Mercer University

What you'll study

This programme builds on core business foundations—accounting, finance, management and economics—while specialising in marketing and quantitative methods applied to sport. You will study how to develop sponsorship strategies, manage fan engagement and measure commercial performance using contemporary analytics tools.

• Core business courses: principles of marketing, managerial accounting, business law, organisational behaviour and strategic management.
• Marketing and sport electives: sports marketing, brand management in sport, sponsorship and partnership strategies, digital and social media marketing for sport, ticketing and revenue management.
• Analytics and quantitative methods: statistics for business, marketing research, data visualisation, predictive analytics, and use of analytics software and spreadsheets for real-world sport datasets.
• Applied and experiential elements: internship in a sports organisation or agency, client-based projects, and a capstone project integrating marketing strategy with data-driven evaluation.
• Additional learning opportunities: electives in event management, communications, and entrepreneurship, plus workshops on negotiation, contract basics and ethics in sports business.

Entry requirements

Admission to the BBA typically requires a completed secondary school qualification (or equivalent) with solid academic performance. Successful applicants usually demonstrate strong preparation in mathematics and written communication, and show interest in business or sport through extracurricular activities, work experience or a personal statement.

• Official high school transcripts or equivalent academic records.
• Personal statement or essay describing interest in sports marketing and career goals.
• One or more academic or professional references may be requested.
• Standardised test scores (SAT/ACT) are considered according to the university's current admissions policies; some applicants may be admitted without test scores.
• International applicants must meet English language proficiency requirements through recognised tests or prior education in English.
• Relevant work experience, portfolio of projects, or evidence of extracurricular involvement in sport or marketing can strengthen an application.

Career prospects

Graduates are prepared for a wide range of roles across professional teams, collegiate athletics, sports agencies, brands and media organisations. The combination of marketing knowledge and analytical skills is in demand wherever revenue, sponsorship and fan engagement need to be measured and optimised.

• Sports marketing coordinator or manager
• Sponsorship and partnership specialist
• Ticketing and revenue operations analyst
• Digital marketing or social media manager for sports properties
• Business intelligence or data analyst in sports organisations
• Event manager, promotions manager or client services at agencies
• Opportunities in consulting, merchandising, media rights analysis and sports technology firms

Why study at Mercer University

Mercer’s business school emphasises small classes, close faculty mentorship and experiential learning that connects students with industry partners. Its location in Georgia provides access to a vibrant sports market and proximity to professional and collegiate teams, agencies and media outlets, offering rich internship and networking possibilities.

• Practical learning through internships, client projects and a capstone integrating marketing strategy with analytics.
• Faculty with business and research backgrounds who teach applied marketing, analytics and sports industry topics.
• Connections to regional sports organisations and alumni working in sports business that support career development and placements.
• University career services and mentorship resources to help students build portfolios, prepare for interviews and secure industry placements.