Building What’s Next in Sports Marketing

At Assumption University, interest in sports isn’t just something students follow—it’s something they live.

With nearly 40% of students competing as NCAA Division II student-athletes, sports are woven into the fabric of campus life. Now, the University is exploring new ways to harness that energy academically to create additional opportunities for students interested in careers in the sports industry.

Assumption currently offers a sports management minor that introduces students to the business of sports through coursework and hands-on learning. Building on that foundation, the University is developing plans to expand its offerings—deepening the curriculum and creating new pathways for students to explore careers across the sports landscape. A major in sports marketing is under development which will be available to students who enter as of the Fall 2026 semester.

This work is being shaped not only on campus, but in close collaboration with alumni who are leaders in the field.

Learning from Leaders in the Industry

To help guide the evolution of the curriculum, Assumption has assembled an alumni advisory group with experience across professional sports, global brands, collegiate athletics, and sports media:

• Steven Gallo, G’09 — General Manager, North America, New Era Cap 
• CJ Davis ’06 — Deputy General Counsel and Senior Director of Sports Business & Legal Affairs, PUMA North America & Cobra PUMA Golf 
• Michael Taft ’07 — Senior Vice President, Outlyr 
• Mike Uva ’14 — Associate AD for Communications and Media, Coastal Carolina University 
• Mike Myers ’93 — Chief Operating Officer, Worcester Railers 

Together, they are working with faculty to help ensure that any future program reflects both the intellectual rigor of an Assumption education and the realities of a rapidly evolving sports industry.

A Strong Foundation and a Clear Opportunity

The initiative builds on strengths already in place. Assumption students have long gained experience through internships and partnerships with organizations such as the Worcester Red Sox and the Worcester Railers, where they contribute meaningfully to operations, communications, and fan engagement.

At the same time, faculty across disciplines bring expertise that reflects the breadth of today’s sports industry—including sports analytics, sport psychology, management, and marketing. That interdisciplinary foundation is helping to shape conversations about how Assumption can continue to evolve its academic offerings in this area.

Many alumni have gone on to careers across the sports industry, working in team operations, marketing, legal affairs, and media, demonstrating the potential of an Assumption education in this space.

The goal now is to build a more intentional, structured academic pathway that connects that success more directly to the student experience.

Rooted in Assumption’s Approach to Education

As with all academic initiatives at Assumption, this work is grounded in the University’s commitment to Catholic liberal education, an education that develops not only professional skills, but judgment, ethical reasoning, and the ability to think deeply about complex questions from multiple perspectives.

“This is a natural extension of the work we’re already doing with our students. There’s clear interest in sports marketing, and an opportunity to build that out in a way that’s both academically rigorous and professionally relevant. At the same time, it’s important that any future direction stays grounded in Assumption’s approach—helping students think critically, communicate effectively, and apply what they’re learning in complex, real-word situations.”
— Bridget Leonard, Associate Professor of Marketing

Rather than separating career preparation from the classroom, the effort aims to integrate the two, ensuring that students are prepared not only to enter the sports industry, but to lead within it.

Looking Ahead

As planning continues, the University is engaging faculty, alumni, and industry partners to thoughtfully shape what comes next.

For prospective students who are passionate about sports, the direction is clear: Assumption is investing in opportunities that connect what students care about with where they want to go.