Sports Marketing Concentration

The Sports Marketing concentration offers students a chance to develop their skills for a career in the $500 billion dollar global sports marketplace. The sports business is a dynamic and growing industry in the U.S., Europe, Asia Pacific and elsewhere. Whether working on new product initiatives at Under Armour, Trek, or Nike; negotiating sponsorship deals for a Fortune 500 company; implementing a marketing plan for the SEC Championship football game; working in the burgeoning fantasy sports industry; developing a merchandise mix strategy for Dicks Sporting Goods or Cabela’s; or implementing fan development programs for an NFL team, graduates find themselves at the center of a high-profile industry where passion for sports only takes you so far. With faculty considered leaders in their field and out-of-classroom experiential learning opportunities, students can combine their passion for sports with professional training unmatched by any other AACSB business school in the South.

Giovanni Hernandez
The importance of having a degree from an accredited business school is huge in this industry. Building a successful team on the field is intricately tied to success in the front office and boardroom and without my business degree from the Brock School of Business, there's no way I'd be able to handle the important day-to-day activities critical to my organization. It provides a strong foundation for any job on the business side of the sports world.
Giovanni Hernandez, Samford University AlumManager, International Baseball Operations, MLB

To be successful in the sports industry, experts universally agree that students must have more than just classroom training. Thus, at Samford University students are offered a variety of ways to gain experience and insight in the industry prior to graduation. The Brock School of Business holds several events throughout the year to educate students about the sports business industry.

The Brock School attracts leading industry executives to speak on campus, publishes the popular “Business Side of Sports” blog, and produces the annual College Football Ultimate Fan Engagement Index and the annual College Athletics Financial Outlook Report.” The Brock School also requires all students to complete an internship in the sports industry. Birmingham has been rated as one of the top 5 cities in the nation for sports enthusiast and is home to dozens of sports teams and companies.

Internships & Client-Based Research Projects

Students gain valuable experience working for organizations like Nike, NBA, adidas, Manchester United’s corporate sponsor AON, NASCAR’s Talladega Superspeedway, PGA, Indy Car, Stewart-Haas Racing, SEC, Birmingham Bowl, Alabama Sports Foundation, World Soccer Shop, Racing USA, Atlanta Braves, Birmingham Barons, Bruno Event Team, Birmingham Barons, Hibbett Sports, World Games Association, Birmingham Hammers, Alabama State Soccer Association and others. All sports marketing students also gain hands-on experience by spending a semester working for the Samford University Athletic Department.

Sports Marketing Study Abroad Opportunities

Working in conjunction with some of the top AACSB accredited business schools in the world, the Brock School of Business offers sports marketing students an unmatched variety of academic and internship programs in multiple countries. Students enjoy the opportunity to travel with classmates and Brock School faculty to study sports business abroad. These trips offer cultural and intellectual excursions and take students behind the scenes of some of the most famous sporting organizations in the world to show them how successful sporting events on the field are intricately tied to success in the front office and boardroom. Students have the opportunity to participate in live Q&A session with industry titans and participate in an international networking event with young sports business managers and students from all over the world.

A key part of the program is the chance to visit renowned events and venues during active periods. Recent trips included access to the Wimbledon Championships, London Summer Olympic Games, Manchester United Football Club, and Harlequins Rugby Union. Learning is cemented through team challenges and behind-the-scenes insights. Many students have reported that it was a “life-defining experience” and one that has the potential to “influence their studies and professional careers for many years to come.”

If you need further information about this concentration, please contact Dr. Darin White, Chair, Entrepreneurship, Management, Marketing Department & Chair, American Marketing Association Sport & Sponsorship-Linked Marketing SIG.

From the Program Coordinator+

Darin White
The Sports Marketing program at Samford University offers students a chance to develop their skills for a career in the $500 billion dollar global sports marketplace.
Dr. Darin White, Sports Marketing Program Coordinator and Professor of Marketing



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