What Is Sports Management?

Sports management blends the excitement of athletics with the strategy and organization of business. This dynamic combination sets the stage for exciting career possibilities. If you dream of working behind the scenes in the world of sports, from managing teams and events to marketing and operations, this field offers diverse and rewarding paths for you. But what is sports management, exactly?

At its core, sports management focuses on applying business principles to the sports industry. Students earning a BS in Sports Management degree gain expertise in leadership, finance, communication, and event management within the dynamic sports industry. Equipped to manage athletes, facilities, and organizations, graduates make strategic decisions that ensure the smooth operation of the sports world.

Keiser University’s sports management programs are specifically designed to provide flexibility and career-focused training. Both traditional and adult learners gain the knowledge and practical experience needed to succeed in the sports industry

What Is Sports Management? Roles, Skills, and Career Paths

If you’ve ever wondered how sports teams operate behind the scenes or how major tournaments, sponsorships, and athlete agreements come together, you’re already thinking like a future sports management professional. Many prospective students ask, “What is a sports management degree, and what can I do with it after graduation?”

Students in this area learn how to apply core business concepts directly to the sports industry.

Daily, professionals in sports management may be involved in several key activities, such as:

Coordinating event management
Guiding sports marketing campaigns
Overseeing operations at sports facilities
Making data-informed decisions in facility management
Managing finances within the sports field

Graduates of sports management programs build the skills needed to help organizations deliver safe and memorable experiences for athletes, fans, and the broader community.

Keiser University’s sports management degree curriculum focuses on the business aspects of the sports industry, including marketing, management, law, sales, economics, and finance. Coursework and experiential learning emphasize the areas of sports business, ethical decision-making, communication, and collaboration across departments like athletic administration and operations, among others. This gives sports majors a wide range of options. Industry leaders also highlight how broad and diverse the sports management field has become:

“Students can pursue virtually any business function while remaining within the sport ecosystem. The sheer variety of specialized roles available demonstrates that sport management isn’t a narrow career path, but a comprehensive industry offering countless opportunities for students to pursue their specific skills and interests.”
– Bri Newland, NASSM Interim Executive Director

How Big is The Sports Industry?

According to Sportico, the sports industry generated an estimated $2.65 trillion in global revenue in 2023, placing it among the world’s top 10 largest industries. This massive economic scale emphasizes precisely how influential and lucrative sports are on a real global level, from national sensations like the Super Bowl in the USA to global phenomena like the World Cup; there is always money to be made and work to be done on and off the sporting field. In 2019, projected global revenue was set to expand by $338 billion in just four years, per the Global Institute of Sport.

Meanwhile, in the United States, the broader Arts, Entertainment, and Recreation sector, which includes spectator sports, event promotion, sports agents, and facility management, is projected to surpass $518 billion in 2025. This encompasses professional leagues, as well as a broader ecosystem of venues, events, and services that support sports (IBIS World).

	Dr. David Hubbard Associate Vice Chancellor for Operations Keiser University
	“Keiser University’s degrees are designed to prepare students for careers across the multi-faceted sports business industry. Opportunities exist not only in professional and collegiate sports, but also in tourism, recreation, fitness, event promotion, private sport enterprises, and other sectors that support both spectator and participatory sport. Few degree paths offer such a wide variety of potential roles, which is one reason sports management remains a strong career choice for students with different interests and strengths.”
	LinkedIn

Are you a good fit for a sports management degree? Strong candidates are passionate about athletics and driven by results. They pair solid organizational and interpersonal skills with interests in growing fan engagement, coordinating game-day operations, building community and corporate partnerships, and strengthening athlete support systems, ready to develop professionally and contribute on day one.

What Skills Do You Learn in Sports Management?

A degree in sports management helps students develop a well-rounded set of business, leadership, and communication skills that are applicable across the entire spectrum of sports organizations.

Sports majors gain experience in facilities management, learning how to oversee sports venues, coordinate logistics, and ensure operations run efficiently. Courses in sports law introduce legal and ethical frameworks that guide contracts, compliance, and organizational integrity within athletic organizations. Meanwhile, leadership and communication training prepare students to work effectively with teams, coaches, sponsors, and community stakeholders.

Building on those strengths, Keiser University’s sports management curriculum helps you grow the analytical and people skills that make teams run well. You will practice strategic planning, event coordination, and day-to-day problem solving, learning how each decision affects performance on and off the field.

Staying current in the industry is a core professional habit. At Keiser University, you learn how to research effectively, evaluate sources, interpret data, and communicate findings with clarity, while developing essential soft skills such as teamwork, time management, and professional ethics.

