Sport Business Handbook

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.

• ForewordPrologue to the Revised Edition: COVID Comeback in the Roaring ’20s: Reshaping the Sports Industry After a Worldwide Pandemic, by managing editor Rick HorrowPrefaceInstructor’s Note, by Stephen A. GreyserPandemic Forced Us to Relearn Lessons of Resilience, by Robert DuPuySport Media: Separating Winners From Losers . . . Now Is Your Chance, by Mike CardanoI. Creativity Is Born Out of NecessityHybrid Work Could Influence the Future of Professional Sport, by Harry KlaffCOVID Can’t Stop KissCam, by Dana Veitch and Alex VeitchEsports Driving Media Innovation, by Eric S. YoonCamp Cooney Prepares Boxers for Their Future, by Gerry CooneyEsports Are Well Situated for a Post-COVID Sport World, by Bobby SharmaII. Best Practices Are Born Out of Natural SelectionSport World Has Long Dealt With Disruption, by Stanley BrandAt the Dawn of the NIL Era, Tech Company Pivoted to Help Athletes Be Seen, by Blake LawrenceDuct Tape and Technology Both Needed for Sport Industry Success, by Al GuidoIII. Cooperation Is Born Out of Urgency“We Owe You One” . . . Sixers’ Slogan Still Relevant, by Billy CunninghamGreat Sport Debates Now Help Mold Future Leaders, by Richard CorcoranCommunication = Results (Good or Bad), by Michael RoganRugby’s Values, Format Make It a Microcosm of Sporting Future, by Alev KelterNASCAR: Setting the Pace in Troubled Times, by Lesa KennedyMultibillion-Dollar, Global U.S. Polo Assn.: Driven By Its Authentic Connection to the Sport of Polo, by J. Michael PrinceThe $1.3 Trillion Sports Business, by Rick Horrow and Nick NielsenAcknowledgmentsPart I. Launching Your Career in Sport BusinessChapter 1. Mastering the Craft of Sport BusinessRick HorrowA 50-Year Front Seat, by Ted KillorySports Evoke Our Emotional Extremes, by Scott D. MichelWrite Down Your Dream Job, by Richard PeddieChapter 2. Essential Lessons for the Sport Business ProfessionalLarry LucchinoThe Value of Showing Up, by Joe FavoritoKeep Your Head Down and Keep Working, by Jay Bilas10 Principles, From “Collector” of Philosophies, by Brandon SteinerChapter 3. Fostering Meaningful Business RelationshipsLyn St. JamesTake Charge to Help Give Kids Equal Opportunities, by Shane BattierI Want to Be President, by Andy DolichFind Direction With Your Own Mission Statement, by Marc TrestmanPart II. Building Your Branding and Selling Skill SetsChapter 4. Executing a Consistent Process and VisionStephen M. RossLearning to Balance Tradition and Innovation, by George PyneMake Sure Your Minor League Is Major, by David A. AndrewsMaking Money With the Money You’ve Made, by Ric EdelmanChapter 5. Filling an Industry NeedBob KainOutworking Adversity, by Gary PlayerFinding My Next Act After Olympic Gold, by Scott HamiltonUnderstanding the Power of Numbers, by Dan TowrissChapter 6. Building a Championship BrandTom RickettsOne Question Paves the Way to Compelling Stories, by Ross GreenburgCustomizing a Message for Fans: Three Stories, by Frank LuntzMaintaining a Vibrant Brand With Passionate Purpose, by John Spanos and A.G. SpanosChapter 7. A Mindset of Authenticity: The First Step in a Successful Sport Business VentureJack NicklausFrom Humble Beginnings to PGA Concessionaire, by David Lee CookSuccess: The Intersection of Talent and Passion, by Pat WilliamsOne Good Deed Leads to Another, and Another, and Another . . ., by Cal Ripken, Jr.Chapter 8. Handling Crises Calmly and CapablyGary BettmanPreparation Has Always Been a Hallmark of BAA, by Tom GrilkRebuilding After Katrina, by Doug ThorntonProactive Safety Measures Essential to Youth Sport, by Jon ButlerChapter 9. Building a Brand That Reflects Your Core ValuesDon GarberWhy Not?, by Donna OrenderRectify Mistakes Quickly: The Houston Dynamo Case Study, by Oliver LuckPitcher-Agent Has Once-in-a-Lifetime Encounter During Comeback, by Steve TroutPart III. Mastering Modern Media and TechnologyChapter 10. Harnessing Modern Media StrategiesMark LazarusThe Value in the Values of the Games, by David BakerGoing the Extra Miles Can Put You on the Map, by Ken SolomonSports Require Quick Thinking for Solutions, by Jim GanleyChapter 11. Changing Technologies, Changing ConsumptionTed Leonsis and Zach LeonsisMedia, Athletes Both Navigating Increased Exposure, by Harvey GreeneFilling the Gaps Between Plays, by Jim LawsonAttention to Detail, Top to Bottom, by Mark WilliamsChapter 12. Using Analytics and