More Than Games: Communicating Sports in the U.K.

This past summer, a group of University of Colorado Boulder students traveled to London to participate in Accent’s Communications, Cultural Studies, and Sports program. This program blended academic study with hands-on activities to teach the students how sports shape British culture and community.

From the very start, students immersed themselves in the U.K.’s rich sporting traditions. They toured iconic venues such as Chelsea’s Stamford Bridge, Liverpool’s Anfield, and the Queen Elizabeth Olympic Park, while also stepping onto the pitch themselves with a try tag rugby session in Hyde Park and a cricket lesson at Fulham Cricket Club. Along the way, they met with people in the industry including Manchester United’s marketing team and spoke with women-in-sport journalist Carrie Dunn, gaining insights into the ways communication and sport intersect on a global stage.

The program balanced professional engagement with cultural immersion, for example joining locals in celebrating major moments like the Wimbledon Women’s Final. They also explored the roots of sport history during a day at the Stoke Mandeville Museum, birthplace of the Paralympic Games, and expanded their global perspective through talks with diverse media agencies and professional associations.

One of the most powerful experiences came when students volunteered at the London Youth Games, one of the largest youth sporting events in Europe. Working side by side with athletes, coaches, and community organizers, they saw firsthand how sport can bring people together and create opportunities for young competitors from diverse backgrounds. Students didn’t just watch the event, they became part of it, helping ensure the games ran smoothly and engaging directly with the local community. The experience underscored how sport functions as a unifying force and gave students a deeper appreciation of its role in fostering identity and belonging.

Behind the scenes, Accent Global Learning worked closely with CU Boulder faculty to design and deliver the program from start to finish. Accent coordinated all logistics, secured access to exclusive site visits, and leveraged long-standing partnerships across the U.K. to provide students with opportunities they wouldn’t find in a typical classroom. While abroad, Accent’s on-site team supported both students and faculty every step of the way, ensuring the experience was not only academically enriching but also safe, seamless, and memorable.

Reflecting on the experience, the program leader noted: “My students not only had an amazing learning experience, but they also had an amazing cultural experience. The professionals, tours, and training sessions we experienced widened our worldviews, and my students came back to Colorado better for it. Everything we did complemented the communication curriculum I envisioned when I first proposed this program. Accent helped me curate a world-class experience and helped me change the lives of several CU students.”

The Accent Program Development team works closely with faculty and Education Abroad offices on campus to develop programs fully tailored to meet the learning goals and faculty’s vision for that specific program. To learn more about faculty-directed programs, visit our website.