An introduction to the creative business strategies of building (planning, organizing, implementing, and evaluating) a sport organization, with a particular emphasis on major and minor league professional sports. Explores traits of creative thinking and decision making theories in application towards selecting a hosting city, site assessment, arena/stadium financials, roster assembly, sales tactics, and marketing initiatives, among other areas. Moreover, students investigate consumer behavior elements to determine target audience criteria and its alignment with brand identity, partnership opportunities, and communication strategies.