Expanding the base

As a student at JMU, Kim Ferguson (’05) always knew she wanted to work in the NFL.

A Bachelor of Science in Kinesiology, Ferguson took steps toward that goal, interning in the Athletics marketing department covering everything from football and field hockey to soccer and baseball. She also assisted with promotions and event management, including game-day operations for men’s and women’s basketball.

After graduation, Ferguson landed an internship with the Baltimore Ravens’ ticket office. While she enjoyed working directly with customers, her ambition was to be on the fan-engagement side of the house. After years of dedication, Ferguson has moved up to senior director of fan development and activation for the franchise, overseeing multiple projects to keep fans engaged with the Ravens brand.

“JMU gives a great avenue for anybody who is fortunate enough to attend,” Ferguson said. “The community that it creates is something that I strive for. Even when I’m here at the Ravens, I feel like it’s the same type of community — a close-knit family.”

Ferguson’s team goal is to “reach fans 365 days a year.” Some of these initiatives include:

• Purple Fridays: Fueling city-wide excitement before game day

• The Flock: Connecting both local and displaced fans globally

• Purple: The Ravens’ women’s platform

• Legends Community: Supporting and archiving the history of former players

• Ravens Gaming League: Engaging the growing eSports community

• Ravens Walk: Area for fans to walk between the stadium and Camden Yards

Ferguson’s team integrates the Ravens’ brand with partners through activations and sponsorships. “Whether it’s engaging with our logo, our brand or a specific event, we align those goals together,” she said.

Notable activations include Dunkin’, Frito-Lay, Toyota and Coca-Cola. Ferguson’s team also leads sweepstakes and influencer collaborations, recently expanding their reach into international channels in the United Kingdom. 

The project she’s most proud of is the team’s ongoing effort to involve young women in flag football. “We’ve started girl’s flag football at the high-school level here in Maryland. The program started with one county, then it was 10 high schools and now we have over 100 high schools that are participating,” Ferguson said. “By fall 2026, we’re hoping it’ll be a sanctioned sport here in Maryland, so every high school could participate if they wanted to.”

“It’s helping a lot of girls who didn’t have prior sport experience,” she said. “We’ve seen that 70% of the girls playing flag football didn’t play a fall sport prior. So, it’s giving this new outlet for women, and we know that we had an impact on that. It further proves what we’re able to accomplish here at the Ravens. It’s a sport that anybody can play, and it’s accessible.”

It’s also growing in popularity. In January, the NCAA added flag football to its Emerging Sports for Women program, creating a pathway for it to become a varsity collegiate sport. Ferguson says she’d “love to see it at JMU at some point in time.” And flag football is set to debut at the 2028 Summer Olympics in Los Angeles. 

The new wave of flag football in Maryland high schools couldn’t have been possible without the Ravens and, more specifically, Ferguson’s team. Each school was given $5,000 in its first year and $5,000 in the second; then, through a partnership with Under Armour, schools received free uniforms.

The biggest hurdle facing flag football is the visibility gap, Ferguson says. “People don’t understand how much fun it is to watch until they do. I met a group of people last year who came to a game. They didn’t have any ties and afterward told me how much fun they had watching.”

Alyssa Bosley (’07M), program director for JMU Sport and Recreation Management, mentored Ferguson during her time as an intern at Madison. “She’s an amazing professor and helped me realize what I wanted to do,” Ferguson said. “Even after I graduated from JMU, Bosley was still continuously following my career and checking in with me.”

Ferguson was the first student Bosley worked with in the Athletics marketing department. “I have had the privilege of watching her journey from the very beginning. What stood out about Kim even then was her incredible work ethic and her willingness to jump in and help with anything.”

Ferguson and Bosley still keep in touch, and she visits her class as a guest lecturer. “Years later, when she would come back for JMU football games, she would often ask if there was something she could do to help instead of just sitting in the stands. That says a lot about who she is,” Bosley said.

In April, Ferguson will celebrate 20 years with the Ravens. She remains deeply connected to JMU and is a member of the Hart School Advisory Board. She says she enjoys giving back to the school that gave her so much.

“Seeing her now with the Baltimore Ravens and serving on the Hart School Advisory Board, still asking how she can help the next generation of students, is incredibly special,” Bosley said. “She truly represents the best of JMU and the SRM program.”