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Sport Management program

Learn the business side of sports.

Sport managers help plan, organize, and implement the nearly $500 billion sport industry. As one of two public universities in Wisconsin that offer a Sport Management major, UW-La Crosse’s program is focused on providing practical experiences, teaching best practices, and building conceptual skills to be leaders in the sport industry.

UWL’s reputable program and strong alumni network have helped graduates find successful careers in a highly competitive sports industry for more than three decades, including positions with the Green Bay Packers, Wisconsin Badgers, Milwaukee Brewers and many more.

Undergrad major

What is a sport management major?

Sport management is the business side of sport and recreation. The major prepares students for a variety of sport-related careers within professional sports, intercollegiate athletics, community/recreational sports, corporate sports organizations, non-profit organizations, and the fitness industry.

UWL gave me so many things. It was a huge part of my development not only professionally, but as a person. - Brian Gutekunst, Green Bay Packers general manager. Photo courtesy of The Green Bay Packers.

Brian Gutekunst

Careers in sport management

One of the oldest programs in the nation, UWL’s Sport Management Program has been a major at UWL since 1986. Alumni from the program have impacted the sport industry both nationally and internationally.

Sport Management is also an attractive major for those considering graduate studies.

UWL graduate careers

Baltimore Ravens
Chicago Fire Soccer Club
Georgia PGA
Green Bay Packers
Indiana University Bloomington
International Paralympic Committee
Milwaukee Bucks
Milwaukee Brewers
Minnesota Golden Gophers
Minnesota Timberwolves
Minnesota Twins
Ohio State University
Sacramento Kings
South Texas PGA, St. Louis Cardinals
Special Olympics Wisconsin
University of Denver
Wisconsin Badgers
Many more

Career paths

Broadcasting
Compliance
Event management
Facility operations
Financing
Fitness centers
Fundraising
Law
Marketing
Recreation management
Sales
Social media
Sport information
Sport psychology
More

What distinguishes UWL’s Sport Management Program?

Reputation as a great value school

UWL is ranked in the top 20 colleges for Return on Investment by Great Value Colleges, the only Wisconsin university to appear on the list. Also, U.S. News & World Report has ranked UWL as the No. 1 comprehensive university in the UW System on the national universities ranking.

Small class sizes

UWL boasts at 19:1 student-faculty ratio. Just over 90% of classes have fewer than 50 students, leading to a strong relationship between faculty and students with individualized attention.

High-profile internships and job opportunities

Students complete the program with an internship. They select from a wide variety of high-profile sports organizations. The strong historical reputation of UWL’s Sport Management program has helped students land internships or jobs with the Forward Madison FC, Packers, Bucks, Brewers, Milwaukee Admirals, Milwaukee Herd, the University of Wisconsin – Madison Badgers, Wisconsin Intercollegiate Athletic Conference, American Junior Golf Association, United States Olympic Committee, and more.

Gain practical experience in the La Crosse area

Students have opportunities to get involved in other practical experiences outside of class. La Crosse offers experiences that range from college sports and recreation to local sport organizations such as golf clubs, ski resorts, and youth community centers.

Flexibility to add a minor

A total of 120 credits are required to graduate with a bachelor's degree in Sport Management. These credits include general education credits, elective credits and credits in the Sports Management program. Students are encouraged to add a minor in areas such as Business Administration, Communication Studies, or Recreation Management, tailoring their studies according to their professional interests.

Join an athletic or rec sports team

The university has 21 NCAA DIII athletic teams that have accumulated 76 national championships. Those not interested in joining a UWL athletic team can still participate in sports. Roughly 85% of UWL students participate in one of the many recreational sports, intramural sports, and sport clubs on campus.

Mind and body is campus culture

UWL’s motto is “Mens Corpusque”, Latin for “Mind and Body.” While the university offers more than 130 undergraduate, graduate, and doctoral programs, a focus on balancing mind and body is part of the university’s history and culture.

