Game Changers: The Business Behind Sports
Sports may be won on the field, but they are powered by a vast network of business professionals behind the scenes. Game Changers is a hands-on applied learning series that explores the business ecosystem surrounding the sports industry. Through five interactive workshops led by industry professionals and alumni, students will discover how areas such as marketing, finance, operations, human resources, partnerships, analytics, event management, and public policy contribute to the success of sports organizations and major sporting events.
Students will gain insider perspectives on a wide range of career paths, learn how different business disciplines intersect within the industry, and build connections with professionals working across the sports landscape. The experience culminates in a Fall Break site visit to the Indianapolis Motor Speedway, where students will gain a firsthand look at one of the world’s most iconic sports venues and explore the business, operations, and legacy behind the legendary Indianapolis 500.
The series concludes with a Strategy Showcase, where student teams step into the role of consultants and pitch an original sports-focused development concept for Lexington, Kentucky. By examining how sports can drive economic growth, create community value, and shape regional identity, students will apply concepts from across the program while tackling real-world business challenges related to finance, operations, stakeholder engagement, and long-term sustainability.
Workshop Schedule & Session Descriptions
More Than a Scoreboard: Professional sports organizations are complex businesses powered by teams across marketing, finance, operations, technology, analytics, and more. Explore the industry landscape and discover the wide range of careers that keep sports organizations running long before and after game day.
Game Day in Action: When the lights come on and the crowd arrives, these professionals spring into action. Hear from sports business leaders whose roles are at the center of the game day experience and learn what it takes to execute unforgettable events.
Learn from professionals with Beyond Monumental, Cincinnati Reds and UK Athletics.
Inside the Front Office: What happens behind the scenes of a sports organization? Meet professionals working in areas like human resources, ticket sales, sponsorships, and business operations who help drive success away from the field of play.
Learn from professionals with Charlotte Knights, FIFA World Cup 26, Kansas City Chiefs, and Tennessee Titans.
Beyond the Arena: Not every sports career lives within a team or venue. Explore unexpected opportunities in governing bodies, event management, public agencies, sports commissions, service providers, and other organizations that shape the business of sports.
The Road to Indy: Before visiting the Indianapolis Motor Speedway, take a closer look at the history, traditions, and impact of motorsports. Learn how racing evolved into a global industry and gain context for one of the world’s most iconic sporting venues.
Behind the Bricks: Experience the Indianapolis Motor Speedway firsthand and explore the business, operations, and history behind one of the world’s most iconic sporting venues. Gain insight into the teams, planning, and strategy required to support a global motorsports destination.
Learn from professionals with Indianapolis Motor Speedway and the IMS Museum.
The Final Pitch: Put your learning into action by developing and presenting a sports-focused development concept for Lexington. Working in teams, you’ll tackle a real-world business challenge and pitch your vision to a panel of industry professionals and leaders.
With judges from UK Athletics.
Ready to Join?
Game Changers is designed for Gatton undergraduates interested in the business, operations, and strategy behind the sports industry. Students must be pursuing a major, minor, or certificate within the Gatton College of Business & Economics and be in good standing with the College.
Game Changers is a selective program designed for a limited number of students. We ask applicants to commit to attending every session, as consistent participation is crucial for both our employer partners and the students’ success — especially in preparation for the Strategy Showcase. Students should come ready to engage actively, contribute to workshop discussions, and bring a strong eagerness to learn.
Hayley Hollenberg
Assistant Director of Employer Engagement
Hayley may not be able to quote sports statistics, but sports have been a central part of her upbringing. She began playing tennis at age five, competed in swimming for many years, completed four half marathons, and today enjoys fitness and pickleball while serving as advisor to UK’s Pickleball Club. Her favorite sports memories include watching Wimbledon with her grandmother, the quiet stillness that comes with diving into the water, and witnessing the rise of Olympian Lilly King — from a fellow, Indiana student-athlete to a national champion and Olympic gold medalist.
Kris Jordan
Career Development Associate
Kris may be more likely to follow the box score, and sports have also been a defining part of his life. Growing up, he played baseball and basketball, with baseball becoming a year-round passion for much of his childhood. A lifelong Cincinnati Reds fan, he credits his dad for sparking his love of the game and counts Joey Votto as his all-time favorite player. Today, he cheers on the Reds, Bengals, and Kentucky Wildcats and has recently started exploring the world of Formula 1 as friends have introduced him to the excitement.
Interested students can apply for a spot using the form on our website. The application offers an opportunity to explain how this program aligns with your career goals. Please keep in mind that space is limited and the selection process is competitive, so we encourage you to thoughtfully craft your responses to put your best foot forward. APPLICATIONS ARE DUE BY TUESDAY, SEPTEMBER 8, 2026, AT 11:59 PM.
Questions? Email Hayley Hollenberg at hayley.hollenberg@uky.edu.
Interested in learning more about Industry Intersections as a program? Click here.
