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.
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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