New book examines the sports industry

In 2018, the Lundquist College Advisory Board expressed interest in the college’s role in the global sports industry. Marketing professors emeritus Roger Best and Dennis Howard answered the call. After preliminary research on sports business, they recruited 12 graduate students – eight from our sports product management program and four from our sports marketing center in Warsaw – as well as seven undergraduate students. The result is a comprehensive and one-of-a-kind compendium for anyone involved in the sports world.

“Our students played a huge role in data collection and analysis,” Best said. “In total, our database has more than 250,000 articles.” The model goes far beyond the United States, with 35 countries represented.

The first book to fully report on a $2.3 trillion sports industry, The Global Sports Industry: Events, Fans, Products, Participation and Impacts of COVID-19, is now available online and in print on Amazon. A portion of the proceeds from the sale of the books will be used to support further research at the college.

Researchers have identified three main areas to categorize the many factors that go into the sports industry. They are: fan engagement, sports products and sports participation.

“When the worldwide revenue was added up for all the elements of this model, it was $2.3 trillion,” Howard explained. “More importantly, we could show where every dollar is coming from.”

The authors believe the book will become a trusted resource not only for academics studying sports business, but also for journalists, marketers and others in the industry.


—AnneMarie Knepper-Sjoblom ’05, Lundquist College Communications

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