Schulich’s All-Undergrad Team Makes History in MLSE Case Competition Finals
In an extraordinary achievement, a team of five first-year undergraduate students from Schulich reached the final four of the prestigious 2024-2025 Maple Leaf Sports & Entertainment Partnership (MLSE) Case Competition, held at Scotiabank Arena in Toronto. The all-female team—comprised of Sharuja Sivanesan, Bethany Kumar, Varshah Jeyasangar, Meera Mukunthan, and Shayani Rajalingam—nearly defied the odds by outlasting 279 teams and over 1,350 students from across Canada, the United States, France, Spain, and beyond.
Their accomplishment is even more remarkable considering they were the only undergraduate team to make it to the final round of 16, where they competed against teams of only graduate students.
MLSE praised the team for their “big idea,” their dynamic presentation—including a skit and humor-infused approach—and their overall poise and confidence. Judges commented that with more experience, the team could be “unbeatable” in future competitions.
“This achievement is a testament to the talent, ingenuity, and resilience of Schulich students. For a first-year undergraduate team to compete against experienced graduate students and emerge as a finalist in such a prestigious competition speaks volumes about their strategic thinking and creative approach to marketing. Their success not only reinforces Schulich’s reputation for excellence in case competitions but also showcases the school’s commitment to preparing students for real-world industry challenges. I have no doubt this team—and the students who follow in their footsteps—will make a significant impact in the sport business landscape in the years to come” said Vijay Setlur, Marketing Instructor at the Schulich School of Business.
As part of MLSE’s competition structure, select standout students from non-winning teams will be considered for interviews for a coveted paid Summer Associate Internship within MLSE’s Global Partnerships department. Given their impressive performance, there is strong potential for members of the Schulich team to continue developing their skills in the industry.
This marks the second consecutive year that Schulich students have reached the final four of the competition, reinforcing the school’s strength in case competitions and marketing strategy.
The MLSE Case Competition is one of the sports industry’s most competitive and prestigious partnership marketing challenges, with this year’s edition attracting the largest number of participants in the competition’s history.
A special acknowledgment goes to Olivia Beltrano of MLSE Global Partnerships—a former Schulich sports marketing student—who mentored the team.
