I’m on a little bit of a roll reading and reviewing books. I will go back to regular posts soon.
Columbia Business School Publishing was kind enough to send me a galley copy of Sports Entrepreneurship – Beyond The Big Leagues (Amazon) by Christopher Mumford. I believe the book comes out on September 26, 2023.
I enjoyed reading the book. It’s a book that speaks to me. As the title suggests, the book lies at the intersection of two interests of mine: Sports and Business.
Over the years I have juggled with sports business ideas. Since I won’t be making money on the field (BTW I’m still a free agent in all professional leagues if anyone from the NHL, NFL, NBA, MLB is reading), maybe off the field I could turn one of these ideas into something. The ideas are still in my head. I’ll keep the ideas to myself because it’s not the purpose of the post. But my point is I wish I had that book a few years ago.
Who is this book for? First, you must love sports. Second, you have a business idea that you want to develop into a business. Third, you have key ingredients such as teamwork, competition, and effort that’s required on the field.
Getting involved in pro-sports is not accessible for most people. I can’t speak for all sports fans, but I’m probably not wrong when I say at one point we all had a dream of owning a professional sports team. It’s an expensive. That’s why it’s a dream. The price of a big 5 (NFL, NBA, MLB, NHL, MLS) sports franchise is in the hundreds of millions, if not billions. For 99.99% of us, that dream will remain a dream. And if you do have billions burning a hole in your pocket, good luck finding a team available. That’s why they are trophy assets.
Or maybe you are a gifted athlete and it didn’t work out. Or your career as a pro-athlete is over and you are wondering what you will do with the remaining 50 to 60 years of estimated life. Or maybe you are interested in a career in sports management but positions are scarce. Or you are into youth sports, coaching, eSports, fitness, or other alternative growing fields and you have ideas you want to explore. Or maybe you are just a mega-sports fan with an idea. Or perhaps you have a sports-related hobby or a passion project that you want to take from the side hustle level to a full-time real business.
Mumford makes the case that it’s easier than ever to get involved in sports. Thanks to the cost and barriers of starting a new business are the lowest they have ever been. Lucky you, the first sentence in the introduction is “Now is the greatest time in human history to start a sports business.” But there’s a but. The second sentence and third sentence is “But it’s hard. It’s really, really hard.” The fundamental question of the book that you need to answer is: Is the juice worth the squeeze? Mumford explains that you may not be able to follow your original (sport) dream, but it can evolve into the dream of creating a sports startup. That’s the “why” of the book.
Sports Entrepreneurships is a how-to book. It’s a practical step-by-step on how to start a sports business. It provides methods for turning an idea into an enterprise. There are many ways you can get involved. The sports industry is a growing field. The first 2/3 of the book is Mumford going over six sectors that are up-and-coming opportunities and high-growth areas for start-ups:
- Data analytics
- Sports betting
- eSports
- Youth sports
- Fitness
- Fan experience
You probably read about some of the sectors on an individual basis. What’s nice is that you have them all in one book and there’s some cross-over between them (e.g. sports betting mixed with esports). Mumford does a good analysis of each sector. He touches on many aspects, the opportunities and the constraints of each sector. There’s no sugar coating: it’s very competitive and hard work is required. I particularly enjoyed the four interviews with “key people” such as the person behind Wyscout, labeled the “Bloomberg platform for soccer”. The other interviews are with a professional sports bettor, a guy behind a couple sports analytics company and another one in youth sports. It’s good to hear from people in the field with boots on ground sharing their insights and experience.
In the last part of the book, Mumford focuses on taking an idea and turning it into an enterprise. This is the how-to, step-by-step part of the book. It’s a couple chapters and it’s very comprehensive. I’m not talking about theory, but a roadmap on how the process works (investor presentation, budget, working prototype, NDA, term sheet, fundraising, conducting a pilot, etc…)
Broadly speaking, the opportunities are in supplemental services, advising, support, and ancillaries. You might not be able to score touchdowns, but might develop a product or service that improves the fan experience, or that helps management and teams. There are tons of experiences. Think of what FanDuel/DraftKings did with daily fantasy football and sports betting. Or what Strava did for mobile fitness. Look at Peloton and Garmin. Look at YouTube, TikTok, Twitch, and the podcast scene. In the medium term, think of the possibilities surrounding AR/VR.
This is a good book. It explores high-potential growth areas and provides a process for validating those opportunities. As I mentioned earlier, Mumford talks about determining if the juice is worth the squeeze. The answer to the question starts by developing subject matter expertise and owning the process.
To conclude, I’m going to leave you with a bit of advice from the first interview in the book that I found interesting: Just go out there and work. If something makes sense, do more of it…The only way you can form a perspective is to be working in the space every day. A new idea will not just come out of nowhere. You have to be in the middle of it to see it.
You can buy pre-order the book at Columbia University Press and on Amazon.