Sport business and marketing collaboration in higher education

Abstract

In the spring of 2014, steps were taken at a southeastern university to overhaul an existing Sport Administration curriculum that functioned more as a general physical education and sport program instead of a sport business and leadership program. An almost entirely new major was created, curriculum was designed, and the program was approved by a southeastern university's curriculum committee in May of 2014. Since then, the new Sport Administration major has undergone revisions to continue to enhance the sport business and leadership focus, but also the program has partnered the last two years with the School of Business and Journalism and Mass Communication Department to form sport business, marketing and media partnerships. These unique academic collaborations have allowed for incredible student experiences, shared curriculum, common guest speakers, and increased campus “buy-in” related to sport business initiatives and emphases.