As the global motorsports industry grows, Northwood University announced the launch of a new Bachelor of Business Administration in automotive and mobility studies with a concentration in motorsports management. The program creates one of the nation’s few business-first academic pathways dedicated to the full motorsports ecosystem, Northwood University said.
It formalizes Northwood’s position at the intersection of automotive leadership, innovation and motorsports enterprise, preparing students to lead race teams, manage sponsorship portfolios, activate brands, oversee logistics and build high-performance organizations.
“This program marks a defining moment for Northwood as America’s Automotive University,” said Kristin Stehouwer, academic vice president and provost. “Motorsports is a sophisticated global business that demands strategic thinking, ethical leadership, and operational excellence. This BBA equips students with the business foundation and industry expertise to compete at the highest levels.”
Global motorsports market growth and talent demand
The global motorsports market was valued at $9.5 billion in 2024, with growth fueled by expanding media rights, sponsorship innovation, experiential fan engagement and global team operations.
“Despite this growth, industry leaders consistently report talent gaps in commercial strategy, logistics management, and sponsorship activation,” said Matthew Bennett, vice president of enrollment and strategic alliances. “Northwood’s new BBA responds directly to that demand, as it was designed in consultation with numerous motorsport sector teams, sponsors, events, and race organizations.”
“Teams today operate as complex enterprises, requiring leaders who understand event management, analytics, sponsorship and licensing, logistics, marketing strategy, human capital, and operations — not just competition,” said Stacey Tetloff, undergraduate dean. “This program was built in collaboration with industry professionals to prepare students for those realities.”
Motorsports Management concentration coursework and fieldwork
The Motorsports Management concentration includes specialized coursework and structured fieldwork experiences in sponsorship activation, event operations, team management and talent development.
“Motorsports blends innovation, sponsorship, technology, hospitality, and global logistics,” said Dave Oventhal, division chair of the Center for Automotive and Mobility Studies at Northwood University. “Northwood students graduate with both deep motorsports knowledge and the business acumen required to lead within Formula 1, NASCAR, IndyCar, endurance racing, and every segment within motorsports. Through ongoing engagement with teams, sponsors, race organizations, and industry leaders — including conversations at events like the Performance Racing Industry Show — we consistently hear strong demand for talent prepared through a combination of classroom learning and real-world experience. This program is built to deliver exactly that.”
A differentiated BBA model
Northwood’s BBA in Automotive and Mobility Studies emphasizes leadership, analytics, finance and enterprise strategy. Students enrolled in the Motorsports Management concentration will gain hands-on experience through:
- Industry events such as Performance Racing Industry’s annual PRI Show
- Structured internships across motorsports organizations and teams
- Student-led leadership experiences like the Northwood University International Auto Show
- Applied learning in sponsor activation, logistics, operations and event production
Motorsports Essentials workshop series in fall 2025
Northwood University announced its entry into the world of motorsports business education in fall 2025, with the introduction of a Motorsports Essentials workshop series for current and new students. This three-part motorsports-focused workshop series provides students with high-level knowledge of this industry to help them choose the best educational and career pathway.
Steve Madincea, a motorsports industry pioneer and Northwood alumnus, has led Northwood’s entry into the rapidly expanding motorsports sector.
For more information about the Bachelor of Business Administration in Automotive and Mobility Studies and Motorsports Management concentration, visit www.northwood.edu/programs/automotive-mobility-studies/.
