Sport Business Handbook-Revised Edition, The

For those fascinated by business dealings in the trillion-dollar global sport industry, this is the anthology you’ve been waiting for. The Sport Business Handbook: Insights From 100+ Leaders Who Shaped 50 Years of the Industry provides insider perspectives from more than 100 of the biggest names in the sport industry. Plentiful examples and stories, including insiders’ views of major sport deals, offer an exclusive behind-the-scenes look at the intricacies of sport business. Plus, this revised edition includes brand-new contributions addressing the adaptability and recovery of sport following the pandemic as well as a “Breakthrough Moments” list of the 50 most significant sport-related moments to offer societal context and historical depth.

Editor Rick Horrow, an internationally known sport business and sport law expert who has been the architect of more than 100 deals worth more than $20 billion, has teamed up with renowned sport business scholar and practitioner Rick Burton and author Myles Schrag to assemble one of the most unique sport books ever published. You will be both informed and entertained by the personal insights of prominent sport business leaders, including league commissioners such as Gary Bettman, Don Garber, and Paul Tagliabue; team owners such as Jerry Colangelo and Tom Ricketts; executives such as Larry Lucchino and Pat Williams; administrators such as Joe Castiglione and Deborah Yow; professional athletes such as Scott Hamilton and Cal Ripken Jr.; and media personalities such as Jay Bilas and Ann Meyers Drysdale. This all-star team also includes legendary Duke University men’s basketball coach Mike Krzyzewski as the foreword author.

The Sport Business Handbook gives you guidance for everything from the basics of breaking into the sport industry to the intricate skills required to become an industry giant:

• Consider the role you want to play, what your values are, and how you can set yourself up for success in the industry.
• Understand the value of brand management and the opportunities for those with strong knowledge and skills in this area.
• Embrace technology and use the power of modern media to guide your organization toward its goals.
• Master leadership skills by establishing a framework for thinking and behaving as a leader at all times.

Each chapter addresses a specific topic and weaves in story-like sidebars that share rare glimpses into professional dealings in sport. These 80-plus sidebars include “Game Changer” sidebars, which describe pivotal moments that influenced sport leaders as they strived for success, and “360” sidebars, which present alternative perspectives so all viewpoints are explored in finding best practices.

Nowhere else will you find such a comprehensive guide with practical advice and personal stories from the biggest names in the industry. The Sport Business Handbook is an engaging, informative book that will help you discover your strengths and develop your skills so you can become one of the leaders to shape the sport business industry for the next 50 years.

Audience

Applied reference book for sport business, management, and marketing professionals; sport historians; sport business leaders; and sports fans. Supplemental text for sport business and sport management courses with an applied focus.

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.

Building a brand that reflects your core values
Handling crises calmly and capably
Hybrid work could influence the future of professional sport
Pushing the boundaries of technology in sport
The constancy of good sport marketing

All ancillaries are free to adopting instructors through HKPropel.

Instructor guide. Includes commentary from Stephen Greyser of Harvard Business School on the evolution of sport business management in the classroom, links to online video and audio clips that tie in directly to book topics, and a list of 50 breakthrough moments, chosen specifically to supplement the book’s content with societal context and historical depth (also included in the actual text of the revised edition). These tools feature questions and activities to spark classroom discussion and facilitate an enhanced learning experience for students.