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The University of Massachusetts Amherst

Sport Management & Leadership Academy

Applications for the online program will be accepted through July 1st. Applications for the in-person program are closed.

Hosted by the #1 ranked Sport Management department on the globe, the McCormack Department's Sport Management & Leadership Academy provides a platform for talented high school students to learn practical sport business applications and industry insights from our world renowned faculty and industry-leading alumni.

Program Topics:

  • Data Analytics in Sports Performance
  • Sports Marketing & Fandom
  • Sport, Digital Media & Content Management
  • Sport Economics & Market Forces
  • Brand Sponsorship in Sport
  • Leading the Pack: Profiles in Sport Leadership
  • “Show Me The Money!”: Representing Professional Athletes
  • Sport Entrepreneurship & Running Your Own Business
  • Sport Policy & Decision Making

Students who attend this program will:

  1. Gain a macro-level understanding of the sport management industry and key stakeholders
  2. Conceptualize and analyze the unique consumer behavior factors surrounding sports as a product
  3. Conceptualize and analyze the unique market/business dynamics surrounding sports as a business
  4. Gain valuable access to UMass/McCormack’s unrivaled sport management alumni database and faculty
  5. Complete a professional presentation on one area of interest from the 2-week program, for use in applications and career development


The McCormack Department is dedicated to fostering a diverse and inclusive environment in the classroom, and the sports industry. Young women and students of color who cannot meet the financial obligations of the Sport Management & Leadership Academy are encouraged to apply for a scholarship. Please see Tuition & Fees to learn how to apply.

Students may attend this course either in person or online. 

In Person Schedule: M - F, 9am - 4pm. This course is offered at the UMass Amherst campus as a residential program. Local students may apply to attend as a commuter.

Online Schedule: Live, synchronous sessions will meet M - F 1:00 - 3:00pm (EST). Plus additional asynchronous work as assigned.