INDUSTRY SPORTS PROGRAM
THE GAME CHANGING
Samford University’s Brock School of Business is the only business school in the South accredited by the Association to Advance Collegiate Schools of Business (AACSB) that offers such a wide variety of curricular and cocurricular programming designed to open doors to the many career opportunities in the sports industry. Whether you’re interested in marketing, analytics, finance, accounting, economics, law or nonprofit management, our unique programs can prepare you for any professional pathway in sports.
We are committed to delivering a top-tier sports business education infused with a Christian worldview. Understanding the significant cultural influence sports hold, we aim to cultivate industry leaders who use their personal and professional excellence as a platform to honor God. This unique blend of faith-based values and rigorous academics ensures our graduates are skilled, principled leaders who are highly sought after by top sports organizations.
IN SPORTS INDUSTRY EDUCATION
EXPLORE YOUR PATH
IN SPORTS EDUCATION
Fast Track in Sports Business
Overview
This innovative program allows students to earn both a Bachelor of Science and a Master of Business Administration (MBA) in sports business in just five years. The fast track features a unique 12-month sports residency, where students work full time with sports organizations while completing their MBA coursework. This immersive experience provides unparalleled real-world training and industry connections. The fast track is a great option for students seeking a broad sports industry degree that opens doors to a vast array of careers such as game day operations, event management, sports agency, facility management, athletics administration and many more.
Sports Residency
The cornerstone of our program is the groundbreaking 12-month sports residency that can be completed at any sports property in the world, offering unparalleled flexibility and global exposure. Residency partnerships span across a diverse spectrum of the sports industry, including professional soccer teams in Europe, sports research agencies on the West Coast, Division I college athletics departments, motorsports organizations, and professional basketball, hockey, baseball and football teams. FOUR SPECIALIZED PROGRAMS
NOAH HAWORTH '24 STRATEGY AND ANALYTICS FELLOW AT TENNESSEE TITANS
TO VICTORY
Sports Marketing
The sports marketing concentration for business majors prepares students for jobs on the business side of sports. This concentration can be added to any of our seven undergraduate business majors, preparing students for a variety of sports revenue generation jobs. Graduates have landed jobs in sports sales, brand management, digital marketing, sponsorship activation, marketing management, social media, sponsorship fulfillment and fan engagement.
Distinctive Courses
Sports Marketing Research • Professional Sales •
Digital Marketing • Social Media Marketing
Distinctive Experiences
Zoomph Platform Certification
Gain hands-on expertise with the industry-leading social media analytics platform used by professional teams across all major leagues
SIP Program Podcast Production
Conceptualize, produce, and distribute compelling sports business content through our program's official podcast
Campaign Development for Partners
Create and execute comprehensive marketing campaigns for Samford Athletics
Sponsorship Activation Projects
Design innovative activation strategies for sponsor partnerships that maximize engagement and demonstrate sponsorship ROI
“The sports marketing program really opened the doors for so many opportunities within the sports business industry. Dr. White played a huge role in helping me build my network and portfolio through guest speakers, networking events, volunteer opportunities and various projects throughout my time in the program!
MOLLY OLSOFKA '20
GROUP SALES MANAGER AT ATLANTA FALCONS
“
The sports analytics curriculum taught me the hard skills in the classroom while also providing experiences outside the classroom to develop myself into a well-rounded individual and employee.
AUSTIN STREITMATTER '23 STRATEGY AND ANALYTICS
ANALYST
AT PGA TOUR
Sports Analytics
In partnership with our Andrews-White-Cooney Center for Sports Analytics, Samford University offers two specialized career preparation tracks that position students at the forefront of the sports industry's data revolution.
Sports Business Strategy and Analytics focuses on business-oriented applications of data, equipping students with expertise in ticket pricing optimization, sponsorship activation effectiveness, fan loyalty analysis, promotional strategy, social media analytics, fan engagement and operations management
Team Strategy and Player Performance
The cornerstone of our program is our groundbreaking real world moneyball experience, where students collaborate directly with coaching staffs from 18 partner organizations including U.K. soccer clubs, Birmingham's professional teams and Samford athletic programs.
With weekly mentoring from expert sports analytics faculty, students gain unparalleled hands-on experience delivering competitive advantages through data—conducting optimal lineup analysis, developing player scoring models for recruiting decisions, optimizing salary structures and analyzing in-game tactics through simulation scenarios.
Distinctive Courses
Sports Analytics • Big Data Mining • Game Theory • Econometrics
Distinctive Experiences
National Collegiate Sports Analytics Competitions
Represent Samford against elite analytics programs in prestigious competitions judged by industry professionals
Sports Analytics Internships
Secure coveted analytics positions with professional teams and sports technology companies through our preferred partner network
Research Publication Opportunities
Contribute to cutting-edge sports analytics research published on globally prominent industry platforms, building your professional portfolio
Sports Business MBA
Our Master of Business Administration (MBA) with a sports business concentration can be completed on campus in the evenings or online, giving you flexibility to meet your personal and professional obligations while preparing for a career in the sports industry.
The Brock School of Business sports business MBA concentration offers a variety of ways to gain experience and insight into the industry. Students take a sports industry career preparation class in which they gain invaluable networking experience with industry executives.
The concentration presents a rigorous curriculum in areas such as sponsorship, licensing, international sports marketing, fan engagement, advertising, media rights, social media and sports analytics while paying close attention to industry trends.
Distinctive Courses
Sports Industry Career Preparation & Networking • Strategic Revenue
Generation in Sports Business • Sports Marketing Strategy Simulation • Business of College Sports • Sports Sponsorship Alliances
Distinctive Experiences
IndyCar Expansion Strategy Capstone
Students culminate their sports business MBA with a high-stakes real-world project in partnership with IndyCar, developing comprehensive expansion strategies for new markets. Working directly with racing industry professionals, teams analyze potential host cities, create detailed implementation plans and present their recommendations directly to senior IndyCar officials.
