Few people turn a casual chat into a life-enriching, global odyssey – but that’s exactly what David M. Carter and his longtime friend George Ross have done with their “25 by 75” sport and culture bucket list.
Carter, a renowned sports business consultant and university professor, has built a career around the intersection of sport, strategy, and storytelling. Now, he’s channeling that same insight into a personal mission with his friend: to attend 25 of the world’s most iconic sporting and cultural events – each in a different country and representing a different sport – before turning 75.
With 13 of the 25 already ticked off the list, Sports Tourism News spoke with Carter about the unique challenge, his favourite events so far, and what’s next on the schedule…
Top image: David and George watching the Los Angeles Dodgers and the Chicago Cubs in Tokyo, Japan
What inspired you and George to create the “25 by 75” list – and how did the rules about one sport and one country per event come about?
The initial inspiration came following my completing the visiting of every Major League Baseball stadium with my daughter – a pilgrimage that took five years. George, not wanting to be left out, posed the question, “Why aren’t we doing something like that, but on an even grander scale?” Because many great (and not-so-great) ideas are hatched over adult beverages, we sat down that afternoon and brainstormed the endless possibilities. We wanted to be sure to see the most iconic events worldwide and realised in order to do this we’d have to focus well beyond the domestic sports scene. We quickly realised that attending only one sporting event of its type would allow us to do so – especially if we bundled this idea with visiting each foreign country only once.
You’ve already attended some of the most legendary events on the planet – from the Running of the Bulls in Spain in 2016 to the FIFA World Cup final in Russia in 2018. Which experience surprised you the most, and why?
Each event carries with it a very different surprise or ‘wow’ factor. Nothing comes close to the adrenaline rush in Pamplona when running with the bulls, the aura of The Masters and Wimbledon, the pageantry of the Paris Olympics, the teamwork on display at The Iditarod, or the athleticism of those competing in the Ironman Championship. Because no two events are remotely similar, each brings with it anticipation, intrigue, and an unparalleled regard that can only be appreciated in person.
Planning these trips must be a logistical feat. What’s your approach to budgeting, time management, and securing tickets or access to such high-demand events?
Meticulous planning is a must. While we conduct research and speak to friends who have attended, we rely heavily on the insight of Bucket List Events, for whom we serve as Global Ambassadors. Their entire crew takes the guesswork out of so many of our events, whether travel logistics or securing event tickets. Having worked in the sports industry my entire career, I also get solid insight and recon from my colleagues. All of which helps us contain costs without sacrificing any aspects of once in a lifetime experiences.
You’re also a professor and consultant – what lessons from this personal project have translated into your professional world, or even your classroom?
The business lessons learned have been vast – from leadership, brand management, and customer service, to best practices in international business development, government relations, and crisis management. Each event, whether the likes of the Kentucky Derby or the Grand Sumo Wrestling Championships in Osaka, carries with it its own curated and distinct experience to those attending. At the same time these events routinely offer or promote a very different experience to others, such as the media, sponsors, other nations, or even other major global sporting events.
Looking ahead, which event is up next and what upcoming events are you most excited about?
The Winter Olympics in Milan – our 14th event – are up next, likely followed by F1, the Tour de France, or a SailGP race. As we continue to check amazing events off our list the next few years, we find ourselves needing to be more strategic than ever, especially given the fact that we cannot return to a country twice. As trite as it sounds, the most exciting event always tends to be the next one as, by definition, it offers something we’ve never witnessed before.
Finally, is there a ‘wild card’ event you hope to squeeze in if the opportunity arises?
We’ve been hoping to make it to the Isle of Man for the TT Race but timing and travel challenges continue to work against us. But we remain optimistic that a workaround will eventually be found because that race not only exemplifies the Bucket List but has been on it from day one.
David M. Carter and George Ross are global ambassadors for Bucket List Events. See more at mybucketlistevents.com
David M Carter is founder of the Sports Business Group and an adjunct professor of sports business at the USC Marshall School of Business