Undergraduate

Sport Management and Leadership

Combine theoretical knowledge with practical experience in sport marketing, media relations, event management, and athletic administration.

2026

Degree

Bachelor of Science

Location

Durham, NH

Courses

12*

Credit

128 hrs.*

Full-time

4 yrs.

Part-time

Varies

View course catalog

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Kinesiology

The Sports Management and Leadership degree at UNH offers comprehensive preparation for dynamic careers across the sports industry. Here you'll be able to combine theoretical knowledge with practical experience in sport marketing, media relations, event management, and athletic administration.

With a curriculum that emphasizes both academic excellence and professional skill development, our program prepares you through hands-on projects, industry networking, and real-world applications. The coursework focuses on building expertise in sport communication, coaching strategies, and business principles, positioning you to drive innovation in tomorrow's sports industry.

*Number of courses and course credit hours may vary, please reach out to your academic advisor for exact requirements.

Department of Kinesiology

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WHAT IS SPORT MANAGEMENT AND LEADERSHIP?

The sport management and leadership program at UNH prepares students for successful careers in the sport industry by balancing academic preparation through related coursework with extensive opportunities to gain experience in the sport industry. Analyzing and integrating the context and culture of sport provides the foundation of our curriculum and grounds our students’ preparation for careers in interscholastic, intercollegiate and professional sport, including sport marketing and event management, coaching and administration, and sports media and communications. It also prepares students for graduate study in areas such as sport business, law or sport psychology.

WHY STUDY SPORT MANAGEMENT AND LEADERSHIP AT UNH?

As a sport management and leadership student at UNH, you’ll be able to pursue one of three focus areas: sport marketing/event management; coaching/administration; or sport media/communications. You will gain practical experience and make professional contacts through internships in the sport industry. Careers in the sport industry are increasing rapidly as participation in high school, college and professional sport rises. Students in this major are expected to complete a cognate, minor or double major in a related field that ensures breadth and depth as well as appropriate knowledge and skills for entry into a sport-related career.

POTENTIAL CAREERS

Athletic director
Athletic fundraising and development
Athletic operations/facility director
Coach/talent scout
Events coordinator
Front office,professional sport teams
Marketing/social media manager
Ticket and sponsorship sales

Curriculum & Requirements

Program Description

The Sport Management and Leadership Major at UNH prepares students for successful careers in the sport industry. The SML major meets the needs of the ever-changing sport marketplace, by balancing academic preparation through related coursework with extensive opportunities to gain experience in the sport industry. Analyzing and integrating the context/culture of sport is embedded throughout our curriculum and grounds students’ preparation for careers in interscholastic, intercollegiate, and professional sport including sport marketing, event management, coaching, administration, and sport media/communication. SML also prepares students for graduate study in areas such as sport law, sport business, sport psychology, or sport communication.

Majors take a core of foundation courses, in addition to applied electives and choose one of three focus areas: Sport Marketing and Event Management, Coaching/Athletic Administration, or Sport Media/Communication. In addition, a targeted internship experience is required since it is critical to career development. Students in this major are expected to complete a minor, cognate or a double major in a related field (e.g. business, communication, english/journalism, psychology, education) that ensures breadth and depth as well as appropriate knowledge and skills for entry into a sport-related career.

Degree Plan

Sample Degree Plan

This sample degree plan serves as a general guide; students collaborate with their academic advisor to develop a personalized degree plan to meet their academic goals and program requirements.

