Leaders in the sports industry convened to explore the future of this multifaceted profession during the 2025 Business of Sports Summit (BOSS) on Oct. 17. The annual fall summit is the premier event by The University of Texas at Austin’s Business of Sports Institute (BOSI), housed within the McCombs School of Business.
“Sports is important to UT, and it’s important to the business school,” said Lillian Mills, dean of Texas McCombs, noting that McCombs’ Analytics and Business of Sports minor has grown significantly since BOSI’s inception in 2021 to become one of the school’s most popular minors. “This is a vital ecosystem. It touches on analytics and finance and marketing and operations.”
In the summit’s fifth year, the event welcomed alumni, faculty, staff and students to connect with nationally renowned experts around the myriad initiatives and opportunities shaping the future of sports. Many members of the BOSI’s inaugural board, announced last month, also attended to network with students. Several also gave BOSS Lectures as part of the summit’s programming.
“Sport is a unique industry in the world and something our McCombs community is passionate about,” said Kirk Goldsberry, the institute’s executive director. “Add in our world-class athletics department, and we feel that our Business of Sports Institute is uniquely positioned to be a leader at the intersection of sports and higher ed.”
We feel that our Business of Sports Institute is uniquely positioned to be a leader at the intersection of sports and higher ed.
In addition to the athletes and organizations that bring fans competition at all levels, global sports also encompass vast interests in media, marketing, retail and other entertainment.
“This year’s summit drew leaders from around the sports world, and we are proud of how our program creates an annual platform that showcases trends in sports business for our students and the greater UT community,” Goldsberry said.
BOSS Lecturer Chris Bosh, a Basketball Hall of Famer, former NBA All-Star, and current UT Tower Fellow, pitched the untapped potential of a Basketball World Cup.
“We’ve built the global game, but we haven’t built the global stage just yet,” Bosh said, urging industry leaders to elevate basketball to the same level of global excitement as soccer’s World Cup.
Also hoping to capitalize on a wave of popularity is women’s basketball, featured in a panel discussion moderated by Seerat Sohi, host of “The Ringer WNBA Show” podcast. Panelists were Los Angeles Sparks General Manager Raegan Pebley, Head Coach Lynne Roberts and player Emma Cannon. Pebley reflected on leading the Sparks in a new era for the sport, highlighting the team’s $150 million practice facility — the largest investment in women’s sports history. Cannon called for the WNBA to be a “one-stop” career for players, eliminating the need for women to play overseas.
Preparing for World Cup soccer in the U.S., Canada and Mexico next summer was the topic of a Fox Sports panel moderated by soccer analyst Stu Holden. “It will be the biggest thing we have ever done at Fox Sports,” Holden said about the monumental challenge of bringing 104 matches to American fans.
“These massive events take over culture and what’s happening in our society like nothing else,” said Zac Kenworthy, vice president of production at Fox Sports. “It’s something that brings everyone together, and we really believe that.”
Investigative journalist and podcaster Pablo Torre joined Goldsberry for a conversation about storytelling within the world of sports. Torre, host of “Pablo Torre Finds Out,” explained how unquenchable curiosity yielded his most viral story yet, released in September — how NBA All-Star Kawhi Leonard and Los Angeles Clippers owner Steve Ballmer colluded to circumvent the NBA salary cap.
“The best stories,” Torre said, “start with a question that won’t leave you alone.”
Ryan Spoon, president of Yahoo Sports, encouraged students to think beyond traditional roles at major leagues or in broadcasting. Drawing on his own path, from creating a sports recruiting platform at Duke University to leading Yahoo Sports, he emphasized the value of building tangible work and taking ownership.
“When I’m trying to hire someone, the most important part is to help them understand where their fingerprint will be on the product or the business,” Spoon said. “It creates ownership, agency, and accountability. That’s great for the company and results, and it is also step one of creating your portfolio of work.”
Eddy Cue, Apple’s senior vice president of services, also suggested sports media technology as a rich source of career opportunities. He spoke during a fireside chat with Goldsberry. Innovation and digital services are reshaping fan engagement –– from streaming to personalized experiences, Cue explained.
Ethan Burris, senior associate dean at the McCombs School of Business, encouraged students to open their imaginations and lean into the variety to find their place in this industry. “The day shows how many ways there are to turn a passion for sports into a meaningful career,” he said.
