ABSTRACT
The sports business ecosystem is reflective of business communities and wider society more broadly. The contradictory and complex nature of sport makes it an extremely rich subject area to examine. This chapter examines sports business from a gender perspective looking at how and why sports business is structured in a manner which prioritises privilege. Sports business and its associated scholarship is dominated by men and patriarchal hegemonic structures make it challenging for other people to be seen and voices to be heard. This chapter focuses its investigation on the areas on leadership, mega events, media and the business case for inclusion and diversity. Sports business can provide the chance to transform social injustices but resistance to change is also discussed. Sports business management as a subject discipline and a sector is one which is due a reform in order to address marginalising, inequitable power structures.
