Before he was working within the NFL, Jack O’Connell was a Husker exploring the enterprise facet of sports.
Today, the 2024 graduate serves as ticket operations coordinator for the Los Angeles Rams — and he credit a sports administration course he took on the University of Nebraska–Lincoln with serving to him higher perceive how skilled organizations function.
“The class provided a comprehensive look at the sports industry, covering partnerships, financial operations, ticketing and other core business functions that drive an organization’s success,” O’Connell mentioned. “It gave me a much broader understanding of how departments work together behind the scenes to support a team.”
As the worldwide sports industry continues to develop — valued at roughly $500 billion and increasing every year — demand is growing for professionals who perceive each competitors and commerce.
Beginning in fall 2026, the University of Nebraska–Lincoln College of Business will launch a Sports Management and Business minor designed to put together college students for careers throughout the enterprise facet of sports.
“This minor is intentionally grounded in business,” mentioned Amy Bartels, affiliate professor of administration, who leads this system. “Students learn strategy, marketing, leadership and decision-making in a sports context. That business focus helps them understand how sports organizations operate and how to build careers within them.”
Open to each enterprise and non-business majors, the minor contains a aggressive admissions course of that selects up to 50 college students every year. Students will need to have sophomore standing and submit an software together with a resume, transcript and private assertion.
Bartels mentioned this system fills a regional hole by providing a sports-focused minor rooted in core enterprise disciplines whereas incorporating coursework from throughout the college.
“Many sports programs focus heavily on kinesiology or athletics training coursework,” she mentioned. “Our approach emphasizes strategic decision making, fan engagement, leadership and organizational management while still incorporating interdisciplinary coursework that reflects the complexity of sports organizations.”
Students full coursework in sports advertising, sports economics, management, negotiations and occasion administration. All college students within the minor should full an authorised internship or practicum within the sports industry.
“The path isn’t easy and may involve submitting hundreds of applications, taking on internships and steadily working your way up within an organization,” O’Connell mentioned. “But if you’re willing to put in the effort, the experience is incredibly rewarding. For those who are driven and committed, it’s an unmatched environment that rewards hard work, resilience and initiative.”
Chris Timm, director of the Business Career Center, mentioned enterprise abilities assist college students stand out in what’s a demanding area.
“We are already strengthening relationships with employers in the sports industry to expand internship opportunities,” Timm mentioned. “We work closely with students to support their successful placements.”
The minor helps profession pathways in collegiate {and professional} athletics, sports advertising and communications, occasion and facility administration, operations and nonprofit or neighborhood sports organizations.
Applications for the Sports Management and Business minor open in the summertime and shut Sept. 15.