Notable alumni

Aaron Aanonsen (2005) – Director of Athletics, Wisconsin Lutheran College
Hailey Aderman (2016) – Athletic Director, Special Olympics Wisconsin
Nick Bernhardt (2006) – Athletic Director, The Boys and Girls Club of Greater La Crosse
Katie Ehlen (2014) – Director of Basketball Operations, Illinois State University
Scott Geary (2011) – Executive Director, Georgia PGA
Brian Gutekunst (2016) – General Manager, Green Bay Packers
Josh Moon (2003) – Athletic Director, UW-Green Bay
Amy Ufnowski (2004) – Communications Manager, ESPN
Krissy Zegers (2002) – Green Bay Packers Hall of Fame and Stadium Tour Manager

Application is required

Prospective UWL students must first apply for general admission to UWL. A UWL cumulative GPA of 2.75 or better and 30 credit hours including general education courses is required to apply for the Sport Management program. Applicants must also earn a "C" or higher in pre-admission core courses (BIO 100 or BIO 105 or MIC100; and ESS 110)

The application process aims to help students gain professional experiences. It includes:

Cover letter
Resume
Two completed job shadow or informational interview reports
Sport management related experience
Interview with a screening committee

Sample courses

ESS 110 Introduction to Sport Management This course exposes students to the profession of sport management. The course provides a broad overview of the sport industry, covers fundamental knowledge and skill sets of the sport manager, and provides students with information on specific sport industry segments for potential employment and career choices. Offered Fall, Spring.

ESS 421 Sport Operations and Event Management This course is designed to introduce students to principles and procedures for preparing, planning, operating, managing, and evaluating an event in sports settings. Grounded in a practical experience, students engage in all aspects of running a sport event. Students reflect upon their personal experience in the class and examine not only how they work as an individual, but also as part of a larger group. Application of learning is made to various sport levels and organizations. Prerequisite: admission to exercise sport science - sport management emphasis; junior standing. Offered Fall, Spring.

ESS 450 Exercise and Sport Science Internship The internship is designed to be a terminal experience for students majoring in fitness or sport management (12 credits) emphases with an intensive supervised practical work experience. Prerequisite: fitness and sport management majors: all course work for the appropriate major must be completed and a minimum cumulative and major GPA of 2.75. Pass/Fail grading. Offered Fall, Spring, Summer.

ESS 145

ESS 320 Field Experience in Sport Management This course provides a practical experience in a sport management setting. Experiences may include sport event facilitation, budget preparation and monitoring, preparing contracts, checking eligibility, and marketing and promotion. Repeatable for credit - maximum six credits. Prerequisite: admission into exercise sport science major - sport management emphasis. Offered Fall, Winter, Spring, Summer.

ESS 373 Media and Public Relations in Sport Management This course is designed to acquaint students with media and public relations (PR) practices that are incorporated in sport management. Included in the class are the responsibilities and issues that sport managers face on a daily basis such as PR management, crisis management, interviews and media releases, legal and ethical dilemmas, and the production of sport media relations tools. The course emphasizes practical application of sport media and PR. Prerequisite: admission to exercise sports science plan - sport management emphasis. Offered Fall, Spring.

ESS 407 Sport Management and Society This course is designed to provide a foundation of the social, cultural, and psychological aspects that are represented in U.S. sport culture. Students gain an understanding of how various identities affect the equitable or inequitable distribution of resources, influence, and prestige within particular sports, programs, and/or individuals in athletics, physical education, and fitness. Students learn to identify current structural, ideological, and ethical issues in sport and how to develop potential solutions to inequities. Prerequisite: admission to exercise sport science major - sport management emphasis; junior standing. Offered Fall, Spring.

ESS 410 Legal Implications of Sport This course addresses the legal aspects for the operation and administration of sport and athletic programs. Prerequisite: admission to exercise sport science major - fitness or sport management emphasis. Offered Fall, Spring.

ESS 445 Planning Facilities for Physical Activity and Sport This course introduces students to the planning, design, development, and management for schools, athletic clubs, fitness centers, professional organizations, and other sport entities. This course is taught largely at an undergraduate level. Graduate students have additional course requirements/expectations. Prerequisite: admission to exercise sport science - sport management emphasis; junior standing. Offered Fall, Spring.

ESS 447 Administration in Fitness and Sport This course covers principles of administrative theory and practice in the fitness and sport industry, including general administrative functions, public relations, personnel, budget and finance, facility management, and evaluation techniques. Prerequisite: admission to exercise sports science major - fitness or sport management emphasis. Offered Fall, Spring.

ESS 448 Promotion and Development of Fitness and Sport Programs This course provides an understanding of the sport product and the application of the principles of promotion and marketing in the sport and fitness industry. Primary focus is on utilizing marketing theories and foundational principles to aid sport organizations. Prerequisite: MKT 309; admission to exercise sport science major - fitness or sport management emphasis. Offered Fall, Spring.

ESS 449 Seminar in Fitness/Sports Management An in-depth orientation to the required senior internship experience. Required course to be taken one semester prior to internship. Prerequisite: GPA of 2.75 (cumulative and major); admission to the exercise sports science major - fitness or sport management emphasis; senior standing. Offered Fall, Spring.