Sports Management Associates, L.C. (SMA) is a management and consulting firm that specializes in serving the sports and recreation business segments.  The foundation of SMA began in 1994 with the formation of Keeny Hunter and Associates, Inc. (KHA), an athletic insurance and management consulting firm. Rich Hunter, a former NCAA and sports insurance executive, established this firm with Jerry Keeny, a long-time business associate.

Over the next several years, KHA expanded its insurance business to include over 150 school districts and colleges, and several national sports associations. KHA’s sports management practice began to emerge through its relationship with the Great American Basketball League, Inc., a local Kansas City youth basketball organization. This allowed for the establishment of SMA in 1995, a firm that had the expertise to provide a variety of sports business services – management, insurance, financial and marketing. Mr. Hunter served as president and Mr. Keeny became a consultant to the company.

During the next four years, SMA developed into a multi-faceted sports insurance and management consulting firm. In late 1999, further restructuring occurred to allow separate companies to pursue SMA’s primary business segments: insurance services for the sports, educational and recreational industries, and sports management services. The management services group retained the SMA name and Mr. Hunter remained as president and chief executive officer. He served as a senior consultant to the insurance entity through 2002.

Since 2000, SMA has focused its efforts on serving clients in the business of sports and recreation. Its core business remains a full range of management services for non-profit groups, events, facilities, programs and leagues, to include: executive leadership services; administration and financial services; communications and marketing; operations, and resource development.  We currently manage organizations, programs and events that impact over 35,000 individuals annually.

Our specialty is helping small, growing nonprofit sports organizations that need a professional staff and expert counsel on how to effectively manage their growing enterprise. Our team brings 100+ years of doing just that--at virtually all levels of the sports spectrum.

February 2023 marked the completion of our 29th year of operation--continuing our service of "Managing the Business of Sports" for organizations, events and facilities.