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Sports Communication

Let your talent do the talking.

Sports communication is the glue that binds various aspects of the athletic world together. It strengthens teams, cultivates a positive fan base, and projects a strong image for the sport itself. Our major program will prepare you to contribute in these areas.

This is a new major starting Fall 2024.

Learn the power of sports language

Everyone involved in sports — whether they are media professionals, athletes, or coaches — utilizes communication to collaborate, train and lead. In our courses, you will learn how to harness the power of language — from the origin of sports metaphors such as “home run” and “Hail Mary pass” to the strategies of effective communication — and quickly capture the attention of your target audience.

Dive into the sports scene

As a sports communication student, you will have opportunities to participate in student organizations related to public relations, marketing, and sports management. You can also take part in Lambda Pi Eta, the communication honor society, and be actively involved in the communication department.

By jumping in and trying out your interests as a student, you will open the door to future opportunities for your career in sports communication.

Create your personal schedule

Our curriculum plan gives you the opportunity to personalize your course schedule as you make sense of the growth and wide-reaching impact of sports on society and culture.

You’ll begin building your major by taking our Sports, Media, and Society course. Then, you’ll have the option to select courses across the full range of communication offerings. Just like a great coach, our advisors will help you find the path that plays to your strengths and interests.

At a Glance

Degree Type

Bachelor of Arts




College of Arts and Sciences

Next Steps

Interested in this major? Here's what you can do next:

The Curriculum

With challenging and relevant courses, outstanding faculty, small class sizes, and an emphasis on hands-on learning, the sports communication program will position you to succeed in your chosen career.

Program Details

Find out what it takes to earn a degree in sports communication and explore the courses.

Highlighted Courses

Get familiar with some of the courses you might take in this major.

COMM 404: Broadcast Sports Production

The course will teach students to create live streaming sports broadcasts. Students will learn advanced editing and motion graphics techniques. Students are required to attend university sports events in the course of this class.

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COMM 317: Sports, Media and Society

This course is designed to help students more critically view the role of sport media in global culture. The influence of/relationship between sport media and issues such as race, gender, sexuality (homophobia), nationalism, capitalism/consumerism, violence and civic life will be examined. Issues in relation to ethics and the production of sport media also will be examined.

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COMM 411: Sports-Related Marketing

An introduction to management and marketing issues in the sports industry, with a particular emphasis on major and minor league professional sports. Students will receive a broad overview of the structure of sports and its relationship to the dominant culture, the economy and the media.

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SPMG 347: Introduction to Sports Management

Themes include the impact of the legal process on sport, how the price and market system, income and employment affect the sport enterprise, effects of marketing and promotion on the economic well-being of the organization, and an overview of the total responsibilities of the sport administrator, including planning, organizing, staffing, directing, and controlling the sports enterprise.

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COMM 348: Website Design and Publishing

Learn to design, create and upload web sites for personal and professional use. Skills taught include mobile-friendly web site creation using raw HTML and CSS as well as WYSIWYG software. No programming experience required, basic familiarity with computers desirable.

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COMM 331: Content Creation for Digital Platforms

In this course, students will develop a critical perspective to engage with digital technologies and to articulate the rationale of incorporating digital content into media such as public relations and journalism. The class emphasizes both acquiring production skills and understanding the theories and specificities of digital media. The class will prepare students for creating and sharing different types of interactive media content by introducing digital content creation tools.

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Recommended Minors

Want to add even more value to your degree? Consider one of these minors to gain a unique combination of skills and perspectives.

The Experience

We offer hands-on opportunities that give you the freedom to explore your passion through real-world work and prepare for a fulfilling career.

  • Professional Associations

    The Cal Lutheran chapter of the Public Relations Student Society of America (PRSSA) is a student-led organization devoted to helping students connect with other public relations and communications students and professionals. If you are interested in fields related to marketing, Cal Lutheran also offers a student chapter of American Marketing Association.

  • Learning in Action

    The Communication Department trains students to produce various student media publications, including Cal Lutheran’s print and online student newspaper, The Echo, and its streaming radio station, iCLU Radio.

  • Student Clubs

    There are many clubs and associations to help you meet professionals, learn more about the industry, and have fun at events.

    • American Marketing Association
    • Business of Sports
    • Public Relations Student Society of America
Student photo

My professors have also brought guest speakers into my classes and connected us with amazing people in the field to help us find potential internship and job opportunities. It’s helpful having connections considering how vast the communication and public relations world is. Our professors make sure to equip us with the best resources possible.

Mara Powner '23
Communication, Sports Communication Emphasis Major

Career Paths

Information sources continue to increase in the sphere of sports communication as never before, and this trend of recent growth has created new demand for careers in fan engagement, media relations, social media and event planning. We help you prepare for a successful career by connecting you to guest speaker panels as well as part-time jobs and internships in partnership with our Career Services office.

Potential Careers

Producers and Directors

Produce or direct stage, television, radio, video, or film productions for entertainment, information, or instruction. Responsible for creative decisions, such as interpretation of script, choice of actors or guests, set design, sound, special effects, and choreography.

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Media Programming Directors

Direct and coordinate activities of personnel engaged in preparation of radio or television station program schedules and programs, such as sports or news.

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Media Technical Directors/Managers

Coordinate activities of technical departments, such as taping, editing, engineering, and maintenance, to produce radio or television programs.

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News Analysts, Reporters, and Journalists

Narrate or write news stories, reviews, or commentary for print, broadcast, or other communications media such as newspapers, magazines, radio, or television. May collect and analyze information through interview, investigation, or observation.

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Broadcast Technicians

Set up, operate, and maintain the electronic equipment used to acquire, edit, and transmit audio and video for radio or television programs. Control and adjust incoming and outgoing broadcast signals to regulate sound volume, signal strength, and signal clarity. Operate satellite, microwave, or other transmitter equipment to broadcast radio or television programs.

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Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

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Looking for more career paths? Search these related areas to discover more options.


Graduates from this major have gone to work at:

  • Arizona Cardinals
  • Los Angeles Kings
  • Los Angeles Rams
  • K-Swiss
  • Santiago Canyon College
  • UFC Unfiltered
  • Sacramento Kings
  • Sports West Construction
  • City of Fort Collins Park and Recreation

This page includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. Some occupations listed above may require a related graduate degree.

How We Prepare You for Success

We have 20,000+ employer contacts for jobs and internships, with over 200 listings posted each week.

Our excellent career counselors in the Career Services center will get in touch with you during your very first term on campus. They offer over 50 workshops each year on resume writing, interviewing, salary negotiations, applying to graduate schools, and other critical skills to help you begin your career successfully.

After you graduate from Cal Lutheran, you receive free access to Career Services for life, as a valued member of our alumni family.

Learn more about career outcomes

of Cal Lutheran graduates find a job or enroll in graduate school within nine months

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We offer a range of awards based on academic merit and financial need. This is money that does not need to be repaid.

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Financial Aid

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