Business Launches Program in Sports & Leisure Management


The AUR Business Studies Program has launched a new program in Sports & Leisure Management, offering Business majors the chance to concentrate their studies in this area, and students in other majors the opportunity to minor in Sports & Leisure Management.  It also ensures an interesting array of courses for study abroad students who are majors in sports management at our partner schools.

The program was officially launched with Prof. John Genzale’s inauguration lecture, “The Development of Sports as an Industry.”

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Sports today as a sector is the 7th largest industry in the United States.  Plunket Research estimates that the total U.S. sports market is $400-$435 billion yearly.  They go on to note “However, the sports industry is so complex, including ticket sales, licensed products, sports video games, collectibles, sporting goods, sports-related advertising, endorsement income, stadium naming fees and facilities income, that it’s difficult to put an all-encompassing figure on annual revenue.”  Whatever the number, it is clear that it is big and getting bigger.

Demand for education to capture the jobs in this expanding industy is, not surprisingly, growing.  In the US, the latest figures available from the National Center of Education Statistics indicate that bachelor’s degrees conferred in the area defined as “Parks, Recreation, Leisure, Fitness Studies” grew a whopping 85.6% between 2000 and 2010, more than twice the rate of growth in degrees conferred in business (36.0% growth) or total degrees conferred (32.7%).

The sports sector offers career opportunities in the management, marketing, sales, financing, public relations, technology, licensing, sponsorships, event management, negotiations and facilities management of and for professional and amateur sports, in addition to jobs in related fields such as policy, law, journalism and tourism.

The Minor in Sports & Leisure will help position students from across our majors, for careers in which they would combine their major focus of study with knowledge and skills needed in the sports- and leisure- related sectors.

The Minor in Sports & Leisure Management will be available to students pursuing any of the University’s bachelor’s degree programs other than Business Administration.

The first course in the Minor/Concentration is  “Sports Management – MGT 316,” which was launched in Spring 2014 and taught by Prof Genzale, and combines current AUR courses that focus on topics related to sports, offered by a number of other departments.  In addition, six new courses have been approved and will be rolled out over the next two years.  These include Management of Sports Facilities and Events, Sports Tourism, Sports Marketing, Sports Law, International Sports Management and Management of Intercollegiate Sports

Requirements for the Minor in Sports & Leisure (for non-Business majors):

  • MKT 200           Principles of Marketing or
  • MGT 201           Principles of Management
  • MKT 316           Introduction to Sports Management

Plus three of the following:

  • MGT 3XX         Event Planning, Marketing & Management new course
  • BUEC 316        The Business of Sports
  • COM 323          Sportswriting
  • COM 311          Media Audiences: Spectators, Viewers, Gamers & Fans
  • POL 310           Calcio and Politics: Italian Sports and Society from the 20th Century
  • HSSO 208        Sport & Society
  • MKT 400          Global Marketing (ideally with final project focused on a sports-related firm)
  • INT 450            Internship (with a sports-related organization)

Requirements for the Concentration in Sports & Leisure (for Business majors)

  • MKT 316           Introduction to Sports Management new course
  • MGT 3XX         Event Planning, Marketing & Management

Plus Three of the following (one of which needs to be at the 400 level):

  • MGT 3XX         Event Planning, Marketing & Management new course
  • BUEC 316        The Business of Sports
  • COM 323          Sportswriting
  • COM 311          Media Audiences: Spectators, Viewers, Gamers & Fans
  • POL 310           Calcio and Politics: Italian Sports and Society from the 20th Century
  • HSSO 208        Sport & Society
  • MKT 400           Global Marketing (with final project focused on a sports-related firm)
  • INT 450             Internship (with a sports-related organization)

For more information about the Minor/Concentration, contact Program Director Kathleen Fitzsimmons at k.fitzsimmons@aur.edu.  Current AUR students should talk with their academic advisors.