Sports Media & Communication Course
Learn the Skills to Thrive in Every Part of the Sports Industry

There is an underlying skill that is essential in all walks of life but is often taken for granted, the ability to communicate. In the sports industry there is a constant exchange of information, from teams to the media, from brands to their consumers, from scouts to their bosses, from agents to their clients.
The stream never ends.

We all have an audience; someone we are trying to reach through our words or actions - but how effective are we at reaching them? To thrive in the multi-billion dollar sports industry, you must harness the skill of effective communication.

At SMWW, we’ll teach you how to effectively communicate in sports through written and spoken words.

Led by Seattle Seahawks radio sideline reporter Jen Mueller, our 8-week online Sports Media and Communication course teaches you how to leverage the power of communication to grow and enhance your sports career.

Unlike most online classes, we focus our program on audio chats directly with your course mentor, which allows you the opportunity to build personal relationships and rapport with a successful leader in the sports media world. After completing our Sports Media and Communication course, we will help you redesign your resume to highlight your new skills and include that you have been taught first-hand by Jen Mueller. Now that is powerful!

To advance your career in public relations, sports communications, content creation, new media, promotions and marketing you need to learn the skills and inside secrets that sports executives seek.




Weekly Live Audio Chats
with Your Mentors

Tuesdays: 4:30pm PST/7:30pm EST

Class size limited to 15 students

  • 8 week online course
  • Access to the SMWW Network
  • Resume Enhancement
  • Career Advice for
    Years to Come


Why You Should Take our Sports Media and Communications Course

You are living in the golden era of the sports media. With more broadcast channels and digital media outlets than ever before, there is an endless array of opportunities revolving around sports content creation in the global sports world.

The flip side is, as the sports conversation grows so does the demand for talented professionals on the team, league and organizational side to manage the information and access to coaches, athletes and executives. And it doesn’t stop at there, iconic sports brands need talented communicators to help with marketing, positioning, branding and more.

Every role in the sports industry needs strong communicators.

“If you are trying to be an agent or a scout, if you are trying to work in PR or community relations or sales or marketing, it doesn’t really matter, your ability to communicate effectively directly impacts how successful you are going to be in your career,” says course mentor Jen Mueller.

Our Sports Media and Communication course is for you if you dream of working in:

  • Sports Media
  • Public Relations
  • Sports & Entertainment Communications
  • Sports Marketing
  • Professional Athlete Management
  • New Media Communications
  • Social Media Coordinator for a professional team
  • Team Reporter or Analyst
  • Sports Information Director (SID) for a university
  • Radio, TV, New Media and Print Media
  • Fan Communications
  • Marketing Communications
  • Branding
  • Sideline Reporter

Learning from sports industry professionals is priceless, the classes do not feel like school, they are fun and engaging. The weekly chats and discussion rooms allow you to meet and connect with like-minded students who share your passion. Nowhere else can you get access to the people working in sports than you can with SMWW.
- Shereen Lavi - Editor, Sports Illustrated Fansided

What You Can Expect from Our Sports Media & Communication Course

In a world so often limited to 140 characters and emoji’s, sports organizations are looking for employees who can do much more. They expect their staff to have strong communication skills, an ability to convey messages effectively and articulate complex issues in a simple manner.

As part of this course, you will learn how to communicate effectively and much more, including:

  • Promotion, publicity, and public relations
  • The process of building a brand
  • Social Media communication and management
  • Techniques for conflict resolution
  • Crafting press releases
  • Organizing press conferences
  • Utilizing new media resources
  • Effective press materials for game day
  • Working with Sports Information Directors
  • Writing for a team website or sports blog
  • Promoting a "losing team" versus "the winning season"
  • Overcoming reputations - handling the media for athletes and teams
  • Event and game management promotions
  • Conducting professional athlete interviews
  • Social Networking for sports: Facebook, Twitter, etc.
  • Getting athletes and top execs exposure on radio and TV
  • Internet-based publicity
  • Internet Journalism
  • Product promotion versus professional athlete promotion
  • Developing Media Kits and writing great headlines
  • Building a sports website
  • Developing media contacts
  • New media journalism techniques
  • Community relations

Our Sports Media &Communications course will give you a competitive edge when applying for sports journalism and communication jobs.

“The whole class builds up to a communication plan, which is a very hands-on way to get a feel for all the things you could be doing for a sports team or organization,” informs course mentor Jen Mueller.

Upon completion of the course you will:

  • Understand the types of communications jobs available within a sports team.
  • Identify various forms of sports writing used by professional teams and public relations staff.
  • Sharpen your writing skills
  • Communicate effectively with your colleagues and members of the media
  • How to build the relationships needed for getting and distributing information
  • Develop personal communication skills needed to find a job, get a job, keep a job, and advance in a job. 

Meet Your Course Mentors

Jen Mueller

Jen Mueller pursued a career in sports broadcasting after repeated comments of "talks too much" from teachers and family members. A 14-year sports communications veteran, Jen currently serves as the sideline radio reporter for the Super Bowl Champion Seattle Seahawks. She is also part of the Seattle Mariners television broadcast team on ROOT Sports.

In addition to her work on the sidelines, Jen launched Talk Sporty to Me in 2009 and teaches business professionals how to improve communication and leverage fandom in business. Jen published her first book Game Time: Learn to Talk Sports in 5 Minutes a Day for Business. She graduated from Southern Methodist University in 2000 with degrees in Journalism and Public Policy. Her goal is to assist you with advancing your career by breaking down barriers to entry. Read more about Jen here.


