This week for “Teaching Thursdays” we go to the Nation’s Capital at the program at George Washington University. GW has run one of the “must attend” events every spring for professionals and students the Sports Industry Networking and Career Conference, and has launched a certificate program in the growing field of Sports Philanthropy. We caught up with program director Lisa Delpy Neirotti and professor Mark Hyman to find out what makes the Colonials program keep smart and fresh.
The program at GW is one of the longest running in the country, how has it evolved over the years?
In 1991 the GW program started with a few Master’s level courses and soon grew into a comprehensive undergraduate and graduate level concentration in both the BBA and MBA degree programs as well as the Master’s of Tourism Administration. As the first sport management program to be fully housed in a School of Business, our students graduate with a solid background in all aspects of business with additional knowledge of how to compete in the sports industry. Another cornerstone of the GW program is the opportunity for experiential learning be it at the Olympic Games and World Cup or studying the business of Major League Baseball in China and Dominican Republic, or action sports and sporting goods on the West Coast. Furthermore, GW saw the need for professional certificate programs in specialized areas such as sport philanthropy, business analytics, entrepreneurship, and youth sport administration thus also offer these programs.
What is the goal of SINC and how is it different from other conferences?
The goal of the SINC Conference is to expand attendees’ view of career opportunities and to assist students and career changers to make personal connections with executives working in sport organizations from professional leagues and teams, to collegiate and amateur sports as well as sport agencies, media, and sporting -good companies. Unlike other conferences that focus on one area, SINC provides a wealth of information and networking opportunities with people working in various positions including sponsorship, data analytics, social media, sales, community relations, player operations, athlete representation, sport tourism, finance, etc. SINC also stays current by introducing new opportunities such as eSports and sport entrepreneurship.
One of the key areas GW has evolved is in sports philanthropy, how did that program come about and what have been the results?
Sport philanthropy has long been a personal passion of Dr. Neirotti’s and an academic interest of hers since first attending the Olympic Games in 1984. After consulting with various non-profits and discussing with colleague working in this area about the need to increase the efficiency and effectiveness of organizations and programs using sport for social good, the Sport Philanthropy certificate was launched. We now have over 70 graduates of the program from leagues, teams, athlete foundations, and non-profits all doing great things in their communities.
When students are considering a sports management program, how do you convince skeptical parents this is the way to go as an undergrad?
Fortunately GW students earn a Bachelors of Business Administration (BBA) degree with a sport management concentration so parents know that if their undergrad does not land their dream job in sport they have the necessary business skills and education to work in another industry. The emphasis is on a solid business education first. Our undergrad students also complete a minor and most sport students select statistics, media or communications as areas to supplement their business program.
What skills are as essential now as when the program started?
Sales skills have always been and remain essential but over time sales have become more data-driven and those successful now know how to use data to narrow prospects and make the most compelling pitch. Social media has also changed the way all sales, marketing, and media professionals work. Today’s students need to learn how to use and monetize the various social media platforms and technologies available which are continually changing and evolving.
What trends are you following in the industry today?
One example is Virtual Reality, New venues will have it and will use it to drive revenues and fan engagement. The Sacramento Kings, one of the most tech-savvy franchises in sports, employed it in selling seats and suites at the new Golden 1 Center. In Professor Hyman’s Sport Media class, students had a chance to demo VR and to speak with Andrew Nicholson, Kings’ Senior Director, Digital & Integrated Communications. We also see the need for students to be innovators and offer a sport entrepreneurship course to assist in this process.
With all the changes in media and sport in the last few years, which surprised you the most?
Perhaps the decline in NFL ratings. It’s the one professional league that has defied gravity with regard to media fragmentation and increased competition for eyeballs. It may be a minor bump. We’ll need more than half a season to decide.
Where do you see the biggest employment opportunities coming for those entering the field?
The industry is expanding. There will be opportunities for students with excellent communication skills, a background in social media and the ability to sell. Same for students who can contribute on the analytics side.
Looking forward, what areas of business do you think should or needed to be added, not just at GW but in any sports business or media program at any level?
eSports are growing fast as an industry – we recently created a course for our graduate students. More courses that expose students to new technologies and how they can be leveraged also are needed. What comes after VR? Data analytics has been essential for a few years and continues to become more sophisticated. Content development be it video or engaging graphics and text is another important skill set. And where will the next generation of innovators come from?
