• Baylor students study business of sports in unique S3 program

    Baylor S3 programBig brands doled out $4 million for a 30-second Super Bowl spot this year. AT&T is reportedly paying $19 million a year to have their name on the Dallas Cowboys’ stadium. The New York Yankees are worth $2.5 billion, according to Forbes. Clearly, professional sports have become big business.

    Yet, only one university in the country offers a complete major in sports sales. Baylor’s Sports Sponsorship and Sales (S3) program in the Hankamer School of Business lays out 18 hours of coursework in marketing and professional selling for sports, and places its students in internships across the highest levels of sports. Recent graduates have earned job offers from NFL, NBA, MLB, NHL and MLS teams, as well as NASCAR and the PGA.

    Dr. Kirk Wakefield, MBA ’81, a Hankamer professor and executive director of the S3 program, also leads students in publication of the online Baylor S3 Report, a monthly digital publication featuring the best sales and marketing practices shared by the sports industry. Content is aimed at sports industry employees, but may be of interest to any sports fan curious about the business side of his or her favorite sports.

    Recent stories include a case study of how teams can take advantage of Google+, a look at how social media is affecting traditional sales approaches, and the benefits of working in pro sports vs. collegiate athletics. Contributors include industry experts culled from the program’s advisory board and representing almost every professional sport. You can check out their work at BaylorS3.com or join them on FacebookTwitter and LinkedIn.

    Sic ’em, Baylor S3!

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