Sports Business Program

Our Sports Business major stands out by integrating business expertise with a comprehensive look at the sports world. Unlike other programs, this one is deeply rooted in our business school’s curriculum, giving you specialized knowledge that’s both broad and flexible, so you can thrive in any industry.

You’ll learn from professors in both business and social sciences, gaining a full understanding of sports as a business, a social movement, and a catalyst for change. Plus, you’ll have access to valuable industry connections through the Scott McCain & Leslie McLean Centre for Sport, Business and Health, opening doors for networking and career-building opportunities.

Why Study Sports Business?

If you love sports and have an interest in business, the Sports Business major is made for you. This program blends business principles with key social science topics, giving you the skills to lead in the sports industry. You’ll gain a deep understanding of how sports function as both a business and a powerful social force. This well-rounded approach ensures you’re prepared to tackle challenges in professional sports, corporate partnerships, and community-based initiatives – all while prioritizing ethics, social responsibility and sustainability.

Real-World Learning Opportunities

This program is designed to give you hands-on experience that prepares you for the real world. You’ll hear from industry experts, dive into current sports business discussions, and tackle case studies that bring classroom learning to life. The Experiential Learning Capstone Course will let you work with real sports organizations, non-profits or community groups on projects that address industry challenges. For an even deeper experience, you can apply for an optional co-op placement and gain valuable, on-the-job experience in areas like sports marketing, event management, team operations and more.

Sample Courses

• Sports Marketing: Learn about current issues in the marketing and management of sports leagues, franchises, and organizations. Key topics will include revenue models, sponsorship, branding, and consumer behaviour in the context of sports businesses. Global sporting events, ethics in sports, and the impact of sport on society may also be discussed.
• Human Resources in Sports: Examine the application of human resource management concepts and principles to amateur and professional sports. Key topics include talent identification and selection, training and athlete development, human rights, safety, compensation, and employment law.
• Sports & Sustainability: Explore the intersection of sports and sustainability by understanding its core principles and their application to the sports industry. Students will examine sustainability in the context of sports and major sporting events and learn about some of the organizations working to support sustainability in sports. The course encourages discussion about how sports can make itself a more sustainable proposition and the role it can play to advance sustainability.
• Sports Law: You will be introduced to the legal issues facing sports organizations, managers, athletes, spectators and facility owners. Sport-law related topics may include the national and international regulation of sport, sports governing bodies, national sports law, contracts, sports agents/intermediaries, dispute resolution, administrative law, risk management, and other topics.

Career Paths You Can Pursue:

• Sports Marketing Manager
• Event Coordinator
• Community Sports Program Manager
• Non-Profit Sports Administrator
• Facility and Recreation Manager
• Athlete Manager or Sports Agent

Ready to turn your passion for sports into a career? Sports Business is your is your gateway to understanding the business of sports while developing the skills needed to lead with integrity and innovation.