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Gateway Seminar: Sports (19CIE25851)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Carles Cantó Naves Dirección General y Estrategia ENG


To be a participating student in, and have enrolled for the Sports Cluster requirements of, ESADE Business School's MSc in Marketing Management; OR to be an enrolled student in good standing in any of ESADE's MSc Programmes in Management (in which case students would be taking the class as an optional Skills Seminar). Pending availability and approval of program direction, students of other ESADE programs may also be allowed to audit the course, for no credit.


The global sports industry, valued at nearly 1.5%.2% of global GDP, has a high public profile. Yet many fans of teams, leagues, competitions and athletes are unaware of the full scope of the global sports industry and its major drivers of growth and revenue, as well as the professional and investment opportunities provided by the sector.
This Gateway Seminar for ESADE's Master in Marketing Management (also offered as a Skills Seminar to students of other ESADE programs), aims to provide students with a general overview of the global sports sector, including its main levers and stakeholders, as well as their interrelationship.
Specifically, it looks to introduce students to main 'branches' of professional activity within the sector, including: athlete representation, generation of revenue, sponsorship, events, innovation and sports.
Furthermore, the course will offer students an opportunity to put their learnings into practice through a final project analyzing important trends and entities within the industry, as well as to begin identifying possible career paths for graduates, all while developing a clear idea of the value that can be provided by professionals with a background in Marketing Management.

Course Lecturers/Coordinators:

Carlos Cantó, CEO of SPSG Consulting; Member of the Board of the Spanish Marketing Association; former Vice President of the Consulting division at Lagardère Sports; previously Vice President, IMG Consulting (Sponsorship and Sport) & Head of Public Sector and Tourism. He is also a member of the Advisory Board of WFS - World Football Summit. He leads the majority "Sports Business" couses at ESADE. Academic background: ESADE BBA+MBA 1990 and CEMS Master (HEC) participant.

Course Learning Objectives

- To understand the size and scope of the sports industry on a national/international level;
- To identify the main levers and stakeholders of the industry, and their interrelationship;
- To understand the primary sources of revenue in the sector, and the role of innovation in creating value;
- To identify the various career paths in the sector, and the value that management graduates can add;
- To hear directly from practitioners and specialists currently working in the sector on local/global level;
- To perform a final project allowing students to be conversant in the sector and its various topics.


1. The Sports Business Ecosystem

Overview of the sports business ecosystem, introducing the main categories of stakeholders

2. Revenue streams: sponsorship

Sponsorship: much more beyond Brand visibility. two perspectives: Brand perspective and property perspective

3. Other revenue streams: venues and media

Overview of other sports revenue streams, from a property perspective, including revenue generated via the venues

4. Innovation in sports

Main tech and non-tech innovation in the sports industry. Main take aways and learnings. What Will be the "next big thing"?

5. Group project

The course will challenge the students, who Will be analysing and presenting (second day) a business case (basically focused on putting together a sponsorship plan)


There will be two separate days of class sessions, in which classroom participation will be valued, including but not limited to the completion of all readings assigned.
Participants will be required to work on a project that will focus on a subject related to the course. They will be assigned to work in groups of 3-5 members.



Description %
Classroom participation 50
Project group presentation 50

Assessment criteria

Attendance to all class sessions is compulsory, including the final Case Presentations session

Course assessment will be based on:
- Classroom participation (50 %) - Students' thoughtful, succinct contribution to class discussion, including informed questions and personal insights;
- Project group presentation (50%) - Working in teams, students will present their solution to a case assigned during the class session phase of the course;


Course bibliography will be posted on the Moodle platform at the beginning of the Course.

Timetable and sections

Group Teacher Department
Carles Cantó Naves Dirección General y Estrategia