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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.
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?
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
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.
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.
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.
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.
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.
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.
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.
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