Plan of Study Grid
First Year
Fall		Credits
ENGL 401	First-Year Writing	4
SML 580	Sport Industry	4
Discovery Course		4
Discovery Course		4
	Credits	16
Spring
Discovery/Inquiry Course		4
Discovery Course		4
Discovery Course		4
SML Focus Area Course		4
	Credits	16
Second Year
Fall
Discovery Course		4
Discovery Course		4
Discovery/Writing Course		4
SML Focus Area Course		4
	Credits	16
Spring
Discovery/Quantitative Reasoning Course (Statistics)		4
Discovery/Writing Course		4
SML 645	Leadership in Sport	4
SML Focus Area Course		4
	Credits	16
Third Year
Fall
SML 741W	Social Issues in Contemporary Sports	4
SML Elective Course		4
SML Elective Course		4
Minor/Cognate Course		4
	Credits	16
Spring
SML Core Course		4
SML Elective Course		4
SML or General Elective Course		4
Minor/Cognate Course		4
	Credits	16
Fourth Year
Fall
SML 761	Career Development in Sport Management and Leadership (Capstone)	4
SML Elective Course		4
Minor/Cognate Course		4
Minor/Cognate Course		4
	Credits	16
Spring
Minor/Cognate Course		4
SML or General Elective Course		4
General Elective Course		4
General Elective Course		4
	Credits	16
	Total Credits	128

Requirements for the Program

Degree Requirements

Minimum Credit Requirement: 128 credits

Minimum Residency Requirement: 32 credits must be taken at UNH

Minimum GPA: 2.0 required for conferral*

Core Curriculum Required: Discovery & Writing Program Requirements

Foreign Language Requirement: No

All Major, Option and Elective Requirements as indicated.
*Major GPA requirements as indicated.

Major Requirements¹

Majors must earn a grade of B- or better in SML 580 Sport Industry, and a grade of C or better in an approved statistics course as well as each required Sport Management and Leadership course.

Course List
Code	Title	Credits
Core Courses
SML 580	Sport Industry	4
SML 645	Leadership in Sport	4
SML 650C	Internship in Sport Management and Leadership	1-8
SML 741W	Social Issues in Contemporary Sports	4
SML 761	Career Development in Sport Management and Leadership ²	4
PSYC 402	Statistics in Psychology ³	4
or SOC 402	Statistics
or ADMN 510	Business Analytics and Statistics
or HMP 540	Statistics for Health and Human Service Professionals
Focus Area
Select a focus area from the below (12 credits):		12
Sport Marketing and Event Management
SML 564	Introduction to Sport Marketing	4
Select 8 credits from the following:
SML 630	Sport Facility and Event Management	4
SML 634	Sport Sponsorship and Sales	4
SML 764	Advanced Sport Marketing	4
SML 738	Sport Finance	4
SML 643	Social Media Marketing in Sport	4
Coaching/Athletic Administration
SML 565	Principles of Coaching	4
Select 8 credits from the following:
SML 565A	Clinical Practice in Coaching	2
SML 560	Sport Psychology	4
SML 630	Sport Facility and Event Management	4
SML 765	Advanced Topics in Coaching	4
SML 780	Psychological Factors in Sport	4
SML 521	Theory of Coaching Basketball	2
SML 523	Theory of Coaching Ice Hockey	2
SML 525	Theory of Coaching Soccer	2
SML 528	Theory of Coaching Track and Field	2
SML 740	Athletic Administration	4
Sport Media/Communication
SML 562	Sport Media Relations	4
Select 8 credits from the following:
SML 631	Sport Media Production	4
SML 643	Social Media Marketing in Sport	4
SML 564	Introduction to Sport Marketing	4
SML 630	Sport Facility and Event Management	4
Electives
Select a minimum of 12 credits from the following: ⁴		12
SML 568	Global Perspectives in Sport	4
SML 764	Advanced Sport Marketing	4
SML 738	Sport Finance	4
SML 634	Sport Sponsorship and Sales	4
SML 564	Introduction to Sport Marketing	4
SML 565A	Clinical Practice in Coaching	2
SML 560	Sport Psychology	4
SML 565	Principles of Coaching	4
SML 562	Sport Media Relations	4
SML 740	Athletic Administration	4
SML 521	Theory of Coaching Basketball	2
SML 522	Theory of Coaching Football	2
SML 523	Theory of Coaching Ice Hockey	2
SML 525	Theory of Coaching Soccer	2
SML 528	Theory of Coaching Track and Field	2
SML 561	History of American Sport and Physical Culture	4
SML 561W	History of American Sport and Physical Culture	4
SML 630	Sport Facility and Event Management	4
SML 631	Sport Media Production	4
SML 643	Social Media Marketing in Sport	4
SML 650C	Internship in Sport Management and Leadership	1-8
SML 693	Teaching Assistantship	2
SML 696	Independent Study	2-4
SML 765	Advanced Topics in Coaching	4
SML 780	Psychological Factors in Sport	4
SML 798	Special Topics	1-4
SML 761	Career Development in Sport Management and Leadership ²	4

