From outside lane to inside track: sport management research in the twenty-first century

Purpose - Major changes have taken place in sport in recent years, which has consequently led to the emergence and development of ail associated sport management literature. To date, this literature has been confined to the margins of management theory and research, although the development of sport has been such that a multitude of opportunities now exist for academics and practitioners to address the most pertinent issues facing sport management. This paper aims to focus oil the changes and to address the issues arising from them. Design/methodology/approach - The paper begins by providing a brief overview of the development of sport. It then explores the fundamental elements of sport that mark it Out as being different from other products or industrial sectors., This covers the following areas: the uncertainty of outcome; competitive balance; contest management; collaboration and competition; and performance measurement. The paper then considers the management issues pertaining to the models of sport employed in, for example, the United States and Europe. Following on from this, the internationalisation and globalisation of sport, linked to developments in new media technology, are examined. Findings - Some emerging issues in functional management areas are highlighted, including the development of sponsorships; the need for sport to adopt a strategic approach to PR; and ensuring the needs of multiple market places are met through appropriate scheduling of games and events, alongside a range of possible foci for future sport management researchers. Originality/value - This paper highlights a range of issues for sport management researchers and highlights which aspects of sport management require the specific attention of researchers.