The University of Nebraska–Lincoln College of Business will launch a Sports Management and Business minor in fall 2026, creating a new academic pathway for students interested in careers across the sports industry.
“This minor is intentionally grounded in business,” said Amy Bartels, associate professor of management, who leads the minor. “Students learn strategy, marketing, leadership and decision-making in a sports context. That business focus helps them understand how sports organizations operate and how to build careers within them.”
Open to business and non-business majors, the minor has a competitive admissions process that selects only 50 students each year. Students must have sophomore standing and submit an application with a resume, transcript and personal statement for admission consideration.
Bartels said the program fills a regional gap by offering a sports-focused minor rooted in business disciplines while still drawing on courses across multiple colleges at the university.
“Many sports programs focus heavily on kinesiology or athletics training coursework,” she said. “Our approach emphasizes strategic decision making, fan engagement, leadership and organizational management while still incorporating interdisciplinary coursework that reflects the complexity of sports organizations."
The minor supports a wide range of career goals, including collegiate and professional athletics, sports marketing and communications, event and facility management, operations and nonprofit or community sports organizations.
Coursework includes topics such as sports marketing, sports economics, leadership, negotiations and event management. The minor's course requirements vary by major. Business majors complete 12 to 15 credit hours, while non-business majors complete 18 to 21 credit hours.
"Students complete skill-based assignments focused on data communication, critical thinking, creativity and professional communication," Bartels said. I spoke with alumni and industry professionals while developing the minor, and they consistently identified these skills as essential for career success in the sports industry.”
One Nebraska graduate already working in the NFL said experiences like the new minor can help students build a competitive edge in the industry. Jack O’Connell, '24, ticket operations coordinator for the Los Angeles Rams, took Bartels’ Introduction to Sports Management (MNGT 342) course while at Nebraska.
“The path isn’t easy and may involve submitting hundreds of applications, taking on internships and steadily working your way up within an organization,” O’Connell said. “But if you’re willing to put in the effort, the experience is incredibly rewarding. For those who are driven and committed, it’s an unmatched environment that rewards hard work, resilience and initiative.”
He said the sports management course helped him better understand the business side of the industry.
“The class provided a comprehensive look at the sports industry, covering partnerships, financial operations, ticketing and other core business functions that drive an organization’s success,” O’Connell said. “It gave me a much broader understanding of how departments work together behind the scenes to support a team.”
Beyond the coursework, students in the minor must complete an approved internship or practicum in the sports industry. While students are responsible for securing their own internships, the College of Business Career Center helps them identify opportunities, prepare application materials and connect with employers.
“The sports industry is highly competitive, but business skills help students stand out,” said Chris Timm, director of the Business Career Center. “We are already strengthening relationships with employers in the sports industry to expand internship opportunities. We work closely with students to support their successful placements, whether that means interning with athletics departments, teams, sports-related businesses or community organizations.”
Applications for the Sports Management and Business minor will open this summer and close Sept. 15.
"Students interested in applying should go to the minor's website, https://business.unl.edu/sports and sign up to be notified when the application opens," Bartels said.
