Succeeding in the Business of Sports

Texas Business of Sports Summit to focus on careers in analytics, branding, and more.

Students network at Rowling Hall on the University of Texas campus during the first Texas Sports Summit held in 2021.
Students network at McCombs School of Business’ Rowling Hall on the University of Texas campus during the first Texas Business of Sports Summit in 2021.

Leaders in the fast-growing sports industry will examine what it means to win outside the arena during the second annual Texas Business of Sports Summit, Sept. 9, 11:30 a.m.-7 p.m. at Rowling Hall on The University of Texas at Austin campus. Students from all schools, colleges and disciplines are invited to attend, as are members of the media. Registration for the in-person event is free.

Hosted by the Business of Sports Institute and the Sports, Entertainment and Media Association at the McCombs School of Business, the summit will provide a behind-the-scenes look at careers in sports for anyone interested in using data and analytics to improve player performance, helping teams connect with fans using technology, or building a global sports brand.

The McCombs Business of Sports Institute launched in fall 2021 after Accenture provided a founding gift of $1.4 million.

Ethan Burris, McCombs senior associate dean for academic affairs, said panelists and speakers will address best practices in the fierce, ongoing competition beyond the game itself. “In a game where companies compete for some of the most valuable assets to a person — their money, energy and time — what are the rules and the best strategies? And, of course, how do you win?” he said.

Helping answer those questions is keynote speaker Kalen Thornton, chief marketing officer for Gatorade. Before accepting the challenge of transforming and updating the Gatorade brand, Thornton led brand initiatives at Nike.

The summit gives students across the industry tools, information and contacts they need to succeed in this career. “This event establishes UT as the premier destination for a degree in the world of sports business, attracting best-in-class organizations here to recruit our students,” Burris said.

Students attending the summit can network at roundtables with representatives of the following companies (separate registration required):

  • Accenture
  • Microsoft
  • Spurs Sports & Entertainment
  • Austin FC
  • UT Athletics
  • Oakview Group
  • MVP Analytics
  • Circuit of the Americas
  • Pro Sports Assembly
  • Atmosphere TV
  • Longhorns Sports Properties

Panel discussions will explore what Burris calls “the new ecosystem of competition” within the business world. “In a world where the consumer can be anyone from a professional athlete to a team owner to a fan, what are the keys to victory?” he said.

Speakers and panels include:

  • Welcome and Opening Remarks
    Senior Associate Dean Ethan Burris and Dean Lillian Mills
  • The Business Behind The Game
    Brandon Rhodes, Chris Ogbonnaya and Katherine Rowe — moderated by Rebecca Feferman
  • Midnight Korean Baseball: How I Broke into Sports Analytics
    Ben Howell (Class of 2023)
  • Growing The Game
    Kristen Banks, Michelle Lobo and Minesh Lad — moderated by Jade DeKinder
  • From the Sideline to Starting Five: The Game of Sports Marketing
    Kylan Perry (Class of 2023)
  • Keynote Conversation with Kalen Thornton
    Moderated by Katherine Schmitt
  • Closing Reception at Hold Out Brewing in Downtown Austin

Students outside McCombs are also welcomed to attend and learn more about the minor in analytics and business of sports. The 18 hours of coursework for this minor will equip students in a wide range of major fields with the analytical and managerial skills to compete at an exceptional level in any industry.

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