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 |
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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.

http://www.icsspe.org/portal/bulletin-january2004.htm
Book Review – The Business of Sport
Toni Fuller, M. S., De Varia Hudson, M. S., Willie Daniel, Ed. D., Grambling State University of Louisiana, USA
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