Our guest is Dr. Joe cobbs, associate professor for Sports Business in the Haile/US Bank College of Business at Northern Kentucky University. Joe is in his sixth year teaching at NKU, and he has presented his research on rivalry in sports at conferences around the world in North America, South America, Europe, and Australia.

In this episode, Joe shares his expertise on rivalries—the art of rivalries, the deep emotions that people invest in them, and the big business behind the biggest rivalries in sports.