Uncover the multifaceted business ecosystem that powers modern sports. From digital innovation and analytics to emerging leagues and evolving media landscapes, students will explore how the business of sports is rapidly transforming in the 21st century. Set against the backdrop of IMG Academy's world-class facilities, students will dive deep into the commercial side of athletics, examining how emerging technologies, social media, and Name, Image, and Likeness (NIL) opportunities are reshaping the industry. The program provides hands-on experience through real-world case studies, interactive sessions with industry professionals, and collaborative projects that simulate actual sports business challenges. Various career paths within sports business will be explored, including marketing, finance, operations, and athlete representation. The course culminates in a group project where students develop and present innovative solutions to current industry challenges, providing them with valuable experience in strategic thinking and professional presentation skills.

Learning Outcomes

1. Analyze and interpret key business principles driving the modern sports industry, including marketing, finance, and strategic planning
2. Evaluate the impact of emerging technologies and social media on sports business, athlete branding, and fan engagement
3. Develop data-driven solutions to real-world sports business challenges through case study analysis
4. Create and deliver professional presentations that demonstrate strategic thinking and business acumen
5. Identify diverse career pathways within the sports industry and understand the skills required for success
6. Apply practical business frameworks to analyze sports organizations, leagues, and market trends

Capstone Project

The "Sports Innovation Challenge" serves as the culminating experience of the Sports Business program. Working in small teams of 3-4, students will address one of several contemporary sports business challenges, emphasizing real-world applicability. Teams will be evaluated on their solution's innovation and feasibility, market understanding, financial thinking, and presentation effectiveness. All team members must contribute to the presentation, demonstrating their grasp of sports business principles and ability to think strategically about the industry's future.