If you’ve ever been to an Illini sporting event, you’ve probably seen some of Cassie Arner’s work. From the nachos you munch on during halftime to the airplane flyover at football games, she does it all. A native of Mobile, Alabama, Arner didn’t grow up chanting “ILL-INI.” However, this hasn’t hindered her love for Illini sports and traditions.
Arner serves as the Senior Associate Director of Marketing and Fan Engagement for the University of Illinois Athletics Department. She has held this position since 2018. However, this is not her first employment period at UIUC, as she previously worked with Illinois Football as the Sports Information Director from 1997-2010.
Arner currently manages the promotion of Illini sports to fans through digital advertising mediums and prepares an engaging experience for fans on game day.
To put it shortly, Arner’s job consists of a lot of planning. She oversees different departments under the umbrella term of “fan engagement.” Maintaining fan loyalty to the Illini sports brand requires not only the athletes who play the game but also the groups of people surrounding the sporting atmosphere. Arner works closely with graphics, live production, creative video, and media teams to put together the ultimate fan experience.
Whether it’s the day before a basketball game or the week before a home football game, Arner structures her time around promoting an event. Her planning and preparations heavily influence her day-to-day work life.
“I think one of the best things about this business is that no day is the same,” said Arner, as she’s motivated by the numerous challenges her field poses.
While many aspects of her job may seem unregulated, there are still certain parts that retain their normality. Her “football weeks” are some of the most structured because she prepares for the weekend showdown.
This anticipation, especially for those Big 10 conference bashes, is well felt by Arner and her team. She recognizes the importance of her role in Illini athletics’ success and that her job can significantly impact the trajectory of sporting seasons.
“I mean, it’s stressful. We definitely put a lot of pressure on ourselves, but it really feels like a family.” Arner’s team consists mostly of UIUC students majoring in Marketing or Recreation, Sport, and Tourism (RST). Some students hold management positions that come with a paycheck, but for many members, their position on Arner’s team is voluntary. Those volunteers receive their compensation as experience working with sports in a Big 10 Conference environment.
For Arner, the dynamic nature of her job is what she finds most fulfilling.
“It is fun, and I think most people in this business thrive on that kind of roller coaster, and many of us would not be okay in a ‘9-to-5-sit-at-your-desk’ type job,” said Arner.
That fast-paced and quickly changing environment is something Arner thinks can be hard for people to click in. Her advice to those wanting to enter this field is to have a good work ethic.
“If you can love just working, you know, no matter what it is, if you like the challenge of, you know, doing it better faster, then, that’s a good work ethic. We can take that and teach you all the other stuff,” said Arner.
It’s a job that also requires good people skills.
“We are a very customer-oriented group on our campus. We tell our students all the time, ‘what you say to someone who walks up to one of our tables at an event could make their day,’” says Arner.
Arner’s team serves as the face of Illini athletics at all sporting events. Before a game, you’ll see members of Arner’s student grassroots marketing “street team” handing out posters and schedules and answering questions related to Illinois sports.
“[The team] could change whether [fans] are having an okay time and an amazing time and make them want to come back again.” Arner elaborated.
Members of Arner’s marketing team are also in charge of promotions during sporting events as opposed to just preparation. From throwing T-shirts and Jimmy John’s subs at fans to the airplane that flies over Memorial Stadium, Arner and her team are in charge of working with various organizations and sponsors to help promote and increase their reach within the University of Illinois community.
Arner is very passionate about the work she does at the University of Illinois, and she surrounds herself with lots of like-minded individuals. Her job isn’t easy, and collaborating with several departments can be challenging, but thanks to Arner’s dedication and her wonderful team, Illini fans can be sure to enjoy a spectacle at every event.
