Money is moving through sport in new ways and not always where people expect. In Episode 2 of Sport Intelligence: The State of Sport in Canada, host Paula Baker and Lang Chair Dr. Ann Pegoraro from the University of Guelph explore how sports betting, private investment, athlete branding, and shifting consumer behaviour are reshaping the economics of sport. As new revenue streams emerge, so do new questions about athlete protection, affordability, and who ultimately benefits. You’ll also hear from Basketball Canada CEO Michael Bartlett, who shares how national sport organizations are navigating rising costs, changing sponsorship landscapes, and growing pressure to do more with less. As sport evolves into a more complex business environment, are organizations equipped to manage the opportunities and risks that come with it?

This special edition limited-series podcast is brought to you by the Gordon S. Lang School of Business and Economics, and produced by Canada’s Sport Information Resource Centre (SIRC). Follow along to hear even more of the groundbreaking research and the strategies that propel our teams and athletes forward.