Resources
No.40
January 2004
 
    

Book Review – The Business of Sport
Toni Fuller, M. S., De Varia Hudson, M. S., and Willie Daniel, Ed. D.
Grambling State University of Louisiana, USA


Kluka, D., & Schilling, G. (eds.). (2001). Perspectives, Volume 3: The Business of Sport. Oxford, UK: Meyer & Meyer Ltd.
Perspectives, Volume 3: The Business of Sport, combines the dimensions of sport and business, ranging from the future of sport as business to the “team within a team” concept in professional sport. This volume contains pertinent information on and insights into the dynamic complexion of sport worldwide.
The first two chapters reflect sport multi-dimensionally. The “Future of Sport” informs readers that technology will impact everything that represents sport. It will change how we market products and services, how we educate and learn, how we obtain funds and how we watch sport events. From the pening chapter of this book, the definition of sport is dynamic because of the way sport is valued and defined within different countries. Some see sport as physical activity and fitness and health, while others define it as elite, semi-amateur/professional sport, organized sport participation involving competition.
Authors (Klein & Jones) discuss the widening gap between upper and lower socioeconomic sport services and how the middle class is slowly fading away. More companies are targeting these two groups because they want to attract and maintain the upperclass consumers because they can afford those products and services.
Stier’s chapter on “Sport Management” provides a brief history of the growth of college and university sport management programs, which institutions were part of the early established programs from 1966. Presently, there are 201 institutions of higher education in the United States and Canada, offering undergraduate/graduate programs. The chapter, while limited only to North America, provides readers with the importance of the role of sport management programs at institutions of higher education.
Ikeda, the author of the “Corporate Model of Sport: Japan Case”, provided an interesting perspective on how the Japanese encourage corporate fitness programs as a measure of reducing national medical care. Individuals who work 40 or more hours per week can take advantage of the corporate fitness facilities to assist in the reduction of stress.
Hendricks’ chapter on Nation Building provided thoughts on a country’s economy, politics, and culture. A nation’s growth was shown to involve the business of sport.
Event Management (Green) provided information about the importance of a good manager and the organizational skills and acquired knowledge of what works and what does not in order for an event to be successful and well attended.
Additionally, volunteers were given special recognition as a vital part of sport business. Bucholz offered ideas and advice on operating a successful volunteer program. As an important part of the labor pool of any event or program, they require a substantive investment of time, effort, and creativity. Also included was an outline to assist human resources personnel in the development of a volunteer program.
Interestingly, women’s impact on sport was also included in this volume. This chapter provides a history of woman’s role in society and in sport. Lopiano presented the argument that women and men cannot compete against one another in fair competition because of differences in physical attributes. An excellent example was provided involving Sugar Ray Leonard and Mike Tyson. As professional boxers, they compete in different weight categories, so the question of who is the better boxer is an unfair one. Evidence was also provided about the number of females watching and participating in sport and that many male-dominated professional sports now have a sport marketing staff dedicated to the development of the female market.
Business cannot be mentioned without including legal issues. Clement and Pederson unveil the relationship between athletes and their agents. They explain that a law degree, although helpful, is not mandatory to become an agent. Knowledge of the leagues and the law, however, is.
It is fitting to end the volume with a TEAM perspective. Cheek describes the behind-the-scenes support team of the National Football League – scouts and salary cap specialists. A very detailed job description is provided for both, and evaluation protocol is revealed. Scouts are seen as trying to predict the impact an athlete will have on a team’s future. Salary cap specialists resemble scales attempting to provide balance. Cheek reveals the increasing importance of these two positions in professional sport as it continues to push sport toward greater heights.
This volume is definitely a book to be used as a text for an Issues in Sport course or an Introduction to Sport Administration course, for reference, or as a welcome addition to a sport manager’s library. The chapters are informative and easy to read. It provides timely information that is vital to present and future sport administrators. The topics included are excellent choices to initiate discussion on many issues in sport. Perspectives, Volume 3: The Business of Sport, is a book that will facilitate discussion about the future of sport in the new Millennium.





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