What Careers Are Available with a Sports Management Degree?

A sports management degree opens the door to a wide array of professional opportunities across the growing global sports industry. Whether your interests lean toward business strategy, operations, or athlete support, the skills gained from this program can translate into meaningful roles in both public and private sectors of sport.

According to Alphagamma, a business portal for young professionals, the sports management career field is projected to grow faster than the average for all occupations from 2023 to 2033, at a 5.9% compound annual growth rate.

Graduates of Keiser University’s sports management programs are equipped to take on a myriad of roles within the industry.

Athletic administration and operations: assist in managing day-to-day logistics for sports teams or athletic organizations, including scheduling, budgeting, and event oversight.
Sports marketing: develop brand partnerships, negotiate sponsorship deals, and manage athlete representation.
Sports Agents: play a key role in contract management and public relations, helping athletes navigate their careers and establish their personal brands.
Athlete development: support athletes beyond their competitive careers. These professionals may work with youth programs, colleges, or professional teams to help athletes grow both personally and professionally, ensuring they are prepared for success during and after their playing careers.
Event management: plan and execute everything from local tournaments to international championships. These professionals oversee logistics, sponsorship coordination, and crowd management to ensure seamless experiences for participants and spectators.
Facilities management: venue operations, scheduling fields and arenas, coordinating vendors, maintaining safety standards, and planning long-term improvements.
Communications and public relations: manage media outreach, storytelling, and crisis communication to support teams, events, and athletic organizations.

Many of our students already bring these skills into real sports environments, demonstrating how classroom learning connects directly to professional settings.

One recent Sports Management graduate, Kennedy Foster, a member of the US Women’s Flag Football National Team, now contributes to operations for the Kansas City Chiefs.

“Keiser University has always supported me in every aspect of my life. Athletically, they have provided top-notch coaches, athletic trainers, and strength coaches who truly helped mold and shape me into the player that I am today. Academically, my professors brought out the best in me and constantly made me think critically in real-world situations, and professionally, my professors truly prepared me for my current job. Every task I am given, I can think back to my time at KU and think of an assignment or discussion that I had.”

Kennedy Foster – Keiser University Graduate, Bachelor of Science degree in Sport Management

Choosing the Right Sports Management Program for You

Choosing the right sports management career pathway depends on your interests and strengths in the field. At Keiser University, programs are designed to help students apply what they learn in real-world sports settings and prepare for a wide range of roles in sports management.

“At Keiser, professors are hands-on and supportive. The class sizes let us get real one-on-one feedback, and our projects mirror real-life sports scenarios.”
– Antigone Sanabria, Keiser University Sports Management Student

Each degree path offers a unique approach depending on a student’s interests, from golf and turf management to sports leadership and operations. Beyond specialized tracks, the curriculum also nurtures strategic thinking, teamwork, and professionalism, supporting roles such as public relations specialists, operations coordinators, and sports event planners.

Programs Offered in Sports Management at Keiser University

Associate Degrees	Bachelor’s Degrees	Master’s Degrees
Build a foundation in the business and operations of sports. Specialize in areas like Golf Management or Turfgrass Management to prepare for entry-level positions in facility coordination or course operations.	Strengthen your leadership, ethics, and event management skills while gaining experience managing teams, facilities, and events. Options include Sport Management, Golf Management, and Sport Management Leadership.	Advance your career with graduate programs in Golf Teaching and Learning or Sport Management and Operations. These degrees prepare you for leadership and administrative roles in professional, collegiate, and community athletics.
Explore More Degrees in Sports Management

Exploring Your Future in Sports Management

A sports manager sitting in stadium seats with a tablet, overseeing event operations and planning.

Sports management careers offer impactful opportunities in leadership, communication, event coordination, and business development. Earning a degree in sports management provides a solid foundation for success in a rapidly evolving industry. With programs that emphasize flexibility, practical learning, and leadership, students graduate prepared to bring innovation and professionalism to athletic organizations worldwide.

Ready to take the next step? Connect with a Keiser University admissions counselor today to learn more about the Sports Management degree and start planning your future in the business of sports.

	About the Author: Justin Harmon University Department Chair/Program Director – Sports Management Juris Doctorate, Tulane Law School (Sports Law program) 23 years in higher education 7 years of experience in the sports industry
	Justin Harmon is a frequent contributor to panels and events focused on sports leadership, diversity in athletics, and experiential learning. Harmon is dedicated to helping students turn their passion for athletics into rewarding careers. Through innovative instruction and real-world learning opportunities, he equips future sports professionals with the leadership and business skills needed to excel in the sports industry.
	Serious Play	BVM Sports