Matthew Lloyd is one of the first students to graduate with the Saint Mary’s Certificate in Sports Business
At Saint Mary’s, preparing students to thrive in agile, competitive careers is a top priority for us—and the Sobey School of Business is one of the faculties leading the charge with innovative programming designed for lucrative, high-demand industries.
Working in tandem with the Scott McCain & Leslie McLean Centre for Sport, Business and Health, the recently unveiled Bachelor of Commerce in Sports Business major was launched last year as part of the Sobey School’s program offerings, with students like Van Bernard coming to SMU specifically for the program. As the only sports business program currently available in Atlantic Canada, we’re committed to developing talent right here at home—giving students the opportunity to build an education that supports their goals.
The BComm in Sports Business didn’t launch overnight. It started as a Certificate in Sports Business in 2024. It’s still available as a certificate option for students interested in adding it to an existing major, and we’ve heard firsthand from students that it’s a fantastic pairing with other Sobey School programming.
Marketing major Matthew Lloyd is one of the first students set to graduate with the certificate in sports business, and he felt passionate enough about his experience in the program to write a profile of it in the SMU Student Journal.
“I had the option to go out of province for a sports business program, but I wanted to stay in the Maritimes. It aligned perfectly—with the sports business certificate, I was able to get sport-specific education while finishing my degree at Saint Mary’s.”
“The courses required for the certificate—like sports marketing and sports data analytics—have given me extremely relevant experience and allowed me to practice applying my marketing education in sports-specific contexts. ”
A longtime fan, Matthew is passionate about every aspect of sports. He played basketball in his youth, and he follows hockey and basketball closely. His dream job would be a marketing role with a team like the Toronto Raptors, and he took full advantage of our sports-related programming, taking that first step toward turning his passion into a lifelong career.
“Marketing and sports business go hand-in-hand, as sports marketing is a key part of the industry. Between sponsorships, event promotions and broadcast opportunities, having sports-related education under your belt when you graduate gives you a competitive advantage when getting your foot in the door in sports marketing.”
You don’t have to be planning a career in sports to benefit from taking these courses, Matthew says. Each of the sports business courses—Human Resources in Sports and Sports & Sustainability—give students ample opportunity to apply the learning they do to real-world examples through case studies in the sports industry.
“I feel a lot better entering the job market because of my education at Saint Mary’s than I would otherwise. In addition to the education I received, I’m graduating with work experience. With the co-op program I participated in, I have 12 months of experience across three different organizations, so I have projects I can point to on my resume that give me an advantage in a competitive market.”
Matthew will cross the stage with his cohort of Sobey School of Business graduates on May 27 during Spring Convocation. Soon after, he’ll begin his new role with Irving Shipbuilding in Halifax.
With Sports Business now offered at Saint Mary’s, students who want a clear path to a career in the sports industry are able to set themselves up for success. Whether you’re looking to double major, minor, or add a certificate to your education, Saint Mary’s offers flexible opportunities to prepare students like Matthew for a successful start in their chosen field.