Course information

Registration Closes:
25 August 2020
Course Starts:
2 September 2020
8 weeks, excluding orientation
6–9 hours per week, entirely online
USD $1,500
Payment Options
The George Washington University School of Business


The global sports market is expected to reach over
$614 billion in value by 2022, with the North American sector accounting for an estimated $80.5 billion alone.1 Particular opportunities for growth include participatory sports, merchandising and ticketing and the rapidly emerging eSports industry.

This eight-week online short course from the George Washington School of Business will introduce you to the fundamentals of modern sport management and uncover how to identify and leverage opportunities in the different areas of the industry.

Throughout the course, you’ll gain in-depth insights from faculty experts, helping you develop the essential skills needed to establish a successful business or managerial career in the sports industry.

1 PwC (2019).

Download course prospectus

What will set you apart

Earn a certificate from the GW School of Business in this online short course and be empowered to:

  • Utilize targeting and customized campaigns to generate revenue from key sources such as merchandising and sales

  • Navigate sponsorships and endorsement deals to benefit both parties

  • Learn how sports data analytics can be harnessed on and off the field

  • Discuss principles of good governance and sport law

  • Host a successful sports event and explore the potential of the eSports landscape

Course curriculum

Understand how best to apply a business lens to the sports industry as you follow your learning path through the weekly modules of this online course:

  • Orientation module Welcome to your Online Campus
  • Module 1  Sport marketing
  • Module 2  Sponsorships and endorsements
  • Module 3  Sport media and community relations
  • Module 4  Sport data analytics: On and off the playing field
  • Module 5  Sport events and sport tourism
  • Module 6  Good governance in sport, and sport law
  • Module 7  The business of esports
  • Module 8  Sport entrepreneurship

Leverage practical tools for effective sport management

This GW School of Business online short course is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you identify business opportunities in the sports industry.

Your Faculty Director

The design of this online course is guided by GW School of Business faculty and industry experts who will share their experience and in-depth subject knowledge with you throughout the course.

Lisa Delpy Neirotti

Lisa Delpy Neirotti

Associate Professor, the George Washington University School of Business

Lisa Delpy Neirotti, Ph.D., is the director of the M.S. in sport management program and an associate professor of sport management at the George Washington University School of Business. She has been a professor of sport, event and tourism management at the George Washington University for nearly 30 years. Delpy Neirotti has established a strong academic program at both the undergraduate and graduate level and has helped develop the Sport Philanthropy Certificate, which serves to increase the efficiency and effectiveness of nonprofit organizations using sport for social good. She also serves on the faculty of the International Olympic Committee’s Executive Masters in sport organisation management. Since 1984, she has attended 19 consecutive Olympic Games, five World Cups and hundreds of other major sports events as a consultant, volunteer, researcher or host committee member.

Guest lecturers

Andrew Demsey

Andrew Demsey

Director, IMG Media North America

Amir Zonozi

Amir Zonozi

President and Co-founder, Zoomph

Doug Nickerson

Doug Nickerson

Director of Business Intelligence and Analytics, Baltimore Orioles

Zain Jafri

Zain Jafri

Data Scientist for Basketball Strategy and Analytics, Monumental Sports & Entertainment

Michele Powell

Michele Powell

SVP, Capital One Arena

Trofym Anderson

Trofym Anderson

Games Learning Manager, International Olympic Committee

Lawrence Hamm

Lawrence Hamm

Senior Director of Business Development, Sports and Entertainment, Events DC

Mark Hyman

Mark Hyman

Professor in the Sport Management Program, the GW School of Business

DeMaurice Smith

DeMaurice Smith

Executive Director, NFL Players Association

Nate Nanzer

Nate Nanzer

Head of Competitive, Epic Games

Hisham Shehabi

Hisham Shehabi

Co-founder, N3XT Sports

Nancy Hubacher

Nancy Hubacher

Vice President of Sales & Marketing, the Washington Redskins

The George Washington University certificate

Get recognized for your knowledge when you earn an official certificate of completion from the GW School of Business — and use it to set yourself apart as you gain the skills and insights needed for a career in sport management.

Your certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.


When do I start?

Our next available short course starts 2 September 2020.

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Still have a question? These may help


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.