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Excerpt — Sport Business Handbook

Building a brand that reflects your core values

There is a singular goal that drives us every day at Major League Soccer, and that is to be one of the top soccer leagues in the world.

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Pushing the boundaries of technology in sport

Angela Ruggiero challenges sport leaders not to lose the human essence of the sporting experience as technology continues to profoundly influence the industry.

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The constancy of good marketing

But what if, as you are reading this, you are saying, “Well, Rick, that was good for Jordan back in the 1980s when companies like Nike or Gatorade could create image trajectories for athletes they liked."

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