Leadership in sports extends beyond traditional titles like ‘captain,’ ‘director,’ or ‘head coach.’ Anyone can be a leader on or off the field. That’s particularly true of those seeking to lead change throughout sports. Amid evolving political landscapes, legal reforms, and persistent inequities in sports, the need for transformative leadership in athletics has never been greater.
The 2021 decision by the United States Supreme Court in NCAA v. Alston, which ushered in the current era of Name, Image and Likeness (NIL) deals in college sports, may suggest, on the surface, that equity is well within reach for college athletes, but remuneration is one part of a much larger equation.
For one, many athletes being paid by brands and other funding mechanisms won’t land larger contracts in professional sports (if they receive contracts at all). For those, particularly for minorities, their earning potential craters after their time in college. To compound that issue, there is no shortage of data highlighting the low graduation rates among African American student athletes.
As Dr. Cory Buckner, Director of the Sports Administration and Leadership program at the University of Southern California, has noted, “when examining the racial disparities, the literature illustrates that African American males are overrepresented as participants in [football and basketball], but underrepresented on college campuses at-large, specifically as graduating students.”
In addition, while many view sports as the “great equalizer,” allowing for talent to trump all other qualities and characteristics, the story surrounding equity in sports is much more complicated, as well. For one, opportunities are not the same—whether it be because of financial barriers or other systemic barriers that persist and disproportionately impact marginalized and minoritized groups.
It’s about preparing athletes to win championships in the game of life, not just on the field.
There Is Still Much Work to Be Done in Sports Leadership
What systems are in place to help ensure those student athletes are positioned for success after graduation? The answer is simple: there are none. The reason for that is multifaceted.
Traditionally, the sports industry has been driven by a focus on athletic performance, revenue generation, and entertainment value. While these elements are undeniably important, they are pursued at the expense of the well-being and development of athletes—particularly those from marginalized and minoritized communities.
The commercialization of sports, including the rise of NIL rights, has only intensified this trend, often reducing athletes to commodities rather than nurturing their personal growth. This commercialization, combined with other factors such as the growing influence of the transfer portal, revenue sharing, and the ongoing struggle for gender equity at all levels, underscores the evolving challenges within the sports landscape. These shifts call for a rethinking of sports leadership approaches that prioritize the well-being and holistic development of athletes as individuals.
A Master of Education in Sports Administration and Leadership from USC was designed with that specific goal in mind. “By focusing on holistic, athlete-centered leadership and promoting overall well-being, the program prepares students to lead with an equity mindset, contributing to meaningful change in various sports settings,” according to Dr. Buckner.
Historically, leadership roles in sports, such as head coaches and athletic directors, have lacked racial and gender diversity. Increasing diversity and inclusion in these positions is essential to ensuring representation and equitable opportunities for people of color and women. Initiatives like the Rooney Rule in the NFL aim to address this imbalance by encouraging teams to consider a broader pool of candidates for leadership roles, including head coach, general manager, and executive positions.
Prior to 2022, the rule only applied to the interview process — there was no quota in hiring. Since 2022, however, teams are required to employ a minority, which now includes women in its definition, within its coaching staff. This ultimately increases the number of qualified applicants for head coaching positions. But there is no such rule in place that covers the NCAA and its member institutions.
It takes leaders, not one leader, but multiple leaders to change engrained, systemic inequities. The Masters in Sports Administration and Leadership program at USC was created to prepare graduates to address these kinds of challenges head-on. By ensuring future leaders are equipped to advocate for equity, inclusion, social justice, and human-centered approaches, the program empowers graduates to cultivate environments where athletes are valued holistically, acknowledging their individuality, needs, and goals beyond their athletic roles.
In addition to addressing equity gaps, graduates of the Sports Administration and Leadership program at USC Rossier will be prepared to advocate for diverse leadership within sports organizations, design inclusive programs, and promote the holistic development and well-being of athletes at all levels of competition. Whether in leadership positions or aspiring to them, graduates will play a key role in shaping sports environments that support, inspire, and empower athletes—not just in terms of performance, but as whole individuals.
Sports Equity Doesn’t Compromise Athletic Excellence
Equity in sports emphasizes identifying and addressing systemic barriers, ensuring individuals from all backgrounds can succeed in diverse athletic environments. As such, strategic leadership in the context of sports requires an understanding of the organizational or team dynamics within sports settings and a commitment to fostering cultures that prioritize both athletic excellence and athlete well-being. These leaders must also ensure that their organization reflects the needs and identities of those it serves, which means embodying cultural humility — an openness to learning about, respecting, and understanding the diverse backgrounds and perspectives of all individuals involved.
At the same time, they must be able to identify practices, structures, and policies that may create barriers to learning, motivation, well-being, and growth for athletes and staff. Leaders need to develop the skill and political savvy to negotiate, and, when possible, eliminate those barriers, advocating for more equitable access and opportunities for those they serve.
The master’s program in Sports Administration and Leadership at USC Rossier equips its students with the knowledge, strategies, and expertise to become those leaders. For example, the foundational course Equity-Minded Leadership in Sports examines issues of inequity in sports from an intersectional lens. Students explore the historical roots of disparities in sports, focusing on the ways that social identities—such as race, gender, and ability — intersect to shape opportunities, experiences, and outcomes for athletes. The course will equip those with the tools to develop cultural humility, reflect on their own positionality, and build the skills necessary to recognize and address inequities in diverse sports settings.
African American males are overrepresented as participants in [football and basketball], but underrepresented on college campuses at-large, specifically as graduating students.
The Sports Administration and Leadership program at USC Rossier is distinguished by its deep commitment to equity, social justice, inclusion, and the holistic well-being of athletes. While many sports administration and leadership programs focus on athletic performance, the business side of sports, or the entertainment industry, this program places human-centered leadership at its core.
Graduates of the master’s program will be equipped to advocate for and implement equity-minded policies and practices. They will focus on creating human-centered solutions that empower athletes — particularly those who have historically been marginalized and minoritized. By ensuring these athletes have the access and support necessary to succeed, USC Rossier Master of Education in Sports Administration and Leadership graduates will play a pivotal role in advancing equity across various sports settings.
In turn, our graduates will become better coaches, administrators, trainers and, ultimately, leaders of change. They will be the ones who play a role in shaping NIL rules, the Rooney Rule, and those that have yet to be written. They will lead their organizations and industries toward more inclusive and sustainable success.
As Dr. Buckner puts it, “true change comes when we empower leaders with the knowledge and skills to guide athletes holistically addressing not just their athletic performance but their mental, emotional, and social well-being — it’s about preparing athletes to win championships in the game of life, not just on the field.”