The Business of Sports Technology: How to Make Smart Decisions That Drive Your Organization Forward - Hardcover

David Nugent

Hardcover

ISBN 13: 9798891383593

Publisher: Sports Business Journal Publishing, 2026

Synopsis

Why you shouldn't pay for technology that doesn't pay you back . . .

Technology is no longer a siloed expense that sports organizations need to consider in the operation of their businesses. Mature sports organizations leverage technology as a central driving force behind the way they grow their businesses and create efficiencies and new revenue streams. By strategically integrating technology decisions into capital and operational investment planning, executive leadership can accelerate growth, reduce risk, and extract labor/cost.

David Nugent has been advising the biggest brands in sports for three decades. As a leading sports business technologist, Nugent helps clients make thoughtful choices about implementing and expanding the technology needed to keep fans engaged, partners happy, and expose previously unavailable revenue streams. In The Business of Sports Technology, he will teach you how to navigate the complex, ever-evolving business technology ecosystem.

Rather than approaching technology from an engineering perspective, Nugent approaches it practically. He deeply cares about the quality of technology development and deployment, but focuses primarily on how technology helps sports organizations make money. That’s why this book is called The “Business” of Sports Technology.

In a battle between business goals and flashy technology, he suggests you choose the business goals every time.

This is the consummate insider’s guide to how sports organizations should think about the way they leverage technology to create efficiency and grow their businesses. It is both a philosophical approach to building the right organizational structure and mindset and the way to set technology projects up for success. The pace of change in sports technology continues to accelerate, but the patterns of success and failure appear evergreen.

Nugent surveys current challenges while providing a peek into the future of technology still being explored and perfected.

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About this title

About the Author

David Nugent is cofounder and CEO of Next League, a technology advisory and solutions provider that exclusively services the sports industry. Next League is the fifth tech startup that Nugent has founded or cofounded over three decades of successfully launching, growing, and running new businesses.

Nugent’s previous book, Zero Sales: Generating Services Revenue Without Selling, is based on his experience working in and managing commercial organizations. Throughout his career, he’s helped generate hundreds of millions of dollars in revenue working with sports organizations.

Nugent is a regular on the thought leadership circuit, having spoken at many Sports Business Journal conferences and Leaders Sport Business summits, among others. He has conducted one-on-one conference interviews with some of the world’s top executives, including Meredith Kopit Levien (CEO, New York Times), Anthony Noto (CEO, SoFi), Dan Beckerman (CEO, AEG), and many others.

Nugent has a bachelor of arts degree in English from Ithaca (NY) College; is an avid writer, illustrator, woodworker, and fisherman; and trades time between New York City and the east end of Long Island with his wife and three children.

Edition details

• Publisher: Sports Business Journal Publishing
• Publication date: 2026
• Language: English
• ISBN 13: 9798891383593
• Binding: Hardcover
• Number of pages: 240