Program spotlight: Baker College’s Sports and Esports Management degree

As the global sports and esports industries continue to evolve into multi-billion-dollar businesses, Baker College is preparing students for careers at the intersection of traditional athletics, competitive gaming, and digital entertainment through its Bachelor of Science in Sports and Esports Management.

The four-year, 120-credit-hour program combines business fundamentals with specialised training in sports operations, esports management, event planning, marketing, sponsorship, and fan engagement—skills increasingly sought after by professional teams, leagues, venues, broadcasters, and gaming organisations.

The timing reflects strong industry growth. The global esports market is projected to exceed US$2 billion by 2032, driven by increasing sponsorship, media rights, advertising, and live-streaming audiences. Meanwhile, the broader global sports industry is estimated to be worth well over US$600 billion, with continued investment in digital fan experiences, athlete branding, sports technology, and event management. (⁠Fortune Business Insights)

Developed with input from professionals across both the sports and esports sectors, Baker College’s curriculum is designed to align with industry needs as the lines between traditional sports and digital entertainment continue to blur.

Students complete coursework in sports and esports marketing, live event planning, digital fan engagement, facility management, finance, leadership, and business operations. Sample subjects include Principles of Sports Management, Principles of Esports Management, Sports and Esports Live Event Planning and Management, and Sports and Esports Fan Engagement.

The program is available on campus at Baker College’s Cadillac, Muskegon, Owosso, and Royal Oak locations, as well as through the institution’s online learning platform.

Graduates are prepared for careers across professional sports franchises, esports organisations, collegiate athletics, event management companies, sports marketing agencies, venues, and media companies. Potential roles include team manager, esports league coordinator, sponsorship manager, event producer, fan engagement specialist, sports marketer, and operations manager.

Beyond the classroom, students can gain practical experience through Baker College’s esports club and competitive esports teams, providing opportunities to participate in organised tournaments while building leadership, teamwork, and industry connections.

The degree also reflects broader shifts across the sports business landscape. Professional organisations are investing heavily in digital content, streaming, creator partnerships, data analytics, and fan engagement platforms, while esports has become an increasingly important part of collegiate athletics and the global entertainment ecosystem. Employers are seeking graduates who understand both traditional sports business models and emerging digital audiences.

By combining business education with industry-specific expertise, Baker College aims to prepare graduates for careers supporting sports organisations, gaming companies, broadcasters, sponsors, and event operators as sports and esports continue to converge into one of the world’s fastest-evolving entertainment sectors.