Sports Marketing Institute

This is the best seat in the house for an in-depth view of one of the fastest growing industries worldwide.

What happens in the game, the front office and behind the camera fuels a $250 billion a year industry that represents one of the fastest growing career fields worldwide. This institute explores the many professional options available in the global sports industry.

At a Glance- 

Dates: Summer 2018 dates will be announced on November 1.

Eligibility: Rising sophomores, juniors, and seniors in high school and rising college freshmen

Program Length: 1-week sessions

Program Tuition: $1,450

Location: Charlotte, NC – Wake Forest University Charlotte Center

Residential or Non-Residential: Non-Residential and Residential Options Available

*Courses carry no secondary school or college credit. Upon completion of the program, an official Wake Forest University certificate of achievement will be awarded to all Sports Marketing Institute participants.


What You’ll Experience

Topics Covered

  • Sports and Business Law
  • Marketing, Media, Communications and Sales
  • Sponsorships
  • Team, League and Player Promotions
  • Community Relations
  • Finance and Contract Negotiations
  • Facility Management
  • Brand Management

Hands-On Experience:

  • Visit Bank of America Stadium and Time Warner Arena to tour and meet with team executives of the Carolina Panthers and Charlotte Hornets
  • Speak with executives from ESPN College Sports
  • Tour Wake Forest athletic facilities and meet with Athletic Department coaches and leadership
  • Engage in discussions with industry experts from IMG College,  the nation’s leading collegiate sports marketing company
  • Create a plan for a company to invest in sponsorship and advertising for a professional sports team
  • Learn from NASCAR Insiders about the world of motorsports

Sports Marketing Institute Costs:

Charlotte Campus (Non-Residential Program) | $1,450

Charlotte Campus (Residential Program) | $2,250

A Day in the Life

  • 9:00-9:30 am – Arrival, Light Breakfast, Journal Writing
  • 9:30-10:30 am – Workshop: Understanding the Business of Team Sports
  • 10:30-11:00 am – Structure of Contracts and Negotiations
  • 11:00-11:30 am – Sports Commentary with Special Guest
  • 11:30 am-12:00 pm – The Mathematics of Sports: Salaries, Stadium Financing, and PSLs
  • 12:00-1:00 pm – Lunch at Bank of America Stadium with Guest Speakers from the Carolina Panthers
  • 1:00-2:00 pm – Facility Operations Tour of Bank of America Stadium
  • 2:00-3:00 pm – Discussion with Carolina Panthers Senior Leadership
  • 3:00-4:00 pm – Guest Lecturer: The Legal Environment of Sports Management
  • 4:00-4:30 pm – Guest Lecturer: Communications and Public Relations


Dockery Clark

Academic Leader, Sports Marketing Institute (Charlotte)

Dockery is a brand marketing executive who has developed and implemented marketing strategies for a diverse set of organizations including Fortune 25 financial services master brand Bank of America, a dynamic portfolio of consumer package goods brands at MillerCoors, sports properties and a start-up non-profit. Dockery has a proven track record of delivering big idea results on tight time frames and on budget. Her ability to think outside of the box has resulted in many “firsts” for the organizations she has worked for and supported. Dockery received a BA in Economics from the University of North Carolina at Chapel Hill.