The concentration includes specialized coursework and structured fieldwork experiences in sponsorship activation, event operations, team management, talent development
Midland, Mich.—As the thriving global motorsports industry is poised for future growth, Northwood University has announced the launch of the Bachelor of Business Administration in Automotive and Mobility Studies with a concentration in Motorsports Management.
“This program marks a defining moment for Northwood as ‘America’s Automotive University,’” said Academic Vice President and Provost Dr. Kristin Stehouwer. “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.”
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. The Motorsports Management concentration includes specialized coursework and structured fieldwork experiences in sponsorship activation, event operations, team management, and talent development.
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.
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 exciting industry to help them choose the best educational and career pathway.
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/.
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