Full-Court Familia

Online MBA Alumnus Ethan Coury Builds Basketball Brands and Futures

For University of Louisville Online MBA alumnus Ethan Coury, basketball was never just a sport—it was a family affair. From Amateur Athletic Union courts across the country to packed UofL and University of Kentucky stadiums, every game he watched or participated in was a lesson in teamwork, drive and connection. Today, the graduate turned EZ Sports Group agent and Director of Operations for UK’s La Familia, part of The Basketball Tournament, has learned that his truest talent isn’t in making shots—it’s in making sure others get theirs, whether that’s a college athlete navigating professional opportunities or Kentucky legends chasing tournament glory. Coury recently shared with us how his UofL business education shaped his approach to athlete representation, the strategic thinking behind managing tournament operations and why investing in others’ success has become his pathway to professional growth.

College of Business: Please share with us more about your background and what your life was like growing up.

Ethan Coury: I was born and raised in Louisville, and basketball has been a part of my life for as long as I can remember. My family has always been a big part of that passion, whether it was taking me to games, encouraging me to play or supporting my goals on and off the court. I spent a lot of my childhood attending Louisville and Kentucky basketball and football games with family and friends. Growing up in a city and state with such a strong basketball culture shaped not only my love for the game, but also my appreciation for how sports can bring people together and create a lasting impact.

I began high school at Louisville Male High School before transferring to Eastern High School–I played basketball at both schools. After graduating, I started college and began volunteering with the DELTA Foundation—a local nonprofit that helps at-risk youth succeed academically, socially and athletically, using basketball as a tool for growth in other areas of life. DELTA has been instrumental in my career, giving me valuable opportunities, experiences and a strong professional network.

With the DELTA Foundation, I had the opportunity to help with my childhood friend Jay Scrubb’s 1st Annual Back-to-School Youth Camp in 2021. Jay is one of the few players to be drafted directly from a junior college (JUCO), and it was through this event that I met Corey Marcum, the founder of EZ Sports Group, which is the NBA agency Jay signed with when he turned pro. That connection opened the door for me to begin working with EZ Sports Group, which ultimately helped launch my career in sports management.

College of Business: What led you to pursue both your Bachelor of Business Administration and MBA at the University of Louisville?

Ethan Coury: I originally chose to attend the University of Louisville for its sports administration (SPAD) program, which is widely regarded as one of the top programs in the country. Early in my college career, I decided to shift my focus and changed my major to business administration, while still earning a minor in sport administration. That combination allowed me to strengthen my business and leadership skills, while also keeping a strong connection to the sports industry. After completing my bachelor’s degree, pursuing my MBA at UofL felt like a natural next step. It gave me the necessary tools, network and perspective needed to succeed and advance in the fast-paced world of sports management. The Online MBA program at UofL was also great for my work schedule, allowing me to balance work and school, along with everyday life.

College of Business: What first sparked your passion for sports, and how did that passion evolve into a career in sports management?

Ethan Coury: I started playing AAU basketball when I was seven, traveling across the country and competing with different teams for the next ten years. Watching players like Kobe Bryant and the Lakers as a kid, along with Coach Cal’s teams at Kentucky, really grew my love for the game. My dad was my biggest coach and motivator, constantly pushing me to improve. Growing up, I trained and competed alongside guys like David Johnson and Jay Scrubb, which gave me firsthand insight into what it takes to succeed at the highest levels. After high school, I had opportunities to play at a higher level, but I chose to shift my focus toward the business side of sports. Being on the back end—seeing my friends’ recruitment and experiences up close—gave me a unique perspective on how to support athletes and manage their careers, which ultimately set the foundation for my work in sports management. I instantly fell in love with working on the business side of sports from the jump.

College of Business: How have your UofL business degrees prepared you to lead and manage sports branding and talent in this demanding, fast-paced industry?

