Foreword
Prologue to the Revised Edition: COVID Comeback in the Roaring ’20s: Reshaping the Sports Industry After a Worldwide Pandemic, by managing editor Rick Horrow
Preface
Instructor’s Note, by Stephen A. Greyser
Pandemic Forced Us to Relearn Lessons of Resilience, by Robert DuPuy
Sport Media: Separating Winners From Losers . . . Now Is Your Chance, by Mike Cardano
I. Creativity Is Born Out of Necessity
Hybrid Work Could Influence the Future of Professional Sport, by Harry Klaff
COVID Can’t Stop KissCam, by Dana Veitch and Alex Veitch
Esports Driving Media Innovation, by Eric S. Yoon
Camp Cooney Prepares Boxers for Their Future, by Gerry Cooney
Esports Are Well Situated for a Post-COVID Sport World, by Bobby Sharma
II. Best Practices Are Born Out of Natural Selection
Sport World Has Long Dealt With Disruption, by Stanley Brand
At the Dawn of the NIL Era, Tech Company Pivoted to Help Athletes Be Seen, by Blake Lawrence
Duct Tape and Technology Both Needed for Sport Industry Success, by Al Guido
III. Cooperation Is Born Out of Urgency
“We Owe You One” . . . Sixers’ Slogan Still Relevant, by Billy Cunningham
Great Sport Debates Now Help Mold Future Leaders, by Richard Corcoran
Communication = Results (Good or Bad), by Michael Rogan
Rugby’s Values, Format Make It a Microcosm of Sporting Future, by Alev Kelter
NASCAR: Setting the Pace in Troubled Times, by Lesa Kennedy
Multibillion-Dollar, Global U.S. Polo Assn.: Driven By Its Authentic Connection to the Sport of Polo, by J. Michael Prince
The $1.3 Trillion Sports Business, by Rick Horrow and Nick Nielsen
Acknowledgments
Part I. Launching Your Career in Sport Business
Chapter 1. Mastering the Craft of Sport Business
Rick Horrow
A 50-Year Front Seat, by Ted Killory
Sports Evoke Our Emotional Extremes, by Scott D. Michel
Write Down Your Dream Job, by Richard Peddie
Chapter 2. Essential Lessons for the Sport Business Professional
Larry Lucchino
The Value of Showing Up, by Joe Favorito
Keep Your Head Down and Keep Working, by Jay Bilas
10 Principles, From “Collector” of Philosophies, by Brandon Steiner
Chapter 3. Fostering Meaningful Business Relationships
Lyn St. James
Take Charge to Help Give Kids Equal Opportunities, by Shane Battier
I Want to Be President, by Andy Dolich
Find Direction With Your Own Mission Statement, by Marc Trestman
Part II. Building Your Branding and Selling Skill Sets
Chapter 4. Executing a Consistent Process and Vision
Stephen M. Ross
Learning to Balance Tradition and Innovation, by George Pyne
Make Sure Your Minor League Is Major, by David A. Andrews
Making Money With the Money You’ve Made, by Ric Edelman
Chapter 5. Filling an Industry Need
Bob Kain
Outworking Adversity, by Gary Player
Finding My Next Act After Olympic Gold, by Scott Hamilton
Understanding the Power of Numbers, by Dan Towriss
Chapter 6. Building a Championship Brand
Tom Ricketts
One Question Paves the Way to Compelling Stories, by Ross Greenburg
Customizing a Message for Fans: Three Stories, by Frank Luntz
Maintaining a Vibrant Brand With Passionate Purpose, by John Spanos and A.G. Spanos
Chapter 7. A Mindset of Authenticity: The First Step in a Successful Sport Business Venture
Jack Nicklaus
From Humble Beginnings to PGA Concessionaire, by David Lee Cook
Success: The Intersection of Talent and Passion, by Pat Williams
One Good Deed Leads to Another, and Another, and Another . . ., by Cal Ripken, Jr.
