CEO of Next League Releases New Book on Smarter Technology Investment in the AI Era

April 14, 2026

In The Business of Sports Technology, David Nugent offers a decision-making framework for sports executives navigating accelerating tech change

/ENDURANCE SPORTSWIRE/ – As artificial intelligence and emerging technologies rapidly reshape the sports industry, David Nugent, cofounder and CEO of Next League, today released his latest book aimed at helping sports executives make smarter, more strategic technology decisions.

In The Business of Sports Technology: How to Make Smart Decisions That Drive Your Organization Forward (Sports Business Journal Publishing, April 14, 2026), Nugent believes that technology failures are caused by strategy misalignment rather than investment in flawed tools.

“Innovation without identity is just expensive experimentation,” Nugent writes. “Before organizations invest in AI, data systems, or new platforms, they must first define who they are, where they’re going, and what outcomes truly matter.”

Drawing on more than three decades of experience advising the biggest brands in American sports—brands such as NASCAR, USOPC, and TMRW Sports—Nugent outlines a practical framework for leaders responsible for high-stakes decisions impacting revenue, fan engagement, venue operations, media, and long-term brand value.

The Business of Sports Technology explores:

• Why sports organizations often overspend on technology that doesn’t align with their strategic priorities
• The risks of rushing AI adoption without outcome clarity
• How leadership identity should drive technology strategy
• The difference between buying tools and building organizational capability
• A structured approach to evaluating vendors, implementation, and long-term value

At a time when sports organizations face mounting pressure to innovate quickly, Nugent challenges leaders to build decision frameworks that reduce risk while improving long-term performance.

David Nugent is available for interviews, features, and events. The Business of Sports Technology is available through Amazon, Barnes&Noble, and Amplify Publishing. To learn more about the author and book, please visit www.davenugent.com.

About Sports Business Journal Publishing

Sports Business Journal Publishing is an imprint of Amplify Publishing Group, which is a leading independent hybrid publisher that is passionate about ideas and voices that need to be heard. APG publishes across a wide variety of genres and is the culmination of twenty years of experience acquiring, producing, marketing, and distributing books.