STEVENS POINT − The University of Wisconsin-Stevens Point will introduce a sport business program in fall 2026, offering students a pathway into the growing sports industry.
The new program will be available as a major, minor and certificate for undergraduates within the UW-Stevens Point Sentry School of Business and Economics, according to a community announcement. It will provide a comprehensive curriculum across business disciplines, with a special emphasis on marketing and analytics.
“Sport business is a $600 billion industry with more than 100,000 projected jobs openings,” said Kevin Neuman, head of the Sentry School. “UW-Stevens Point will be the only school to offer sport business in the state, and the only public institution in the upper Midwest.”
The Sentry School is accredited by the Association to Advance Collegiate Schools of Business, a distinction earned by only 5% of business schools worldwide.
“Our program stands out because it goes broader and deeper than sports management degrees,” Neuman said. “This is a business major from an accredited school, with a curriculum to prepare for every aspect of a sport and entertainment business. We wanted to have a more comprehensive program.”
The Sentry School will hire a director for the program who will make connections with local athletic teams, facilities and organizations to ensure that required student internships provide meaningful experience and connections for professional careers.
The 78-credit major, designed by experts in the field, will have 57 credits dedicated to sport-focused courses, and about half of the courses are new to UW-Stevens Point. The minor has 22 credits and the certificate has 12.
The program pairs well with majors in business, arts management, health science and wellness, professional communication and graphic design.
“A degree in sport business can lead to careers that many don’t realize are available, varying from being a community recreation director to working for the Wisconsin Intercollegiate Athletic Association, the Olympics or the World Cup organization,” Neuman said. “There are jobs at every level, such as event planning, promotions, marketing and general management.”
For more information, visit uwsp.edu/sentryschool.
This story was created by reporter Nida Tazeen,NTazeen@usatodayco.com, with the assistance of Artificial Intelligence (AI). Journalists were involved in every step of the information gathering, review, editing and publishing process. Learn more atcm.usatoday.com/ethical-conduct.
UW-Stevens Point launches sport business program in fall 2026 – Stevens Point Journal
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