Sports Marketing Institute
Get in the game and gain a foundation to hit the ground running to pursue a career in sports marketing.
Step into the exciting world of sports marketing, where the business behind the game is just as thrilling as the action on the field. The Wake Forest Summer Immersion Sports Marketing Institute will provide interested and passionate students a broad perspective on all the key aspects of marketing in sports. There’s a business side and a fun side in sports marketing. Students will be challenged to interpret the concepts on both sides and in turn develop a refined understanding of how to create a creative and strategic marketing plan. Collaborating in teams throughout the week, this institute will culminate with a final presentation, in which students pitch ideas showcasing the knowledge they gained throughout the week. Additionally, this immersive experience will feature guest speakers —ranging from executives, sports marketers, and branding experts. Build your relationships and explore career opportunities in sports marketing, sponsorship, media, sales and much more. If you dream of a career in sports, this institute is your opportunity to learn more on how to get a ticket into this ultra competitive industry.
Unlock Your Future in Sports Marketing
Whether you’re passionate about branding, sales, media relations, or running a major sporting event, the Sports Marketing Institute will give you the tools and connections to succeed in one of the world’s most dynamic industries.
At a Glance
2027 Dates: 2027 Summer Immersion Program dates will be released on November 1, 2026
Program Length: Sunday – Friday, overnight
Who Can Apply?: Current 9th – 12th grade students
Tuition: $3,500
*Tuition is subject to change per year
Location: Winston-Salem, NC – Wake Forest University Reynolda Campus
*Courses carry no secondary school or college credit. Upon completion of the program, an official Wake Forest University Certificate of Completion will be awarded to all Sports Marketing Institute participants.
What’s the difference between the Sports Business and Sports Marketing Institutes?
What You’ll Experience
Topics Covered:
- Fundamentals of Sports Branding, Marketing & Promotions
- Revenue Generation and Sales
- Partnership Strategies
- Promotions and Fan Engagement
- Public Relations and Social Media
- Creating a Marketing Plan
Hands-On Experiences:
- Engage in interactive discussions of current events
- Improve team-building in group activities
- Create relationships with and listen to industry leaders
- Visit and tour with a professional sports team(s)
- Present a final team project
*Hands-on experiences are subject to change.
A Day in the Life
Typical Daily Schedule
- 8:00 am – Breakfast
- 9:00 am – Workshop: The Sports Marketing Mullet
- 10:00 am – Guest Speaker: Sports Media & Commentary
- 11:00 am – Marketing Strategies in Professional Sports
- 12:00 pm – Lunch with Pro-Sports Marketing Executives
- 1:30 pm – Facility Tour: Pro-Sports Stadium or Arena
- 3:00 pm – Roundtable: Sponsorships and Brand Partnerships in Sports
- 4:00 pm – Career Pathways Panel with Sports Industry Leaders
- 5:00 pm – Debrief & Dinner
- 6:30 pm – Evening Activities & Free Time
- 10:30 pm – Lights Out
*The “A Day in the Life” sample schedule is subject to change.
Meet the Academic Leader
Trip Durham
Academic Leader, Sports Business Institute
Trip Durham brings more than three decades of experience in sports marketing, brand development, and event operations to the Sports Marketing Institute. He is the founder of 2D Consulting, a firm that helps college athletics departments strengthen their brands, improve operations, and enhance the fan experience. He also serves as the public address announcer for Duke University football and men’s basketball, bringing the excitement of game day to life at Wallace Wade Stadium and Cameron Indoor Stadium.
Previously, Trip spent 14 years at Elon University, where he helped lead athletics marketing, revenue generation, and operations during the university’s transition from NCAA Division II to Division I. A former president of the National Association of Collegiate Marketing Administrators, he was inducted into the organization’s Hall of Fame in 2026.
Trip brings students an insider’s perspective on how marketing, storytelling, and fan engagement connect audiences with teams and create memorable sports experiences.