Business of Sports Summit 2026 Connects MSU Students with Leaders Across the Industry

The Business of Sports Summits (BOSS) is an award-winninannual event hosted by the student organization Future Leaders in Sports and Entertainment (FLISE) and the Sports Business Management Minorat the Broad College of Business. Since 2024, this event has been designed to connect MSU students with sports industry leaders through networking, panels, and workshops to prepare future professionals for success in the sports and entertainment industry. Students gathered at Michigan State University’s Minskoff Pavilion on Jan. 23 for the 2026 summit, which brought industry leaders and executives from across marketing, media, athlete representation, and live event operations to pull back the curtain on the business behind the game. 

Elliott Daniels, program director of the Sports Business Management Minor, said the summit was designed to expand students’ understanding of the industry.  

“The purpose of the summit is to help students become engaged, educated, and explore career opportunities in the business of sports,” Daniels said. “It’s really about opening their thought process on what it means to work in sports.”  

Following opening remarks, the summit opened with a keynote address from Derek Dabrowski, senior vice president of brand marketing at Keurig Dr Pepper. Framing his talk around what students would “walk away with,” Dabrowski outlined three key insights into the modern sports and entertainment industry: the real pathways into the industry, the reality of brand partnerships, and the growing impact of modern marketing.  

Drawing from his experience leading campaigns for brands like Dr Pepper, Dabrowski emphasized that careers in sports and entertainment aren’t linear. Identifying entry points that build relevant skills and create momentum over time is key.  

The summit continued with two rounds of panel discussions centered on four topics: 

• Rookies in the Room 

• Behind the Scenes of Live Events 

• The Whole Athlete: Living Beyond the Game 

• Marketing and Sponsorships: Cheers, Clicks, and Conversation 

The panel featured professionals from Fox Sports, Chicago FC, General Motors, Chicago Bulls, and more, collectively showcasing the breadth of career opportunities across the sports industry. Across four panel discussions, a consistent message emerged: careers in sports require intentional growth, transferable skills, and strong relationships. 

Careers in sports are rarely linear. Success often comes from developing transferable skills, staying adaptable, and being willing to move across platforms and functions. Titles matter less than growth, with one speaker reinforcing that “skills over titles” should guide early career decisions. Several professionals stressed the importance of intentional career development. Students were encouraged to frame their stories thoughtfully, understand their personal “why,” and recognize that every role involves a value exchange. Across sessions, panelists reminded students that relationship-building remains central in the sports industry.  

The event continued during lunch with a professional development session in partnership with FOX Sports. Jen Durda, vice president of FOX Sports & Entertainment, and recurring speaker for BOSS, led this session. 

“Relationships are everything,” Durda said, reflecting on the path that led to her current role. She pursued two internships to better understand what aligned with her values while intentionally expanding her network and demonstrating her commitment to ESPN as a meaningful professional contact. Along the way, she focused on cultivating strong client relationships, prioritizing trust and long-term customer satisfaction. 

Durda offered practical advice to MSU students, including setting clear goals, utilizing MSU resources and getting three names of contacts you meet at industry events to expand your network. And, most importantly, don’t be afraid. 

After lunch, China Jude, Ed.D., Motor City Cruise president, took the stage, delivering a passionate closing keynote about her journey and the art of “open-mindedness”. She emphasized that remaining open to every opportunity can take you further than being overly selective, encouraging others to adopt a “why not?” mindset. 

Jude encouraged attendees to confidently accept new opportunities, while also recognizing when it’s time to “shut down” one chapter of life and start fresh, once they are fully certain they’re ready. Having served as a director in vastly different environments, Jude noted that each transition required her to fully immerse herself in the organization’s culture and way of working. 

Following Durda’s stance on networking, Jude echoed, “It’s not who you know, it’s about who knows you.” She encouraged repeatedly introducing yourself until others recognize and greet you by name and emphasized the importance of having a champion who advocates for your skills and strengths even when you’re not in the room. 

The 2026 Business of Sports Summit was more than a series of panels and keynotes: it was a demonstration of student leadership and professional growth. Daniels emphasized that the event is built and run by students, giving them hands-on experience in planning, coordinating, and executing a high-level industry summit.  

“This is their event. We wanted them to own it,” Daniels said. “Most of the ideas came from the students. BOSS is a tremendous learning opportunity for student to execute a high-level event from start to finish.” 

By connecting students with leaders across marketing, media, athlete representation, and live event operations, the summit reinforces the importance of adaptability and relationship-building. For students, BOSS is both a launching pad and a bridge to prepare the next generation of sports business leaders to step confidently into a rapidly evolving industry.