On Feb. 22, the UConn Neag School of Education’s Sport Management Program hosted its ninth annual Sport Business Conference (SBC) in Lawrence D. McHugh Hall at UConn Storrs. Established in 2016 by the Sports Business Association (SBA), the student-run event focuses on providing an opportunity for sports business pre-professionals to bridge academia with industry and engage with experts in the field.

This year’s conference sold out, with over 145 students in attendance. About 15-20 of those students were from Sacred Heart University and local high schools. With 28 speakers, two founding conference coordinators, and one Boston Celtics championship ring, the conference received a lot of attention.

“The Sport Business Conference is an incredible opportunity for students in the UConn community to learn from industry experts what it is like to work in the sport industry,” says Danielle DeRosa, assistant professor in residence in the Neag School and club advisor. “As we think about the University of Connecticut, it’s certainly known for sport in terms of the athletics program, so what this conference does is allow students to grasp what it would be like to be involved in sports without being an athlete or coach, to explore the roles that help to make a sporting experience so memorable and impactful.”

The Sport Business Conference is an incredible opportunity for students in the UConn community to learn from industry experts what it is like to work in the sport industry. — Danielle DeRosa, assistant professor in residence

The Day’s Events

Seven different workshops were offered throughout the day: in the morning, broadcasting, analytics, operations, and marketing; in the afternoon, communications, sales, and administration. These workshops included various speakers from organizations such as ESPN, NHL, PWHL, Connecticut Sun, New York Mets, Boston Celtics, and more.

“We try to get representation from every league,” says Kate Boget ’27 (ED), SBC’s director of marketing. “But what really matters to us is having speakers who can share their experiences in the industry and connect with the people attending the conference.”

Boget, alongside Paige Bjerke ’26 (ED), director of outreach, and Kyle Riendeau ’25 (ED), director of communications, put this year’s event together. As this was their second year running the conference, they were able to expand it, using social media to reach out to more speakers and introducing a recruiting portion.

Liv Ricco ’24 (ED), account executive of membership services at the New York Mets, attended the event as a recruiter. An alum of the Sport Management Program and former chief people officer of the SBA, Ricco provided insights into her own experiences while allowing students to share their resumes.

Molly Hiniker, senior consultant at Kraft Analytics Group, attended the conference to network with attendees. Hiniker received her bachelor’s in economics from Colorado College and an MBA in marketing and business analytics from the University of Notre Dame’s Mendoza College of Business. Her experience defies the assumption that the sports business industry is limited to sports leagues.

“Campus events like this are critical for students looking to break into the industry and learn more about what working in sports looks like,” Hiniker says. “Sports analytics specifically is about more than just ‘Moneyball’ and analyzing player performance, but also about how sports organizations use data to improve the fan experience and drive revenue.”

A highlight of the conference was keynote speaker Wendy Bass, executive vice president of business operations and administration for the United Football League (UFL). Bass received her bachelor’s in international relations and French from the University of Pennsylvania, and her Juris Doctor from Fordham University School of Law. She worked at NBC Sports Group for over 17 years, which gave her broad experience in the sports media industry.

“Wendy Bass was a fantastic addition to the day’s events and provided a thoughtful keynote demonstrating her expertise as a leader in the sport industry,” DeRosa says. “UConn’s strategic plan emphasizes the opportunity for career readiness, and Wendy’s firsthand experience of navigating her own professional career gave students a lot to reflect on as they plan for their own future.”

Hearing from Students

“The conference is such a great and unique event, as you get to meet these people in person instead of on LinkedIn,” Bjerke says. “It may seem daunting, but the conference is there to practice and to help build confidence. Attendees can learn about what opportunities are there for them and what they look like in the sport industry.”

As the annual conference has grown over the years, it has become a crucial event for students, often leading to internships and job opportunities. Its impact extends across the University, attracting attendees from various disciplines, some of whom posted about their experience on LinkedIn.

“It was a fantastic opportunity to learn from top industry leaders and network with inspiring professionals,” wrote Chase McTaggart, a student at Western New England University, in a post.

Delany Wilkins ’26 (CLAS), a communication major at UConn, wrote: “I am beyond grateful to have had this opportunity to hear from and talk to people currently in the sports industry. I’m leaving this experience feeling motivated and inspired by everyone I heard from!”

For those who missed this year’s conference, the coordinators encourage them to become involved with SBA. Students who join can learn about internships, take field trips to prominent sports businesses, and hear from more professionals.

“UConn’s Sport Management Program provides a phenomenal foundation for students to learn about the sport industry,” DeRosa says. “In addition to that, something like the Sport Business Conference, or being in the Sports Business Association, or doing an internship with UConn Athletics, gives students a practical application of the things they learn in our classroom.”

To learn more about the Neag School of Education’s Sport Management Program, visit sport.education.uconn.edu. More photos from the event are available on the Neag School of Education’s Instagram.