运动管理和体育管理涉及应用营销和传播概念以及规划，组织，领导和指导商业体育这一独特行业的管理原则。重点放在运动产品和服务的生产，简化，促销和组织上。由于5100亿体育产业要求体育传播者，营销商，行政管理人员和经理具备功能性商务和体育管理技能的专门组合，因此IU的体育行政和体育管理计划旨在为希望参与其中的学生提供服务商业体育相关企业的任何方面。
Athletic administration and sport management involves applying marketing and communication concepts as well as the management principles of planning, organizing, leading, and directing to the unique industry of commercial sport. Emphasis is placed on the production, facilitation, promotion, and organization of sport products and services. Because the 510-billion sport industry demands sport communicators, marketers, administrators, and managers with a specialized combination of functional business and sport management skills, the athletic administration and sport management program at IU is intended to serve students who have a desire to be involved in any aspect of the commercial sport-related enterprise.