University of Southern California

Sports Business Institute, Ernst & Young to Jointly Study Tournament of Roses' Impact
USC Marshall Unit, Big Four Accounting Firm to Study Effects of Parade and Game on Region's Economy
September 17, 2007 • by News at Marshall

LOS ANGELES -- A student team from the Sports Business Institute, a unit of the USC Marshall School of Business, has been selected to study the economic impact and demographics of the 2008 Rose Bowl and Tournament of Roses Parade, the City of Pasadena's Tournament of Roses announced. The team will conduct the analysis with the guidance of Big Four accounting firm Ernst & Young.

"It is a privilege to partner with such industry leaders as the Tournament of Roses and Ernst & Young," said SBI Executive Director David Carter. "Each possesses not only a strong sports-business presence both nationally and abroad, but also boasts great experience and leadership that will provide our USC Marshall students with a unique and invaluable learning experience no other school could match."

The study will encompass all activities related to the Rose Bowl football game, which is the oldest and most prominent of all college bowl games; the Tournament of Roses parade, also the oldest and most prominent of New Year's Day parades; and all supporting events, said Carter. Carter will work with the Tournament of Roses and Ernst & Young in overseeing a student team in planning and conducting the analysis, and assist in determining key outcomes and findings.

"I have been a fan of the Sports Business Institute for several years and am very pleased to have the opportunity to work with them on this important and highly visible project for the Tournament of Roses," said Mitch Dorger, CEO of the Tournament of Roses. "David Carter is one of the brightest minds I have met in sports business, and he has selected a team of truly outstanding USC Marshall students to work with us. I am very excited about this opportunity."

"The Tournament of Roses and the events it hosts bring national visibility to Southern California," said Ernst & Young Partner Jeff Rosen. "These events also bring significant economic impact to the people and businesses throughout the region. Ernst & Young is looking forward to working with the Tournament of Roses, the Sports Business Institute, and the student team from USC Marshall to quantify this impact."

About the USC Marshall Sports Business Institute

The Sports Business Institute is dedicated to understanding and furthering the rapidly growing sports-business industry on a global basis, and does so by leveraging extraordinary academic and professional relationships, background and expertise.

The Institute's mission is to serve as both a source and resource for industry participants and stakeholders and, in the process, enable them to address and resolve industry challenges through research, events and education.

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.