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 2020 dates coming soon!

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

Program Length: 1-week sessions

Program Tuition: $2,350 (Residential)

Location: Winston-Salem, NC – Wake Forest University

Residential or Non-Residential: Residential

*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.

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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 professional sports arenas, complexes and facilities
  • Speak with Division 1 NCAA coaches and athletic directors from Wake Forest University
  • Engage in discussions with industry experts from IMG College, the nation’s leading collegiate sports marketing company
  • Create a sports marketing plan for a company to invest in sponsorship and advertising for a professional sports team
  • Learn from NASCAR insiders about the world of motorsports

*Hands-on experiences are subject to change.

Sports Marketing Institute Costs:

Winston-Salem Campus (Residential Program) | $2,350

A Day in the Life

  • 8:00 – 9:00 am – Arrive and breakfast
  • 9:00-9:30 am – Welcome and program introduction
  • 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 Wake Forest Charlotte Center with guest speakers from pro-sports team
  • 1:00 – 2:00 pm – Facility operations tour
  • 2:00 – 3:00 pm – Discussion with pro-sports team senior leadership
  • 3:00 – 4:00 pm – Guest speaker: The legal environment of sports management
  • 4:00 – 4:30 pm – Guest speaker: Communications and public relations
  • 4:30 – 5:30 pm – Debrief for next day
  • 5:30 – 6:30 pm – Dinner
  • 6:30 – 7:30 pm – Evening activities
  • 7:30 – 9:00 pm – Free time
  • 9:00 – 10:00 pm – Prepare for bed
  • 10:00 pm – Lights out

*This “A Day in the Life” sample schedule is based upon the 2018 curriculum and is subject to change. 

Academic Leader, Sports Marketing Institute