Publications

May 2007 (Revised March 2010)
Case

Maria Sharapova: Marketing a Champion (A)

By: Anita Elberse and Margarita Golod

In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details

Keywords: Marketing Strategy; Advertising; Gender; Product Marketing; Sports Industry

November 2018 (Revised June 2019)
Case

Michael Rubin and Fanatics (A)

By: Robert F. Higgins and John Masko

In 2016, Michael Rubin’s Fanatics was the U.S.’ largest sports e-commerce company and operator of the official online store for all the major American sports leagues. That year, Fanatics began to dabble in manufacturing licensed sports merchandise, securing limited... View Details

Keywords: Fanatics; Licensed Merchandise; E-commerce; Entrepreneurship; Strategy; Organizational Change and Adaptation; Sports; Apparel and Accessories Industry; Retail Industry; Manufacturing Industry; United States

02 Mar 2017
Video

Experiencing Executive Education

Mar 02 2017
Short Film

Experiencing Executive Education

16 Jul 2021
Video

How Adidas Helped Monetize the Olympics

13 Jul 2016
Video

An Insider's View

11 Nov 2015
Book

Alex Ferguson's Lessons on Leading

Keywords: by Sean Silverthorne; Sports

January 2018 (Revised January 2020)
Case

STRIVR: Changing the Game in Virtual Reality

By: Rajiv Lal, Matt Denison, Robert Higgins and Scott Johnson

The CEO of a growing virtual reality company that trains athletes must decide whether or not to stay in sports or expand into other areas. View Details

01 Jun 2023
HBS Case

A Nike Executive Hid His Criminal Past to Turn His Life Around. What If He Didn't Have To?

At age 32—feeling far removed from the violent street crimes that had consumed his teens and 20s—Larry Miller just knew he was nailing a job interview with a senior partner at Arthur Andersen. That is, until he came clean about his troubled past. Seventeen years... View Details

Keywords: by Dina Gerdeman; Apparel & Accessories

13 Oct 2010
News

Nike takes NFL apparel deal from Reebok

13 Oct 2010
News

Nike bests Reebok

Career Coach

Cat Davidson

Cat is a sports industry veteran (marketing/partnerships) and career-switcher (tech strategy). She enjoys assisting students interested in sports, Big Tech, or who are making career changes. She is particularly well-equipped to help... View Details

Web

Achieving Personal and Professional Growth

Listen as Lindsey Vonn, PK Subban, and other participants from The Business of Entertainment, Media, and Sports program describe their experience with the case method, and learning from the faculty as well as their fellow participants. View Details

May 2017
Case

Street League Skateboarding

By: Robert F. Higgins and Christine Snively

In 2013, Street League Skateboarding, a professional skateboarding league founded in 2010, just concluded its annual Street League World Tour. The growing action-sports property had purchased time on ESPN2 to air its events, and though ESPN was the most-watched sports... View Details

Keywords: Entrepreneurship; Television Entertainment; Sports; Product Launch; Sports Industry; Sports Industry; United States

January 2006 (Revised March 2007)
Case

Dr. Ing. h.c. F. Porsche AG (A): True to Brand?

By: Jeffrey Fear and Carin-Isabel Knoop

Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV)--the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its... View Details

Keywords: Diversification; Supply Chain Management; Luxury; Insolvency and Bankruptcy; Globalization; Brands and Branding; Manufacturing Industry; Auto Industry

30 Apr 2008
Sharpening Your Skills

Sharpening Your Skills: Brand Management

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Does branding work for business-to-business marketing? Can individuals create their own brand? Should I... View Details

Keywords: by Staff; Sports; Sports; Sports

2014
Working Paper

Conflicts of College Conference Realignment: Pursuing Revenue, Preserving Tradition, and Assessing the Future

By: Vadim Kogan and Stephen A. Greyser

Over the past two years, conference realignment has taken a front seat in the college sports landscape. Economic incentives were too attractive to overlook for some universities. College football programs across the country have a lot at stake, because for many,... View Details

Keywords: Organizational Change and Adaptation; Motivation and Incentives; Higher Education; Sports; Revenue; Emotions; Sports Industry; Sports Industry