Entertainment, Sport & Promotion Management

About the program

The Entertainment, Sport and Promotion Management program is designed to expose students to the business side of sports and entertainment. The business-focused curriculum includes accounting, marketing, economics, finance, and a comprehensive list of electives that allows students to tailor coursework to their unique interests. For example, if a student is interested in live event management they can focus on event production, or if a student is interested in focusing on a career in sports then the sport analytics elective may be a great fit.

Why Northwood

The difference in the program at Northwood lies in the real-world experience. All students are required to complete both an internship and practicum, which is typical within sport/entertainment management programs. However, our students at Northwood within the sport and entertainment program are also guaranteed to gain meaningful, real-world experience embedded into each of their courses as well as exposure to technologies utilized in the industry. This experience introduces each and every student to industry connections, gives students resume-building material, and prepares students with the confidence needed to become a future leader within the sport or entertainment industry.

Your future career

The following are some of the broad career areas where our graduates might work within a sport or entertainment organization. Our goal is to expose every student to areas that interest them.

  • Advertising & Promotions
  • Accounting
  • Broadcasting
  • Coaching & Player Operations
  • Community Relations
  • Compliance
  • Concert/Tour Management
  • Event Management
  • Facilities & Operations
  • Film Festivals
  • Finance
  • Marketing
  • Public Relations
  • Sales
  • Tourism
  • Recreation/ Amateur Sport   

Our alumni

Some of the organizations where our alumni and students regularly are placed are:

  • AEG
  • AGA Nation
  • Art Van Sports Complex
  • Capital One Orange Bowl
  • Chicago Bulls
  • Chick-fil-A Peach Bowl
  • Citadel Broadcasting
  • CSC
  • Dallas Cowboys
  • Dallas Stars
  • Detroit Sports Commission
  • Detroit Pistons
  • Detroit Lions
  • Detroit Red Wings
  • Detroit Tigers
  • Final Four
  • Frozen Four
  • Georgia World Congress Center
  • GLIAC Conference
  • Great Lakes Loons
  • IMG
  • Live Nation
  • Miller Coors
  • Movement Electronic Music Festival 
  • NCAA Athletic Departments
  • North American International Auto Show
  • Saginaw Spirit
  • Super Bowl
  • Tampa Bay Buccaneers
  • The Palace at Auburn Hills
  • Under Armour
  • USA Track & Field
  • USOC
  • West Michigan Sports Commission
  • World Cup Skiing Championship
  • X-Games    


This program is accredited by the Accreditation Council for Business Schools and Programs (ACBSP).