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Photo courtesy of the Maine Celtics

Norm O’Reilly, Ph.D., dean of the 91ֱ����Ƶ College of Business, recently participated in a panel presentation at the Maine Celtics Partner Summit in Portland about the city’s status as the No. 1 city for minor league sports, as named by Sports Business Journal (SBJ), the premier publication of the sports industry, in 2024.

The one-day summit held Aug. 14 centered around the theme of “Evolution” and united industry professionals, NBA executives, Boston Celtics leadership, and Maine Celtics corporate partners for a day of connection, insight, and innovation.

O’Reilly joined the “Minor League, Major Impact” panel alongside expert colleagues in Maine’s sports industry, including Dave Eid, sports director for Portland CBS affiliate WGME 13, Sheila Brennan Nee, strategic director of the Maine Sports Commission, and Cary Olson Cartwright, assistant vice president of corporate responsibility for Unum.

From fan engagement and business partnerships to community support, sponsorship evaluation, and economic growth, the panel explored what sets Portland apart from its peer cities and how the SBJ ranking impacts the minor-league affiliate of the Boston Celtics.

The College of Business held a similar panel in March. That event, “The Business of Being #1,” brought together representatives from SBJ and Portland’s sports franchises to provide students with expert insight into career pathways in the business of sports and engage with professionals shaping the industry.

Dajuan Eubanks, Maine Celtics president, was a panelist at the March forum — the first in the College of Business’s new “Spark Business Series,” which provides students with professional opportunities within Maine’s business community and exposure to real-world business challenges. 

“It was a privilege to participate in this opportunity to highlight how Portland’s vibrant sports industry connects directly to many businesses via their partnerships with all the minor professional sport clubs in town: the Maine Celtics, Maine Mariners, Portland Sea Dogs, and the Portland Hearts of Pine,” O’Reilly reflected. “At UNE’s College of Business, many of our students and alumni work directly with these vibrant organizations.”

At UNE, O’Reilly leads Maine’s newest — and rapidly expanding — business school. 

Launched in 2023, the 91ֱ����ƵCollege of Business offers a dynamic portfolio of market-aligned undergraduate degrees, from finance and marketing to sport leadership and management, outdoor business and innovation, and marine entrepreneurship. The college intentionally pairs students with hands-on learning experiences to equip them with career-ready skills and ensure their real-world success. 

Recent initiatives include a student research partnership with the Maine Mariners and launch of the Center for Sport and Business Innovation, founded by O’Reilly in 2024.

The college also recently launched of its first graduate offering, , which has three concentrations, including sport leadership and management. The offers both seasoned professionals and recent graduates with a flexible, career-relevant curriculum tailored to meet the modern needs of managers in a rapidly evolving global marketplace.

O’Reilly joined 91ֱ����Ƶin 2024 following two decades of academic leadership across the U.S. and Canada. A certified public accountant with deep industry ties, he has worked with clients including Nike, UFC, and the Canadian Olympic Committee.

He is also co-author of which explores MLS’s ascent to one of the world’s premier professional leagues, and “Business the NHL Way: Learnings from the Fastest Game on Ice.”