Steelers Communication Department Enters Eighth Year Bridging Students and Athletes in 2026
At Acrisure Stadium in Pittsburgh, Pennsylvania, the Steelers held their annual student summit on March 23rd from 10:00 a.m. til 4:00 p.m. The goal of the summit is to share day-to-day roles across different departments, guide the students on a path to success, and share ways to find success in an action-packed industry. Previously, the summit focused solely on the communications aspects, but has been expanded this year to include sessions and guest speakers from marketing, sales, and the gameday experience. The summit includes an in-person and a virtual option, with 300 attending physically at Acrisure Stadium, and another 500 joining virtually. The event has led to five internships with the Steelers and a member of the communications department, and it has led to a number of other professional sports teams adopting similar ideas, such as the New York Yankees.
Michael Bertsch, the Steelers assistant director of communications, compares what the Steelers student summer offers in comparison to what he was offered through his career progression, saying, “the students are more prepared for the jobs than maybe we were in our time. This also gives them an understanding that you don’t have to have a million things on your resume at 20 years old.” Bertsch also goes on to emphasize that building a network and connections with the other people present at the summit is equally important, possibly more important than the opportunity to engage directly with the Steelers' communication team. The summit hosts guest speakers such as former Steelers general manager Kevin Colbert, who gave a speech on the importance of taking advantage of every opportunity you get. Colbert said, “I was a sports information director. I didn't want to do that coming out of college, so, take any door that’s open and walk into it. As you’re doing the job that you’re hired to do, don’t be afraid to meet other people in other departments, so that you can take care of your work, but also say, ‘I'm interested in player personnel, can I maybe stop by and visit when I’m done with my work?’” A large focus on giving students the opportunity to walk away with something, and simply get their foot in the door.
The summit also works to build community and bridge gaps that may exist between different levels of professional sports involvement, and also sports communication, sales, marketing, and more. According to the Steelers director of marketing, Justin Mitchell, “We’ve made great strides with connecting with college students through the Student Rush program and campus activations. We want to position ourselves as a resource in their lives.” Each year, the summit includes many local students, as well as students from all across the country; this year, for example, there were students from 160 schools across 40 states, as well as students from Brazil, Canada, and New Zealand. The Steelers have always been involved in the community to the best of their ability. From defensive captain Cameron Heyward winning a Walter Payton Man of the Year Award, former quarterback Charlie Batch creating The Batch Foundation, and Steelers owner Art Rooney II receiving an award for his dedication and impact on the Pittsburgh community as a whole. It is no surprise that the Steelers stretch this love and community involvement to include the young, educated, sports-oriented individuals.
