From the commercial power of sporting rivalries to the growing opportunities in esports and entrepreneurship, the business of sports extends far beyond the playing field. That was the message Lawrence Cohen, a veteran sports executive with nearly four decades of industry experience, brought to students at The American University of Rome's Fall 2026 Business Lecture Series. Having held leadership positions with the Philadelphia 76ers, Anaheim Ducks, and Los Angeles Angels, Cohen offered an insider's perspective on the business behind professional sports, the industry's evolving career opportunities, and the value of adaptability in building a successful career.
Drawing on his career, Cohen explored what makes sports a distinctive business. Recalling the memorable 1992 NCAA basketball tournament game between Duke and Kentucky, which he attended, he described how the unpredictability and shared experience of live sports create lasting emotional connections between teams and their fans. These connections, he explained, are central to the industry's commercial appeal.
Cohen also highlighted the breadth of professional opportunities within sports, from marketing, sponsorship, and public relations to venue management, event operations, finance, and emerging fields such as esports and Name, Image, and Likeness (NIL). He encouraged students to look beyond the industry's most visible roles and recognize the range of business skills required to make sporting organizations successful.
Turning to entrepreneurship, Cohen shared experiences from establishing Beyond the Arc Sports*, including how an initial business concept involving discounted tickets evolved when teams proved reluctant to participate. His subsequent ventures illustrated the importance of identifying unmet needs, adapting to changing circumstances, and remaining open to unexpected opportunities.
Throughout the lecture, Cohen emphasized the value of practical experience, encouraging students to pursue internships, make themselves valuable to organizations, and, above all, "say yes" to opportunities to learn. Discussing leadership, he stressed that "Culture is paramount," particularly in an industry where demanding schedules and high expectations make a supportive working environment essential.
The discussion offered AUR students an inside perspective on a dynamic global industry while reinforcing lessons applicable well beyond sports: embrace opportunities, develop professional relationships, remain adaptable, and never stop learning.
* Beyond the Arc Sports is a specialized sports sales and marketing consulting firm founded and led by Lawrence B. Cohen, J.D..
The agency primarily focuses on developing and executing strategic initiatives centered on ticket sales and corporate sponsorships.
Lawrence Cohen (second from left) with AUR professors.
AUR student Elena Franco contributed to this article.