Horacio sat down with Dr. Bill Sutton, Principal at Bill Sutton and Associates and the Director Emeritus of the Vinik Sports Management Program at USF. He also served as Vice President of Team Marketing and Business Operations at the National Basketball Association working directly with Commissioner David Stern. Dr. Sutton's monthly column for the Sports Business Journal regularly challenges sports leaders and executives. He is regarded as one of the world’s leading voices in the sports marketing industry, having decades of experience in academia and the private industry.

Discussion topics include:

• Creating the Vinik Sports Management Program at the University of South Florida

• Transitioning from academia to the sports marketing industry

• Bringing the industry into the classroom and creating experiential learning

• Working at the NBA as VP of Marketing under Commissioner David Stern

• David Stern’s influence

• Improving work conditions and benefits in the sports industry

• Innovating the sports industry through employee benefits and technology

• Selling season tickets for dogs at Petco Park in San Diego

• Selling virtual reality and the metaverse to the sports industry

• Staying connected to build relationships and networks

• Thoughts on the NIL in college athletics

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