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• Title Page
• Copyright
• Epigraph
• Contents
• Foreword
• Prologue to the Revised Edition: COVID Comeback in the Roaring ‘20s: Reshaping the Sports Industry After a Worldwide Pandemic, by Rick Horrow
• Preface
• Instructor’s Note, by Stephen Greyser
• Pandemic Forced Us to Relearn Lessons of Resilience
• Sport Media: Separating Winners From Losers … Now Is Your Chance
• 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 Sport Business: Change Circumstances
• Acknowledgments
• Part I: Launching Your Career in Sport Business
• 1. Mastering the Craft of Sport Business
• A 50-Year Front-Row Seat, by Ted Killory
• Sports Evoke Our Emotional Extremes, by Scott D. Michel
• Write Down Your Dream Job, by Richard Peddie
• 2. Essential Lessons for the Sport Business Professional
• The Value of Showing Up, by Joe Favorito
• Keep Your Head Down and Keep Working, by Jay Bilas
• 10 Principles From a “Collector” of Philosophies, by Brandon Steiner
• 3. Fostering Meaningful Business Relationships
• 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
• 4. Executing a Consistent Process and Vision
• 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
• 5. Filling an Industry Need
• Outworking Adversity, by Gary Player
• Finding My Next Act After Olympic Gold, by Scott Hamilton
• Understanding the Power of Numbers, by Dan Towriss
• 6. Building a Championship Brand
• 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
• 7. A Mindset of Authenticity: The First Step in a Successful Sport Business Venture
• From Humble Beginnings to PGA Concessionaire, by David Lee Cook III
• Success: The Intersection of Talent and Passion, by Pat Williams
• One Good Deed Leads to Another, and Another, and Another …, by Cal Ripken Jr.
• 8. Handling Crises Calmly and Capably
• 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
• 9. Building a Brand That Reflects Your Core Values
• 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
• 10. Harnessing Modern Media Strategies
• 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
• 11. Changing Technologies, Changing Consumption
• 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
• 12. Using Analytics and Social Media Effectively
• 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
• 13. Translating Technology Into New Markets
• 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
• 14. Developing Business Deals Consistent With Your Core Values
• 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
• 15. The Arc of the Deal
• Listen and Respond, by Rich McKay
• The Agent’s List, by Bob Kain
• With Your Name Comes Responsibility, by Pat Rooney Jr.
• 16. Working Toward Consensus
• “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
• 17. The Importance of Marketing in Deal Making
• 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
• 18. Operating Successfully in the Public and Private Domains: The Birth of MAPS and the Rebirth of Oklahoma City
• How Indy Used Sport to Build Civic Pride, by Greg Ballard
• Stadiums Are Easy to Build—It’s Only Money, by Maher Maso
• 19. Mastering Licensing Strategies as Part of Your Brand
• Global Sport Institute Researches Across Disciplines, by Kenneth L. Shropshire
• How to Handle the Complex Modern World of College Athletics, by Jack Swarbrick
• 20. Securing Strategic Sponsorships: The Sponsor’s Perspective
• 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
• 21. Securing Strategic Sponsorships: The Rights Holder’s Perspective
• 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
• 22. Creating a Framework for Leadership
• 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
• 23. Operationalizing Philosophy and Values While Building a Culture of Integrity and Excellence
• 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
• 24. Championing Equity, Diversity, and Inclusion in the Workplace
• 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
• 25. Leadership Lessons Learned the Hard Way
• 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
• 26. Cultivating a Winning Edge
• 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
• 27. Sustaining Excellence: From Stadiums to Stewardship
• 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
• 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
• Index
• About the Editors