New course puts focus on sport management as a career path

The business side of sports is getting new attention in the classroom at Lawrence University, and Lauren Moravchik, a fifth-year women's hockey player, is thrilled as she explores career options.

"I can't think of a better way to do that than by combining my passion for sports with my interest in business," said Moravchik, a German, economics, and business and entrepreneurship triple major from Lonsdale, Minnesota.

The addition of a sport management course during Fall Term was among the draws that brought her back to Lawrence for a fifth year. She's not alone in her enthusiasm. As the business and entrepreneurship major that was launched in Fall Term 2023 continues to evolve, new courses are being introduced. Among them is Sport Management, a course exploring the business aspects of college and professional sports-focused on leadership, facility management, sales, analytics, marketing, communications, and more. Taught by Karen Bussone, professor of practice in entrepreneurship, the inaugural course drew 35 students, 32 of them being student-athletes.

Bussone lined up eight guest speakers during Fall Term to connect with the class either in person or virtually. Among them was Gabrielle Valdez Dow, vice president of marketing and fan engagement for the NFL's Green Bay Packers, and Kalle Larsson '07, senior director of player development for the NHL's Edmonton Oilers.

The advice, wisdom, and real-world experience the guests bring is important, as are the personal connections that can potentially lead to internships and other opportunities.

"The sport industry is very, very competitive and tough to get into," Bussone said. "I am very passionate about providing opportunities for my students to network with sport industry professionals."

Senior Lauren Moravchik plays for the Vikings women's hockey team. (Photo by Paul Wilke)

Dow, speaking to the class at Lawrence's newly opened Business and Entrepreneurship Center in Fox Commons, encouraged the students to start building connections now. That includes doing their homework-learning all they can about potential employers and internship opportunities.

"Regardless of what you are doing in life, whether you are going to talk to somebody who is going to employ you or someone you are meeting with for an informational meeting, go do your homework," Dow said. "Get online and find out who they are and what makes them tick and what you have in common with them."

Bringing that background into the conversation is the beginning of relationship building, said Dow, whose career before joining the Packers in 2014 included leadership in marketing and fan engagement with the NFL's Baltimore Ravens, the NHL's Florida Panthers, and the NBA's Los Angeles Lakers.

Larsson, who played hockey at Lawrence and then returned as an assistant coach from 2010 to 2013, told the students to embrace their passion for sports and be prepared to outwork those around them.

"A lot of people say they want to do something, but when they realize how hard it is, they don't really want to do it," said Larsson, who was hired by the Edmonton Oilers in Mayafter a decade in the front office with the Dubuque Fighting Saints of the United States Hockey League. "I got here with absolute dedication. … I'm just extremely obsessed with what I do."

Bussone expects to teach the Sport Management course once each year. She also has introduced courses in Financial Management, Management and Leadership, and Customer Engagement.

"Designing a course in sport management came about because many LU athletes aspire to work in the sport industry," Bussone said. "I heard that from students in my classes last year."

A path forward

For Moravchik, athletics are part of her identity. It's been that way since she was a young child, when her father and uncles introduced her and her sister to hockey, volleyball, golf, and more.

"Athletics have been a constant in my life," she said.

She committed to playing women's hockey at Lawrence in the spring of 2020-just as the COVID-19 pandemic was beginning-and chose economics and German as her majors. When the business and entrepreneurship major was introduced in 2023, she jumped in immediately. The major, and the new courses that were introduced, dovetailed beautifully with her interests.

"I will be forever grateful to the professors who were so deeply committed to developing this major and its curriculum," she said. "The launch of the B&E program was pivotal for me to stay in school for a fifth year, and this major will be an important part of my post-graduation plans."

Those plans, she said, could go in a number of directions. She has interned for two summers at the Anderson Ranch Arts Center in Snowmass, Colorado, and may return there in a staff position. She's also interested in internships with a Formula 1 racing team in Germany.

"My parents instilled in me early on the spirit of an 'adventure girl,' a motto that has shaped my upbringing, and I intend to continue living a life of adventure-whether that's exploring the beauty of western Colorado or discovering a new city in Europe each weekend while traveling with an F1 team," Moravchik said. "This course is helping me determine if a career in sport management is the right path for me."

Moravchik's hockey teammate, Taylor Halverson, a senior business and entrepreneurship and psychology double major from Hudson, Wisconsin, is looking for a graduate assistant position in a college athletic department following graduation in June. She called the Sport Management course an important window into the skills and resources needed to make that happen.

"As a student athlete interested in sports marketing and social media, I wanted to learn more about how teams are promoted, how they engage fans, and how they manage their brand," she said.

Larsson said he's not surprised this course has drawn so much interest from students.

"If this course would have been around when I was at Lawrence, I would have been the first person to sign up," he said.