More Than Just a Game: the Business of Sports
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Program
Summary
Have you ever wondered what happens behind the scenes of your favorite sports team, championship event, or viral sports moment? From ticket sales and marketing campaigns to media coverage, event management, and fan engagement, the sports industry is powered by a unique blend of business, communication, entertainment, and innovation. This course invites students to explore the dynamic world of sports business while gaining insight into the academic disciplines, fields of study, and career pathways that support one of the world's most influential industries. Through case studies, projects, guest speakers, discussions, and collaborative activities, students will examine how sports organizations operate and how business principles drive success both on and off the field. Students will explore topics such as sports marketing, consumer behavior, ticket and sponsorship sales, broadcasting, social media, communications, public relations, event management, merchandising, and community relations. Along the way, they will investigate how sports influence culture, entertainment, fashion trends, community identity, and social change. As students explore the sports industry through the lens of UW–Madison's academic programs and professional pathways, they will gain exposure to a wide range of related fields, including business, marketing, communications, journalism, public relations, event management, sports media, and entrepreneurship. Students will learn about the education, skills, and experiences that prepare professionals for careers across the sports industry while examining emerging trends and opportunities shaping the future of the field. Throughout the course, students will apply their learning through individual and group projects, real-world case studies, and a culminating project that challenges them to analyze and present solutions to issues within the sports business industry. By the end of the course, students will have developed a broad understanding of how sports and business intersect, gained valuable insight into potential college majors and careers, and discovered the many ways professionals contribute to the success and impact of sports organizations, events, and communities.
Student profile
No prior background in business or sports management is required. Students should be prepared to participate actively in discussions, case studies, collaborative projects, presentations, and problem-solving activities while exploring the business side of the sports industry. This course is well suited for students who are interested in learning how this subject connects to future educational and professional possibilities. Students will explore related fields of study, academic pathways, and career opportunities.
All students will need a laptop, tablet, or similar device to use for coursework in this class. We ask students to bring their own device or request to use one of the program's devices.
Important dates
Application deadlines
Application opens: Jan. 12, 2027
Deadline: Apply by May 1, 2027
Tuition deadlines
The first half of tuition is due by May 15. The second half of tuition is due by June 1.