Dr. Lynn Lashbrook

Dr. Lynn Lashbrook, is an online sports education evangelist who has coordinated a team of sports business experts to train students to transform their current career into a sports business career that they are passionate about. Lynn has been working and teaching in Sports Management for over 40 years and has demonstrated a lifelong passion for helping students strategize and reach their career goals in the world of sports. Dr. Lashbrook has served at the collegiate level as an athletic director and athletic academic advisor. At the professional level, he has been an NFL sports agent representing hundreds of athletes. His high energy and motivating personality captivates students and athletes.

Under Dr. Lashbrook's leadership, Sports Management Worldwide successfully trains thousands of students every year for sports business careers, offering a global sports faculty with over 5000 alumni from over 140 countries. 


Course Details

Weekly Audio Chats: The Sports Media & Communications Course is an 8-week online course designed to provide skills for a job in community relations, public relations, communications and/or the marketing department. This course can be taken at any time and any place around the world to fit your schedule. All you need is access to the internet with a computer.

Students will learn fundamental and successful business principles that hiring sports executives look for when adding personnel. Take this course to get your first position or to enhance your current job situation. All graduates of the course will have a well-rounded understanding of the sports business industry, specifically in the areas of grassroots public relations, media relations, community relations, marketing, personnel, social media, brand integration, customer service, promotions and event management.

Online Education: This innovative academic course is facilitated through a Web-based educational delivery system. You will enjoy the online discussion boards, weekly readings, weekly quizzes, course projects, and interaction amongst fellow sports business-minded students and faculty. All the textbooks and course materials are included in the course fee.

Global Participation: SMWW students participate from over 140 countries. Courses have an international influence and instructors will cater assignments to specific countries or leagues. Countries with economic challenges are eligible for economic discounts.

Earn College Credit: Most participants are not college students. Most participants are working full time in a variety of careers including many in sports from all over the world. (Many wish they had taken this course in college!) For those of you who are in college and would like transferable credits to your school, two-three hours of college credit is available. Click here for more information.

Military Discount: For those individuals who represent their country in military service we offer a discount. Please contact [email protected] if you are active, reserve, or a retired member of your countries military system. Thank you for serving your country! (Please include what country and specific part of the military.)
For more information on the Military Discount please Click Here

Tax Write Off (For USA Citizens): SMWW course tuition, books, and supplies can be used for education tax credits. Save your receipts and consult with your tax advisor on how this applies to you.

Sports Career Conferences: Throughout the year, Sports Management Worldwide hosts Sports Career Conferences at a variety of sporting events. These are fabulous networking events that put SMWW Alumni in the heart of the action. Opportunities to meet Head Coaches, GM's, Chief Executives, Player Personnel, Scouts, and fellow Sports Agents are facilitated. Visit SMWW Sports Career Conferences to learn more.

Extra Benefits of Our Sports Media and Communication Course

Our live audio chats connect you with your mentor for direct advice and critique, why also introducing you to classmates who have a shared enthusiasm for the sports industry. This is where your network of contacts begins, you will leave this class with not only the experience of working with industry veteran Jen Mueller, but also with all of your classmates.

Career Guidance, Strategy and Interview Techniques

Each Sports Media & Communications student will learn how to obtain a position in the sports field of their choice. It is our goal at SMWW's to assist you in obtaining a position once you finish the course.
You’ll learn everything from who to contact, how to contact them and what techniques you should use during an interview. Course mentors will work with each student one-on-one and provide a strategy that will help them reach their sports career goals.

SMWW Network

Participating in any of our SMWW programs grants you access to our entire network of sports executives. SMWW alumni and faculty are all over the world, in major and minor leagues, domestic and national, in all sports, on every continent on the globe outside of Antarctica.

Tapping into this impressive network is a huge benefit to your sports career.

Course Certificate:

Successful graduates of Sports Management Worldwide’s Sports Media and Communication course will be sent an SMWW Certificate of Accomplishment. This certificate represents not only your achievements in the course but also demonstrates your personal commitment to self-improvement and ability to self-train yourself for higher positions within the sports business industry.

Resume Redesign Service

Acquiring the skills necessary for your dream sports career is only part of the employment story. Even with the required skill set you still have to market yourself properly in order to attract the attention of sports industry employers.

At SMWW, we’ll teach you the skills you need to thrive AND help you redesign your resume for optimal impact in the sports industry. We’ll help you craft a resume to highlight your new skills in Sports Media and Communication, including a reference from Jen Mueller and Dr. Lashbrook, while optimizing it to reach hiring managers searching online. 

We want you to be the next SMWW success story and we go to great lengths to help you get there!

Become a Sports Agents Today!

Apply Now - Free

Cost: $995
(includes all course textbooks, headset, microphone and access to web based classroom. Shipping additional.)
Payment plans available (as little as $350 a month).
See if you are eligible for an economic discount based on your country of residence.
Length: 8 Weeks; "Live" audio online chats weekly with renowned instructors!
Prerequisites: Must be 18 or older to participate and have a passion for sports
Payment: Visa, MasterCard, American Express, Discover, Enroute, JCB, Diner's Club
(In the UK: 087 12884799)

Register Now