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Indiana University Launches Sports Business Co-Major

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  Published in Business and Finance on Tuesday, January 13th 2026 at 19:10 GMT by WISH-TV
      Locale: UNITED STATES

INDIANAPOLIS, January 14th, 2026 - Indiana University's Kelley School of Business is poised to become a major hub for aspiring sports business professionals, officially announcing the launch of a new co-major in sports business. The program, slated to begin in the fall of 2026, reflects a significant surge in student interest and leverages Indianapolis's well-deserved reputation as the "Sports Capital of the World."

This initiative marks a key moment for Kelley, placing it among a select few business schools nationwide to offer such a specialized co-major. The timing is particularly astute, given the city's deeply entrenched sporting culture. Indianapolis boasts a remarkable concentration of major sporting events and institutions, including the iconic Indianapolis 500, the national headquarters of the NCAA (National Collegiate Athletic Association), and a thriving landscape of professional and collegiate teams spanning various sports.

"The demand from our students has been undeniable," explained Ashley Stevens, Clinical Professor of Marketing and the faculty director spearheading the new co-major. "We consistently see an overwhelming enthusiasm for careers within the sports industry. This co-major provides a structured and robust pathway for students to blend the demanding, well-regarded academic rigor of Kelley's core curriculum with the unparalleled practical opportunities that Indianapolis and the broader sports world offer."

The curriculum itself will be interdisciplinary, drawing expertise from across Indiana University's campus. Students can anticipate coursework spanning marketing, finance, law, data analytics, and management - all tailored to the unique challenges and opportunities within the sports sector. This holistic approach aims to equip graduates with a comprehensive understanding of the business side of sports, from athlete endorsements and stadium financing to sports media rights and data-driven player performance analysis.

Beyond classroom learning, the program is strategically designed to foster practical experience. A core component will be mandatory internships, facilitated through partnerships with a diverse array of sports organizations - ranging from professional leagues and collegiate athletic departments to sports marketing agencies and event management companies. These internships will provide invaluable hands-on experience, allowing students to apply their classroom knowledge to real-world scenarios and build crucial industry connections.

"The sports business landscape is constantly evolving, demanding professionals who are adaptable, innovative, and possess a strong understanding of both business principles and the unique nuances of the sporting world," Stevens emphasized. "Our goal is to create a program that not only equips students with the theoretical knowledge but also provides the practical skills and networks they need to thrive in this highly competitive field."

Looking Ahead: The Impact on Indianapolis' Sports Economy

The introduction of this co-major is expected to have a ripple effect on Indianapolis's already vibrant sports economy. Kelley graduates, equipped with specialized skills and industry connections, will be a valuable resource for local sports organizations, contributing to the continued growth and innovation within the sector. The program's presence will also likely attract even more sporting events and businesses to Indianapolis, further solidifying its position as the "Sports Capital of the World."

Furthermore, the program will likely elevate Indiana University's national profile, attracting top-tier students interested in sports business from across the country. Kelley School of Business aims to establish itself as a leading destination for these aspiring professionals, creating a pipeline of talent for the sports industry both locally and nationally.

With a launch date set for fall 2026, the Kelley School of Business's new sports business co-major represents a significant investment in the future of sports business education and a testament to Indianapolis's enduring position as a global leader in the world of sports.