Department of Business Administration

Sport Management


The Sport Management major is designed for students interested in a career in the over $200 billion sport industry. Sport Management majors will take essential business courses that will enable them to develop quantitative analysis skills and an understanding of essential business concepts and theories as well as courses that are specific to the Sport Management discipline. Sport Management courses include sport marketing, sport finance, legal aspects of Sport Management, ethics in sport, and international Sport Management. Students may also take elective courses in the areas of administration of intercollegiate athletics, sporting event and facility management, and media relations in sport. Students are required to complete a nine credit internship during their senior year and are encouraged to volunteer with the UD Athletic Department and other sport organizations during the semester and over summers. The goal is for students to gain as much practical experience as possible while also developing a professional network within the sport industry.

Employment opportunities for Sport Management graduates are diverse and rewarding. Opportunities include professional and minor league sports, intercollegiate athletics, high school athletics, international and national sport governing bodies, sport agencies, sport marketing and event management firms, sport facilities, national and international governing bodies, and businesses that use sports to market their products. There are also opportunities for graduates to launch entrepreneurial ventures. Within these environments, graduates can work in the competency areas of marketing, management, human resource management, facility operations, ticketing, sponsorship sales, publicity, media and community relations, and accounting and legal functions. Over time and through hard work, graduates can attain careers such as athletic director, general manager, organization or team president, or owner of a sport related business. Also, graduates are prepared to pursue graduate studies in Sport Management, law school, and other disciplines.

Having a passion for sport is not enough to succeed in Sport Management. A student must be prepared to be challenged academically and to be committed to gaining practical experience outside the classroom. In pursuing a career in sport management, a student must not view sport as a hobby, but rather as a profession. Lastly, a student must be prepared to work hard to excel professionally in the highly competitive sport industry.

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Tim DeSchriver
Associate Professor of Sport Management


Brianna Newland
Assistant Professor in Sport Management


Matthew Robinson
Professor of Sport Management


Heinrichs, A. and Robinson, M. (2013). US Women’s National Team Survey Results. NSCAA National Convention, Philadelphia PA.

Robinson, M.J. (2012). Long Term Athlete Development in Small Countries. International Sport for Life Conference. Ottawa, Canada. (February 2012).

Robinson, M.J. & Christian, M. (2012). The Student-Athlete’s Selection of a University: A Means-End Chain Analysis. College Sport Research Institute Conference. Chapel Hill North Carolina. (April 2012).

Robinson, M.J., Latham, W. & Lewis, K. (2011) Balancing Sport and Tourism: A Third Party Mediator to Ensure Effective Leveraging of Mega Events. Univeristy of British Columbia Centre for Sport and Sustainability Think Tank 2. Sport Mega Events, Impacts, Legacies and Leveraging. Vancouver, BC. (November 2011).

Robinson, M.J. & Burton, R. (2010). Developing a conceptual model for assessing the developmental impact of the Olympic Games. International Conference on Sport and Society, Vancouver, BC. (February 2010)

Burton, R., Antil, J & Robinson, M.J. (2010). Opportunities for female Olympians as product endorsers : A multicultural View. International Conference on Sport and Society, Vancouver, BC. (February 2010).

Robinson, M.J., Eidelman, S & Gamel-McCormick (2010). Case study on the development and implementation of an inclusive post-secondary sport management program for a student with an intellectual and developmental disability. International Conference on Sport and Society, Vancouver, BC. (February 2010)

Robinson, M..J. Schneider, J. & Bayon, C. (2009). The monitoring and evaluation of an Olympic Solidarity coaching education program. International Council for Coach Education (ICCE) Global Coach Conference. Vancouver, BC.

Robinson, M.J.Schneider.J & Bayon, C. (2009). The development and implementation of the International Coaching Enrichment Certificate Program. 2009 USA Coaching Coalition National Coaching Educators’ Conference. Pittsburgh, PA.

Robinson, M.J. (2009). The Coach as a Professional: Understanding the Role of Image, Power and Politics to Attain Professional Success. National Soccer Coaches Association of America Convention. St. Louis, MO.

Robinson, M.J. (2009) Generating Revenue for Soccer Organizations through External Sources: Sponsorship Proposals, Fundraising and Grant Writing. National Soccer Coaches Association of America Convention. St. Louis, MO.

Robinson, M.J., Williams, M & Duffy, M. (2008) A theoretical framework for a student-centered, education-based sport program. 12th Annual World Sport For All Congress. Malaysia *Presentation was made by Steven Roush, Director of High Performance for the United States Olympic Committee.

Robinson, M.J & Peterson, M. (2008). Job Satisfaction and Stress of NCAA Directors of Athletics. Scholarly Conference on College Sport, Memphis, TN.

Robinson, M.J. Trail, G, Fezzel, T & Measley, N (2008) The Desired Values of Presidents for their Athletic Directors as Predictors for Athletic Success. Scholarly Conference on College Sport. Memphis, TN.

Robinson, M.J. (2007) Right, Wrong, Liable: Ethics and the Laws’ Impact on Coaching Soccer in the New Millennium. National Soccer Coaches Association of America Convention. Indianapolis, IN.

Robinson, M.J. (2006) Effective Staff Development Strategies for a Soccer Organization. National Soccer Coaches Association of America Convention, Philadelphia PA.

Anderson, D., Trail, G. T., & Robinson, M. (2005). "Gender Differences in Sport Consumer Behavior Among Spectators at Major League Baseball Games." AAHPERD Conference. Chicago, Illinois.

Trail, G.T. & Robinson, M.J. (2004). A re-examination of Oliver’s product loyalty framework in a Major League Baseball context. Sport Marketing Association Conference. Memphis, TN, November 2004.

Robinson, M. J., Trail, G.T. Hyungil K. (2003). Motives and points of attachment of golf spectators. Sport Marketing Association Conference. Gainesville, FL, November 2003.

Robinson, M.J. & Trail, G.T. (2003). Motives and Points of Attachment: Differences between College Football Spectators at the Four National Collegiate Athletic Association Divisions. Gainesville, FL, November 2003.

Robinson, MJ., Trail, G.T. & Dick, R. (2003) Motives and points of attachment: Differences between college football, men’s basketball, and women’s basketball spectators. North American Society for Sport Management Conference, Ithaca, NY, June 2003.

Robinson, M.J. & Miller, J. (2003). Assessing the Impact of Bob Knight on the brand equity of the Texas Tech Men’s basketball program. North American Society for Sport Management Conference, Ithaca, NY. June 2003. North American Society for Sport Management Conference, Ithaca, NY. June 2003.

Trail, G.T. & Robinson, M.J. (2003). Motives and points of attachment: Fans versus spectators in intercollegiate athletics. North American Society for Sport Management Conference, Ithaca, NY. June 2003. North American Society for Sport Management Conference, Ithaca, NY. June 2003.

BUAD 210

Foundations of Sport Management


BUAD 311

Practicum in Sport Management


BUAD 314

Financial Aspects of Sport Management


BUAD 315

Legal Aspects of Sport Management


BUAD 416

International Sport Management


BUAD 417

Sport Marketing


BUAD 419

Ethics and Issues in Sport Management



The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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