Emily Must
Senior Lecturer II | Director of Internships
Emily Must is a senior lecturer in sport management at the Isenberg School of Management at UMass Amherst and has also served as director of internships since 2018. Since joining the faculty in 2016, she has taught a wide range of undergraduate courses spanning sport leadership, law, finance, analytics, and marketing, alongside graduate instruction in marketing strategy within MBA and MSBA programs. She also facilitates applied consulting projects that connect students with real-world organizations. Beyond the classroom, Emily plays an active role in student development, advising key experiential and leadership initiatives, including career programming and student organizations. Known for her curiosity and energy, she is committed to creating engaging learning environments and helping students discover their interests, build confidence, and translate their passions into meaningful career paths.
Education
Professional Experience
Academic Appointments
Recent Honors / Awards
Research Interests
Teaching Interests
- Sport Sales and Promotion
- Sport Sales Strategy
- Sport Law
- Sport Administration: Management and Leadership
- Sport Finance and Business
- Sport Sales and Promotion
- Sport Sales Strategy
- MBA Consulting
- Marketing Strategy
Selected Working Papers/Current Research
Social-Emotional Learning as High Impact Practice: Building Student Resilience and Wellness Through Strength-Based Pedagogy – Manuscript in progress
Media, Industry, and Public Impact
The Real Score: Teeing Up the Next Generation of Sport Leaders – Hampshire Gazette, 5/15/25
The Real Score: The Power of Service Though Sport – Hampshire Gazette, 12/19/24
The Real Score: Experience is the best teacher at the PV Tip-Off – Hampshire Gazette, 12/15/23
Sport Sales Chapter in Masteralexis, L.P., Barr, C.A. & Hums, M.A. (2023). Principles and Practices of Sport Management, 7th Edition. Sudbury, MA: Jones & Bartlett.
Sport Sponsorship Chapter in Masteralexis, L.P., Barr, C.A. & Hums, M.A. (2023). Principles and Practices of Sport Management, 7th Edition. Sudbury, MA: Jones & Bartlett.