"Sports organizations are in a race to identify new, nontraditional revenue streams that are both profitable and sustainable over the long term. This race is complicated by a constantly shifting finish line and a barrage of new challenges and questions: How do I attract the global fan? Is there a way to draw high-value fans to the stadium without losing my traditional fans? Is the Internet simply a tool for dispensing information or could it be another channel for generating revenue? How can I give sponsors a more accurate picture of their investment? Is there real money in women's sports?

In this paper, the first in a series about the sports industry, we tackle these questions and more. Based on both our work with global sports organizations and industry research, it offers the A.T. Kearney perspective on the changing sports industry."