is the David B. Falk Endowed Professor of Sport Management in the Falk College.
Rick Burton
Will pro sports continue to earn fans from younger generations? Or are they still catering to baby boomers and unwilling to learn how to attract someone born in 2010? Burton is a co-author—with Norm O’Reilly, director of the International Institute for Sport Business & Leadership at the University of Guelph and partner consultant at T1—of an essay for Sports Business Daily that argues pre-teens will have even less interest in baseball or football than our current college students.
To read their opinion piece in its entirety, visit .
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