Secure a front row seat to the sports entertainment industry.

The BBA degree in Sport Entertainment Management (SEM) is your ticket to a dynamic career in the most exciting industry in the world. Strategically and exclusively located in 'Sport City USA', this world-class program provides students with unparalleled access to a network of professional teams, leagues, and sport entertainment executives.

The Degree

A specialized curriculum provides students a direct path to a career in sports entertainment. The degree combines general business courses that introduce students to the business skills required to run a business, with specialized sport concentration courses that cover cutting-edge business practices.

Informed in real-time by the professional sport ecosystem in Frisco, Texas, the BBA SEM degree is grounded by a transformative and ever-evolving curriculum that develops industry thought leaders poised to create opportunity in the sport entertainment industry.

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The Network & Location

The SEM program maintains formal partnerships with the Dallas Cowboys, the PGA of America, and Stadia Ventures and supported by an advisory board with top executives from the Texas Rangers, Dallas Mavericks, FC Dallas, the Dallas Sports Commission, Learfield, Topgolf, Texas Motor Speedway and numerous minor league franchises throughout the Dallas-Fort Worth metropolitan area. These connections provide students with unparalleled networking opportunities.

  • Classes offered at UNT Frisco -- located in the epicenter of one of the most exciting sport and entertainment markets in the world, classes are offered at UNT Frisco.
  • Academic and professional development content built, curated, and delivered by leading sport business and management faculty.
  • AACSB Accredited business school, housed in a Carnegie I ranked research university – two top distinctions for USA public universities.
  • Project-based learning is part of the program DNA. SEM concentration courses are project-centric with a sport industry partner serving as the ‘client’ for the class.

The Pillars

The BBA degree in Sport Entertainment Management is grounded in four foundational pillars. All of which, serve as important communication conduits and filters through which the program initiatives flow.

Educate
Educate
Core business content, grounded in business theory, reflected in business practice, deployed by business faculty and sport entertainment executives.
Prepare
Prepare
Applied, competency (skill-based) training through project and case learning, immersive experiences, and experiential activities.
Inspire
Inspire
Captivating insights from top executives and business faculty help advance thought leadership and unlock creative potential.
Connect
Connect
Unparalleled access to sport industry executives, thought leaders, and peers to build network capacity.

Examples of projects with industry partners

SENM 4240 – Corporate Partnerships:
Students conducted research on new product sponsorship category for the Dallas Cowboys. The course deliverable was a sponsorship pitch deck.

SENM 4230 - International Brand Strategies:
Students worked on a marketing campaign for the Dallas Mavericks. The course deliverable was a brand strategy plan for the Mavericks to pursue.

SENM 4020 – Ticket operations:
Students visited with the Frisco Roughriders and worked their call center to sell tickets.

SENM 4325 – Fan Engagement:
Students developed a theme-based promotional event the Allen Americans hockey team. The course deliverable was a promotional and activation plan for the event.

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