In 2018, the Lundquist School Board of Advisors expressed an curiosity within the function the faculty performs within the international sports activities trade. Professors Emerit of Advertising Roger Best and Dennis Howard answered the decision. After preliminary analysis of sports activities enterprise, they enlisted 12 graduate college students—eight from our Sports Product Management program and 4 from our Warsaw Sports Marketing Center—in addition to seven undergraduates. The result’s a first-of-its-kind, complete compendium for anybody concerned with sports activities enterprise.
“Our college students performed an enormous function in knowledge assortment and knowledge evaluation,” Greatest stated. “In whole, our database is over 250,000 objects.” The mannequin goes far past the U.S., with 35 international locations represented.
The primary e book to completely account for a $2.3 trillion sports activities trade, The International Sports activities Trade: Occasions, Followers, Merchandise, Participation, and COVID-19 Impacts, is now accessible on-line and in print at Amazon. A part of the proceeds from e book gross sales will go to assist additional analysis on the school.
The researchers recognized three major domains to categorize the numerous elements that go into the sports activities trade. They’re: fan engagement, sports activities merchandise, and sports activities participation.
“When the worldwide income was summed for all parts of this mannequin, it totaled $2.3 trillion,” defined Howard. “Extra importantly, we might present the place each greenback got here from.”
The authors imagine the e book will turn out to be a trusted useful resource not just for lecturers finding out the enterprise of sport, but additionally journalists, entrepreneurs, and different trade stakeholders.
—AnneMarie Knepper-Sjoblom ’05, Lundquist School Communications
