University of North Texas 
Online Sport Entertainment Management M.B.A.
Graduate degree program offered by the UNT G. Brint Ryan College of Business
Total Classes
⚡ 12
Accelerated option availableTotal Credit Hours
36
Next Start Date
October 13, 2025
Sport Entertainment Management, M.B.A.
Business Beyond The Field
UNT and the Dallas Cowboys have combined their expertise to create a professional online MBA program that will provide students the opportunity to become thought leaders in the business world. Guided by best practices, industry insights and case studies, this program is delivered through the collective lens of UNT faculty and Cowboys business professionals with strong industry knowledge and experience. In addition to advanced curriculum with real world applications, students can partake in immersive onsite boot camps at multiple North Texas locations, including The Star in Frisco, Dallas Cowboys’ World Corporate Headquarters and Training Facility, and AT&T Stadium in Arlington.
As of Spring 2022, 96.3% of the graduates are fully-employed, and 80% of all graduates received a promotion or started in a new job since they enrolled at UNT. 65% of the graduates are employed in the sport entertainment industry--a number even higher among our female students (84%).
The innovative and forward thinking approach of the Cowboys will allow students to not only be introduced to traditional industry categories, but also take a deeper dive into how the organization spurs innovation and change in the following categories:
- Branding
- Data & Analytics
- Entrepreneurship
- Esports
- Hospitality
- Marketing
- Merchandising
- Operations
- Sales
- Sponsorship
- Strategy
- Talent Management
- AND MORE!
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Program Courses Include:
Core Courses
Concentration Courses
- MKTG 5262 International Brand Strategies in the Sport Entertainment Industry
- MGMT 5401 Talent Management in the Sport Entertainment Industry
- ADTA 5160 Sport Entertainment Analytics
- MKTG 5261 Corporate Partnerships in the Sport Entertainment Industry
- OPSM 5200 Sport Event and Venue Operations
- MGMT 5490 Consulting for the Sport Entertainment Industry
Do you still have questions?
Contact Bob Heere, Director of Sport Entertainment Management
Reviews from our students
"There's no doubt I wouldn't have landed my new job at Fisher Investments without
this MBA program. Easily one of the best decisions I've ever made."
- Scott Brown
- Scott Brown
"This program has by far exceeded my expectations in every way! I never dreamed i
would obtain an MBA, now that I'm so close to completion, I'm still forming the words
to explain what this accomplishment has meant to me!"
- Tiffany A. Blake, MBA Candidate
- Tiffany A. Blake, MBA Candidate
"This program has definitely opened up doors that have changed my life. Thank you!"
- David Costlow
- David Costlow
"This program has lifted me to new heights and I'm so excited to run with the baton
in the sports industry! Thank you so incredibly much!!!"
- Angelica Walker
- Angelica Walker
"I'm proud to be part of an incredible program with an amazing group of people. I'm
thankful for the Sport Entertainment Management MBA program allowing me to further
my entrepreneurial career in the sport entertainment industry"
- Adam Rose, MBA Candidate
- Adam Rose, MBA Candidate
Who is leading this program?
Bob Heere, Program Director & Professor
Bob Heere is the current Director of Sport Entertainment Management at the University
of North Texas, and a full Professor in the Department of Management in the G. Brint
Ryan College of Business. He currently serves as the President of the North American
Society for Sport Management. He is a leading scholar in the field of sport management,
and has conducted research on sport on five continents, with scholars from more than
20 different nations. His work focuses on fan communities and how people identify
with their favorite sport teams, and has been published frequently in leading sport
management journals. He has worked closely with many different sport organizations
around the world, including the Royal Dutch Soccer Federation, AFC Ajax Amsterdam,
the Shanghai Sports Federation, Nanjing Sport Bureau, Fulham FC, the World Golf Foundation,
and currently with the Dallas Cowboys and the PGA of America. He previously held academic
appointments at the University of South Carolina, the University of Texas, Florida
State University, the Cruyff Institute for Sport Studies and Auckland University of
Technology.Matt Walker, Professor
Matt Walker is a Professor of Management at the University of North Texas and is directing
the development of the online content. His research and consultancies focus on program
evaluations and strategic processes underpinning organizational efforts across numerous
sport industry sectors. He has participated in more than 30 grant-funded research
projects for sport and related organizations in the United States and around the world,
including the PGA of America, National Football League, Sport England, World Golf
Foundation, The Boxing Academy, Golf 20/20, Nike, Barclays Bank, USA Archery, Easton
Sports Development Foundation, Fulham Football Club Foundation, Fight-4-Change, Magic
Bus (among others). Walker is a leading scholar in sport management, and his research
and consultancy work has offered business and management solutions to sport organizations,
NGO’s, and government agencies, helping improve and enhance the marketing and management
of social and strategic programming efforts. He begins at UNT after a six-year stint
as Chair of the Sport Management Program at Texas A&M University.Aaron Kastner, Manager of Corporate Partnership Marketing for the Dallas Cowboys
Aaron Kastner is currently the Manager of Corporate Partnership Marketing for the
Dallas Cowboys. In this role, he manages and oversees the day to day relationships
with Cowboys corporate partners; one of which includes the University of North Texas.
