A Nichols College student poses in front of a colorful backdrop wearing a landyard in San Francisco working the NFL Experience for Super Bowl LX.
Academics Undergraduate Programs Bachelor of Science in Business Administration

BSBA in Sport Marketing and Content Creation

at Nichols College

The energy you feel at any major sporting event is powered by marketing strategies, content and storytelling that fuel fan loyalty and business success. Drive consumer demand in the fast-paced sports industry with a sport marketing and content creation degree (BSBA) from Nichols College.

Our dynamic program prepares creative professionals with big ideas and a love for the game to leverage and develop compelling brand assets that captivate sports fans and drive business results.

Our COSMA-accredited sport marketing degree program combines coursework and hands-on opportunities with major athletics organizations, and every student goes through at least one internship. Our program will prepare you with the skills and professional readiness you need for a career in today’s competitive sports marketing landscape.

Close-up exterior of a Nichols College brick building with a large arched window, with a vibrant yellow fall foliage tree visible along the campus sidewalk

Why Study Sport Marketing and Content Creation at Nichols College?

Pursuing a sports marketing degree at Nichols College means joining a program designed to make you a leader in the competitive sports industry. Here's what sets our program apart:

COSMA Accreditation

Study in a program with specialized accreditation through the Commission on Sport Management Accreditation, which ensures our program meets the highest industry standards for sport marketing education

Hands-On Learning

Gain real-world experience thanks to our partnerships with top sports organizations and hands-on learning in sport brand management, digital asset creation and emerging media management

Strong Career Outcomes

Recent graduates secured positions at DraftKings, Boston Red Sox and Connecticut Sun, with internships at Holy Cross, Boston College and the US Open

Professional Connections

Engage with professionals and secure meaningful internships through our career contacts, hands-on employer experiences and alumni network that's 16,000+ members strong

Worcester County Location

Benefit from strategic access to New England's dynamic sports industry and marketing opportunities while getting the personal attention of a close-knit campus community

Plus, our program is AACSB-accredited—only six percent of institutions worldwide are accredited by the prestigious Association to Advance Collegiate Schools of Business.

Experiential Learning at Nichols College

Hands-on, experiential learning is a key component of a Nichols education. Every business student completes an internship, a professional certification and a research, experiential or consulting project before they graduate. Add holistic professional development to that hands-on foundation, and you get real results—95% of recent graduates secured jobs or entered graduate school within six months. All from a college ranked top 10 nationally among undergraduate business schools for mid-career salary potential and best value.

A Nichols College student intern assists with an event at historic Fenway Park in Boston.

Student-Faculty Projects

From assisting with faculty research and teaching to working on an advanced project with your professor, there are many ways to extend your learning beyond the classroom at Nichols.

Learn More About Experiential Learning at Nichols.

Student-Run Opportunities

Whether you’re managing the Thunder Fund, working with Bison Consulting clients, helping run the Nichols Dudley Hill Golf Course Club and Bison Den or pitching ideas to companies, you’ll build career-ready skills.

Learn More About Student-Run Opportunities.

Holistic Professional Development

Build confidence and vital soft skills through experiences that take you into the community, paired with public speaking practice, networking etiquette and signature leadership development.

Learn More About Professional Development at Nichols.

Study Abroad

Take your education global through faculty-led trips, international internships, semester abroad programs and short-term travel that let you earn Nichols credits while expanding your worldview.

Learn More About Study Abroad (Study Away).
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Careers in Sport Marketing and Content Creation

A sport marketing and content creation degree opens doors to a booming industry where creative professionals with technical skills and a passion for athletics are in high demand. Graduates can make an immediate impact in roles spanning sport brands, venues, teams and individual athlete representation across all levels of competition.

Career possibilities include:

  • Content creation manager
  • Digital consumer marketing
  • Campaign specialist
  • Promotions manager
And More
Two Nichols College students in professional attire laughing together at a career and internship fair booth

Meet Your Faculty

David Hodge

Chair, Sport Management 508-213-2148

Brian Wendry

Associate Professor of Sport Management 508-213-2052

Tim Liptrap

Chair, Entrepreneurship 508-213-2262

Christopher Streeter

Assistant Professor of Sport Management 508-213-2167
FAQ

Frequently Asked Questions About Our Sport Marketing and Content Creation Degree

What makes Nichols College unique among colleges offering a sports marketing degree?

Our sport marketing and content creation degree program at Nichols College in Dudley, MA holds COSMA accreditation, placing it among top sports marketing education programs nationally. We maintain active partnerships with major athletics organizations, providing students with real-world content creation experience.

What career support does Nichols College provide for sport marketing graduates?

Nichols College provides comprehensive career support through our dedicated Career and Professional Development Center, our 16,000+ alumni network and our industry connections developed through program partnerships. Students benefit from classroom guest speakers, alumni networking events and annual career fairs that directly connect them with sports industry employers. Our specialized focus on professional development ensures graduates are career-ready, with recent alumni securing positions at major organizations like DraftKings, the Boston Red Sox and the Connecticut Sun.