Chapter 8. Handling Crises Calmly and Capably
Gary Bettman
Preparation Has Always Been a Hallmark of BAA, by Tom Grilk
Rebuilding After Katrina, by Doug Thornton
Proactive Safety Measures Essential to Youth Sport, by Jon Butler
Chapter 9. Building a Brand That Reflects Your Core Values
Don Garber
Why Not?, by Donna Orender
Rectify Mistakes Quickly: The Houston Dynamo Case Study, by Oliver Luck
Pitcher-Agent Has Once-in-a-Lifetime Encounter During Comeback, by Steve Trout
Part III. Mastering Modern Media and Technology
Chapter 10. Harnessing Modern Media Strategies
Mark Lazarus
The Value in the Values of the Games, by David Baker
Going the Extra Miles Can Put You on the Map, by Ken Solomon
Sports Require Quick Thinking for Solutions, by Jim Ganley
Chapter 11. Changing Technologies, Changing Consumption
Ted Leonsis and Zach Leonsis
Media, Athletes Both Navigating Increased Exposure, by Harvey Greene
Filling the Gaps Between Plays, by Jim Lawson
Attention to Detail, Top to Bottom, by Mark Williams
Chapter 12. Using Analytics and Social Media Effectively
Shawn Spieth and Kyle Nelson
Growth of Analytics Leads to Industry Evolution, by Jessica Gelman
Pushing the Boundaries of Technology in Sport, by Angela Ruggiero
Toward a Better Understanding of Sport Market Analytics, by Richard Lipsey
Chapter 13. Translating Technology Into New Markets
Peter Moore
How “Moonshot” Technology in Regenerative Medicine Influences the Business of Sport, by Jeff Conroy
Retail Analytics of the Future Benefits Consumer, Company, by Matt O’Toole
Future of Sport Media Is Addressing Fans Who Lean Forward, by Chris Wagner
Part IV. Making Successful Deals
Chapter 14. Developing Business Deals Consistent With Your Core Values
Robin J. Harris
Paying Back a Debt . . . With Interest, by Richard A. Chaifetz
Using Sport to Explain, Engage, and Inspire, by Jon Chapman
Do Work That Feeds Your Soul, by Don Garber
Chapter 15. The Arc of the Deal
Donald Dell
Listen and Respond, by Rich McKay
The Agent’s List, by Bob Kain
With Your Name Comes Responsibility, by Pat Rooney Jr.
Chapter 16. Working Toward Consensus
Jerry Colangelo
“Six Win and Six Lose,” by Randy Vataha
Doing the Unpopular, by Senator George Mitchell
Support Helped New GM Learn on the Job, by Ann Meyers Drysdale
Chapter 17. The Importance of Marketing in Deal Making
Rick Burton
Modern Sport Marketers Must Value the Experience, by Chris Lencheski
The First Shoe Deal Came Naturally, by Sonny Vaccaro
Globalization of the Sport Agency Business, by Philip D.M. de Picciotto
Chapter 18. Operating Successfully in the Public and Private Domains: The Birth of MAPS and the Rebirth of Oklahoma City
Ronald J. Norick
How Indy Used Sport to Build Civic Pride, by Greg Ballard
Stadiums Are Easy to Build—It’s Only Money, by Maher Maso
Chapter 19. Mastering Licensing Strategies as Part of Your Brand
Joseph R. Castiglione Sr.
Global Sport Institute Researches Across Disciplines, by Kenneth L. Shropshire
How to Handle the Complex Modern World of College Athletics, by Jack Swarbrick
Chapter 20. Securing Strategic Sponsorships: The Sponsor’s Perspective
Tony Ponturo
Having a Purpose Gives You Perseverance, by Jamey Rootes
Protecting Golf’s Image Required Facts, Plan, by Joe Steranka
Role Reversal: Think About Your Check Writer’s Objectives Before You Think About Yours, by Michael Whan
Chapter 21. Securing Strategic Sponsorships: The Rights Holder’s Perspective
Stephen Jones
In the Right Place at the Right Time, by Dick Cass
Be Willing to Blaze Your Own Trail—Just Don’t Forget to Bring Along Your Key Stakeholders, by Larry Scott
The Jones Family: A Football Legacy, by Stephen Jones
Part V. Mastering Leadership Skills
Chapter 22. Creating a Framework for Leadership
Paul Tagliabue
Be Not Afraid of Greatness, by Frank Supovitz
All I Know About Leadership I Learned as Senate Majority Leader, by Senator George Mitchell
Defy Expectations . . . Prove Yourself, by Bryan R. Sperber
Chapter 23. Operationalizing Philosophy and Values While Building a Culture of Integrity and Excellence
Deborah A. Yow
Equal Pay Is a Better Business Model, by Butch Buchholz
