Simmons University Women’s Sports Management Program Prepares Leaders for a Growing Industry
The Rise of Women’s Sports Management as a Career Path
The landscape of professional sports is undergoing a significant shift. According to Deloitte, women’s elite sports are projected to generate at least $3 billion in global revenue, reflecting unprecedented growth in viewership, sponsorship, and fan engagement. As this sector expands, the demand for professionals with specialized knowledge in Women’s Sports Management continues to increase. Simmons University has positioned itself at the forefront of this movement by launching the first-ever Master of Science in Management with a concentration in Business and Leadership in Women’s Sports.
This development represents a critical moment in Sports Education News, as academic institutions begin to recognize that women’s sports require distinct business strategies, marketing approaches, and leadership frameworks. The traditional sports management curriculum has historically centered on men’s professional leagues, leaving a gap in education for those who want to build careers specifically in women’s athletics.
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Identifying the Gap in Sports Education
The origins of this program reveal a fundamental problem in existing sports management education. School of Management Dean Astrid Sheil discovered the need for this specialization through a conversation with Lauren Krupnikoff, a current Simmons student-athlete majoring in finance. Krupnikoff had pursued a sports management course at another institution but found that the curriculum focused exclusively on men’s teams, with no examination of the unique dynamics, challenges, and opportunities within women’s sports.
This experience highlighted a broader issue: students interested in USA Women’s Sports have had limited options for specialized training that addresses the specific business models, fan engagement strategies, and growth trajectories of women’s leagues. Sheil recognized this as an opportunity for Simmons to establish a niche that no other university had yet claimed.
After conducting research into existing programs, Sheil confirmed that Simmons would be the first institution to offer a master’s degree focused specifically on the business and leadership dimensions of women’s sports. This first-mover advantage has already generated significant attention from industry professionals, prospective students, and media outlets.
Leadership Behind the Program
The success of any academic program depends heavily on the expertise and connections of its faculty. Simmons recruited Justine Pouravelis to lead the Women’s Sports Management concentration after a comprehensive search. Pouravelis brought 17 years of experience from the New England Sports Network (NESN), where she developed an extensive network of professional contacts throughout the Boston sports ecosystem.
As Dean Sheil noted, hiring Pouravelis meant bringing a “complete rolodex” of industry connections to the university. This network provides students with direct access to professionals working in women’s sports organizations, creating opportunities for internships, mentorship, and real-world project collaborations that extend well beyond the classroom.
The program also benefits from the leadership of Erica Schuling, Director of Athletics and Recreation at Simmons, who has been with the university since 2006. Schuling’s perspective as a former Division I athlete and experienced athletic administrator ensures that the program connects academic theory with the practical realities of running sports organizations.
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Boston as a Hub for Women’s Professional Sports
The location of Simmons University provides students with a distinct advantage. Boston has emerged as one of the most active markets for women’s professional sports in the United States. The city now hosts multiple professional women’s teams, including the Boston Fleet (hockey), Boston Guard (basketball), Boston Banshees (rugby), Boston Legacy FC (soccer), and Boston WPBL (baseball).
This concentration of teams creates a living laboratory for students in the Women’s Sports Management program. Rather than studying case studies from distant markets, students can observe emerging franchises, attend games, analyze local marketing campaigns, and build relationships with front-office personnel in their own backyard. The proximity to these organizations transforms theoretical learning into practical experience.
For students interested in Simmons University Sports, the university’s own athletic program provides additional hands-on learning opportunities. The athletic department employs students, offering direct experience in sports administration while completing their coursework.
Curriculum Design and Practical Application
The program’s curriculum distinguishes itself by using women’s teams and athletes as the primary lens for analysis. Pouravelis explains that while men’s sports are discussed, they serve as comparison points rather than the default focus. Students examine what makes women’s sports fanbases different, how emerging teams are growing their audiences, how new franchises can launch efficiently, and how organizations can manage costs while scaling operations.
Practical application is woven throughout the curriculum. In the introductory course, students have toured NESN production trucks and attended professional games at Fenway Park. Semester-long projects require students to develop comprehensive marketing plans for women’s sports events, including social media content strategies. Krupnikoff’s project, for example, focused on creating content featuring five soccer players at women’s colleges, demonstrating how students can apply their skills to real-world scenarios.
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Facilities and Student-Athlete Development
The investment in women’s sports at Simmons extends beyond the classroom. The university has made significant improvements to its athletic facilities over the past two decades. The opening of Daly Field in 2016 provided a dedicated outdoor competition venue, and the new Living and Learning Center will further enhance the student-athlete experience.
