Professors from the University’s James H. Warsaw Sports Marketing Center will soon be flying across the Pacific to China, and Nike will be footing the bill.
In the hopes of creating a major sports market in China, Nike has given a $150,000 joint grant to the University’s sports marketing program and The Fudan University School of Management in Shanghai, China. The grant, which will be spread over a three year period, will be used to cover travel and administrative costs.
“China features the largest population in the world, yet its sports marketing industry is truly in its infancy,” Rick Burton, Director of the Warsaw Sports Marketing Center, said.
 
Developing trained leaders is an essential part to China’s diversification in the sports market.
“When the leaders in China decided to make a credible bid for the 2008 Olympics in Beijing they needed to educate leaders in the industry, so they came to us,” Philip Romero the dean of the Lundquist College of Business said. “Our sports marketing program has been seen by many as the best sports marketing program in the country, if not the world.”
The partnership will place the Lundquist College of Business among several colleges and universities throughout the world that engage in faculty exchange programs with Fudan’s School of Management.
“Faculty from the Fudan Business school will come and sit in on classes, and we will send professors over to China to teach,” Romero said.
Contributions being made to public institutions from private businesses, “is a trend that we have been seeing happen for quite a while,” Michael Dreiling, a University sociology professor, said.
And, it seems to be a trend that may require a few questions.
“We have to ask the questions: Where is this going? Are these funds being used with integrity?” Dreiling said. “It can be a problem if the private interests determine the direction the University will go … It’s a matter of accountability.”
In this case the University’s focus is education.
“Nike is not trying to tell us what to teach or how to teach it,” Romero said. “We are preparing our students for careers in business, and if we get the chance to get a hold of qualified business people then we will jump at the chance.”
While Nike’s grant will aid the University’s program, Nike will gain from the project as well.
“The decision is very much in Nike’s interest,” Romero said. “But, it will be a long process, and I admire them for taking the time.”
Many involved say they think the grant seems to truly reflect a business relationship.
“It is an investment,” Dreiling said. “And we shouldn’t be surprised to see that the investment has returns.”
Despite the motives behind the grant, many say they believe that it will provide a more global perspective from which business students will greatly benefit.
“Overall it is a win-win situation because Fudan’s interests are identical to ours,” Romero said. “And it’s not because of the influence of Nike but because of what both schools will learn.”