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: June 16-21, 2019 and June 23-28, 2019

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

Program Length: 1-week sessions

Program Tuition: $1,550 (Non-Residential), $2,350 (Residential)

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.

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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:

Charlotte Campus (Non-Residential Program) | $1,550

Charlotte 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. 

Patrick Stack

Academic Leader, Sports Marketing Institute

J. Patrick Stack is an Assistant Professor at Johnson & Wales University – Charlotte where he teaches Sports, Events & Entertainment courses.

Patrick is in his 2nd year as a full-time faculty member after spending 9+ years in the sports business. He has worked in a variety of different capacities within the industry with specific expertise in the fields of Sports Marketing & Corporate Partnerships. While working in the industry he served as an Adjunct Professor at both Johnson & Wales University and Belmont Abbey College. It was through that experience, in addition to other opportunities as a guest lecturer, that Patrick realized he wanted to share his passion for the industry, and experience within it, with aspiring industry professionals.

Prior to moving full-time to the classroom, Patrick held the role of Director of Business Development with GMR Marketing, which is a global engagement marketing agency with a particular emphasis on sports, digital and experiential marketing.

While with GMR, his role was to market the agency’s services to prospective clients as they evaluated how best to optimize their marketing programs to deliver return on investment (ROI) for their engagement marketing programs.

Prior to that role, Patrick served in a variety of business development and marketing-related positions at both the Cleveland Browns Football Club (NFL) and Charlotte Checkers Hockey Club (AHL).

Patrick completed both his undergraduate and graduate studies at Ohio University in Athens, OH. He received his Bachelors degree in Economics prior to receiving two (2) Masters Degrees in both Sports Administration (MSA) and Business Administration (MBA). A native of Cleveland, Ohio he is a proud and avid fan of all Cleveland sports teams.