Washburn University will introduce a new Bachelor of Sport and Event Media degree in the fall of 2026, creating a new pathway for students seeking careers at the intersection of sports, events, media, and digital content production.
The program combines coursework from the university’s kinesiology and mass media departments, reflecting growing demand for professionals who can navigate both the operational and storytelling sides of the sports and events industry.
University officials said the degree is designed to prepare graduates for media-focused roles with sports organisations, athletic departments, venues, and event operators. Students will develop skills in written and visual storytelling while gaining experience in event management, venue operations, and sports communications.
“Research shows sports-related communication and media programs are among the fastest-growing bachelor’s degrees nationwide,” said John Burns, Senior Lecturer and Co-Chair of Washburn’s Kinesiology Department. “This program prepares students to enter the mix, whether in live event management or sports media.”
The launch comes as sports organisations increasingly invest in digital content, social media, fan engagement, and live event experiences, creating demand for talent that understands both media production and event operations.
Located in Topeka, Kansas, Washburn University plans to leverage partnerships with local organisations to provide students with internship opportunities and real-world industry experience throughout their studies.
Students enrolled in the program will complete interdisciplinary coursework covering sports branding and promotion, facility and event management, sports media, ethics in sport and recreation, and digital content production. The degree culminates in an industry internship focused on either media or event management.
Potential career pathways include sports information management, digital and social media production, sports advertising, sponsorship activation, brand management, broadcasting, podcasting, and event operations.
University leaders say the program’s hands-on approach is intended to give students early access to practical learning opportunities. As an NCAA Division II institution, Washburn offers students opportunities to work directly with athletes, coaches, and venue managers from the beginning of their academic journey.
Kristen Grimmer, Associate Professor and Chair of the Mass Media Department, said the convergence of media and event management skills is becoming increasingly important across multiple industries.
“Without media expertise, events can fail before the planning even begins because catching the attention of specific audiences takes a specialised approach,” Grimmer said.
The degree is one of the few programs of its kind in the region and reflects a broader trend among universities adapting academic offerings to meet workforce needs in the rapidly evolving sports, media, and entertainment sectors.