He also services as the Industry Director for the UNT / Cowboys professional MBA program
and is the primary liaison between the university and the Cowboys for the program.
Aaron has been with the Cowboys for two years. Prior to the Cowboys, he worked in
corporate partnerships and ticketing with Kroenke Sports & Entertainment (Denver Nuggets,
Colorado Avalanche, Colorado Rapids) and the Green Bay Packers. A native of West Bend,
Wisconsin, he is a graduate of Ripon College (B.A.) and Western Illinois University
(M.S.).Your Ticket to a Thriving Career
Proud Partner of the Dallas Cowboys
Ideal Program Candidates
Core business content, grounded in business theory, reflected in business practice,
deployed by business faculty and sport entertainment executives.
Qualifications
- Bachelor's degree from an accredited university
- Work experience as either a business professional, professional athlete, or coach
- GMAT/GRE waived
Specialized Curriculum
Driven through a curriculum inspired by the sport and entertainment industry, the
program offers both core business courses and specialized courses in sport and entertainment.
Boot Camps
During the program, students will be invited to three boot camps. Each boot camp will
take place at both Cowboys facilities and at UNT at Frisco. Students will hear guest
lectures from industry leading business professionals within the Cowboys organization
and project-based learning opportunities related to the Cowboys organization.
Frequently Asked Questions
Why this program?
Learn from the best – by entering this online MBA program, students will receive unique access to the most valuable sport franchise in the world. This degree is a true MBA degree, and our students will receive coursework in all facets of running a business in general, not just the sport and entertainment industry. Guided by great faculty in general business and those specialized in sport business, this program is uniquely set up to allow career business professionals, professional athletes and coaches to pursue the next step in their respective careers.
Who is offering it?
The University of North Texas is partnering with the Dallas Cowboys on this initiative. UNT is a Class I-Doctorate Granting institution that is located in Denton and Frisco, Texas, which is on the north side of the Dallas/Fort Worth/Denton Metroplex. Established in 1890, UNT is one of the nation's largest public research universities. UNT has fulfilled its mission to empower students to thrive in a rapidly changing world. Ranked a Tier One research university by the Carnegie Classification, UNT is a catalyst for creativity, fueling progress, innovation and entrepreneurship for the North Texas region and the state.
What is the role of the Dallas Cowboys in this degree?
Where the University of North Texas provides the academic rigor of a Carnegie ranked
research university, the Dallas Cowboys provide best practices, insights, and case studies. Online course content contains
interviews and case studies provided by the organization and their partners, and all
three boot camps will have multiple sessions at either the The Star in Frisco, World
Headquarters of the Dallas Cowboys or at AT&T Stadium, and will include site visits,
guest lectures by Cowboys business professionals, and project-based learning opportunities
related to the Cowboys organization.
How long does it take to complete?
A full-time student can complete the program in 12 months, a part-time student can
take it in 24 months. Full-time students would take two courses every 8 weeks, part-time
students would take one course every 8 weeks.
For whom is it developed?
Career industry business professionals with at least three years of work experience;
professional athletes with at least three years of professional playing experience;
coaches with at least three years of full-time coaching experience.
What is required to apply?
Bachelor degree completion, transcripts, resume, statement of purpose, references,
and letter of support from company (if applicable). Students do NOT have to take the
GRE or GMAT to qualify for program.
If professional athletes did not complete their bachelor's degree because of their
commitment to the game, how can they qualify for this program?
The University of North Texas offers a Bachelor of Applied Arts and Sciences degree that allows athletes to bring ALL their completed credit hours at their previous
institution to UNT, and will develop a customized program for them that fast tracks
them into the MBA Sport Entertainment program upon completion. This program was initially
developed for veterans who build up college credit hours during their service, and
is now adapted to the professional athlete.
What is the tuition cost, and what is included in that?
The overall tuition for the program is approximately $36,000 for participants. The
price covers tuition and all costs related to the boot camps once the student arrives
at the camp, including food, hotel stay and site visits. Exact tuition will depend
on the time that the student will need to complete the degree in either 12 or 24 months.
What are the boot camps?
During the program, students will be invited to three boot camps. Each boot camp,
scheduled Friday – Sunday, will take place at both Cowboys facilities and at UNT at
Frisco. Students will receive guest lectures from industry leading business professionals
within the Cowboys organization. Throughout the weekend, students will work on an
experiential case study provided by Cowboys front office business professionals. General
expenses associated with the weekend (i.e. hotel, food and site visits) are included
in the overall registration costs of the program. Airfare and ground transportation
are not provided. Boot camps are optional and if students are unable to attend, they
may forego the event.
