Recently Medill announced a new concentration in sports marketing that students in its Integrated Marketing Communications Full-Time program can join starting Fall 2026.

The concentration will give students deep knowledge on topics such as sports and athlete branding, e-sports and gaming, sponsorship strategy, digital fan engagement and brand communications. Guided by expert faculty and real-world projects, students will acquire the skills to design campaigns and drive engagement across arenas, online platforms and global markets.

“In sports marketing, every moment is more than a play—it’s an opportunity to spark emotion, build loyalty, and create lasting connections between fans, brands, and the games they love,” said Vijay Viswanathan, Medill associate dean of IMC. “If you aspire to launch a career where sports, brands, fans and media intersect, Medill is where your journey begins.”

As part of Medill’s signature experiential learning programs, choosing the sports marketing concentration will give students the opportunity to gain hands-on experience while working on projects for top sports marketing brands.