Mission & Vision | Gordon S. Lang School of Business and Economics

Mission & Vision

The vision of the institute is to:

“be the sought, referenced and intellectual home of sport business research in Canada, and the choice of doctoral students, media organizations, thought leaders and international collaborators in the field.”


The institute is diverse in its nature and globally focused on its research, impact and membership. The primary mandate of the institute is to collaborate with academics and industry from across the world to produce peer-reviewed and industry-impacting research of the highest quality and be recognized as a place where future scholars in sport business are trained. The work, membership and application of the institute will seek equity, balance and relevance to all genders, diverse groups, indigenous peoples, and persons with a disability.

A primary mandate of the institution is to connect the University of Guelph to industry experts and academic leaders who are seeking to advance the Canadian sport landscape and act as a “think-tank” to tackle the challenges that sport leaders face while trying to build a sustainable sport system, while positively supporting the five pillars of the University of Guelph’s Strategic Framework.

The institute endeavours to fulfil the University of Guelph’s mission to “improve life.” 


Leadership Team


Richard Pound, Chair of the Executive Advisory Board

Richard Pound, currently an International Olympic Committee member, is recognized as an industry leader in Canadian sport business. Throughout his extensive career that ranges more than a half-century in length, Richard has made a notable contribution to the business of sport and has been named to Time Magazine's 100 most influential people list. Other career highlights include acting as Vice President of the IOC for two terms, holding the position of President of the Canadian Olympic Committee (COC) from 1977-1982, being the founding President of the World Anti-Doping Agency (WADA), and being inducted into the Canadian Sports Hall of Fame as both an athlete and a builder in sport.


Ann Pegoraro, Director

Lang Chair in Sport Management and Professor in the School of Hospitality, Food, and Tourism. Dr. Pegoraro is also the co-Director of the National Network for Research on Gender Equity in Canadian Sport and is an experienced leader with a demonstrated history of working with the sport industry. Dr. Pegoraro's research focuses mainly on sport consumers, marketing and communication, including how different forms of media are used to establish connections with consumers of sport at all levels from amateur to professional. 


Scott McRoberts, Associate Director

Director of Athletics at the University of Guelph, Scott has spent more than 12 years in strategic management and fundraising with universities, national sport organizations and municipalities throughout North America. Previously, he worked with Stanford University, the University of San Francisco, San Jose State and the City of San Francisco, and was executive director of the Niagara Sport Commission. 


Lianne Foti, Assistant Director

Assistant Professor in the Gordon S. Lang School of Business and Economics, Foti received her MBA from EDHEC Business School, France and a Doctorate from the University of Bradford, UK. Her body of research largely focuses on ethical decision making, sustainable consumption, and social marketing and has been published in several peer-reviewed journals and featured in the Globe & Mail, CBC, and CTV News. Prior to her academic career, she worked in both the food and energy industries, helping brand sponsorships campaigns at the 2010 Winter Olympics and the 2012 NHL All-Star Game. She is as a former varsity rugby and ice hockey player and has also competed at the national level with ball hockey at three ISBHF World Championships.