Sports
Below are some of the top resources for finding market and industry research:
Note: This tab is focused on industry-related information as opposed to fan-related information, like sports teams.
For general overviews and market research reports search for terms like:
- Sports OR athletics
- Sporting event
- Recreation
For even more on the sports industry, consult links on the Library of Congress' Sports Industry research guide.
- SBRnet (Sports Business Research Network) This link opens in a new windowOffers original proprietary reports and also aggregates news and data from trade publications and industry sources.
- Statista This link opens in a new windowStatista is one of the first statistic portals in the world to integrate data on over 80.000 topics from over 18.000 sources onto a single professional platform and providing companies, business customers, research institutions, and the academic community with direct access to quantitative data on media, business, finance, politics, and a wide variety of other areas of interest or markets.
- SPORTDiscus This link opens in a new windowComprehensive database for sports & sports medicine literature. Includes international literature, conference proceedings, audiovisuals and more. Coverage dates back to 1985.
Listed below are links to trade publications and relevant industry news:
Note: A trade publication (often a magazine) is an information source that is intended for a very specific audience and will have content that appeals to that audience. The content may come directly from people within the industry, or it may come from freelance or staff writers that have vast experiences writing for that particular trade.
Professionals often subscribe to trade magazines in order to gather valuable information that will help them achieve something within their industry or field. Trade publications are a Marketer's secret weapon and can be helpful for tracking recent industry developments, identifying competitors or uncovering market opportunities.
- Sporting Goods Business WeeklyComprehensive news and analysis updated daily.
- Golf Inc. magazineSee special features for industry trends and rankings on various aspects for the Golf Industry, e.g. Management, Clubhouses, Developments, Most Powerful People.
- Ski Area Management Association MagazineFind reports on industry surveys and marketing news.
Below are links to key industry associations:
Note: If your industry is not represented here, search Google with your industry name + "association". Not all content on these websites is free; you may need to be a member to access exclusive reports and data.
In some industries, associations might be referred to as;
- Guild OR federation OR society
- Foundation OR council
- Bureau OR forum
- NASSM - North American Society of Sports ManagementResearch and professional development for sports management industry.
- NSGA - National Sporting Goods AssociationFree statistical data on participation and consumer purchases. See 'Research'.
- Sport AccordUmbrella organization for all (Olympic and non-Olympic) international sports federations as well as organizers of multi-sports games and sport-related international associations.
- Sports & Fitness Industry AssociationFormerly, SGMA. Some free reports are available under 'Research'.
- WFSGI - World Federation of the Sporting Goods IndustryWorld authoritative body for the sports industry officially recognized by the IOC as the industry representative within the Olympic family.
- Betting & Gaming CouncilFormerly known as the Remote Gambling Association
Baseball
- MLB - Major League BaseballBaseball news and statistics.
- MLBPA - Major League Baseball Player's AssociationContains links to the '2012-2016 Basic Agreement' and 'Joint Drug Agreement'.
- Spotrac - MLBFind contracts, payroll, team salaries and other data.
Basketball
- How Do the NBA Contracts & Salary Cap Work?2024 article published by Sportico
- Spotrac - NBAFind contracts, payroll, team salaries and other data.
- NBA Team ValuesProvided annually by Forbes.
Bicycling
- BPSA - Bicycle Product Suppliers AssociationLook under 'Our Work' to find the Research and Statistics Library.
- League of American BicyclistsLook under 'Bicycle Friendly America' for reports and data.
- Bicycle Friendly AmericaBi-monthly magazine published by the League of American Bicyclists (formerly titled: American Bicyclist).
- Bicycle Helmet Safety InstituteStatistics on bicycle safety.
Boating / Yachting / Sailing
- American Boat & Yacht CouncilNews and industry links.
- NMMA - National Marine Manufacturers AssociationSee 'Statistics' for data on U.S. and Canada.
- NMMA Recreational Boating Industry Data DashboardMonthly data on the boating market.
- U.S. Coast Guard - Recreational Boating StatisticsAnnual reports covering accidents and vehicle registrations.
Bowling
- Bowling Inc.Official home of the United State Bowling Congress.
e-Sports
- World E-Sports Association (WESA)Operates in partnership with ESL, an e-sports company.
- TESPAA network of North American college clubs that host e-sports events and competitions.
- ESports Observer magazineCovers e-sports business news.
- Esports Survey Report, 2022An annual report from Foley & Lardner.
- Global Esports Market ReportA 2021 report from NewZoo (free registration is required before downloading).
- ESports Playbook for BrandsA 2019 report from Nielsen.
- E-Sports: an Olympic-sized opportunityA 2018 report from AGF Insights.
- Let'sPlay!: European esports market, 2021Published by Deloitte.
Fitness / Gyms / Sports Clubs
- International Health,Racquet & Sportsclub AssociationLook under 'Improve Your Club' to find Research Reports and Publications.
