Sports Business Unplugged.

Includes bibliographies and index.

Part 1. Marketing and sponsorship. Can more sponsors seize the day, and the activation? -- Space : the next frontier in sports sponsorship? -- Benefits of long-term sports partnership worth going "all in" -- Has experience trumped sports in sponsorship market? -- Are big numbers masking competition for sponsorship dollars? -- Assessing the impact of the NHL lockout on fans, sponsors -- How fan, sponsor reactions factor into team decisions -- Are ads featuring female athletes effective with consumers? -- How can sports compete for the hearts, minds of youth? -- As NFL lockout continues, sponsors near the death zone -- Understanding why sponsorship continues to grow -- Could sponsor alliance spread to North American sports? -- When athletes become legends, do their sponsors also? -- Strategy session : keys to marketing to youth -- Part 2. The Olympics. IOC has opportunity to create true international sports network -- How will Olympic sponsors respond to future host sites? -- Bach's history a signal that his leadership will be proactive -- What is your sports property doing to build, keep its fan base? -- Soaring cost of Olympic host bids concerns Ueberroth -- Beyond London : building on Olympic fan, sponsor interest -- Deighton balances economic realities with legacy expectations -- How IOC's pound sees anti-doping, marketing efforts evolving -- Analysis must show NHL the value of Olympic competition -- U.N. role offers IOC chance to place sport amid global priorities -- Opportunity now for Paralympics to grab N. American spotlight -- U.S. facing a generation without playing host to Olympics -- Consider intangibles when weighing Olympic host-city benefits -- Part 3. Looking at how things are done in Canada and around the globe. How to bridge the sports research -- practitioner divide -- Grey Cup's centennial should have marketers taking notice -- Reasons to believe in India Football League -- Results of Canadian sponsorship study relevant for everyone -- Resurgence changing how sports world views Canadian market -- What Americans can learn from Sports Day in Canada -- Assessing Vancouver after facts, accusations, shades of truth -- NHL must be strong on power plays of innovation, globalization -- Why Canada's Paint the Town Red Program looks like a winner -- Part 4. Making the sports world a better place. Rollerball flashback : how virtual reality replaces violence -- Top 10 list of reasons why the NCAA still matters -- Are we serious enough about diversity to welcome all? -- Second-tier events, health initiatives will gain foothold in 2015 -- This industry could learn something from scholars -- CrossFit shows strength to excel among participatory sports -- The growing, changing nature of sports management instruction -- How to spot, benefit from next disruptive innovation in sports -- When Goliath doesn't win -- and why -- Sports industry must find moral courage to act amid crisis -- Gender equity best served by creativity, not loopholes -- The secrets of leadership are often found at the bottom -- Failing to prepare athletes for lifestyle only feeds problem -- Why lacrosse's popularity is spreading across the U.S.

"For more than seven years, the incisive commentary of Burton and O'Reilly has graced the pages of SportsBusiness Journal, the industry's leading trade journal. Covering an era in sports that has experienced rapid change, the authors discuss such topics as gender equity, corporate sponsor-ship, collegiate athletics, diversity, and the future of sports. As two of the leading scholars in the business of sports, Burton and O'Reilly also draw upon years of experience to give both students and industry professionals a dual perspective on the role sports play in a healthy, thriving society."--Provided by publisher.

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