Students in Brad Horn’s Managing Global Brands of Sport: An International Public Relations Study class learned about global sport through the communication lens during a three-week immersion experience in Lausanne, Switzerland.
Historically, the Olympics have provided countless memorable athletic achievements—the Miracle on Ice men’s hockey team upsetting the Soviet Union at the 1980 Winter Olympics in Lake Placid, New York; the Dream Team capturing gold at the 1992 Summer Olympics in Barcelona, Spain; gymnast Kerri Strug shrugging off an ankle injury to lead Team USA to its first-ever team gold medal at the 1996 Summer Olympics in Atlanta, Georgia, just to name a few.
And while there are sure to be impressive performances when the world’s best athletes converge in Paris, France, for the upcoming Summer Olympics, the Games are also an opportunity to showcase the global power of sport, which is the focal point of Brad Horn’s recently concluded Managing Global Brands of Sport: An International Public Relations Study class, held for three weeks in Lausanne, Switzerland, as part of an immersion experience for Syracuse Abroad students.
Brad Horn
“We focus on how to bridge the gap between what Americans know about sports in our country compared to global sport through communications,” says Horn, associate dean for strategic initiatives and professor of practice in public relations in the S.I. Newhouse School of Public Communications.
“Look ahead to what the U.S. is going to see in sport. We’re hosting the 2026 World Cup, the 2028 Summer Olympics are being held in Los Angeles and the 2034 Winter Olympics potentially will be hosted in Lake Placid. This is a decade where those working in U.S. sports will be working with and dealing with global sport entities like never before, and there’s a big knowledge gap. I want to do my part to help prepare students to better understand that landscape.”
Horn’s professional background in communications and public relations includes working for more than 20 years in Major League Baseball (MLB) and with the Baseball Hall of Fame, serving as an ambassador at the World Series, the World Baseball Classic, the All-Star game and MLB International before heading up communication and education for the U.S. Anti-Doping Agency.
“This idea of global sport has always been part of my DNA,” says Horn, who sat down with SU News to discuss the objectives of his class, the important takeaways and how his students leave with a broadened understanding of the global power of sport.
Students pose on the floor of the Union Cycliste Internationale’s headquarters in Aigle, Switzerland.
This is an immersion into global sport through the communication lens. We look at how organizations communicate through their sport or their sport’s governing body about cultural and geopolitical issues with stakeholders around the globe. The idea is to give students various perspectives from organizations like the International Olympic Committee, FIFA, the International Testing Agency, anti-doping agencies, FIBA, the World Baseball Softball Confederation, the Union Cycliste Internationale and more. These were some of the bigger organizations we visited this year.
Our students also work a two-day Hosts and Federations Summit, where 300 delegates came to Lausanne to pitch their cities on major sporting events, to pitch their sport to match with a city or to pitch their rights to sell these sporting events. It gives students a chance to look at sport in an entirely different way than what we think about in the U.S., which is so focused on the four major sports [football, basketball, baseball and hockey] and on college sports. They get to study how global sport governance works and how communication is developed at a central office. It’s an immersion that gives them a front row seat into global sport communication.
We’re trying to understand the origins of sport in places like Greece, Switzerland, China and Australia. The origins are not in the four major sports in America, which are so young compared to the historical lens of the Olympiad. We look at the lessons we’ve learned during the modern Olympics by bringing people together across cultures. We look at moments like the 1936 Summer Olympics in Germany, when Adolf Hitler used the Olympics as his propaganda and Jesse Owens, the great Black American track and field athlete, refused to interact with Hitler and his racist agenda while winning four gold medals.
We spend time trying to understand the idea of Olympism, a philosophy that emphasizes the wholeness of body, will and mind, combining sport with culture and education. We examine how the media prepares for the Games, the questions the press could be asking the host country and how people are representing their nations from a media standpoint.
We then look at how the Olympics create this idea that sport unites us during a time when the world is so polarized. As communicators, there are two questions we always want to answer in public relations: Who are we trying to reach and what are we trying to get them to do? In sport, we’re not just trying to get a box score out there and hope fans see it. We’re trying to think deeply about passion and fan engagement and how we can unlock this fandom.
These students realize that the U.S. is not the center of the sports world. We went to the Centre for Sport and Human Rights to help students understand that not everything that glitters is gold when it comes to sport. There are human rights atrocities and violations of athletes’ rights. There are violations of worker rights when stadiums are being built for competitions. Migrant workers died building stadiums for the World Cup in Qatar.
These issues are all becoming bigger with each passing day. I feel very passionate about this immersion experience because it truly gives students a sense that sport is a lot more than just the NBA Finals, the Super Bowl or seeing a great Aaron Judge home run. Globally, sports are tied into societies and into national pride, and communicating across those cultures is really challenging.