- State of the Health Club Industry, 2021A global report from IHRSA.
- Move To Be Well: the global economy of physical activityA 2019 report from the Global Wellness Institute covering North America.
Football
- NFL Players AssociationFind current salary cap information.
- Spotrac - NFLFind contracts, payroll, team salaries and other data.
- How the NFL Makes MoneyA 2021 article from Investopedia.
Golf
- California Alliance for GolfContains survey information on the regional impact of golf in California.
- Golf WeekLinks to news and 'Best Courses'.
- National Golf FoundationSee 'Special Research' and 'Business' tabs for reports and statistics.
- American Golf Industry CoalitionA coalition of golf's leading organizations.
- Sports & Leisure Research Group - reportsFree reports covering a variety of aspects of the golf market.
Hockey
- Spotrac - NHLFind contracts, payroll, team salaries and other data.
- NHL ValuationsAn annual ranking from Forbes.
Motor Sports
- Motorsport Industry AssociationBased in the UK.
- Speedway MotorsportsOne of the top US promoters of motorsports entertainment.
- NASCAR U.S. State PopularityData map published by WSN.
Outdoor Sports / Hiking / Fishing / Camping
- Outdoor Industry AssociationFind reports and data under 'Research & Tools'; some are free.
Snow Sports
- SnowSports Industries AssociationLook under 'Suppliers & Service Providers' tab for 'Research & Surveys' data.
- NSAA - National Ski Areas AssociationSee News for statistics and reports.
- International Report of Snow & Mountain TourismA 2022 report issued by Laurent Vanat.
Soccer (aka Football)
- Deloitte - Annual Review of Football FinanceHighlights can be downloaded at no cost. Search this site for other publications.
- Football Money LeagueA 2021 report from Deloitte's Sports Business Group.
- Football 50, 2021Annual ranking of the most valuable football (soccer) brands worldwide from Brand Finance.
- Spotrac - MLSFind contracts, payroll, team salaries and other data
- World Football Report, 2018Published by Nielsen Sports.
- Sports Sponsorship: getting what you pay forA 2019 report from Brand Finance.
Surfing / Bodyboarding
- SIMA - Surf Industry Manufacturing AssociationSee 'News & Information' most reports are limited to members.
Tennis
- Tennis Industry AssociationFind reports and other industry data under the 'Research' tab.
Find key government data, including reports and statistics using the following resources:
- U.S. Department of the Census - Industries at a GlancePerforming Arts, Spectator Sports, and Related Industries: NAICS 711
- U.S. Department of the Census - Industries at a GlanceSporting Goods, Hobby, Book, and Music Stores: NAICS 451
- U.S. Census - Statistics of U.S. BusinessesSporting & Athletic Goods Manufacturing - NAICS 339920; Sporting Goods - NAICS 451
For a list of miscellaneous reports, consult the following:
- Bonnier CorporationLinks to many Sports and Outdoor trade journals (under the Brands tab).
- Moag & CompanyInvestment Bankers and Advisors to the Sports, Media & Entertainment Industries. Reports available for download.
- NielsenSearch 'sports' for the latest available reports from Nielsen. Registration may be required
- So You Want to Be a Sports AgentAn article from Labor Law Journal, Winter 2006.
- Team Marketing ReportGo to 'Factbook' for Fan Cost Index for average ticket costs as well as concession data. Data available for information on National Leagues: Major League Baseball, National Football League, Hockey, & National Basketball Association.
- Outlook for the Sports Market in North America through 2023A report from PWC.
- Gender Balance in Global Sport ReportA 2016 report from Women on Boards.
- World's Most Valuable Sports Teams, 2021Ranked by Forbes magazine.
- How the World's Biggest Sports Properties Engages Fans in 2020A 2020 report from Nielsen.
- Sports Fans, 2021A demographic analysis of five sports fans categories (hockey, tennis, baseball, soccer, football) from marketing firm Foursquare.
Books and Reference Sources
The Sport Business Handbook: insights fro 100+ leaders who shaped 50 years of the industry by Call Number: Doheny GV716 S5854 2020Publication Date: 2020
Public-Private Partnerships for Major League Sports Facilities by Call Number: Doheny GV401 .L66 2013Publication Date: 2013
International Cases in the Business of Sport by Call Number: Business GV716 I5725 2017Publication Date: 2017
Sports Marketing: the view of industry experts by Call Number: Doheny GV716 B78 2016Publication Date: 2015
Brand Fans: lessons from the world's greatest sporting brands by Call Number: EBOOKPublication Date: 2017
Sport Facility Operations Management: a global perspective by Call Number: EBOOKPublication Date: 2019
For more, search the USC Libraries Catalog for books and periodicals using the following words and phrases:
- Sports AND marketing
- Sports AND finance OR economics
- Sports AND management OR administration
- Sports AND equipment OR manufacturing