University of Southern California

Comprehensive Research Project Examines Convergence of Sports, Business and Entertainment
Institute to Host Briefings, Publish Book on Findings
February 26, 2008 • by News at Marshall

LOS ANGELES -- February 26, 2008 - The Sports Business Institute at the USC Marshall School of Business has undertaken a two-year research project on the convergence of sports and entertainment, with particular focus on how stakeholders monetize this convergence.

"The convergence of sports and entertainment has been occurring for quite some time," said David Carter, executive director of the Sports Business Institute. "But there's been very little research about the implications of this convergence for companies and consumers, especially sports fans. Our project will address these implications and demonstrate where the business opportunities will be going forward."

Five founding corporate partners – professional services firm Ernst & Young; executive search and talent management firm Korn/Ferry Intl.; architectural planning and design firm Rossetti; ticketing solutions and online ticketing company; and web portal Yahoo! Sports – are among those underwriting the project, as is Gary Cypres, owner of the Sports Museum of Los Angeles.

"The Marshall Sports Business Institute is fortunate to have such established industry and opinion leaders supporting this initiative," Carter said. "Their substantive input and involvement will be crucial to the success of this research."

The project will feature a series of briefings to update founding partners, institute advisory board members, and others on the progress of research, capped by a two-day summit laying out findings and implications of the work.

"This is yet another area where USC Marshall professors are contributing to the advancement of intellectual capital, with cutting-edge research on a dynamic, global and innovative industry," said USC Marshall Dean James G. Ellis. "This research project will allow them to create a blueprint of best practices for people trying to understand what it means when sports, entertainment and business come together."

The initiative is also supported by Stanford University Press, which will publish a book detailing the institute's findings. That book will focus on convergence from the consumer standpoint, Carter said.

About the Sports Business Institute
The Sports Business Institute was founded at the USC Marshall School of Business in 2005, and is dedicated to understanding and furthering the rapidly growing sports-business industry on a global basis. The institute leverages extraordinary academic and professional experience and relationships, and serves as both a source and resource for industry participants and stakeholders. The institute's board members are drawn from the top ranks of sports, entertainment, academia, banking, real estate and new media. For more information, go to

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.