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What Exactly is Sports Business????

Ken Clark

Sports Business is…

By textbook definition - The study and practice of applying business principles and strategies to the sports industry. It involves understanding the economic, marketing, legal, and management aspects of sports organizations, events, and athletes, with the aim of creating sustainable and successful ventures in the dynamic world of sports.


Sports Business refers to the field of business activities and operations related to sports and athletic events. It encompasses various aspects such as Marketing, Sponsorship, Finance, Facility Management, Event Organization, Athlete Representation, Media Rights, and more. It involves applying business principles and strategies to the sports industry to create economic value, enhance fan experiences, and drive the overall success of sports organizations, teams, and athletes

Sports are a significant sector of the global economy generating BILLIONS of dollars annually. Major events like the World Cup, Olympics, and the Super Bowl attract worldwide attention and drive economic growth through tourism, infrastructure development, and job creation.


The global economy will influence Sports Business as well. The market trends and economic climate will impact sports investment in a large way with intense ripple effects.

Sports are leading the way in the global media and technology world as the way fans engage with sport and how sports can engage with fans evolves at a rapid pace.

It encompasses various areas such as professional sports leagues, college athletics, sports marketing agencies, sports media and broadcasting, sports facilities and events management, sports merchandise and apparel, sports technology, and athlete representation. It involves not only the on-field aspects of sports but also the business side, including managing finances, negotiating contracts, developing marketing strategies, analyzing data, and creating engaging fan experiences. Sports Business has a wide scope and offers a diverse and dynamic landscape where individuals can pursue careers and make an impact in the exciting world of sports.

Sports Business is a Unique Field.

Sports is full of passion and excitement. The emotion and LOVE for Sport create complexities in running a successful organization. Sports are Dynamic and Ever-changing, whether that be individual results, fan reactions, or player movement. Sports is an amazing place to work and the opportunities are bountiful and evolving everyday.


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