6 pages on Current Issues and Trends in Sport Management

prompt: Using the Sport Business Journal as a guide, students are to identify 3-5 current issues and trends affecting the sport management industry. These contemporary issues should be big picture-type themes.

– Corruption in college sports

– Discrimination among athletes, sports, etc.

– NIL in collegiate athletics

SOLUTION

Current Issues and Trends in Sport Management

Introduction

The sport management industry is undergoing rapid transformation in response to evolving legal, ethical, social, and economic dynamics. From college athletics to professional leagues, today’s sport leaders must navigate complex challenges and adapt to shifting expectations. The Sport Business Journal and other trade publications have spotlighted a range of emerging issues that have far-reaching implications for sport governance, athlete welfare, and the commercial viability of the industry. This paper explores three major trends currently shaping the landscape of sport management: corruption in college sports, discrimination in athletics, and the evolving Name, Image, and Likeness (NIL) policies in collegiate sports.

1. Corruption in College Sports

Corruption within collegiate athletics is not a new issue, but recent events have brought renewed scrutiny to governance failures and unethical practices. At the heart of this issue is the imbalance of power and the extraordinary revenue generated by programs, particularly in NCAA Division I football and basketball. Coaches, athletic departments, and institutions have been accused of recruiting violations, illicit payments to athletes, and academic fraud—all in pursuit of competitive and financial advantage.

The Sport Business Journal has reported on ongoing investigations and legal proceedings involving programs accused of violating NCAA rules. A notable example is the FBI’s 2017 probe into college basketball recruiting, which implicated several major programs and led to sanctions, coaching firings, and administrative upheaval. More recently, controversies surrounding sports gambling and booster involvement have added another layer of complexity, calling into question the ability of the NCAA to regulate fairly and consistently.

The sport management implication here is profound: athletic administrators must prioritize transparency, strengthen compliance protocols, and foster ethical cultures within their programs. Moreover, sport managers will need to implement stricter governance frameworks to monitor third-party involvement, particularly as revenue streams diversify.

2. Discrimination in Athletics

Discrimination—based on race, gender, sexual orientation, and socioeconomic status—remains a significant challenge in sport. Despite the progress made through policies like Title IX and league-wide diversity initiatives, systemic inequalities persist. This is especially evident in the underrepresentation of women and people of color in leadership positions within athletic organizations, unequal pay and sponsorship opportunities, and ongoing bias in media coverage.

Athlete activism has played a major role in bringing these issues to the forefront. Players in leagues like the NBA, WNBA, and NFL have leveraged their platforms to address racial injustice, LGBTQ+ rights, and gender equity. The response from management, however, has been uneven. Some organizations have embraced social change, while others have resisted, fearing backlash from sponsors or fans.

In collegiate sports, issues of access and inclusion also affect recruitment and retention. For example, athletes from low-income backgrounds may lack access to training facilities or exposure, and female athletes still face inequitable treatment in terms of facilities, travel, and media attention—as highlighted by the 2021 NCAA women’s basketball tournament disparities.

From a sport management perspective, these issues demand a comprehensive approach to diversity, equity, and inclusion (DEI). Managers must not only comply with anti-discrimination laws and policies but also lead proactively by creating inclusive cultures, equitable policies, and development pipelines that support underrepresented groups.

3. Name, Image, and Likeness (NIL) in Collegiate Athletics

Perhaps the most revolutionary shift in college sports in recent years has been the legalization and regulation of Name, Image, and Likeness (NIL) compensation. As of July 1, 2021, NCAA athletes gained the right to profit from endorsements, social media deals, and other commercial opportunities—a move long fought for by student-athlete advocates and legal experts.

This change has fundamentally altered the landscape of college athletics. Athletes can now sign with agents, negotiate sponsorships, and earn significant income while maintaining amateur status. Stars like LSU’s Livvy Dunne and Colorado’s Shedeur Sanders have built lucrative brands, while mid-level athletes have pursued local endorsements and online monetization.

However, the rapid implementation of NIL rules has led to confusion and inconsistency across states and institutions. There are concerns about the role of third-party collectives, disparities in earning potential, and the impact on team dynamics. The Sport Business Journal has highlighted how athletic departments are scrambling to build infrastructure to support athletes in this new era—through education, compliance tracking, and marketing support.

For sport managers, NIL introduces a host of operational and strategic challenges. They must develop policies that comply with both state law and NCAA guidelines, advise athletes ethically, and protect the integrity of the sport. NIL also introduces new business opportunities, as sport programs partner with brands, donors, and digital platforms to support athlete monetization in ways that align with institutional values.

Conclusion

The field of sport management must evolve in response to a changing cultural, legal, and economic environment. Corruption in college athletics threatens the legitimacy of institutions, discrimination undermines the values of fairness and opportunity, and NIL transforms the athlete experience in fundamental ways. These trends are not isolated; they reflect deeper tensions between tradition and innovation, profit and purpose, control and empowerment. To lead in this dynamic industry, future sport managers must be adaptable, ethically grounded, and strategically prepared to shape the future of sport in a way that is inclusive, transparent, and sustainable.

References

Note: Actual references must be added based on academic and trade sources. Here’s a suggested placeholder format in APA 7th style.

Sport Business Journal. (2023). NIL: Two years in. Retrieved from https://www.sportsbusinessjournal.com/
Lopiano, D. A., & Zimbalist, A. (2022). Unwinding the NCAA’s legal web: A guide to reforming college sports. Journal of Legal Aspects of Sport, 32(1), 15-28.
Cunningham, G. B. (2020). Diversity and inclusion in sport organizations: A multilevel perspective. Routledge.
Edelman, M. (2021). From student-athletes to student-earners: How NIL rights are redefining college sports. Marquette Sports Law Review, 31(2), 247–270.
NCAA. (2021). Name, image and likeness (NIL) frequently asked questions. Retrieved from https://www.ncaa.org

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