University of Southern California

U.S. Olympic Committee Honorary President Peter Ueberroth Addresses Challenges
A Cross-Section of Sports and Business Leaders Receive Advice on Capturing Fans, Revenue
December 23, 2009 • by News at Marshall

The November 2009 Commissioners' Series held by the Sports Business Institute (SBI) of the USC Marshall Business School featured Peter Ueberroth.

David M. Carter, SBI's Executive Director, said the audience was engaged in Ueberroth’s presentation because the former Major League Baseball Commissioner is considered a luminary in both the worlds of sports and business.

Ueberroth organized the 1984 Summer Olympics in Los Angeles and then led Major League Baseball as Commissioner from 1984-1989. He chaired the U.S. Olympics Committee and currently serves as the committee’s Honorary President. Ueberroth has owned the Pebble Beach Golf Course with Clint Eastwood and Arnold Palmer for the past 10 years and is the chairman of the Contrarian Group, a business management company based in Newport Beach. He is also a lifetime trustee of USC.

Ueberroth discussed three key issues facing the sports industry: Ethics and sportsmanship; violence on and off the sports field and the national obesity rate. He also addressed the challenges faced by major sports leagues in capturing audience and generating revenue by making game day experiences more family and TV-friendly.

More than 200 people attended Ueberroth's talk, which took place on campus at the Town and Gown on November 12. SBI Advisory Board member and San Diego Padres CEO and Vice Chairman Jeff Moorad introduced Ueberroth. In the audience were a cross-section of local business and sports leaders, along with USC alumni and students.

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.