At the University of Nevada, Las Vegas, students in ECON 321: Economics of Sport and Entertainment are examining how major events shape regional economies and consumer behavior. Led by assistant professor Bill Robinson, the course uses real-world examples such as the Super Bowl, Taylor Swift’s concert tours, and the Backstreet Boys’ Las Vegas residencies to illustrate core economic principles. Rather than focusing solely on equations, the class emphasizes decision-making, market dynamics, and the distribution of financial benefits from large-scale entertainment ventures. n nRobinson describes Las Vegas as a “living economics lab,” where stadium developments, high-profile events like the Las Vegas Grand Prix, and venues such as the $2.3 billion Sphere offer tangible case studies. Students analyze how public funding for private projects influences communities, whether hosting mega-events yields long-term returns, and who ultimately gains from tourism surges. n nThe curriculum also touches on copyright law, performance analytics, and creative ownership, encouraging interdisciplinary thinking. With teams like the Raiders and Golden Knights based in the city—and the Athletics’ potential relocation—students assess how sports franchises affect urban development. Discussions often resemble lively debates rather than traditional lectures, fostering deeper engagement. n nParticipants come from diverse academic backgrounds, including business, hospitality, and communications, all connecting course material to their fields. According to Robinson, the goal is for learners to recognize economic patterns in everyday experiences—from ticket pricing to fan loyalty. When students passionately argue over the greatest athlete of all time, they’re also practicing cost-benefit analysis and incentive evaluation. n n“Some days it feels more like a pregame show than a lecture hall,” Robinson notes. “That’s exactly how I want it. Students aren’t just studying economics—they’re applying it.”
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The Course: Economics of Sport and Entertainment
It’s Super Bowl week and as fans debate ticket prices, commercials, stadium costs, and who really profits from mega-events, students in ECON 321: Economics of Sport and Entertainment are asking those same questions through the lens of economic theory. n nIn economics assistant professor Bill Robinson’s classroom, lessons come alive through clips from Raiders highlights at Allegiant Stadium, sold-out performances by Taylor Swift and Beyonce, and the occasional debate over who’s really the GOAT. n n“Economics is good for analyzing anything,” Robinson says. “We’re the most universal discipline in the world.” n nWhat’s the Class About? n nThis course blends sports, entertainment, and economics into one dynamic learning experience. Students look at how market forces shape everything from major league sports to music tours, and how those industries drive billions in economic impact. n nRobinson’s goal is to help students see how economic theory connects to everyday choices. “It’s not just about numbers,” he says. “It’s about understanding behavior, incentives, and the value people place on experiences.” n nReal-World Case Studies n nDiscussions in ECON 321 are grounded in current events. One week, students break down the Las Vegas Aces’ latest championship. Another, they analyze how major residencies — like the Backstreet Boys — drive tourism and demand across the Strip. n nLas Vegas offers a unique vantage point for these conversations. The city hosted Super Bowl LVIII in 2024 at Allegiant Stadium, providing a recent, local example of how a single sporting event can reshape hotel demand, staffing, pricing, sponsorships, and public investment decisions — long after the final whistle. n nThe Las Vegas Grand Prix generated hundreds of millions in local economic activity, and the $2.3 billion Sphere redefined what a live venue can mean for a city’s economy. With teams like the Raiders and Golden Knights anchoring the city’s sports identity — and the Athletics’ relocation on the horizon — Las Vegas continues to evolve as a global sports and entertainment destination. n nHow It Works n nRobinson calls Las Vegas a “living economics lab.” Every week offers a new example, from championship parades to residency announcements to debates over public funding and private profit. n nStudents examine incentives, costs, and who truly benefits from large-scale events. They also dig into complex questions: Why do cities compete to host the Super Bowl? Does public funding for stadiums pay off? And how is economic value distributed across communities? n nThe course looks at macroeconomics but also dives into copyright law, creative ownership, and performance analytics. And when the GOAT debates get loud, Robinson knows that’s where real learning happens. n n“Students are doing real economic analysis when they argue their points,” he says. n nWhy It Matters n nFew places offer a better setting for this course than Las Vegas. The city’s unique mix of sports, entertainment, and tourism offers students a front-row seat to how economics works in real time. n nStudents from business, communication, hospitality, and the arts all find connections in ECON 321. They learn how ticket prices are set, how teams decide where to play, and what drives people to spend big on experiences that matter to them. n n“When they start seeing economics in their daily lives, it clicks,” Robinson says. n nCopyright debates turn into mock trials; data lessons turn into passionate arguments about stats and loyalty. n n“Some days it feels more like a pregame show than a lecture hall,” Robinson says with a smile. “That’s exactly how I want it. Students aren’t just studying economics — they’re using it.” n nWhat Students Take Away