Ethan Coury: My UofL business degrees prepared me to lead and manage sports branding and talent in this demanding, fast-paced industry by giving me the skills to make smart decisions, work with others and understand how the sports business really works. I personally think that besides the degrees and the education itself, the biggest value came from the experiences outside the classroom and through the network I built. Seeing how business works in the real world, connecting with mentors and understanding how athletes’ careers are managed behind the scenes are all things that you couldn’t put a price on in my position. Keeping that perspective has been crucial in helping me advise athletes, build their brands and navigate the fast-moving world of sports.

College of Business: What moment within your MBA journey had a particularly profound impact on your personal or professional growth, and why?

Ethan Coury: One impactful moment was working on the Cardinal Choice Assignment prior to graduation. It was one of the first times I had to take a real-world business problem and build a full strategy from start to finish under tight deadlines. The assignment pushed me to think on my feet, make decisions with limited information and communicate my ideas clearly. It gave me a real sense of what leading in a professional setting is like and showed me how important adaptability, timing and taking initiative are. These are all lessons that I use every day managing athletes and building their brands through various projects.

College of Business: What advice would you give to prospective MBA students who want to break into the world of sports management or athlete representation?

Ethan Coury: I would encourage them to get as much experience as possible and build relationships with people not only in your desired industry, but those in other industries as well. You truly never know where those relationships could lead. As others in the sports world will say, this industry comes with countless late nights and unseen hours of hard work. In the long run, those moments are what will ultimately decide whether the dream becomes reality or fades away. Most importantly, I think that it is important to stay patient and trust that your time will come whenever it’s meant to. Everyone has ups and downs within their journey, but it’s important to remember your “why.” Trust the process–everyone’s path in life is different.

College of Business: How did your professional path lead you into your new, additional role as Director of Operations for the official University of Kentucky alumni basketball team, La Familia, part of The Basketball Tournament?

Ethan Coury: My path really came through the relationships I’ve built over the years in basketball. Twany Beckham, La Familia’s General Manager, is someone I’ve known for over 15 years. He’s a Louisville native like myself and was also a member of Kentucky’s 2012 National Championship team. The work he has put in over the years to make all of this happen is something I truly admire. I am super grateful for people like Twany who are in my life and have given me the chance to take on these opportunities and run with them.

Between my work as an NIL agent, my time around AAU and college programs and the various events I’ve helped run, I’ve been fortunate to build strong connections throughout the Kentucky basketball community. When the opportunity to work with La Familia came up, it was an easy decision. Kentucky basketball has such a respected tradition, and I’m excited to contribute to a program with that level of prestige and history.

College of Business: Can you walk us through a day in your role as Director of Operations for La Familia TBT-especially during tournament season?

Ethan Coury: During the tournament season, my role usually consists of overseeing the logistical needs such as helping coordinate travel, meals, practice times, media schedules and game prep. I also handle any real-time issues that arise such as equipment, hotel problems, ticketing, etc. Our team understood that they could come to myself or anyone else on staff if any issues arose at any time.

I work alongside the other coaches on staff, helping with scouting reports and serving as an assistant coach on the bench. Once the game starts, I’m fully locked in—making in-game adjustments, communicating with the players and doing whatever it takes to get us the win. Game days are a lot more fast paced and intense. From making sure transportation is on time to fixing unexpected problems on the spot, my job is to keep everything running seamlessly so the team can stay focused on the ultimate goal, which is winning.

College of Business: What has been the most rewarding part of working with a team like La Familia TBT?

Ethan Coury: The most rewarding part of working with La Familia TBT has been contributing to a professional team environment where everyone is fully locked in on the same goal. Whether it’s managing logistics, assisting with preparation or coaching on the bench, playing a vital role both off and on the court has been a one-of-a-kind experience. Helping the players relive that camaraderie while competing for a championship, the prize of $1 million, and being trusted to help manage that environment is incredibly rewarding.

Beyond the on-court results, the relationships I’ve been able to build have been just as meaningful. From coaches and staff to players, alumni, donors and those currently involved in the Kentucky Basketball program, I’ve been fortunate to form connections that I’ll carry with me throughout my career.

