Sport Business in Contemporary Contexts

About Us The Institute for Sport Business seeks to deliver research with a real-world impact in an era of significant social, economic and technological change. The Institute comprises of an interdisciplinary research-led team, incorporating internationally recognised researchers from around the world interested in the business of sport (see ISB Academics). Our research interests span across our programme areas of management and leadership, sustainability and climate change, innovation, marketing, data analytics, and artificial intelligence.

We believe that sport is far more than a global industry, it is a powerful catalyst for social change, a testbed for technological innovation, and a platform for inclusive growth. The Institute for Sport Business is committed to redefining the global sport business landscape through world-class, cross-disciplinary research and forward-thinking education. We challenge the status quo and go beyond traditional academic boundaries to explore how sport can be a force for business reinvention, social transformation, and sustainable innovation.

At the core of our strategy are three interlocking pillars that define our impact: Sport Commercialisation Social Impact Technological Frontiers Unpacking our three-pillar approach Our strategy is anchored in three pillars that are redefining sport not just as an industry, but as a social institution and a platform for technological innovation. These pillars guide our research, teaching, and enterprise activity, allowing us to address the most pressing challenges and opportunities facing sport in a rapidly evolving global landscape. Sport Commercialisation We explore the future of sport as a global industry, from innovative revenue models and sport marketing to media, events, and international expansion.

Our work also examines ethical governance, athlete welfare, and the growing impact of geopolitical shifts on global sport markets and diplomacy. Social Impact We investigate how sport can drive positive social change. Our research focuses on diversity, equity, leadership, and integrity in sport, as well as sport for development and sustainability.

Technological Frontiers We explore how emerging technologies, including AI, data analytics, immersive media, and virtual sport experiences are reshaping sport performance, fan engagement, and business operations. These pillars underpin our ambition to lead globally in sport business research and innovation, in alignment with Loughborough University’s Strategy 2030: Creating Better Futures. The ISB PhD Culture Our doctoral research community drives world leading research within and across sport business industries with outputs that have positively impacted policymakers, commercial organisations, sports federations, elite sport teams as well as third sector agencies and institutions.

Recent research has examined the rapid growth in the business of sport, as well as leadership, change, and culture, consumer engagement, digital technolo