Sport Marketing and Content Creation Degree Courses

Required Courses

Examination of the consumer marketing process. This includes analysis and planning of consumer marketing programs with investigation of consumer decision making and buying patterns. Includes written case analyses and presentations.

This introductory-level course provides an overview to the structure of the sport industry and highlights the scope and variety of potential career opportunities. The value of professional management to sport organizations will also be emphasized. Attention will be given to the issues facing sport organizations and the use of management techniques to solve business-related problems. The development of effective communication skills and networking skills will be stressed through class presentations and projects and assignments.

This course examines the role of sports in North American culture and in a global context. The pervasiveness of sport in all areas of society will be investigated from a sociological perspective. Analysis of current issues impacting informal, organized, and professional sport will be considered. Attention will also be given to common characteristics within sport and society, including societal values and sport, social problems and sport, deviance, violence, politics, religion, the economy, mass media, ethnicity, nationality, and others. (Previously SMGT 352)

This course is designed to provide hands-on, practical involvement with a major sport event. Students will be assigned to committees for which they will plan, organize, publicize and manage all aspects of event operations during the semester. A required component of the course will include a commitment to work the actual event.

This course is designed to introduce the students to the role of effective communication in the sport industry. The nature and function of communication will be examined in a variety of settings. Emphasis will be placed on interpersonal communications, public relations, mass media relations, public speaking, and innovative technology. This class is designated as a writing intensive course.

The sport management seminar is designed as a capstone course and provides an overview of the current and critical issues faced by sport organizations. Emphasis will be placed on the issues confronting sport managers as they operate businesses while also presenting the students with an understanding of the basic tenets of sport policy and governance. The course will use case studies to explore and analyze current issues and concepts from earlier coursework in the field. A senior thesis, focusing on the student's area of interest, is required. Students will be guided through the process of designing individual works, conducting tests/measurements, and analysis and interpretation of results. The seminar is designed and recognized as an intensive writing course. Also, successful completion of the Sport Management Comprehensive Exit Exam is required to pass the course.

Practical Experience Requirement

Six credit hours of experiential learning are required for the Sport Marketing and Content Creation concentration. A minimum of three out of the six credit hours must be a SMGT internship course. Completion of the internship credit can be achieved through a combination from the following courses:

The internship requirement is considered to be one of the most critical components of the Sport Management Program. Students will undertake a 12-15 week, full-time (20 hours per week) supervised internship during the summer following the junior year, or during the fall or spring semesters of the senior year. This opportunity is expected to enhance the student's academic experiences via a required industry analysis paper, a research project, weekly logs and a portfolio, as well as provide additional work experience and networking opportunities. Internship experiences may take place in any of the varied sport industry settings. Students may obtain internship in any region of the country, abroad and in some cases may receive financial compensation.

or:

The internship requirement is considered to be one of the most critical components of the Sport Management Program. Students will undertake a 12 - 15 week, full-time (10-15 hours per week) supervised internship during the summer following the junior year, or during the fall or spring semesters of the senior year. This opportunity is expected to enhance the student's academic experiences via a required industry analysis paper, a research project, weekly logs and a portfolio, as well as provide additional work experience and networking opportunities. Internship experiences may take place in any of the varied sport industry settings. Students may obtain internships in any region of the country and in some cases may receive financial compensation.

The practicum is designed to provide students with the opportunity to gain first hand experience in the business of sport. The course is structured to include weekly interaction and discussions with the professor which will focus on the student?s experiences and the practical application of management principles. Students are required to undertake 8 - 10 hours per week (throughout the semester) in an industry setting of their choice.

or:

SMGT 490 and any SMGT practicum from the following list:

The internship requirement is considered to be one of the most critical components of the Sport Management Program. Students will undertake a 12 - 15 week, full-time (10-15 hours per week) supervised internship during the summer following the junior year, or during the fall or spring semesters of the senior year. This opportunity is expected to enhance the student's academic experiences via a required industry analysis paper, a research project, weekly logs and a portfolio, as well as provide additional work experience and networking opportunities. Internship experiences may take place in any of the varied sport industry settings. Students may obtain internships in any region of the country and in some cases may receive financial compensation.

This practicum combines classroom instruction and hands-on experience in the weight room. Students will be introduced to the basics of anatomy and physiology and learn the proper progressions of strength and conditioning, the purpose of training, adaptations, and how to coach a group through a training session. Students will also learn how to communicate with specific archetypes of athletes to effectively lead and coach a team. Students will receive an inside look at how coaching, leading, and building relationships under a foundation of knowledge creates successful sports performance coaches.

The practicum is designed to provide students with the opportunity to gain first hand experience in the business of sport. The course is structured to include weekly interaction and discussions with the professor which will focus on the student?s experiences and the practical application of management principles. Students are required to undertake 8 - 10 hours per week (throughout the semester) in an industry setting of their choice.