College of Business: What lessons from this year’s tournament experience have shaped how you approach leadership and team management?

Ethan Coury: This years’ tournament experience came with a ton of lessons to carry forward, but the biggest one for me is the importance of preparation. In a tournament like TBT, where the stakes are high and every game could be your last, being fully prepared in every area from logistics, scouting, communication and execution can really make all the difference in the outcome.

I also learned how important it is to stay adaptable, because no matter how much you plan, unexpected challenges will always come up in life. How you respond in those moments sets the tone for the team. Those lessons involving preparation, adaptability and leadership are all ones that I’ll carry with me in how I approach leadership and team management moving forward.

College of Business: How do you see your role evolving as you gain more experience in both agency work and operations management?

Ethan Coury: As I gain more experience in both agency work and operations management, I see my role evolving into one where I can bridge the two—helping athletes succeed individually while also ensuring the teams and organizations that I’m involved with are running at a championship level. I hope to continue growing into larger leadership roles on both sides and demonstrate value wherever it’s needed.

On the agency side, that means refining my skills in client representation and career management. On the operations side, it’s about being an effective leader, managing logistics and keeping everything running efficiently. Long-term, I want to take on bigger leadership responsibilities where I can combine these experiences to make a meaningful impact—not just on the court, but across an entire organization and with every client and person involved individually.

College of Business: You’ve had the opportunity to work alongside some seasoned professionals—what’s the best piece of leadership advice you’ve received?

Ethan Coury: The best piece of leadership advice that I’ve received is that nobody’s path in life is the same. It’s really easy to get caught up in what other people are doing with their lives, especially with how much social media influences us today. However, the biggest thing is staying locked in on your own journey and growth. If you stay true to yourself and loyal to your goals and your craft, the results will come, often when you least expect them. Leadership isn’t just about managing others, it’s also about how you carry yourself and set an example for those around you.

College of Business: What’s your long-term vision for your career in basketball operations and agency work?

Ethan Coury: My long-term vision for my career in basketball operations and agency work is to have a lasting, positive impact on everyone I come across and work with. Continuing to represent athletes at the highest levels both in college basketball and in the NBA is a big goal of mine. I eventually plan to represent more coaches in the future as well. Over the years, I’ve built strong relationships with college and professional coaches across the country and around the world, and I want to help my colleagues and clients find the best opportunities for success.

Ultimately, I aim to serve as more than just an agent for the athletes I work with, guiding them through their entire careers, from grassroots to college, into their professional journeys and through retirement. A big part of that is building and maintaining a reputation for putting athletes in the right situations where they can thrive both on and off the court. Prioritizing strong personal relationships, career longevity and holistic support are values I plan to continue carrying with me throughout my career. I hope to have a long-term, positive impact on my community in Louisville and across Kentucky by doing good for others.

College of Business: How do you recharge and stay grounded in such a high-pressure industry?

Ethan Coury: I stay regularly connected with family and friends, keep up with my clients daily and stay physically active. In this business, things are always happening 365 days a year, and if you’re not careful, you will get left behind. With every organization I’m involved with, I am fortunate enough to work with such great professionals who are amazing to work with and truly make work something that I look forward to daily. I’ve learned how vital maintaining a solid work/life balance is for long term success both in and out of the business. These little things are what separates those who want to be great at what they do.

College of Business: Looking back on everything you’ve achieved so far, what is the most important lesson or insight you hope readers take away from your journey?

Ethan Coury: Never underestimate the power of relationships in this world. At the end of the day, success in this business, and in life in general, comes down to trust, consistency and showing up for other people. Never let anyone steer you away from your goals. If you can do those things consistently and with integrity, the opportunities will take care of themselves. There will always be challenges and setbacks, but staying committed to your goals, learning from every experience and continuing to push forward is what ultimately leads to success.

Ready to create your own winning strategy? Our Online MBA can help you get a jump on your career goals. Learn more at https://louisville.edu/online/programs/masters/master-of-business-administration/?utm_source=cob-website-referral/

About the UofL College of Business:

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