Teaching the Global Power of Sport, Olympics Through a Communication Lens

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.

“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.