This course introduces students to the fundamental concepts and methods of performance analytics in the context of sport management. The course covers a range of techniques for analyzing athlete performance, team dynamics, and strategic decision-making using data analytics tools. Students will learn how to gather, interpret, and apply data to optimize performance and improve outcomes for athletes, teams, and organizations. By the end of the course, students will have hands-on experience with analytical tools, methods, and real-world case studies, assisting them with possible careers in sport performance analysis, coaching, and management.

The practicum is designed to provide students with the opportunity to gain firsthand experience in the business of sport (through coaching). The course is structured to include weekly interaction and discussions with the professor which will focus on the students' experiences and the practical application of coaching principles. Students are required to undertake 100 hours (8-10 hours per week) throughout the semester in an "assistant" coaching role with professor approval.

The practicum is designed to provide students with the opportunity to gain first hand experience in the business of sport. The course is structured to include weekly interaction and discussions with the professor which will focus on the student?s experiences and the practical application of management principles. Students are required to undertake 8 - 10 hours per week (throughout the semester) in an industry setting of their choice.

Sales is not about manipulating or pressuring clients, it's about active listening and building relationships with a wide variety of different people, and it's applicable to any professional endeavor and your personal life. According to the Work in Sports job board, over 50% of positions in the sport industry involve sales, and according to Jobs in Sports, becoming a sales assistant is an ideal entry-level sports job. This practicum will provide the experience needed to understand and become successful in sales.

The practicum is designed to provide students with the opportunity to gain first hand experience in the business of sport. The course is structured to include weekly interaction and discussions with the professor which will focus on the student?s experiences and the practical application of management principles. Students are required to undertake 8 - 10 hours per week (throughout the semester) in an industry setting of their choice.

The practicum is designed to provide students with the opportunity to gain first hand experience in the business of sport. The course is structured to include weekly interaction and discussions with the professor which will focus on the student?s experiences and the practical application of management principles. Students are required to undertake 8 - 10 hours per week (throughout the semester) in an industry setting of their choice.

This practicum focuses on creating written and video content on Nichols College club and varsity sports teams, including hype videos, interviews, day-in-the-life videos, and a weekly Sports Center-type recap.

or:

SMGT 490 and a Teaching Associate Internship (TAI) or Research Associate Internship (RAI):

The internship requirement is considered to be one of the most critical components of the Sport Management Program. Students will undertake a 12 - 15 week, full-time (10-15 hours per week) supervised internship during the summer following the junior year, or during the fall or spring semesters of the senior year. This opportunity is expected to enhance the student's academic experiences via a required industry analysis paper, a research project, weekly logs and a portfolio, as well as provide additional work experience and networking opportunities. Internship experiences may take place in any of the varied sport industry settings. Students may obtain internships in any region of the country and in some cases may receive financial compensation.

No description available.

No description available.

Elective Courses

Choose two courses from the following:

The class focuses on the creation of visual material using several industry-standard software programs, and will be conducted in the computer lab and Visual Media Studio. Students will learn to generate visually interesting, informational, professional-level material using programs such as Photoshop and Final Cut Pro that are necessary for the production of video, infographics, and photographic imagery. Students will learn which software to use and combine to generate visual material effectively.

An analysis of the international business and consumer environments and the development and implementation of marketing programs across business alternatives (e.g., direct investment, joint ventures, licensing). Topics include the roles of cultural, political, technological, economic, and legal aspects of marketing in an international environment, as well as how these affect the marketing mixes likely to be successful in various international markets. (Previously MKCM 434)

The internet is a dynamic marketplace if there ever was one. This class will give you the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you'll need to perform vital daily functions. By the end of the course, you will be able to walk into any company with an online presence and improve their use of the internet. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to appreciate principles and practice of online marketing. The classroom sessions are a combination of lectures, discussions, and experiential learning. To ensure effective utilization of lecture time and the time of your classmates, you are required to read the materials before they are covered in class.

A study of the application of research techniques in market analysis. Student teams design, conduct, and present a research project, including problem definition, questionnaire design, data collection, data analysis, documentation, and recommendation.

This practicum focuses on creating written and video content on Nichols College club and varsity sports teams, including hype videos, interviews, day-in-the-life videos, and a weekly Sports Center-type recap.

This course is offered on an occasional basis and addresses topics and themes of special interest not covered in the standard course offerings in sport management.

The internship requirement is considered to be one of the most critical components of the Sport Management Program. Students will undertake a 12 - 15 week, full-time (10-15 hours per week) supervised internship during the summer following the junior year, or during the fall or spring semesters of the senior year. This opportunity is expected to enhance the student's academic experiences via a required industry analysis paper, a research project, weekly logs and a portfolio, as well as provide additional work experience and networking opportunities. Internship experiences may take place in any of the varied sport industry settings. Students may obtain internships in any region of the country and in some cases may receive financial compensation.

Free Electives

6 credit-hours of electives

Interested in Learning More?

Join us at one of our upcoming campus events in Dudley, MA, or schedule a campus visit. You can also contact our Admissions team to discuss your academic goals and how Nichols can help you reach them.