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Spring 2021 Advisory

Find the latest information SPS's plans for the Spring and University resources. Message from the Dean.
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Sports Management Lecturer Michael Neuman on Ryan Garcia’s Gatorade Sponsorship

Michael Neuman, Lecturer of Columbia’s Sports Management program, was recently featured in an article in Sportico on why Ryan Garcia attracted Gatorade’s sponsorship. He is the first boxer to do so at the national level, but he is still considered an up-and-comer. Although Gatorade has kept quiet about what went into their decision, sports business experts speculate that his vast social media presence was a contributing factor. In the article, Neuman says that Garcia’s Mexican American heritage “reflects the diversity of America, a quality of growing importance to today’s sports marketers.” Read the full article here.

Learn more about the M.S. in Sports Management program at the School of Professional Studies.