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Sport Management program

Learn the business side of sports.

Prepare for a career in the sport industry with a sport management degree from UW-La Crosse. The sport management program combines practical experience, industry best practices and foundational skills to prepare students for careers in professional and intercollegiate athletics, community and recreational sports, corporate organizations, nonprofits and the fitness industry.

UWL's sport management major provides students with opportunities to build real-world experience and develop the leadership, communication and management skills needed to succeed in a competitive industry. For more than three decades, UWL’s sport management program and strong alumni network have helped graduates launch careers with organizations including the Green Bay Packers, Wisconsin Badgers and Milwaukee Brewers.

Undergrad major

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?

Notable UWL alumni in sports management

UWL sport management alumni have built careers across professional and intercollegiate athletics, nonprofit organizations, sports media and community sports. Notable alumni include:

  • 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
High-profile internships and job opportunities

Students complete the program with an internship, selecting from a variety of high-profile sports organizations. The strong, long-term reputation of UWL’s program has helped students land internships or jobs with the Packers, Bucks, Brewers, the UW-Madison Badgers, American Junior Golf Association, United States Olympic Committee, and more.

Reputation as a great value school

In the 2026 U.S. News & World Report Best Colleges rankings, UWL was named the No. 1 public regional university in Wisconsin, Minnesota and Illinois. The university continues to receive national recognition for academic excellence, student success and overall value. UWL is ranked as the No. 1 public university in Wisconsin and No. 12 nationally out of more than 500 public universities evaluated on SmartAsset 2026 America's Best Value Public Universities list.

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.

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.

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 144 Ethics and Leadership in Sport Exploration of the current ethical issues in contemporary sport. This course utilizes current sport events to analyze the ethical implications of decisions made by athletes, coaches, sport managers, and sport organizations during points of crisis or critique. Building upon this ethical foundation, current trends in organizational sport leadership are introduced to develop a more sophisticated understanding of workplace dynamics. Course content includes, but not limited to topics such as cheating and gamesmanship, doping, sport and education, college sport, paying college athletes, youth sport, sportsmanship, concussions, gambling and sport betting, violence in sport, multinational sport organizations and global sport institutions. Offered Fall, Spring.

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 the exercise and sport science - sport management major or a declared exercise and sport science - kinesiology major. 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. 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 the exercise and sport science - sport management major or a declared exercise and sport science - kinesiology major. 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 - sport management major or declared exercise sport science - kinesiology major. 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.