my paper has been turned down,funny said my conductor didn't understand it.

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my paper is about sports business ethics,and I'm major in sports and industry.I explained that the paper is the basic theory of sports,and I have viewed and study a lots thesis and monographs.But this work worthless to him.He advised me to change a subject.Just he doesn't understand the field. It is against my intention,and as a graduate student,I want to do some true researches. And I want to ask,sports business ethics is familiar to some persons in the countries such as USA,UK,Italia,or other west countries?