Empowering Women in Sports: How UConn’s Sport Management Program Launches Careers in Professional Leagues

Last year, Taylor Swift and Brittany Mahomes caught attention for their matching Kansas City Chiefs jackets at an NFL game. These stylish jackets were created by Kristin Juszczyk, who is married to a player on the San Francisco 49ers. Thanks to her, an NFL licensing deal allows her to feature official logos in her designs.

This deal was orchestrated by Xaimara Coss, a proud alumna of the UConn Sport Management program, now working as the director of consumer products and retail marketing for the NFL. The program is known for preparing students for various careers in sports beyond just playing games.

The UConn Sport Management program stands out for having a majority female faculty since the early 2000s. Laura Burton, the department head, emphasizes that sports management is for everyone, and it’s inspiring to see so many talented women making significant contributions in professional sports.

Starting as a Sport Marketing Program, it evolved in the early 2000s into a comprehensive Sport Management Program. Since then, 661 graduates have pursued careers as athletic administrators, venue managers, sports agents, and more.

Students in the program complete internships in the sports industry, gaining essential experience. A key partnership with UConn Athletics offers a great on-campus learning opportunity.

Professor Jennifer McGarry notes that graduates aren’t just boosting profits; they’re also striving to improve systems that historically excluded certain individuals from the industry.

Xaimara Coss fondly remembers working with Husky Sport, a program that promotes nutrition and physical activity. This experience shaped her approach to community outreach, even as she transitioned into more revenue-focused roles.

During her time at the NBA, she launched a licensing program aimed at supporting minority-owned businesses. Now at the NFL, she continues these efforts, balancing her revenue goals with a commitment to diversity, equity, and inclusion.

Coss’s current role entails managing the NFL’s apparel and headwear business. She oversees product approvals, negotiates deals, and seeks new opportunities while also serving on the league’s diversity committee.

Her studies in marketing and sports law have been crucial to her career. She recalls projects from her classes that have influenced her daily work. Recently, she received the NFL’s Champion for Change Award, highlighting her dedication to promoting diversity within the organization.

Another UConn alumna, Gabriella Mendonca, jumped into her career with the Professional Women’s Hockey League, managing ticket sales and activations. Although new to hockey, she quickly grew to appreciate the sport’s intensity and excitement.

Mendonca’s journey began as a student equipment manager for UConn’s women’s basketball team. This connection led her to work for the WNBA’s Connecticut Sun before joining the PWHL.

She is now the assistant coach and director of basketball operations at Marist College, attributing her success to lessons learned from her professors, who emphasized genuine relationships with students.

Another inspiring story is Taylor Kielpinski-Rogers, who started as an intern with the Boston Celtics and is now their vice president of communications. She credits her internship for laying the foundation for her career in sports media.

Today, her role involves leading publicity strategies and managing media relations for the team. She appreciated the hands-on experience that her UConn education provided, helping her forge valuable connections in the industry.

Alexis Bazydola, a hockey operations coordinator for the Nashville Predators, also followed her passion. Growing up surrounded by hockey, she joined the UConn Sport Management Program and completed internships with the Predators while studying.

Her work encompasses tracking statistics, logistics for scouting meetings, and handling team events. She values the relationships she built during her time at UConn, emphasizing that these connections are crucial in the sports world.

The UConn Sport Management Program encourages its students to support each other, encouraging networking through initiatives like the Women in Sport group. This group helps women explore careers in sports while building community and celebrating each other’s achievements.

Coss believes mentorship is essential, while Mendonca stresses the importance of self-awareness and authenticity. Kielpinski-Rogers urges women to embrace their place in the industry and encourages them to pursue their ambitions without hesitation.

These inspiring stories of UConn alumnae highlight the growing influence of women in sports. Their experiences remind us that with passion, community support, and determination, anything is possible in the sports industry.