The Business of Sports: Brand Matters

LAWRENCE, Kan. – ­Kansas Athletics’ Andrea Hudy and the University of Kansas School of Business will team up for “The Business of Sports: Branding Matters” conference on Friday, June 10 in the new Capitol Federal Hall located east of Allen Fieldhouse across Naismith Drive.
With the hopes of drawing a parallel between business and sport, Hudy, the assistant athletics director for sports performance, met with Neeli Bendapudi, the Dean at the KU School of Business, and together they came up with the idea for the conference. The daylong seminar will touch on the ways brands can influence the four main areas of an organization and will also explore the value of organizational branding through the lens of sports. 
Kansas men’s basketball coach Bill Self will give the opening remarks at the conference.  He will be followed by keynote speakers Ted Leland, Director of Athletics at the University of Pacific, Cliff Illig, Vice Chairman of Cerner and Co-Owner of Sporting KC, Phil Wagner, CEO/Founder of Sparta Science and ESPN Sports Journalist, Holly Rowe. Each of the guest speakers will touch on how a brand can influence the four major areas of an organization—people, partnerships, processes and payoffs.
“These are four great speakers that are at the top of their game in whatever they are presenting on,” Hudy said. “They are industry leaders.”
Other key topics will be the development of high-performing teams, the intersections of sports, business and entertainment, the culture of continuous improvement and the impact of media and money.
Hudy wants attendees to walk away from the conference with the understanding that they are a part of elevating the culture of whatever organization they are a part of.
“I want people to leave [the conference] with new ideas on creating a higher level of operation where they come from,” Hudy said. “It’s about creating a culture of empowerment, learning and success.”
Hudy wants those in attendance to see the parallels between sport and business and hopes this conference will allow the front runners in the industry to share ideas and information.
Those interested in attending can register online at until May 27. 
The event, which runs from 8:30 a.m.-4 p.m., is sponsored by Great American Bank, Dimensional Innovations and National Association of Collegiate Women Athletics Administrators. The official online source for Kansas Athletics, Williams Education Fund contributions, tickets, merchandise, multimedia, photos and much, much more.