Changing the Game: My Career in Collegiate Sports Marketing [Paperback]

Jim Host (Author); Eric A. Moyen (Other)

ISBN: 9780813180427 | Published by: University Press of Kentucky | Year of Publication: 2021 | Language: English 296p, H229 x W152 (mm) 70 b&w photos

Changing the Game


Many Kentuckians and fans of intercollegiate athletics are familiar with the name Jim Host. As founder and CEO of Host Communications, he was the pioneer in college sports marketing. Host's prevailing innovation in collegiate sports was the concept of bundled licensing, which encouraged corporate partners to become official sponsors of athletic programs across media formats. Host and his team developed the NCAA Radio Network and introduced what became known as the NCAA's Corporate Partner Program, which employed companies such as Gillette, Valvoline, Coca-Cola, and Pizza Hut to promote university athletic programs and the NCAA at large. Host was involved with the construction of Rupp Arena, the Kentucky Horse Park, and the KFC Yum! Center. But few know his full story.

Changing the Game is the first complete account of the entrepreneur's professional life, detailing his achievements in sports radio, management, and broadcasting; his time in minor league baseball, real estate, and the insurance business; and his foray into Kentucky politics, including his appointments under governors Louie B. Nunn and Ernie Fletcher. This memoir provides a behind-the-scenes look at the growth of big-time athletics and offers solutions for current challenges facing college sports.

Table of Contents

Preface Growing Roots Chasing Dreams In Search of a New Dream Exploring Life in Politics Running for Office and Running a Business Business in the Bluegrass and Beyond Working in an Ever-Changing Environment The NCAA and Corporate Sponsorships Back to Kentucky and Bundled Rights The Solid South Surviving an Era of Crisis My Last Great Pitch for the NCAA A Time of Transition The KFC Yum! Center Epilogue

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