlook. That insider knowledge, combined with fresh eyes, gives USA Diving an edge. “They help us see the bigger picture,” Schwartz said. “Because they’re not in the office every day, they notice things we might miss.”
USA Gymnastics: Creators in the Spotlight
At USA Gymnastics (USAG), internships take the form of something a little different: the USAG Creator Program. Launched in 2023, the initiative connects transitioning athletes with opportunities to capture and share the sport through photography, storytelling, and digital content.
“The purpose was to keep athletes who might be transitioning out of competitive, elite, or collegiate gymnastics involved in the sport,” explained Jaci John, social media manager at USA Gymnastics. “We wanted to take their unique eye from being an athlete and really incorporate that into our elite competitions.”
The program emerged organically after the organization fielded requests from young creators asking to photograph or write about events. Venue and credentialing limitations made it difficult to accommodate traditional media requests, but USAG saw an opportunity.
“These incredibly talented people didn’t have an outlet backing them, so we thought, ‘we should be that outlet,’” John said.
The results exceeded expectations. In its first season, more than 60 people applied, with nine creators ultimately contributing across multiple events. Feedback from both the organization and participants was overwhelmingly positive.
“It was symbiotic,” John said. “Athletes could grow their personal and professional brands while we gained more content, more imagery, and more of that unique perspective. Instead of just one staff photographer, now we could post more and also provide athletes with even more pictures and stories.”
The benefits extended beyond content. Creators gained behind-the-scenes access to press rooms, mix zones, and media operations—experience that could be leveraged in future careers.
Looking ahead, USA Gymnastics plans to expand the program, adding stipends and opening it to more competitions. “Our first year was about learning,” John said. “But the feedback was so positive, we know we’re on the right track.”
Alabama’s Beaches Sports & Events: Boots on the Ground
On the Alabama Gulf Coast, internships have become a key part of how sports tourism thrives. At Alabama’s Beaches Sports & Events, summer interns step directly into the busiest stretch of the year—youth baseball and softball season.
“This boots-on-the-ground program gives college students relevant experience, from in-house data collection and on-site event coordination to special projects touching other areas of business, including communications,” says Ally Mills Dorrough, director of public relations. “They’re not just observing—they’re in it.”
Interns handle everything from organizing opening ceremonies to gathering room-night data that proves the economic impact of tournaments. And it’s not just a temporary boost for the organization. Dorrough says internships have helped build a true talent pipeline.
“Several of our employees started as interns,” she said. “They’ve gone on to build successful careers here. Strong internship programs help develop a talent pipeline, harness new perspectives, increase organizational productivity, and elevate brand reputation.”
That doesn’t happen by accident. Dorrough stresses the importance of being strategic. “Market and competitor research helps establish or refresh internship programs,” she says. “Connecting with colleagues at similar entities goes a long way in building a strategic and impactful program, benefiting potential interns and your organization.” With the right strategy and intention, it’s clear that internship programs can be mutually beneficial.
Expert advice
The most effective internships don’t just happen. They’re designed with intention—balancing structure, support, and flexibility. If your organization doesn’t yet have an internship program, but would like to, here are five things that leaders in the sports events industry say make the difference:
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Look for go-getters, not titles.
Don’t get hung up on résumés. Seek students who are eager to learn and willing to pitch in across departments.
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Give them meaningful work.
Make sure interns do more than observe. Whether it’s writing recaps, running ceremonies, or gathering data, their contributions should feel tangible.
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Offer access, not just assignments.
Internships double as exposure. USA Gymnastics gives creators behind-the-scenes access to press rooms, media areas, and event coverage. It’s the kind of experience interns can’t get anywhere else—and it sticks.
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Learn from peers.
Connect with colleagues in similar organizations when shaping your program. Understanding what works for others can help you refine your own approach.
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Remember what it’s like to be an intern.
The leaders running programs today were once in those same shoes. Don’t forget that everyone has to start somewhere.
