Established in 2016 by the Sport Business Association, the student-run event provides an opportunity for pre-professionals to engage with experts in the field
Danielle DeRosa, assistant professor-in-residence in the Neag School and SBA advisor, interviews Jeff Price, founding chief executive officer of the Heisman Trophy Trust, during the 2026 Sport Business Conference on Feb. 15. (Kate Boget/UConn)
The UConn Neag School of Education's sport management program held its 10th annual Sport Business Conference (SBC) on Feb. 15 in Lawrence D. McHugh Hall at UConn Storrs. More than 130 students from UConn and other local colleges and high schools engaged with sports business professionals and explored the industry through keynote speeches, panels, and networking opportunities. The student-run event was organized by members of the Sport Business Association (SBA).
"It's an opportunity for students, alumni, and industry professionals to network and engage in continued learning," says Danielle DeRosa, assistant professor-in-residence in the Neag School and SBA advisor. "Being able to host something, especially at a place like UConn, to create connections and opportunities for sustained relationships is something that's really special. And I'm grateful for our students who facilitate that each year."
Two years after first attending the SBC, Emily Misluk '26 (CLAS) is now the conference's chief operating officer, which allowed her to build her event organization skills.
Being able to host something, especially at a place like UConn, to create connections and opportunities for sustained relationships is something that's really special. — Danielle DeRosa, Neag School assistant professor-in-residence and SBA advisor
"It's very rewarding to see it all come together," she says. "A lot of those skills that you would probably want to have for a job in the future, you definitely pick up or further develop by organizing the conference."
Jeff Price, the founding chief executive officer of the Heisman Trophy Trust, kicked off the event as the first keynote speaker. The trust awards the Heisman Trophy annually to the top player in college football and supports youth development programs in underserved communities.
Price received his master's degree from the Mark H. McCormack Department of Sport Management at the University of Massachusetts and his bachelor's degree in American history from Bates College. He previously held roles at the Professional Golfers' Association of America, the NBA, The Sporting News, Gatorade, and Sports Illustrated.
In the interview-style talk moderated by DeRosa, Price advised attendees not to fear non-linear career paths, to develop mentor-mentee relationships with intention, and to be open to opportunity. He also told the audience that a career in sports should be motivated by a genuine interest in helping others.
"I've always recognized that there's tremendous good that can come from sport," Price said. "And if you can unlock that good, people's lives can be improved. Entertainment can be created. Values can be restored in society."
DeRosa hopes Price's words help students recognize that they can succeed while staying true to their core principles.
"He's strategic about what he's doing, and he's moving in a way that aligns with his purpose," DeRosa says. "You can lead with purpose, and in doing that, you can have a successful career."
Along with his knowledge and expertise, Price also brought a Heisman Trophy, which garnered excitement and attention from conference attendees.
"The environment he brought with the Heisman, I was so thankful for that," says Jack Freitas '26 (BUS), SBC's outreach director. "I'm watching five people do the Heisman pose with it, and I think that's just so fun."
The second keynote speaker was Bryant McBride, a board member of USA Hockey. He was also a producer of the award-winning documentary films "Willie" and "Beyond Their Years." McBride received his bachelor's degree from Trinity College and his master's degree in public administration from the Harvard Kennedy School. McBride previously served as the vice president of business development at the National Hockey League.
Find out what you love and then get involved. There's always opportunity here. — Noam Watt '22 (ED)
Many students found McBride's speech, filled with actionable career advice, inspiring.
"He was a really motivational speaker," Emma Hall '26 (ED) says. "It was really helpful to us students because he talked about interview tactics and mixed his own anecdotes with advice. It just made me more excited and less overwhelmed."
Eight panels were offered throughout the day in analytics, broadcast, business administration, communications, marketing, operations, and law. Panelists from various organizations, including ESPN, NBCUniversal, Connecticut Sun, Boston Red Sox, and the FIFA World Cup, answered students' questions and networked with them in small groups.
One broadcast panelist was Neag School alumnus Noam Watt '22 (ED), the assistant director of broadcast and video services at UConn Athletics.
"It's nice to be able to see what the future looks like and see some people who are going to be coming through the ranks in the coming years," he says.
Working in live broadcasting, Watt is accustomed to fast-paced situations where mistakes are inevitable and cannot be corrected.
"All you have to do is move on to the next thing, and I find that really gratifying," he says. "During a two-and-a-half-hour hockey broadcast or a three-and-a-half-hour baseball broadcast, you might make a dozen mistakes, and it's all about how you respond and move forward."
Watt said his experience in the Neag School's sport management program taught him how to get involved in sports and consider how sports can impact people's lives. The program also empowered him to explore opportunities on campus and get involved, including in UCTV Sports and interning with UConn Athletics. He encourages current students to do the same.
"Find out what you love and then get involved," he says. "There's always opportunity here."
The SBC continues to be an uplifting experience for many students, increasing their confidence and career outlooks.
"Now that we're all seniors, it's really nice to hear that there are choices, and there are different paths, and your path doesn't have to be linear, and that all of our conversations are helping us in some way," Hall says.
The conference being open to students from other schools also means aspiring sport business professionals across the state can take advantage of some of the resources UConn has to offer.
"As a junior in high school, this helps me get a better understanding," says Cam Thomas, a student at Avon Old Farms. "It's a head start above everyone else in my grade, at my age."
While the SBC is hosted by UConn's sport management program, the annual conference welcomes people of all ages, majors, and experience levels looking to discover or deepen their passion for sports.
"This is for anyone who wants to work in sports," Alicia Rodriguez-Monge '26 (CLAS), SBC's chief of promotions, says. "Whether you're starting out in your freshman year or you're a grad student or postgrad and you want to switch it up, I think it's really great to see how diverse we've become."
To learn more about the Neag School of Education's Sport Management Program, visit sport.education.uconn.edu.
