Thursday, January 12, 2017
Review: Sports Business Unplugged (2016)
There are some people out there that don't want to hear anything about the business side of sports. They are sick of contracts, agents, sponsorships, international relationships, and so on down the list.
"Sports Business Unplugged" is not for them.
The story behind this book requires a little explanation. SportsBusiness Journal is the trade newspaper/magazine of the sports business. It's been around for a quarter of a century or so. I remember seeing it around the office when I worked in professional sports back then. Not every article is going to interest every reader, but that's fine - something will get your attention. Since it's written for organizations in the business (and they buy most of the subscriptions), it's tough for the average fan to justify the cost.
Along the way, SportsBusiness Journal picked up a couple of columnists. Rick Burton is a professor at Syracuse University, while Norm O'Reilly works in the same job at Ohio University. They have teamed up for a column in the publication for the past several years. "Sports Business Unplugged" is a collection of their greatest hits.
The book is broken into four different sections. There's marketing and sponsorship, followed by the Olympics, Canada and the world, and improving the world of sports. I suppose the surprise there is how much is written about Canada by a couple of American experts, but the issues raised are still valid.
And that's the most important of this. Burton and O'Reilly do a good job of discussing situations in sports that might get overlooked otherwise. What is the relationship between sports and young people? Are there better ways to conduct the bidding process for cities who want to host the Olympic Games? What do the Olympics do for a city, anyway? Are sports paying enough attention to morals and ethics? What will sports look like in a couple of decades? Sometimes the authors don't have the answers, but they are opening the right questions for discussions.
One warning here: This is not for beginners. Some background in the business of sports is necessary, and even that may not get you through some of the references. But you'll get the idea.
Full disclosure: Burton was on our school newspaper staff when I was at Syracuse. The kid's done pretty well for himself, I'd say. So there's no rating here - just a note that it's nice to see an old friend advance the discussion so well.
Read more about this book.
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