Sales pedagogy and student perceptions of sales have long been studied in business programs across college campuses. While sales pedagogy is a growing content area for sport management programs, it continues to be an area in the field in need of further understanding. The purpose of this study was to explore student perceptions of sales throughout a 16-week course. A qualitative case study methodology was used to develop a rich description of how sport management students perceive sales as a content area, and as a potential profession in the sport industry. Analysis of the themes indicates that throughout the course of the semester, students developed more holistic perceptions of sales, viewed sales as a necessary skill for many jobs in the sport industry, and were more open to a sales job as an entryway into the sport industry.