<img src="https://ou.edu/content/news/articles/2026/october/ou-price-college-announces-new-center-for-the-business-of-sports-and-entertainment/_jcr_content/content/section_copy/par/image_copy.img.jpg/1792006343596.jpg” alt=”A group of men in suits stand together across a stage.”>
From left to right: Mike Sherman, Joe Castiglione, Sam Presti, Laku Chidambaram, Matt Deimund, Steve Ives, Ross Bjork, Roger Denny and Gregg Garn stand together on stage at the University of Oklahoma Price College of Business’ inaugural Symposium on Sports Business and Entertainment. Photo by Jonathan Kyncl.
NORMAN, Okla. –Bringing together the University of Oklahoma’s unique institutional strengths, the Michael F. Price College of Business announced Wednesday the launch of the Center for the Business of Sports and Entertainment.
The Center will develop the next generation of leaders and help organizations thrive in the rapidly evolving global sports, media and entertainment industries. More than simply studying the current states of these industries, the Center will help shape their futures by developing talent, generating practical insights and solving real-world business challenges.
As an umbrella organization for existing Price College of Business programs, the Center will both house and expand offerings such as the undergraduate sports business major and minor, the undergraduate certificate in esports, the graduate certificate in sports business, and non-degree executive education programs geared toward future athletic directors, among others.
The Center will also support growing the college’s sports industry faculty and increasing thought leadership. Associate professor of sports business Sean Daly, Ph.D., who has decades of industry experience, will lead the Center’s operations.
The launch of the Center comes at a time of high student interest in the college and the sports industry: Price College is the fastest growing college at OU and the undergraduate sports business major is among the fastest growing majors in the college, generating synergy that is more than the sum of its the parts.
“For decades, the University of Oklahoma has helped define excellence in collegiate athletics,” said University of Oklahoma President Joseph Harroz, Jr. “Today, as the business of sports and entertainment undergoes extraordinary change, we have an opportunity to extend that legacy of leadership.”
“With one of the nation’s premier athletic programs, a nationally recognized business school and deep relationships across these industries, OU is uniquely positioned to prepare the next generation of leaders and help shape the future of sports and entertainment,” Harroz added.
The Center was announced Wednesday at Price’s inaugural Symposium on Sports Business and Entertainment in Meacham Auditorium, which gathered leaders from athletics, media and finance to discuss the forces reshaping these industries. The event included an opening fireside chat with Sam Presti, Executive VP and General Manager for the Oklahoma City Thunder and a closing fireside chat with entrepreneur Mark Cuban, both moderated by OU Athletic Director Emeritus Joe Castiglione.
Sam Presti (right) speaks on stage during the opening fireside chat at the Price College of Business’s Symposium on Sports Business and Entertainment, moderated by Joe Castiglione (left). Photo by Jonathan Kyncl.
With nearly three decades of experience building OU into one of the nation’s premier athletic programs, Castiglione will utilize his expertise and play a pivotal role in shaping the Center by teaching students, connecting graduates to employers and bolstering outreach efforts to support its mission
To kick off the symposium, Laku Chidambaram, Ph.D., Dean of the Price College of Business, provided opening remarks to guests, which included OU students, alumni, faculty and staff.
“There’s no better place than the University of Oklahoma to establish the Center, with our dominance in athletics, nationally renowned business school and deep industry relationships,” said Chidambaram ahead of the event. “The business aspects of collegiate athletics, professional sports, TV and entertainment will all come together under one roof.”
Athletic directors from universities around the country provided their industry insights. That group included OU’s Roger Denny, Ohio State’s Ross Bjork, the University of Texas’ Chris Del Conte, Texas Tech’s Kirby Hocutt, and the University of Washington’s Patrick Chun.
Other speakers included Learfield’s Chief Strategy Officer, Matt Deimund; OU Deputy Athletic Director Gregg Garn, Ph.D.; Price College’s Advisory Board Member Steve Ives; Sport Fishing Championship President and CEO Mark Neifeld; Sports Business Journal Senior Planning Editor Mike Sherman; and J.P. Morgan Executive Director Todd Smith.
About the University of Oklahoma
Founded in 1890, the University of Oklahoma is a public research university located in Norman, Oklahoma. As the state’s flagship university, OU serves the educational, cultural, economic and healthcare needs of the state, region and nation. For more information about the university, visit www.ou.edu.
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October 14, 2026
OU Price College of Business announces new Center for the Business of Sports and Entertainment at inaugural symposium
The Michael F. Price College of Business announced Wednesday the launch of the Center for the Business of Sports and Entertainment. As an umbrella organization for existing Price programs, the Center will support growing the college’s sports industry faculty, increasing thought leadership, and developing the next generation of leaders.
Read article: OU Price College of Business announces new Center for the Business of Sports and Entertainment at inaugural symposium
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