Sport Management

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Martire Business & Communications Center
5401 Park Avenue
Fairfield, CT 06825

Department Chair

Joshua Shuart, Ph.D.
Associate Professor

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Tel: 203-371-7875
Fax: 203-365-7538

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The increasing complexity, globalization, and influence of media and technology on sport business underscore the importance of specific and dynamic preparation for sport management professionals. The Sport Management curriculum in the Jack Welch College of Business emphasizes the unique management, business and legal principles and practices necessary to succeed in contemporary sport business. It ultimately prepares professionals who are self-directed in their learning, critical thinkers and problem-solvers, interdisciplinary in their approach, and capable of effectively managing sport enterprises and marketing sport-related services and products to diverse markets.

The Sport Management curriculum provides a theoretical and skill-based framework in core business disciplines, functional business skills and in specific sport management areas. Focus is on the financial, marketing, media, legal and ethical dimensions of sport management. The program provides students with dynamic internship opportunities. 

Student Learning Objectives for Sport Management program:

  • Understand the principles of management and their application to the sport enterprise and describe the nature of entrepreneurship as it applies to sport business.
  • Understand the development of professional sport in the U.S. and the labor-management relationship in professional sport.
  • Identify the key factors contributing to the globalization of sport including international sport federations, leagues, and corporations.
  • Understand the nature and complexity of sport finance, especially related to the financing of sport venues.
  • Understand the nature of sport marketing and the market forces affecting marketing strategies in the sport industry.
  • Understand the process of ethical decision making and its application in sport business.
  • Understand the basic legal principles related to sport business and recognize their application in sport management practice.
  • Identify the important dimensions of media in the sport industry, including new media, ethics, crisis management, and publications.

Sport Management degree program:

Latest News

HamletHub: The Biggest Names in Entertainment & Sports Marketing in Stamford

September 21, 2015

The AMA Fairfield County has many can't-miss fall events to help you harvest amazing results from your marketing, hear from industry experts and meet fellow Fairfield County marketers. We are excited to be presenting another great event for the community (open to all). Join us on Thursday, September 24th, 6-9:00 PM for a lively panel discussion on the massive expansion of sports and entertainment marketing. Learn how marketers are using celebrity talent to move products and raise awareness. Our panel of experts will look at the topic from various perspectives. You'll hear from Ian Gomar, President of Shaquille O'Neal Consumer Products, Nick Griffith, VP Marketing Americas from Octagon, and Josh Shuart, Chair of the Department of Marketing and Sports Management at Sacred Heart University. Learn how some of the biggest players create fan engagement and build passionate followings.

Goldman Sachs COO Cohn Speaks at New Finance Center Opening

May 6, 2015

FAIRFIELD, Conn. – On the heels of a visit from former General Electric Company Chairman & CEO Jack Welch and his wife, Suzy, Gary Cohn, the president and COO of investment banking and securities firm Goldman Sachs, stopped by for a “fireside chat” at Sacred Heart University, late Tuesday afternoon, April 28. Cohn’s visit coincided with the celebration of the opening of the new Finance Center, located in the University’s new Frank and Marisa Martire Business & Communications Center. More than 100 business students, faculty and SHU administrators gathered for the presentation.

Jack & Suzy Welch are Featured Speakers at New Home of Welch College of Business

April 22, 2015

FAIRFIELD, Conn. – Sacred Heart University celebrated the new home of the Jack Welch College of Business (WCOB) Monday with a visit from the college’s namesake and his wife, Jack and Suzy Welch. A reception and tours of the Frank and Marisa Martire Business and Communications Center preceded a public conversation between SHU President John J. Petillo, former General Electric CEO & Chairman Jack Welch, Jr., and Suzy Welch, former editor-in-chief of Harvard Business Review, in the building’s two-story atrium. John Chalykoff, dean of the WCOB, introduced the trio. The talk was followed by a signing session for the couple’s new book, The Real-Life MBA. Hundreds of people, including former N.Y. Mets Manager Bobby Valentine, who is SHU’s executive director of Athletics, attended.