¹: All students are required to complete an advisor approved minor, cognate or double major or 20 credits of coursework in a related field and approved in advance by faculty adviser.
²: Majors must complete a minimum of 150 hours of industry experience before they can take SML 761 Career Development in Sport Management and Leadership. Students must be enrolled as a sport managment and leadership major for one full semester before taking SML 761 Career Development in Sport Management and Leadership. See adviser for details.
³: All students are required to have a minimum grade of C in Statistics, PSYC 402, SOC 402, ADMN 510 or HMP 540, or an approved Statistics course.
⁴: Electives can include any courses listed within any focus area or the two additional courses listed below, including an additional 4 credits of internship. Credits applying to a declared focus area cannot also count as elective credits.

Internal transfer applicants to Sport Management and Leadership must have at least a 2.5 GPA as well as a minimum grade of C in Statistics (PSYC 402, SOC 402, ADMN 510 or HMP 540 or another approved statistics course) and a minimum grade of B- in SML 580 Sport Industry.

Student Learning Outcomes

Program Learning Outcomes

SML students will understand the socio-cultural components of sport integrated throughout the curriculum while translating theory to practice in order to apply classroom knowledge in the sport setting.
SML students will distinguish and employ effective leadership principles, management styles, and decision-making skills in sport organizations.
SML students will identify and understand major issues in sport and how they can reflect as well as bring about change in society relative to diversity, equity, and inclusion.
SML students will understand the importance of working collaboratively in order to effectively solve problems and reach organizational goals.
SML students will be exposed to the basic operating principles in the sport industry in order to gain an understanding of the potential career paths.
SML Students will be able to organize, apply and synthesize information and ideas while effectively expressing these in both oral and written form (critical and technical) through various contexts, technologies and platforms.
SML students will develop, utilize and reflect on professional skills while demonstrating an ability to self-advocate in their career development.
SML students will apply critical thinking and problem-solving skills to develop and analyze research data on issues related to the sport industry.

Explore Program Details

Tracks

I. COACHING/ADMINISTRATION

II. MARKETING/EVENTS

III. SPORT COMMUNICATION/MEDIA

Transfer Students

Transferring into Sport Management & Leadership

Admission decisions on internal transfer into Sport Management & Leadership will be made by the Sport Management & Leadership faculty. Space is limited by available faculty and staff resources. Applications may be submitted for admission to either the fall or the winter semester. All decisions will be made between semesters after a review of grades for the latest semester. The faculty will consider overall G.P.A., grades in prerequisite courses, performance in other Sport Management & Leadership courses, activities, experience and resume. Attitude and commitment will play a major role in consideration. Only completed applications will be considered. Applicants will receive a letter of acceptance, deferral, or denial from the major coordinator. All decisions must be considered final.

Prerequisites and procedures

Complete SML 580 with a grade of B- or better
Complete Stats with a grade of C or better
Overall GPA of 2.5 or higher
Submit the following:
- signed Transfer Application Form
- screenshot of WebCat transcript
- resume, must include references and contact information for two sport industry professionals who can speak to the candidate’s work (paid or volunteer) during the candidate’s college years.
- personal plan (see the six questions in the application) that speaks to career interest in school or college athletics or coaching at any level.
All materials must be submitted using the QR code in the application by December 1, 2025 (for fall admission). It is highly recommended that students attend the SML Info. session in October for the most updated information and QR code.

Applications will be reviewed after final transcripts are received. Incomplete applications will not be reviewed.

Advanced Degree Programs

Students interested in our Sport Management and Leadership major may also be interested in these advanced degree offerings: