The Scheller College of Business, in collaboration with the School of History and Sociology in the Ivan Allen College of Liberal Arts, has launched a new undergraduate minor – the Business of Sports and Entertainment. The minor offers students the opportunity to learn about the unique business models, legal considerations, and marketing strategies that drive the sports and entertainment industries.
The Business of Sports and Entertainment minor, available beginning summer 2025, is an answer to growing industry opportunities in Georgia and interest across the Institute from students in business, engineering, liberal arts, design, and more.
An Academic Answer to Industry Opportunity
Georgia’s sports and entertainment landscape is booming. From hosting major events like the 2025 College Football National Championship and the upcoming 2026 NCAA Swimming & Diving Championships at our own McAuley Aquatic Center to the MLB All-Star Game to being home to professional teams like the Braves, Falcons, and Atlanta United, the state is a national hub for sports. Meanwhile, Georgia’s film, television, and music industries continue to grow, with the state now boasting the second-largest stage space in the U.S.
A TAG Media and Entertainment Ecosystem Report from 2021 indicates that the entertainment industry generates $14 billion to the Georgia economy annually and employs approximately 40,000 people. With growing career opportunities and the skills and knowledge to contribute meaningfully after graduation, Georgia Tech students will be well-positioned to become the next generation of industry marketers, entrepreneurs, and leaders.
Dedicated Alumni Take Action
It wasn’t only foresight into industry opportunities that made this new minor possible. Like most things at Scheller, community and generous dedication played a key role. When Richard Bergmark, B.S. Industrial Management ’75 and Ph.D. (h.c.) ‘22, was accepted to Georgia Tech, he knew just how lucky he was.
“I felt so very thankful that I was able to attend Georgia Tech,” Bergmark shared. “Two generous scholarships enabled me to come here. From day one, I knew that I was pretty darn fortunate, and it was then that I began to realize the importance of giving back so that others could have the same opportunities I had.”
Over time, Bergmark’s philanthropic efforts have spread across the Institute's academic and athletic initiatives. When Jonathan Clarke, senior associate dean for strategic initiatives at Scheller, introduced him to the minor in its beginning stages, Bergmark was thrilled.
“Developing the idea of linking academics with athletics from a curriculum perspective was very forward looking in my view. The opportunity to support this new initiative and to help get it up and running was definitely something I wanted to be a part of.”
With formative memories of time spent competing on Georgia Tech’s swim and dive team and studying finance in the classroom in mind, Bergmark knew the Sports and Entertainment minor was a way to directly influence student outcomes.
“My management degree gave me the foundation for my career,” Bergmark said. “I’m thankful for both the academic and athletic experiences I had at Georgia Tech. Supporting the next generation is a great way for me to give back for the good fortune I had as a student-athlete and Scheller graduate.”
The Minor Details
The Sports and Entertainment minor consists of 15 credit hours and includes course offerings like “Sports and Entertainment Marketing,” “Sports and Entertainment Law,” “Science, Technology, and Sports,” and a hands-on practicum. Students will also take electives in areas like digital marketing, revenue analytics, and entrepreneurship, allowing them to tailor the program to their career interests.
“This minor is a strategic addition to our curriculum,” said Jonathan Clarke. “It reflects Georgia Tech’s commitment to innovation and leadership in local emerging industries. We are thrilled that Scheller will now offer students the opportunity to link their academic studies to the sports and entertainment industries, and we’re grateful to Dick Bergmark for his vision and support.”