While the attributes of a good athlete are similar to those involved in growing a successful business, there are plenty of sports observers who have created and built great sports businesses. Many successful sportsmen continue their careers in very different ways than moving on sports management. The Sports Innovation Challenge is a national entrepreneurship programme where students, or recent graduates, have the opportunity to develop an innovative idea for a new sports product, service and/or technology. Enterprise should become part of the furniture, with degree programmes involved in the business of their subject. Not just for the business school! Natural scientists, sports, medical, everyone, might be the starting point of a new innovation and future business. Enterprise education develops an extended range of important skills and capabilities which traditional education assumes, or sometimes ignores. Modern business and future society need a greater range of sensibilities that include creativity, team working, project and resource management, and leadership.