The intersection of SPORTS & BUSINESS

In the nation’s best sports city, SMU is where the energy of the game meets the strategy of the boardroom. We create real-world opportunities for those who want to lead in the business of sport – students, student-athletes and executives alike.

Our growing Sport Management program, an interdisciplinary program housed within the Simmons School of Education and Human Development, in close collaboration with the Cox School of Business, is a training ground for the business side of the game: strong academics paired with real reps through internships, mentorship and direct access to the Dallas sports ecosystem, including the Global Sports Business Summit and immersive global sport industry experiences that mirror how strategy is shaped in the boardroom. Student-athletes get a real game plan for what’s next through Life After Ball, preparing them to transition with confidence into their next chapter. And the PwC SMU Athletic Forum connects the region’s top athletic leaders to share insight, build relationships and strengthen the future of the industry.

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The future of sport leadership

For today’s dynamic global sport industry, our students are trained through a rigorous curriculum that emphasizes business, leadership, and organizational competencies, preparing students to become effective and ethical sports business professionals. Beyond the classroom, students have access to sport-specific global immersion experiences and study, active participation in the vibrant, student-led Sport Business Society, and engagement with industry leaders through events such as the Global Sport Business Summit and Guest Speaker Series.

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SMU is where Dallas talent, opportunity and the future of sports leadership meet.

Jay Hartzell, President

Bill Armstrong VIP Dinner 2025

Student-athlete success

The Department of Student-Athlete Success’ core mission is to provide athletes with a clear path to success once their competition days are over. Our athletes will benefit from leadership opportunities, personal growth and career preparation services from the moment they step on campus. The collaboration with our alumni network as well as our location in the city of Dallas enhance the access to opportunity both during their athletic careers and after.

Life After Ball is the program that assists our athletes with the transition from their sport to the professional world upon graduation. LAB is comprised of three pillars: Connections, Exposure, and Preparation. Every program and event we put on falls under one of these pillars. LAB would not work if it wasn’t for the incredible people in this network that contribute to it.

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Harnessing the power of champions

The PwC SMU Athletic Forum was launched in 1989 as a community outreach initiative that brought individuals who have achieved extraordinary success in athletics to the Dallas community. In 2025, the forum has a reenergized vision to inspire excellence at the intersection of sports, business and leadership through a variety of events. The forum is widely regarded as America’s preeminent sports luncheon series, producing two annual luncheons and two evening receptions, as well as the Doak Walker Award Presentation Banquet. Proceeds from PwC SMU Athletic Forum events are used to support athletic scholarships and operating initiatives at SMU.

PwC SMU Athletic Forum
PwC SMU Athletic Forum
Doak Walker Award