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Cy Yun didn’t take the typical path to sports marketing. His journey began on the baseball fields of Seoul, South Korea, where he spent ten hours a day perfecting his game. In South Korea, being a baseball player was not just a passion—it was a profession, even at a young age. But the system was unforgiving. When Cy wasn’t drafted into the professional league, his path seemed to hit a dead end.
“I didn’t take any academic classes growing up because I was so focused on baseball,” Cy explains. “If you don’t get drafted, there aren’t many options.” It was a daunting reality, but Cy wasn’t ready to give up. Encouraged by his cousins, who had found success in the U.S., and inspired by a showcase event that brought Lincoln Trail College’s baseball coach Kevin Bowers to South Korea, Cy took a leap of faith. He packed his bags and headed to Robinson, Illinois, to begin a new chapter of his life.
A World Away from Home
For Cy, arriving in Robinson was nothing short of a culture shock. The sprawling metropolis of Seoul, a city teeming with life and energy, had been his home. Now, he found himself in a rural American town, surrounded by open fields and quiet streets. “It was a huge adjustment,” he admits. “The language barrier was tough, and the cultural differences were even harder.”
The challenges of adapting were compounded by the fact that, as one of the few international students at Lincoln Trail College, Cy stood out. But what could have been isolating became an opportunity. “There wasn’t an option to just hang out with other Korean students because there weren’t any,” he says. “It forced me to build relationships with my teammates and classmates.”
Those relationships became the cornerstone of his experience. Teammates welcomed him into their circle, professors guided him through academic hurdles, and local families, like the Boyces, opened their homes to him. “They treated me like family,” he says with gratitude. “That was something I’d never experienced growing up in a big city.”
Baseball and Belonging
Baseball remained a constant as Cy adjusted to life in Robinson. His favorite memories from his time at LTC aren’t just about the games but the bonds forged along the way. He recalls a road trip to Louisiana, where the team spent hours on a bus, sharing stories and laughter. “It was my first away game in the U.S.,” he says, smiling. “Walking around New Orleans with my teammates was unforgettable.”
Beyond the field, Cy was learning life lessons that extended far beyond sports. He credits Mrs. Boyce, a faculty member at LTC, for teaching him the value of helping others without expecting anything in return. “In Seoul, life is so fast-paced and individualistic,” he explains. “But in Robinson, I learned what it means to be part of a community.”
Discovering a New Passion
Though baseball brought Cy to the U.S., his time at LTC helped him discover a new dream. With the support of the college’s tight-knit community, he began to explore opportunities in sports management. “I’ve always loved sports, not just as a player but for the joy they bring to people,” he says. “I realized I wanted to be part of creating that experience for others.”
After graduating from LTC, Cy transferred to the University of Illinois, a decision he calls his “primary goal” when starting his study abroad journey. The transition to a larger campus came with its own set of challenges, but his time at LTC had prepared him to adapt. It was at Illinois where Cy’s passion for sports marketing truly took off.
The Rainy Day That Changed Everything
Sometimes, life-changing opportunities come in the most unexpected ways. For Cy, it began with a class assignment. As part of his coursework, he was tasked with interviewing someone in his chosen field. A quick online search led him to Julia Greuel, Assistant Director, Marketing and Fan Development for Illinois Athletics. Nervous but determined, Cy reached out.
The day of the interview was unforgettable—for more reasons than one. “It was raining, and I was soaked, even with an umbrella,” Cy recalls with a laugh. “I didn’t know what kind of coffee Julia liked, so I brought two—one latte and one Americano.” The meeting went better than he could have imagined. Julia not only shared her insights but also gave Cy his first opportunity to step into the world of sports marketing.
“She told me to take the first step, so I asked if I could do that with her team,” Cy says. “And she said yes.”
Building a Career in Sports Marketing
That summer, Cy began working as a marketing assistant with Illinois Athletics, a role that allowed him to combine his love of sports with his newfound skills in event planning and promotion. His responsibilities include marketing for cross country, men’s gymnastics, and tailgates for Illinois football. He also assists with secondary roles for women’s soccer, gymnastics, and baseball. On game days, Cy is part of the team ensuring fans have an unforgettable experience.
“When people tell me they had a great time at an event I helped plan, it’s the best feeling,” he says. “I love seeing people happy.”
Cy takes pride in bringing a unique perspective to his work. Drawing on his background, he often incorporates ideas from the Korean Baseball Organization into his projects. “It’s exciting to share something new,” he says. “Being international is a huge benefit—I can offer fresh ideas that others might not have thought of.”
Advice for the Next Generation
As he reflects on his journey, Cy offers words of encouragement for other international students considering studying abroad. “Don’t be afraid to fail,” he says. “It’s okay if your English isn’t perfect. People understand, and they appreciate the effort.”
He also emphasizes the importance of embracing what makes you unique. “Your background is your strength,” he says. “Use it to bring something different to the table.”
Looking Ahead
Cy’s future is as bright as his determination. Whether working with major sports brands like Nike or Adidas or continuing to create unforgettable fan experiences, he’s committed to bringing joy to others through sports. “I want to give people something fun, something that makes their day better,” he says.
And it all started with a leap of faith—from Seoul to Robinson, and beyond.
