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.
In 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.
“Economics is good for analyzing anything,” Robinson says. “We’re the most universal discipline in the world.”
What’s the Class About?
This 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.
Robinson’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.”
Real-World Case Studies
Discussions 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.
Las 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.
The 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.
How It Works
Robinson 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.
Students 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?
The 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.
“Students are doing real economic analysis when they argue their points,” he says.
Why It Matters
Few 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.
Students 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.
“When they start seeing economics in their daily lives, it clicks,” Robinson says.
Copyright debates turn into mock trials; data lessons turn into passionate arguments about stats and loyalty.
“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.”
What Students Take Away
By the end of the semester, students walk away with an understanding of economic theory and for how money, culture, and human behavior interact.
Robinson hopes they also leave with curiosity. “There’s rarely just one answer,” he says. “The fun is in exploring the choices.”
