A new book examines the sports industry.


In the year In 2018, Lundquist College’s Board of Advisors expressed interest in the college’s role in the global sports industry. Professors of Marketing Roger Best and Dennis Howard answered the call. After conducting preliminary research on sports business, they admitted 12 graduate students—eight from our sports product management program and four from the Warsaw Sports Marketing Center—as well as seven undergraduates. The result is a first-of-its-kind, comprehensive summary for anyone involved with the business of sports.

“Our students played an important role in data collection and data analysis,” Best said. “In total, our database is over 250,000 items.” The model goes beyond the US, representing 35 countries.

The first book to comprehensively cover the $2.3 trillion sports industry; The Global Sports Industry: Events, Fans, Products, Participation and the Impact of Covid-19, now available online and in print on Amazon. A portion of the proceeds from book sales will go to support further research at the college.

The researchers identified three main domains to categorize the many factors that enter the sports industry. They are: fan engagement, sports products and sports engagement.

“The global revenue combined for all the components of this model was $2.3 trillion,” Howard explained. More importantly, we can show where every dollar comes from.

The authors believe that the book will be a trusted resource not only for academics studying sports business, but also for journalists, marketers and other industry stakeholders.

See book details

-Annemarie Knepper-Sjoblom 05, Lundquist College of Communication



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