The Sports Marketing & Media Bachelor of Science at Full Sail University prepares students for careers in sports marketing, sports media, and the sports business industry. Whether the goal is to work in sports marketing, content creation, sponsorships, social media, fan engagement, sports sales, or brand strategy, this degree is designed to help students build the skills employers seek. Today's sports organizations and related agencies rely on professionals who understand how to connect with audiences across digital platforms, leveraging technology and analytics to increase engagement with communities and generate revenue.

The curriculum explores key areas of the sports industry, including sports marketing, sports media, content creation, fan engagement, and social media strategy. Business acumen is developed across the arenas of sponsorships and partnerships, sports sales, intellectual property, and business models. Students will work with industry-standard platforms and AI-powered tools, including Microsoft Office Suite, Adobe Creative Cloud, Copilot, Gemini, Perplexity, Claude, and other technologies to enhance their audience analysis, content development, social media management, reporting, and decision-making skills. Throughout the program, students will create and distribute content, analyze audiences, develop marketing campaigns, and examine how sports organizations engage fans across various platforms. Emphasis is placed on connecting teams and organizations with consumers through storytelling, marketing, events, and digital engagement. Students gain hands-on experience evaluating business opportunities and applying emerging technologies that are shaping the future of sports business. As the industry increasingly adopts AI-powered technologies, students learn to use these tools to enhance their productivity, analysis, creativity, and decision-making skills. The program culminates in a project-based experience where students will create and produce a targeted sports business proposal for a selected organization. Graduates will build a professional portfolio of work showcasing sports-marketing projects that demonstrate readiness for careers across sports marketing, sports media, and sports business.

Objective

Bachelor's Objective

The objective of the Sports Marketing & Media Bachelor of Science degree program is to prepare students for careers in sports marketing, sports media, and the sports business industry. The curriculum is designed to help students develop the marketing, content creation, communication, business, and analytical skills needed to support entities throughout the sports ecosystem. Students will build competencies in marketing research, sports media production, fan engagement, sports sales, sponsorships and partnerships, and event management. Through hands-on project-based learning, students will apply these skills to real-world sports business challenges, identifying the ways organizations connect with fans, consumers, athletes, and brands. The program explores how sports organizations build communities, generate revenue, strengthen brand loyalty, and create meaningful fan experiences.

Students will learn to analyze audiences, evaluate business opportunities, and support growth strategies within the sports industry. In addition, students develop fluency with industry-standard sports marketing, media, analytics, and AI-powered tools. Upon completion of the program, graduates will be equipped to pursue career opportunities in sports marketing, sports media, sports sales, sponsorships and partnerships, event management, fan engagement, content production, social media management, and athlete and client relations throughout the sports industry.

Please Note

Some specific courses may be offered online. Please see course descriptions for details.