Assumption University Approves New Major in Sport Marketing
Worcester, MA — November 5 — Assumption University will launch a new major in Sport Marketing for Fall 2027 offering students a structured academic path into careers in professional franchises, collegiate athletics, sport marketing agencies, and beyond.
The Sport Marketing major, housed within the Grenon School of Business, combines the fundamentals of business and marketing with a specific focus on the sports industry. It builds on the University’s existing sports management minor, and strong ties to the Worcester professional sports community.
“This new major reflects increasing interest in sports, athletics, and entertainment marketing,” said Provost and Vice President for Academic Affairs Chad Rohman. “It will provide students who care about sports with a rigorous and purposeful way to turn that passion into a profession, grounded in the Catholic liberal arts tradition that defines an Assumption education.”
Through this new major, Assumption will meet that growing demand approaching viewing sport as more than a commercial industry. Coursework on ethical decision-making, consumer behavior, and community engagement will encourage students to consider the responsibilities sport organizations have to athletes, fans, employees, sponsors, and communities. In October, the University established the Larry Lucchino Institute for the Study of Sports, made possible by a historic gift from the Lucchino Family Foundation, that will use sports as a lens for liberal arts learning, leadership, and civic life.
Sport Marketing majors will complete a business and marketing core, including accounting, economics, statistics, management, and marketing research, coupled with a sport-focused sequence including new courses such as Sport Consumer Behavior and Sport Event Management and Promotion. Students will also choose two electives, including options in Sports Data Analysis, Sports Psychology, Social Media Marketing, and Sport Media and Communication.
Every Sport Marketing major will graduate with at least two significant professional experiences: a required internship and an experiential project developed in the senior seminar. Assumption students have gained hands-on experience through internships and partnerships with organizations including the Worcester Red Sox and the Worcester Railers.
“The new Sport Marketing major responds to strong student interest in pursuing careers in the sports industry while building on our commitment to experiential learning. We’ve designed the program to give students opportunities to apply what they learn in the classroom to real-world challenges,” said Bridget Leonard, associate professor of marketing and chair of the Department of Marketing. “Through a required internship and an experiential capstone project working with an industry partner, students will graduate with not only a strong foundation in marketing, but also meaningful professional experience that prepares them to enter this competitive and exciting field.”
For more information about the Sport Marketing major, contact Professor Leonard or visit the program page.
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About Assumption University
Assumption University, founded in 1904 by the Augustinians of the Assumption, is a premier New England university for high-quality education, integrating career preparation and education of the whole person, drawing upon the best in the rich and centuries-long tradition of Catholic higher education. Assumption’s graduates are known for their intellectual seriousness, thoughtful citizenship, and devotion to the common good. The University offers 37 majors and 49 minors in the liberal arts, sciences, business, nursing, professional studies, and other areas, as well as graduate degrees and professional credentials. For more information about Assumption University, please visit assumption.edu or follow us @AssumptionUMA.