Sports is undergoing rapid transformation and disruption that is generating unprecedented opportunities for entrepreneurs and investors, teams and leagues, and athletes and influencers.
Meeting this historic moment with innovation and academic leadership, USC Annenberg and USC Marshall are launching a new course that prepares students with a multi-disciplinary, 360-degree examination of the modern sports landscape, exploring intersections with business, media, technology, fan engagement, culture, and more.
Helming the class are Olympic gold medalist, head coach, and sportscaster Cheryl Miller ’86 and entrepreneur, educator, and Adjunct Professor of Entrepreneurship David Belasco ’85. Both USC alumni will leverage their expertise and USC’s unparalleled network to introduce students to the dynamic evolution of sports as both a commercial enterprise and a cultural force.
“The world of sports is a prism. Shine a light through it and you’ll see all aspects of contemporary life,” said Marshall Dean Geoff Garrett. “The new course will feature conversations with some of the most compelling figures in sports. Students will learn how to navigate and lead in an industry that continues to grow in both economic power and societal influence.”
Built around four main themes, “Power, Players, and Platforms in Global Sports” will leverage USC’s academic depth and breadth to examine (1) the business of sports; (2) platforms and broadcasting; (3) sports in culture; and (4) real-time analysis of topics such as the rise of women’s sports, performance and mindset, and the integration of artificial intelligence.
The course, co-listed as MOR-499 and JOUR-499, represents an ongoing partnership between USC Marshall and USC Annenberg to expand USC’s undergraduate sports curriculum and to develop the generation of diverse and inclusive professionals needed to advance the rapidly changing world of sports.
“Our students are hungry for more academic and professional pathways in sports industries, particularly sports media,” said USC Annenberg Dean Willow Bay. “This foundational new class will help equip them with the knowledge and perspective to shape the future of this dynamic and high-growth field.”
With its storied athletic heritage and home in Los Angeles, which boasts 12 professional teams and world-class venues like the Los Angeles Memorial Coliseum and SoFi Stadium, USC is uniquely positioned to provide unparalleled access to athletes, owners, journalists, executives, agents, and gamers. In each class, students will connect with these leaders across global sports for discussions spanning different aspects of the industry.
“No other university has USC’s access to the power players of sports. Being in L.A., the sports, media, and entertainment capital of the world, these leaders will be central to the classroom experience, offering expertise, insights, and hopefully internships and jobs,” Belasco said.
“I’m excited to share my years of broadcasting experience and knowledge with USC,” Miller added. “I look forward to engaging discussions with the students on the ever-changing landscape of sports and its industries.”
