Sports Commercialisation and the Global Sports Economy

Wednesday 18th November, 17:30 AEST via Zoom

What you will learn:

  • The nature of the sports economy as a peculiar industry, which manifests itself through various factors, e.g., its network structure, notions of competitive balance and the distinguish between strategies such as win maximization and profit maximization.
  • How the sports industry is a passionate context, in which the economy is driven by the engine of fans and how these fans consume brands based on the junction between functionality and emotional equity.
  • How technology and data re-contextualize existing sports economic models, which may revitalize business opportunities and performance for clubs and other rights holders.  
  • Insights from their work including: The Application of Sports Technology and Sports Data for Commercial Purposes

About Kenneth Cortsen

Kenneth Cortsen, M. Sc. in business economics, MBA in general management and Ph.D. with emphasis on capitalizing of sports branding. He consults and does research in various areas of commercialization of sports and is a Co-Founder of the Sport Management program at University College of Northern Denmark (UCN) in Denmark, which was initiated in 2009.

In addition to its ordinary on-campus activities, the program also offers online sport management education to professional athletes (many of them are footballers) across Europe in collaboration with FIFPro in Amsterdam. He also teaches and does research across the world, including guest lectures or research visits at University of San Francisco, Vlerick Business School, Harvard Business School, University of Northern Colorado, DIS Copenhagen, and Johan Cruyff Institute (Amsterdam and Barcelona). Since 2014, Kenneth, who holds a UEFA A-license, has worked as an elite football coach in the Danish top club Aalborg BK/AaB in various positions, e.g., head coach for men’s reserves, head coach for women’s team, which he took from the third tier to the best league and now he is a strategic advisor for the board of the mother club.

About Daniel A. Rascher Ph.D.

Daniel Rascher teaches and publishes research on sports business topics, and consults to the sports and entertainment industry.  He specializes in economics and finance and more specifically in industrial organization, antitrust, competition analysis, M&As, valuation, analytics, econometrics, economic impact, market readiness, feasibility research, marketing research, damages analysis, class certification, strategy, and labor issues in the sports industry.  Dr. Rascher founded SportsEconomics to enable sports enterprises to capitalize on the sports industry’s transition from hobby status to multi-billion dollar industry. 

As Founder and President of SportsEconomics, LLC, Partner at OSKR, LLC, and former Principal at LECG, LLC, his clients in more than 150 engagements have included organizations involved in the NBA, NFL, MLB, NHL, NCAA, NASCAR, MLS, PGA, media, sporting goods and apparel, professional boxing, mixed martial arts, minor league baseball, NHRA, AHL, F1 racing, Indy Car racing, American Le Mans racing, Premier League Football, NASL, women’s professional soccer, professional cycling, endurance sports, Indian Premier League, ticketing, IHRSA, youth sports, music, as well as the FTC, IRS, EEOC, sports commissions, local and state government, convention and visitors bureaus, tourism businesses, entrepreneurs, and B2B enterprises.