Students in the Barney School of Business' sports management program had an exciting opportunity on Thursday, Feb. 27, as they engaged directly with two highly successful professionals in the sports industry. Through engaging discussions and presentations, these industry leaders provided valuable insights into career growth, industry trends, and strategies for success.
The Sports Business Association (SBA) welcomed Kathy Behrens ’85, President of Social Responsibility & Player Programs at the NBA. Behrens, a key member of the NBA's executive team, shared her experiences in shaping the league’s social impact initiatives and player development programs. She also offered invaluable advice to students on maximizing their time at UHart and positioning themselves for career success in the evolving sports industry.
John Papa, Director of the Sports Management Program explains that “One of the focuses of the sports management program is for students to learn from, engage with, and meet sports industry leaders in a number of different ways on a regular basis, including on campus, in the classroom and in the industry itself. Thursday was a prime example of that.”
Later in the day, John Lasker, Senior Vice President at ESPN+, joined Papa’s Digital Innovation in Sports class for an insightful discussion. Lasker, who oversees the growth strategy and general management of ESPN+, shared his expertise on the industry’s digital transformation. He highlighted ESPN’s expansion into direct-to-consumer offerings, including the highly anticipated ESPN Flagship. His conversation provided students with an inside look at the strategic decisions shaping the future of sports media, covering key areas such as content acquisition, marketing, technology, and consumer engagement.
Students found the experience both inspiring and enlightening. Evan Smith ’25, President of SBA, reflected on the impact of the guest speakers, stating "I was thrilled to hear from both executives, as they are incredible leaders in the sports industry. One key takeaway for me was the importance of staying open to opportunities—you never know where they might lead. I also gained a deeper understanding of how fans, as consumers, play a crucial role in shaping brand strategies within the sports world."
Freshman Emma O’Hare ’28, who attended both events, echoed these sentiments, "Hearing their personal experiences really highlighted the dynamics of the sports business industry. It was amazing to have such a personable and interactive discussion with professionals at the top of their field."
These engaging sessions are a great example of the Barney School’s Career Ready programming preparing students to be the next generation of business leaders.