LeBron’s Value Is Chasing Excellence On and Off the Court, by Frederick R. Nance
Process, People, Plan, and Careful Execution, by Nick Sakiewicz
Chapter 24. Championing Equity, Diversity, and Inclusion in the Workplace
Judy Sweet
More Sports = More Leadership Development Opportunities, by Ray Anderson
Making a Difference Is a Kick, By Rolf Benirschke
Ali Center Supports Athletes’ Push for Change, by Eli Wolff
Chapter 25. Leadership Lessons Learned the Hard Way
Kevin Warren
Opportunity Knocks When You Open Your Mouth, by Stan Kasten
The Common Link Between Vegas Crooners and Hall of Famers, by Pete LaCock
Problem Solvers Versus Problem Creators . . . Choose Wisely, by Pat Gallagher
Chapter 26. Cultivating a Winning Edge
Don Shula
From Athens to LA to Phoenix: Keep Chasing Your Dreams, by Derrick Hall
The Lessons of Competitiveness, by Bob Griese
How Orlando Used Sport to Get Out of a Rut, by Mayor Buddy Dyer
Chapter 27. Sustaining Excellence: From Stadiums to Stewardship
Bryan Trubey
Learning From Others in LA, by Kevin Demoff
Creating a Community Gathering Place: U.S. Bank Stadium, by Trip Boswell
Observations From Years Working in “the Fun Business”, by Pat Gallagher
Epilogue
Rick Horrow
NASCAR Whiz Kid Learns the Two Rs Early in His Career, by Michael Nichols II
A Producer’s Perspective, by Tanner Simkins
Breakthrough Moments, by Elizabeth Haas Edersheim and Lee H. Igel
Sport Business in the Classroom, by Stephen A. Greyser
Rick Horrow, JD, is a leading expert in the business of sport and has orchestrated over 100 deals worth more than $20 billion. The CEO of Horrow Sports Ventures (HSV), he has served as a sport business analyst for SportsGrid Television and Radio Network, Fox Sports, Bloomberg TV, Bloomberg Businessweek, Reuters, NBC, PBS, and the BBC. As the leading commentator on sport business and as a well-connected entrepreneur, he has access to many of the top names in sport, including commissioners, owners, general managers, coaches, and athletes. His clients have included some of the biggest organizations and companies in the world of sport and business: NFL, NHL, MLB, NASCAR, PGA, Great White Shark Enterprises, Cisco Systems, Golden Bear International, Enterprise Rent-A-Car, LPGA, and MLS. He has also been managing editor of sports business for the U.S. Library of Congress. Horrow is nicknamed the Sports Professor, thanks to his time spent as a visiting expert on sport law at Harvard Law School, where he earned his degree.
Rick Burton, MBA, is the award-winning David B. Falk Endowed Professor of Sport Management in the David B. Falk College of Sport and Human Dynamics at Syracuse University. He has also served as Syracuse’s faculty athletics representative to the NCAA and ACC since 2014. Prior to his appointment at Syracuse in 2009, he served as the chief marketing officer for the U.S. Olympic Committee at the 2008 Beijing Summer Olympics. He also previously held the position of commissioner of Australia’s National Basketball League (2003 to 2007), which featured teams in Australia, New Zealand, and Singapore. From 1995 to 2003, Burton led the University of Oregon’s Warsaw Sports Marketing Center to international prominence. He has written for the New York Times, Wall Street Journal, Sports Business Journal, Sportico, Sport Business International, Stadia, and Ad Age. He has published numerous coauthored books (20 Secrets to Success for NCAA Student-Athletes, Forever Orange, and Sports Business Unplugged), and his latest book, Business the NHL Way: Lessons From the Fastest Game on Ice, will be published by the University of Toronto Press in 2022. Burton is also an advisor for Playbk Sports, Point 3, and XV Capital.
Myles Schrag, MS, is a former acquisitions and developmental editor at Human Kinetics, responsible for its sport management book list for 13 years. He is a cofounder of Soulstice Publishing and the author of six books and coeditor of two books. His freelance credits include Sports Illustrated, Publishers Weekly, Runner’s World Online, and Trail Runner. He earned an MS in kinesiology from University of Illinois at Urbana-Champaign. He lives in Flagstaff, Arizona.
