Focus on Majors: Sport Management
For students who live and breathe sports, a career in the industry doesn’t have to mean going pro as an athlete. The U.S. sports industry generates over $400 billion annually and relies on professionals in management, marketing, event coordination, and facility operations to keep things running. A degree in sport management can be the ticket to an exciting career behind the scenes of the sports world.
Sport management programs blend business, marketing, and sports-related coursework to prepare students for careers in the athletic industry. A Bachelor of Arts or Bachelor of Science in Sport Management typically includes classes in business, finance, sports marketing, event planning, facility management, and ethics in athletics. Many programs also emphasize hands-on experience through internships with sports teams, facilities, and organizations, giving students a valuable edge when entering the job market.
When exploring sport management programs, at some universities, the majoris housed in the business school, which places a greater emphasis on finance, administration, and marketing, while at others, it may be housed within communications or liberal arts The program’s focus can shape career opportunities, so students should consider their long-term goals when selecting a school.
Certain colleges and universities have gained a strong reputation in sport management. The University of Massachusetts Amherst’s Isenberg School of Management is consistently considered one of the top programs and has strong industry connections. The University of Michigan focuses on sports business and societal impact with an extensive alumni network in professional sports. Southern Methodist University offers specializations in event management and athlete representation, while Ohio University is home to one of the oldest and most respected sport management programs. The University of South Carolina offers a Sport and Entertainment Management degree within its College of Hospitality, Retail, and Sport Management, giving students direct access to major sporting events and industry partnerships.
The location of a university can also play a major role in career opportunities. Schools in cities with major league teams, sports marketing firms, and athletic organizations often provide students with valuable industry exposure.
Graduates with a degree in sport management have a wide range of career paths available to them. Some may find roles in team administration and managing operations for professional or collegiate sports organizations. Others may gravitate toward marketing and sponsorship, working with brands to develop advertising strategies and corporate partnerships. Event and facility management is another growing field, where professionals oversee stadiums, arenas, and major sporting events. Those interested in athlete representation and public relations may work directly with athletes to manage their careers, contracts, and media presence. Sports analytics and technology are also expanding fields, utilizing data to improve team performance and fan engagement.
Breaking into the sports industry can be competitive, so hands-on experience is key. When researching programs, students should ask about internship opportunities, job placement success, and the strength of the school’s alumni network. Schools with established connections in the industry can provide students with a pathway to internships and jobs with professional teams, college athletic programs, and sports-related businesses.
To learn more about sports management programs and careers, you can refer to the North American Society for Sports Management (NASSM), Degrees in Sports, and Sports Business Journal.
Careers for Sports Management Majors:
Sports Agent
Athletic Director
Team Manager/Operations Coordinator
Sports Marketing Specialist
Social Media Manager
Public Relations Specialist
Stadium Manager
Recreation Manager
Fitness Trainer
Sports Data Analyst
Corporate Partnership Manager
Contract Analyst
Guest Relations Manager
Game Day or Event Coordinator
Sports Media and Broadcasting