Graduate Assistantship Program
Secure sports-oriented assistantship opportunities across Samford's athletic department, providing both financial support and practical experience
Advisory Board Mentorship
One-on-one mentorship relationships with members of Samford's sports industry advisory board, comprising top executives from major sports organizations
“The Sports Business MBA program prepared me more than I could have imagined for my future career in the sports business world. The program’s career preparation helped me tailor my previous experiences, allowing me to apply them to one of the fastest-growing markets in the U.S.
STEPHEN SUMMEROW '24 CONTENT STRATEGIST AT PRIZEPICKS
FAITH IN ACTION IN THE SPORTS INDUSTRY
At Samford, our Sports Industry Program is built on the belief that faith and vocation go hand in hand. We see sports as a powerful platform for influence, and our Christian foundation shapes not just what we do—but why we do it. Students are encouraged to grow in their faith through hands-on opportunities that integrate spiritual development with industry insight. Whether it’s attending the Daniel Summit to hear from Christian executives about living out their faith in high-level leadership roles, connecting with mentors at the Atlanta Braves who model servant leadership or getting involved with organizations like the Trivela Group, students are consistently challenged to pursue excellence with purpose. It’s all part of preparing you to be a thoughtful, faith-driven leader in the sports world.
Meet Darin White
At the forefront of Samford's Sports Industry Program is Darin White, founder of the program in Brock School of Business.
As founder and executive director of Samford’s Sports Industry Program and Andrews-White-Cooney Center for Sports Analytics, White doesn’t just teach the business of sports—he helps shape it. With a PhD in marketing strategy, he’s a go-to expert for national media outlets like ESPN, Fox Sports, Sports Business Journal and The Athletic. His insights have taken him around the world, including a recent speaking engagement at Old Trafford, home of Manchester United.
White’s hall of fame college coaching background informs a mentorship style that combines high standards, personalized guidance and a strong work ethic—qualities that help students stand out in a competitive job market.
Faith is central to White’s leadership. As a longtime Bible teacher, husband and father of seven, he models how faith, family and professional excellence can work together.
His global network of sports teams, leagues and organizations opens doors for students through hands-on projects, internships and job opportunities. The outcome? 100% of our graduates seeking careers in sports secure industry positions upon graduation—an extraordinary achievement in one of the most competitive job markets.
Under White’s leadership, students don’t just learn about the sports industry—they launch into it with the skills, confidence and purpose to thrive.
“At Samford, we believe excellence in sports business and faithful Christian witness are complementary forces that produce leaders of distinctive character and capability.
DARIN WHITE FOUNDER OF SPORTS INDUSTRY PROGRAMS
CORE EXPERIENCES FOR SPORTS INDUSTRY PROGRAM STUDENTS
Building a Foundation for Success in Sports Industry
International Sports Business Travel
Each year, students have the exclusive opportunity to participate in international sports business trips to Europe or Australia. These immersive experiences include behind-the-scenes tours of iconic venues, meetings with international sports executives and cultural experiences that broaden students' global perspective. Recent destinations have included Premier League clubs in England, Gaelic football and hurling organizations in Ireland, Rugby Union and golf organizations in Scotland, and Cricket, Australian Rules Football, Netball and swimming organizations in Australia. These trips provide unparalleled networking opportunities and firsthand exposure to global sports business practices that differentiate our graduates in the job market.
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These core experiences are available to all Sports Industry Program students regardless of their specific track, creating a comprehensive foundation for career success.
DARIN WHITE
Additional Core Experiences
Game, Set, Match Freshman Program
First-year immersion in Samford's Division I athletic department, providing immediate hands-on experience in every department
Sports Summer Internship
Spend summer interning in countries like Egypt, South Africa or India using sports as a platform for global ministry and impact
Brock School of Business
Sports Business Club
Student-led organization facilitating networking, industry trips and professional development
Magic City Sports Ambassador Program
Connect with Birmingham's vibrant sports community through exclusive events and opportunities
Advent Speakers Series
Engaging with top sports industry executives through intimate Q&A sessions and presentations
Sports Industry Program
Foundations
Building community and essential knowledge during your freshman year in the program with this weekly meeting for academic credit
Sports Business Journal
Readership Program
Required weekly reading of the industry's premier publication, developing essential vocabulary and staying current with industry trends
FIRST AACSB SCHOOL IN THE SOUTH TO OFFER SPORTS BUSINESS CURRICULUM
100% Internship and Job Placement
in the U.S. to Launch a Center for Sports Analytics
We Partner with the Biggest Sports Brands and Sponsors in the World
LOS ANGELES DODGERS
ESPN
ATLANTA BRAVES
FC DALLAS
MIAMI DOLPHINS
50 Sports Industry Executives on Advisory Board
75+ Professional Sports Team Connections
92% OF STUDENTS
ACCEPTED INTO THE ATLANTA BRAVES/SAMFORD MENTORSHIP PROGRAM
SOUTHEASTERN CONFERENCE
NEW ORLEANS SAINTS
NIKE
COCA-COLA
BIRMINGHAM LEGION
LEGENDS
ARIZONA CARDINALS
INTERSPORT
DENVER BRONCOS
MINNESOTA VIKINGS
MINNESOTA WILD
DALLAS COWBOYS
ST. LOUIS CARDINALS
LOS ANGELES ANGELS
STUDY ABROAD opportunities for all sports industry students
ACCESS TO STATE-OF-THE-ART WORKSPACE
DEDICATED TO SPORTS INDUSTRY
STUDENTS IN BROCK SCHOOL OF BUSINESS