The business of sports

If sports are your calling but athletics aren’t, there are countless fulfilling and dynamic careers you can choose that will keep you in the middle of the action. Whether it’s your dream to be a rec director or a talent agent, the Sport and Entertainment Business program will get you there.

Credits 120
Sample Careers
  • Agent
  • Sports Marketing
  • Entertainment Attendant
Financial Aid

The average undergraduate student award is $16,603.

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Program Overview

There is probably not another industry in the United States as vibrant and exciting as sports. The North American sports market will grow from $63.9 billion to $75.7 billion by 2020, according to PricewaterhouseCoopers, and the global sports industry was a $1.3 trillion enterprise in 2016 (Plunkett Research, Ltd). The entertainment industries that are related to that sports powerhouse are also continuing to grow, and there is a need for talented, creative and business-minded people at every level. Housed within the Haab School of Business, the Sport and Entertainment Business program exposes students to network professionals and opportunities for field experience at events such as the Rose Bowl, the Final Four, and the Super Bowl.

In this program, you can pursue your goal as a sport or entertainment business professional through an undergraduate major or minor, the MBA concentration, or a professional certificate. The curriculum focuses on critical analysis, solution development, innovation, analytics, finance, teamwork development, leadership growth and more through lectures, guest speakers, academic service learning, field experience, online and social media resources, and new technologies.


What to Expect

In the Sport and Entertainment Business program, you will learn to budget, plan, staff and market events, manage information and to use social media as a tool for public relations, media relations, and marketing efforts. You’ll emerge from CUAA with expertise in designing and managing recreation and sport facilities, you’ll understand the impact interscholastic, intercollegiate and professional sports have on society, the recreation industry, and the economy, and you’ll be be prepared to network and interview in this highly competitive field.

  • Ann Arbor

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