(Phoenix, AZ) – The CronkitePro initiative at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication is proud to announce Sports Media – The Analyst from the Athlete’s Perspective—a six-week online professional development certificate course that explores how former athletes are reshaping the landscape of sports journalism, analysis and branding through their lived experiences and authentic voices, delivered in conjunction with C. Keith Harrison, PhD, a leading voice in the intersection of sport, business and culture.
Designed for aspiring sports analysts, former and current athletes, and media professionals, the course offers an in-depth look into the evolution of sports media—where storytelling intersects with culture, identity and new digital platforms.
“This course isn’t just about learning to be on camera,” says Harrison. “It’s about understanding the cultural power of the athlete’s voice in shaping how we talk about and understand sports.”
Participants will refine their on-camera presence, sharpen analytical and storytelling skills, and explore the business of media branding—all while learning from industry insiders who have transformed the field. The course features an optional in-person Sports Media Summit in Los Angeles, offering learners a unique opportunity to connect face-to-face with leaders across major sports networks and leagues.
Program Overview
- Virtual Sessions: July 7 – August 15, 2025
- In-Person Media Summit: July 18-19, 2025
- Location: ASU California Center, 1111 S Broadway Suite 100, Los Angeles, CA 90015
- Instructor: C. Keith Harrison
- Course Fee: $10,000
- Limited scholarship assistance is available. Apply here
Key Highlights:
- Led by top sports media professionals: Learners will hear directly from analysts and executives who have shaped the modern sports narrative.
- Interactive and practical curriculum: Weekly sessions include multimedia assignments, peer collaboration and real-world case studies.
- In-person Sports Media Summit (Optional): A two-day networking and learning experience in Los Angeles featuring voices like Jemele Hill, Charles Davis, Tiffany Green, Naz Perez, Walter Brock and more.
- Real-world skill development: Gain industry-relevant experience in athlete-informed storytelling, digital strategy, branding and audience engagement.
Course Modules Include:
- The History and Theory of Athlete-Journalism Collaboration
- Core Analyst Skill Sets Across Sports
- In-Person Sports Media Summit in Los Angeles [Optional]
- Media Representation in Non-Major Sports
- The Athlete’s Perspective in New Media
- The Future of Sports Media: Ownership, Storytelling and Innovation
Who Should Enroll:
- Former professional or collegiate athletes exploring careers in media
- Sports journalists aiming to deepen their analyst perspectives
- Storytellers and content creators interested in athlete-centered narratives
- Professionals seeking hands-on learning and industry networking
How to Register:
- Participants can add this certification to their LinkedIn profile, resume, or CV and leverage it for career advancement opportunities.
- For more information or to register, visit Sports Media—The Analyst from the Athlete’s Perspective or contact Malcolm Holmes at Malcolm.Holmes@asu.edu.
- Join a new era of sports media where athletes aren’t just the story—they’re telling it.
Meet the Facilitator
C. Keith HarrisonC. Keith Harrison, PhD is a leading voice in the intersection of sport, business, and culture. A retired full professor at the University of Central Florida (UCF), Harrison founded The Minor that’s Major™️ Sport Business Management program and directed online education initiatives for over a decade. He is the creator of the first academic certificate in the business of hip-hop and was honored with the prestigious 2020–21 Nasir Jones Hip Hop Fellowship at Harvard University.
An expert in leadership, inclusive excellence, sport marketing and innovation, Harrison has co-taught with industry leaders such as Reggie Saunders (Jordan Brand) and published extensively on topics ranging from sport business analytics to hip-hop and multicultural marketing. He currently serves as Senior Editor-in-Chief of the Journal of Higher Education, Athletics, Labor & Innovation and has worked with major organizations including the NFL, NCAA and Jordan Brand.
A former scholar-athlete, his research and teaching continue to elevate inclusive excellence and cultural innovation in the sports and entertainment industries.
About CronkitePro
CronkitePro offers professional development courses, badges, certificates and webinars through ASU Learning Enterprise. Most classes and programs are designed to be completed online at your own pace, providing a cost-effective and efficient pathway to personal and professional advancement. CronkitePro also offers in-person training programs and convenings held at our locations in Los Angeles, Phoenix and Washington, D.C.
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