Degree formalizes pipeline into the $9.5B global motorsports business ecosystem
As the thriving global motorsports industry is poised for tremendous future growth, Northwood University is thrilled to announce the launch of the Bachelor of Business Administration in Automotive and Mobility Studies with a concentration in Motorsports Management. The program creates one of the nation’s few business-first academic pathways dedicated to the full motorsports ecosystem. The program formalizes Northwood’s position at the intersection of automotive leadership, innovation, and motorsports enterprise — preparing students to lead race teams, manage sponsorship portfolios, activate brands, oversee logistics, and build high-performance organizations.
“This program marks a defining moment for Northwood as America’s Automotive University,” said Academic Vice President and Provost Dr. Kristin Stehouwer. “Motorsports is a sophisticated global business that demands strategic thinking, ethical leadership, and operational excellence. This BBA equips students with the business foundation and industry expertise to compete at the highest levels.”
The global motorsports market was valued at $9.5 billion in 2024, with growth fueled by expanding media rights, sponsorship innovation, experiential fan engagement, and global team operations.
“Despite this growth, industry leaders consistently report talent gaps in commercial strategy, logistics management, and sponsorship activation,” stated Vice President of Enrollment and Strategic Alliances Dr. Matthew Bennett. “Northwood’s new BBA responds directly to that demand, as it was designed in consultation with numerous motorsport sector teams, sponsors, events, and race organizations.”
“Teams today operate as complex enterprises, requiring leaders who understand event management, analytics, sponsorship and licensing, logistics, marketing strategy, human capital, and operations — not just competition,” added Undergraduate Dean Dr. Stacey Tetloff. “This program was built in collaboration with industry professionals to prepare students for those realities.”
The Motorsports Management concentration includes specialized coursework and structured fieldwork experiences in sponsorship activation, event operations, team management, and talent development.
“Motorsports blends innovation, sponsorship, technology, hospitality, and global logistics,” said Dr. Dave Oventhal, division chair of the Center for Automotive and Mobility Studies at Northwood University. “Northwood students graduate with both deep motorsports knowledge and the business acumen required to lead within Formula 1, NASCAR, IndyCar, endurance racing, and every segment within motorsports. Through ongoing engagement with teams, sponsors, race organizations, and industry leaders — including conversations at events like the Performance Racing Industry Show — we consistently hear strong demand for talent prepared through a combination of classroom learning and real-world experience. This program is built to deliver exactly that.”
A Differentiated BBA Model
Northwood’s BBA in Automotive and Mobility Studies emphasizes leadership, analytics, finance, and enterprise strategy. Students enrolled in the Motorsports Management concentration will gain hands-on experience through:
- Industry events such as Performance Racing Industry’s annual PRI Show
- Structured internships across motorsports organizations and teams
- Student-led leadership experiences, including the Northwood University International Auto Show
- Applied learning in sponsor activation, logistics, operations, and event production
Northwood University announced its entry into the world of motorsports business education in Fall 2025, with the introduction of a Motorsports Essentials workshop series for current and new students. This three-part motorsports-focused workshop series provides students with high-level knowledge of this exciting industry to help them choose the best educational and career pathway.
Steve Madincea, a motorsports industry pioneer and Northwood alumnus, has led Northwood’s entry into the rapidly expanding motorsports sector.
“We are utilizing an extensive global motorsport network to ensure Northwood students will have the latest industry know-how, engage with top industry professionals, and obtain practical work experience at iconic motorsport events,” said Madincea, whose extensive international motorsport marketing experience spans Formula 1, NASCAR, IndyCar, and IMSA. “It’s a win-win, as the industry benefits because Northwood’s culture emphasizes values like personal responsibility and earned success that produce principled leaders who can drive success in the wide range of business-related roles that exist in the motorsports industry.”
For more information about the Bachelor of Business Administration in Automotive and Mobility Studies and Motorsports Management concentration, visit the new program page.
