Last Updated on June 6, 2023
Interview with Professor Bob Heere
Sports Degrees Online had the chance to interview Professor Bob Heere, Professor of Sport Management at the University of North Texas. In the interview, Dr. Heere touches on subjects including how sport management is unique in the U.S., factors that international students should keep in mind, Esports, and the importance of taking advantage of experiential opportunities.
About Professor Bob Heere
University of North Texas (UNT) at Frisco
Professor Bob Heere is the Director of Sport Management at the University of North Texas (UNT) at Frisco, TX. Originally from the Netherlands, Dr. Heere has held a number of high-profile positions in the sports industry, including president of the NAASM. His primary research focuses on the sense of community and social identity fostered by sport around the world.
Interview
I see that the University of North Texas recently placed in the top ten of the Sports Innovation Project’s assessment of sport management research contribution ranking. Can you speak a bit about current trends in sport management research and the future of sport management research at UNT?
One of the biggest shifts in the sport entertainment industry over the last decade has been the need for data, and consequently, finding the best ways to analyze and/or monetize this data. From that perspective, it becomes more and more important to sport management programs to have faculty that remain current in their research and are engaged fully into that process.
“One of the biggest shifts in the sport entertainment industry over the last decade has been the need for data, and consequently, finding the best ways to analyze and/or monetize this data.”
We actively pursue faculty to join us who have a promising research agenda that is relevant to the industry. Dr. Walker is an expert on the social responsibilities and potential strategies of sport organizations, Dr. McCharles is specializing on diversity, equity and inclusion, Dr. Won focuses on pricing strategies of sport organizations, and my primary interests are in fan engagement.
The Dallas Cowboys noted that you have “conducted research on sport on five continents, with scholars from more than 20 different nations.” What advice do you give students looking to study sport far away from their home, or event students who are working with team members cross-culturally?
Sport is a cultural good, meaning that it is highly heterogeneous across cultures. While sports like soccer, basketball and tennis seem global, it hides that there are enormous differences between nations on their favorite sports. Football in the States, Hockey in Canada, Speed skating in the Netherlands, Pro-cycling in France, Table Tennis in China are great examples of sports that might not draw a global audience but have a passionate following in their own nation.
Not only are there big differences in popularity of sports, but the way sport is organized in the United States is also very different from the rest of the world, and these differences are apparent at all levels of sport. The integration of sports within the educational system, the popularity of college sports, the league-franchise model, competitive balance measures, and just the general view of sports as a business first and foremost are all things that are not necessarily shared by other nations, and exposure to these differences would be extremely beneficial to any students.
My advice would be to be open to these differences, and not assume that the “American way” is the only way.
“The way sport is organized in the United States is also very different from the rest of the world, and these differences are apparent at all levels of sport. The integration of sports within the educational system, the popularity of college sports, the league-franchise model, competitive balance measures, and just the general view of sports as a business first and foremost are all things that are not necessarily shared by other nations, and exposure to these differences would be extremely beneficial to any students.”
What should international students in particular look for when deciding on a sport management program in the US (that might be different from elsewhere in the world)? Why should students consider a sport-related education or career in Texas in particular?
It really depends on what they are looking for. Our program has a very strong focus on the sport entertainment industry and professional sports, and we are fortunate to have the ability to work closely with partners such as the Dallas Cowboys and the PGA of America, but also to engage with innovative pro sports teams such as the Texas Rangers, the Dallas Mavericks, FC Dallas and the Dallas Stars, and organizations like Learfield and Topgolf, who both have their headquarters in our metroplex.
If students are passionate about pro sports, [North Texas is] probably one of the best destinations, but if students are interested in learning about collegiate sports, and are more comfortable in smaller college towns, there are definitely better programs out there. Texas in general is an excellent destination though. Houston and Dallas offer direct flights to anywhere in the world, and Texas is one of the fastest growing states in the US.
“Texas in general is an excellent destination though. Houston and Dallas offer direct flights to anywhere in the world, and Texas is one of the fastest growing states in the US.”
For more information about programs in Texas, visit our Sport Management Degree Programs in Texas guide
Looking at students who you have taught and have gone on to be successful in the sports industry, what traits did they possess as students that contributed to their success?
Without exception, they all took maximum advantage of the opportunities we offered them outside the classroom. They volunteered at events, they actively networked with our guest speakers, and course project clients, and pursuits internships and other opportunities from day one. Sport organizations are looking for such experiences when they are hiring, and a strong GPA is simply not enough in itself.
“Without exception, they all took maximum advantage of the opportunities we offered them outside the classroom. They volunteered at events, they actively networked with our guest speakers, and course project clients, and pursuits internships and other opportunities from day one. Sport organizations are looking for such experiences when they are hiring, and a strong GPA is simply not enough in itself.”
While Esports is becoming more popular and the size of the industry is growing, it is still a fairly new field. What challenges do you see young people facing who are looking to build a career in Esports?
While Esports is growing, it is still a relatively small industry, and it is quickly evolving, as many Esport organizations are still defining their business model (and settling on different ones). Traditional Esports are still keyboard or controller driven in a two-dimensional environment, whereas organizations like Facebook are all-in on virtual sports in the metaverse. That shift alone could change everything in that industry.
“Traditional Esports are still keyboard or controller driven in a two-dimensional environment, whereas organizations like Facebook are all-in on virtual sports in the Metaverse. That shift alone could change everything in that industry.”
With that in mind, I would urge students to not get too specialized in their preparation for the industry, and not ignore the importance of more general skills such as sponsorship, sales, marketing and event operations. Regardless of whether you work for an Esports organization like Complexity or Envy Gaming, or the Dallas Cowboys or the Texas Rangers, the underlying skillsets to work for either organization remains largely the same, and you see many executives move back and forth between the two industries. Get the specific Esports knowledge and expertise through your internships, volunteering opportunities and class projects.
“I would urge students to not get to specialized in their preparation for the industry, and not ignore the importance of more general skills such as sponsorship, sales, marketing and event operations.”
Can you speak a bit about the role of NASSM and some resources that students can take advantage of to help build and grow their career in sport management?
NASSM is first and foremost a resource for professors and doctoral students by providing a platform for them to communicate, disseminate and be exposed to the latest research in our field.
For those students who are interested in potentially pursuing an academic career, the annual NASSM conference is a must-attend event. The Journal of Sport Management, which is owned by NASSM is one of the best journals in the field, and while for many students, their articles might be hard to digest, they are extremely valuable to showcase some fo the latest trends in the sport industry and very informative.