New Annenberg, Marshall course explores business of sports

USC alums Cheryl Miller and David Belasco have launched a new course about the business of sports called “Power, Players and Platforms in Global Sports.”

The new class is a collaboration between the Annenberg School for Communication and Journalism and the Marshall School of Business that examines cultural and economic aspects of sports.

Miller won a gold medal in women’s basketball in 1984 and won two NCAA championships during her time at USC. She went on to serve as head of the women’s basketball program at USC from 1993 to 1995 before becoming a commentator at ESPN, TNT and NBA TV. Belasco is an adjunct professor of entrepreneurship at Marshall.

“The goal of the course is to serve as an introduction to sports as a business and sports as a media property,” said Gordon Stables, director of the School of Journalism.

The course includes focus on domains of sports business, broadcasting and platforms, sports in pop culture, and current events in sports. Belasco described assignments where students create name image likeness marketing plans and video projects on past sports controversies.

“We want students to leave this course knowing that sports is not this monolithic industry where you just have a couple of career paths,” he said. “We want them to know it is really multifaceted. There are so many different ways to get involved in sports, even if you’re not an athlete or former athlete, both from the business side and the storytelling side.”

Stables said the class can serve as an opportunity for students to start separating themselves from sports as a fan and begin to view it from a professional standpoint.

“Sports is one of the most important sides of journalism, of media and commerce in our world today, and whether or not you’re interested as a fan, there are professional opportunities,” he said.

“We were really happy with the turnout,” Stables said. “We know sports classes are popular with students, and we’re excited that we think as the course develops and students see the linkages, that there’ll be more opportunities for students.”

Belasco and Miller have brought in former USC football head coach Pete Carroll, footwear brand founders Adam and Ryan Goldston, and journalist Jemele Hill as speakers. Belasco said they also plan to bring in FanDuel CEO, Amy Howe, and Greg Maffei, the CEO of Liberty Media which owns Formula 1.

In an Annenberg and Marshall press release published August 26, Belasco said, “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.”

Ayonnah Tinsley, a senior majoring in Arts, Technology and the Business of Innovation, said hearing from professionals with varied pathways has solidified her decision to work in sports after graduation.

“I resonate a lot more with the more untraditional way to get into sports, rather than just taking a regular broadcasting class,” Tinsely said. “So I just hope to get a lot more unique perspectives on getting into the sports industry.”

Stables described the course as a foundation for students to explore more advanced and specific courses in the realm of sports journalism.

“Whether or not you’re a sports fan, I think that people should be thinking about the way sports media is informing, whether the way our platforms are evolving, the way advertising structures are going,” Stables said. “It’s a really important side of culture and commerce, and so it’s of interest to everyone, whether or not you are interested in the games.”