In 2018, the Lundquist College Board of Advisors expressed interest in the role the college plays in the global sports industry. Professors Emeritus of Marketing Roger Best and Dennis Howard answered the call. After initial research into sports business, they enrolled 12 graduate students—eight from our Sports Product Management program and four from our Warsaw Sports Marketing Institute—along with seven freshman students. The result is the first-ever, comprehensive solution for anyone involved in the sports business.
“Our students played a major role in data collection and data analysis,” Best said. “In total, our database is over 250,000 items.” The model extends far beyond the U.S., with 35 countries represented.
The first comprehensive book on the $2.3 trillion sports industry, The Global Sports Industry: Events, Fans, Products, Participation, and COVID-19 Impacts, is now available online and in print on Amazon. A portion of the proceeds from book sales will go to support other research at the college.
The researchers identified three main areas to categorize the many factors that go into the gaming industry. They are: fan engagement, sports products, and sports participation.
Howard explained: “When the global income was summed up for all the parts of this model, it was $2.3 trillion.” “Most importantly, we can show where every dollar is coming from.”
The authors believe that this book will become a reliable resource not only for academics studying sports business, but also for journalists, marketers and others involved in the industry.
—AnneMarie Knepper-Sjoblom ’05, Lundquist College Communications
