A narrative approach: The possibilities for sport management

•Stories can be used to re-present research data.•Stories can help to disseminate research to diverse audiences.•Stories bring coherency to diverse quantitative and qualitative data sets.•Attempting to use stories can bring benefits and challenges to those working in sport management.

This paper connects with practitioners and scholars in sport management regarding the utility of adopting narrative inquiry, and more specifically stories as a medium to re-present research findings. We map out the broad field of narrative inquiry and also discuss what features are required to constitute stories. Drawing from some sport management research undertaken on behalf of The English Football Association, we offer one story crafted to re-present data generated. We discuss the benefits and challenges of using stories as a means of data re-presentation. The paper concludes by offering our thoughts regarding the contributions stories make to research in sport management.