Social Media EffectivelyShawn Spieth and Kyle NelsonGrowth of Analytics Leads to Industry Evolution, by Jessica GelmanPushing the Boundaries of Technology in Sport, by Angela RuggieroToward a Better Understanding of Sport Market Analytics, by Richard LipseyChapter 13. Translating Technology Into New MarketsPeter MooreHow “Moonshot” Technology in Regenerative Medicine Influences the Business of Sport, by Jeff ConroyRetail Analytics of the Future Benefits Consumer, Company, by Matt O’TooleFuture of Sport Media Is Addressing Fans Who Lean Forward, by Chris WagnerPart IV. Making Successful DealsChapter 14. Developing Business Deals Consistent With Your Core ValuesRobin J. HarrisPaying Back a Debt . . . With Interest, by Richard A. ChaifetzUsing Sport to Explain, Engage, and Inspire, by Jon ChapmanDo Work That Feeds Your Soul, by Don GarberChapter 15. The Arc of the DealDonald DellListen and Respond, by Rich McKayThe Agent’s List, by Bob KainWith Your Name Comes Responsibility, by Pat Rooney Jr.Chapter 16. Working Toward ConsensusJerry Colangelo“Six Win and Six Lose,” by Randy VatahaDoing the Unpopular, by Senator George MitchellSupport Helped New GM Learn on the Job, by Ann Meyers DrysdaleChapter 17. The Importance of Marketing in Deal MakingRick BurtonModern Sport Marketers Must Value the Experience, by Chris LencheskiThe First Shoe Deal Came Naturally, by Sonny VaccaroGlobalization of the Sport Agency Business, by Philip D.M. de PicciottoChapter 18. Operating Successfully in the Public and Private Domains: The Birth of MAPS and the Rebirth of Oklahoma CityRonald J. NorickHow Indy Used Sport to Build Civic Pride, by Greg BallardStadiums Are Easy to Build-It’s Only Money, by Maher MasoChapter 19. Mastering Licensing Strategies as Part of Your BrandJoseph R. Castiglione Sr.Global Sport Institute Researches Across Disciplines, by Kenneth L. ShropshireHow to Handle the Complex Modern World of College Athletics, by Jack SwarbrickChapter 20. Securing Strategic Sponsorships: The Sponsor’s PerspectiveTony PonturoHaving a Purpose Gives You Perseverance, by Jamey RootesProtecting Golf’s Image Required Facts, Plan, by Joe SterankaRole Reversal: Think About Your Check Writer’s Objectives Before You Think About Yours, by Michael WhanChapter 21. Securing Strategic Sponsorships: The Rights Holder’s PerspectiveStephen JonesIn the Right Place at the Right Time, by Dick CassBe Willing to Blaze Your Own Trail-Just Don’t Forget to Bring Along Your Key Stakeholders, by Larry ScottThe Jones Family: A Football Legacy, by Stephen JonesPart V. Mastering Leadership SkillsChapter 22. Creating a Framework for LeadershipPaul TagliabueBe Not Afraid of Greatness, by Frank SupovitzAll I Know About Leadership I Learned as Senate Majority Leader, by Senator George MitchellDefy Expectations . . . Prove Yourself, by Bryan R. SperberChapter 23. Operationalizing Philosophy and Values While Building a Culture of Integrity and ExcellenceDeborah A. YowEqual Pay Is a Better Business Model, by Butch BuchholzLeBron’s Value Is Chasing Excellence On and Off the Court, by Frederick R. NanceProcess, People, Plan, and Careful Execution, by Nick SakiewiczChapter 24. Championing Equity, Diversity, and Inclusion in the WorkplaceJudy SweetMore Sports = More Leadership Development Opportunities, by Ray AndersonMaking a Difference Is a Kick, By Rolf BenirschkeAli Center Supports Athletes’ Push for Change, by Eli WolffChapter 25. Leadership Lessons Learned the Hard WayKevin WarrenOpportunity Knocks When You Open Your Mouth, by Stan KastenThe Common Link Between Vegas Crooners and Hall of Famers, by Pete LaCockProblem Solvers Versus Problem Creators . . . Choose Wisely, by Pat GallagherChapter 26. Cultivating a Winning EdgeDon ShulaFrom Athens to LA to Phoenix: Keep Chasing Your Dreams, by Derrick HallThe Lessons of Competitiveness, by Bob GrieseHow Orlando Used Sport to Get Out of a Rut, by Mayor Buddy DyerChapter 27. Sustaining Excellence: From Stadiums to StewardshipBryan TrubeyLearning From Others in LA, by Kevin DemoffCreating a Community Gathering Place: U.S. Bank Stadium, by Trip BoswellObservations From Years Working in “the Fun Business”, by Pat GallagherEpilogueRick HorrowNASCAR Whiz Kid Learns the Two Rs Early in His Career, by Michael Nichols IIA Producer’s Perspective, by Tanner SimkinsBreakthrough Moments, by Elizabeth Haas Edersheim and Lee H. IgelSport Business in the Classroom, by Stephen A. Greyser