Building a Sports Marketing Program in a College or School of Business

The purpose of this paper is to serve as one roadmap for helping marketing and business faculty understand better how to build a Sports Marketing program within a college or school of business. Specifically, this paper lays out specific coursework that can comprise a robust and industry-relevant sports marketing program and provides connected sports business and sports analytics classes and content that can undergird and support a new or growing sports marketing program. This business education development solves a curriculum problem related often to the need for new, innovative, and industry-relevant business curriculum and new occupational pathways for business students. Finally, this paper lays out a blueprint for intentional collegiality and partnership amongst marketing and business faculty, alumni, advisory board members, and industry partners in helping a newly created sports marketing program not only grow, but be connected to strong industry internships, job placements, and newly related occupational pathways for business students