The upcoming facility will include a competition-size swimming pool with a diving pit and trampoline, cardiovascular and strength training areas, a varsity weight room, and a sports medicine clinic. A rowing tank on the third level will allow rowers to practice against a natural current, providing training conditions that closely simulate actual competition. These amenities will be available to students, faculty, and staff, with alumnae having the option to purchase day passes or memberships.
Schuling notes that the athletic program has evolved substantially since 2006. What began with only the soccer team conducting off-season training has expanded to year-round training for all 11 teams. The program now recruits nationally, attracting student-athletes from 20 states who want to compete at a high level while receiving a strong academic education.
Industry Recognition and Media Attention
The Women’s Sports Management program has generated substantial media coverage since its announcement, all earned through the novelty and relevance of the concept rather than paid promotion. Outlets including The Boston Globe, Sports Business Journal, Boston Business Journal, and WBZ News Radio have featured the program. The podcast “The Business Case for Women’s Sports” dedicated an episode to examining Simmons’ approach, and the sports media brand Togethxr covered the program on social media.
This media attention reflects broader interest in Women’s Leadership USA and the growing recognition that women’s sports represent a significant business opportunity. The visibility also benefits students, as the program’s reputation creates networking opportunities and signals to employers that graduates have specialized expertise that is increasingly valued in the industry.
Simmons has also launched a “Study Women’s Sports” campaign, with promotional T-shirts that have been displayed on jumbotrons at Boston Legacy games. This grassroots marketing approach aligns with the authentic, community-driven ethos of women’s sports culture.
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Building an Advisory Board and Expanding Opportunities
To ensure the program remains connected to industry needs, Simmons has established the Business and Leadership in Women’s Sports Advisory Board. This group of professionals provides guidance on curriculum development, creates pathways for student internships and employment, and helps the university stay current with evolving trends in the women’s sports business landscape.
The university has also announced the full faculty for the Women in Sports concentration, bringing together academics and practitioners with diverse experience across the sports industry. This combination of scholarly rigor and practical expertise ensures that students receive an education that is both theoretically sound and immediately applicable to their careers.
Looking ahead, Pouravelis sees the undergraduate minor in women’s sports management as a natural feeder into the master’s program. This pathway will allow students to begin their specialized education earlier, building a deeper foundation before entering the graduate program. The university is also exploring opportunities for alumnae to engage with the program as ambassadors, mentors, and supporters of student research initiatives.
The Connection Between Athletics and Leadership Development
One of the most compelling arguments for investing in women’s sports education is the documented connection between athletic participation and leadership success. Dean Sheil cited Deloitte research indicating that 95% of women CEOs in the United States played college athletics. This statistic suggests that the skills developed through sports—teamwork, resilience, strategic thinking, and performance under pressure—translate directly to executive leadership.
Simmons has a long history of preparing women for leadership roles across industries. By combining this institutional mission with specialized training in the business of women’s sports, the university is creating a pipeline of professionals who can lead organizations at the intersection of two growing sectors: women’s leadership and sports business.
The program has already attracted diverse students, including at least one individual who has played in professional league sports. This mix of perspectives enriches classroom discussions and prepares students to work with colleagues from varied backgrounds in their future careers.
Next Steps for Prospective Students
For professionals and recent graduates interested in entering the women’s sports industry, the Simmons University Women’s Sports Management program offers a structured pathway into a growing field. The first cohort exceeded enrollment targets, suggesting strong demand for this type of specialized education. As the program develops, students will benefit from expanding industry partnerships, new research initiatives, and the university’s ongoing investment in facilities and faculty.
The women’s sports industry is at an inflection point. Revenue is growing, new leagues are launching, and established organizations are increasing their investment in women’s properties. Professionals who understand the unique dynamics of this market will be well-positioned to advance their careers as the sector matures.
Conclusion
Simmons University has identified and acted on a significant gap in sports management education. By creating the first master’s program focused specifically on the business and leadership of women’s sports, the university is preparing professionals to capitalize on one of the fastest-growing segments of the sports industry. The combination of specialized curriculum, Boston’s vibrant women’s sports ecosystem, experienced faculty with deep industry connections, and improved athletic facilities creates a compelling option for anyone serious about building a career in this field.
As Women’s Leadership USA continues to gain visibility and influence, programs like this one will play an important role in ensuring that the business side of women’s sports is led by knowledgeable, well-prepared professionals who understand both the opportunities and the challenges ahead.
