Sports Business Management (2235.YR.009361.1)

General information

Type:	OPT	Curs:	2	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 2	Carles Cantó Naves	Dirección General y Estrategia	ENG

The Sports Industry, which accounts for 1.5%-2% of the worldwide GDP (in Europe, 2.12% and in Spain 3.3%), has a high public profile. Yet many fans of clubs, leagues, athletes and competitions 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 it offers.

This course will provide ESADE MBA students with a detailed overview of the global sports sector, including its main levers and stakeholders and their interrelationship and evolution, as well as possible areas of future growth and professional development.

Furthermore, the course will offer students an opportunity to put their learnings into practice through a final project analyzing key aspects of the industry, as well as to begin identifying possible career paths for MBA graduates, all while developing a clear idea of the value that can be brought to the sector by professionals holding a Master in Business Administration.

By the end of the course, students should be able to:

1. Understand the size and scope of the sports industry on a local and global scale;
2. Identify the main levers and stakeholders of the sports industry on both a local and global level, as well as their interrelationship;
3. Identify and analyze the primary revenue sources in the sector, as well as the role of innovation in creating value;
4. Recognize the various career paths in the sector (both current and emerging) and successfully identify the value that management graduates can add;
5. Demonstrate proficiency in analyzing sports business challenges from multiple angles, thus allowing them to be conversant in the sector and its various topics.

1. Session 1: The Sports Industry: An Overview ¿ The Ecosystem Our introductory session will provide students with a framework through which to understand the issues discussed during the course, while also providing an overview of its basic components. Beforehand, students should read / watch articles / reports / videos that will be recommended. Topics: ¿ Presentation of the course, objectives and agenda ¿ References: books, articles ¿ General overview of the sport business ecosystem ¿ Presentation of topics for final group projects

2. Session 2: Sponsorship Sponsorship is much more than brand visibility. This session will provide insights from a sponsor¿s perspective regarding the key elements, advantages and challenges of sponsorship as part of the brand marketing mix. Topics: ¿ About Sponsorship ¿ Sponsorship: Brand perspective ¿ Why sponsor? ¿ What to sponsor?: Sponsorship territory ¿ category ¿ property - area ¿ right (TCPAR) model ¿ How to activate? A 360º approach ¿ Monitoring results

3. Session 3: Strategy, Organization, Investment & Governance This session will discuss several options of organizing and managing a sports club/entity, with a special attention to strategy and governance issues (with, mainly, football examples). In addition, the session will also discuss the investment flow, specially coming from selected countries (among them China, USA, India, etc.), and the impact in the sports industry (with a specific focus on European clubs and entities) Topics: ¿ Sports industry entities/clubs/properties strategy: key success factors ¿ Organization and Governance in a football club ¿ Investment waves in the sports industry: key aspects ¿ How Football will look like in the future Case study: FC Barcelona & PSG Guest Speaker(s): tbc

4. Session 4: Venues and Leagues This session takes a ¿deep dive¿ into selected elements that competitions/leagues, venues and clubs/teams can employ to maximize revenue. It also include a sub.section focused on Sponsorship from a property perspective. Topics: ¿ Sponsorship: property perspective ¿ Sources of revenue typology ¿ Venues: revenue streams ¿ Leagues and competitions: revenue streams

5. Session 5: Group Project check-point & the Sports Industry This session will give students an opportunity to share their progress within the context of the assigned projects. Topics: . Group projects midterm presentations . Discussion about Sport Industry topics Guest Speaker(s): TBC

6. Session 6: Media and Athlete Representatoon. This session will examine key issues in managing an athlete¿s career, including image, social media, press and legacy components. In addition, his session examines the ways in which sports content consumption patterns and production methods are changing, while also exploring potential threats / opportunities as the sports industry looks to adapt the new media ¿environment¿. Topics: ¿ Profile of and career path of high-performance athletes ¿ Becoming an agent ¿ Balancing priorities between sport and celebrity ¿ Social / traditional media and building an athlete¿s personal brand ¿ Investment: making the most of the peak years ¿ Legacy and post-sporting career planning ¿ Media rights as a key revenue driver in sports ¿ Changes in content production and distribution ¿ New technologies and consumer habits ¿ Cord-cutting, OTT, SVoD, and the rest ¿ Emerging players in the sports content landscape Guest Speaker(s): TBC

7. Session 7: Innovation in Sports Innovation is a key element in all aspects of business; the sports industry is no exception. This session examines the major sports innovations in recent years, while also taking a close look at the technological, business and product/service innovations that are already changing the world of sports as we know it. Topics: ¿ Overview of primary innovations in the sport industry ¿ New areas of development within the sports industry ¿ Innovation: with and without technology ¿ eSports ¿ Implementing the innovation Guest Speaker(s): TBC

8. Session 8: Group project presentation and wrap-up The final session of the course will be dedicated to the group projects, in which students will be challenged to integrate a wide range of concepts covered during Sessions 1-7, within the context of a group project whose findings/conclusions will be presented during this final session. A selected group of sports business executives will join the session to help evaluate students¿ final presentations. Topics: ¿ Group project presentation ¿ Wrap-up of the course JURY: as an example, previous members of the Jury: senior executives of prestigious entities related to the sports industry from FCBarcelona, EuroLeague Basketball, CaixaBank, 23Capital, Getafe FC, RCDEspanyol de Barcelona, Mediapro, Marc Gené (F1 driver), Mediapro, BAXI, SailGP, Dorna Sports, Basquet Girona / Marc Gasol, etc

The course will be taught using a variety of methods including case discussions, simulations and role-playing, in-class exercises, self-directed research and videos. The case method will require the active participation of each member of the class. Regular attendance will be very important, as each session builds upon the prior session.

Our primary tools of discussion and analysis --in no particular order-- shall be:

Introductory lectures
Case studies
Guest speakers
Class discussion
Team assignments
Simulations and role-playing
Final group project

Laptops may be used during the course, but exclusively for note-taking and course-related research and/or social media engagement. If students are unable to actively participate at any given moment during class hours, they are encouraged to leave the room and take the time necessary to deal with personal business elsewhere.

The course includes a list of guest speakers, each of them carefully selected according to their expertise, background and sports business area or function. Students are asked to be respectful with our guest speakers who will enrich the content and knowledge about the sports industry. Several guest speakers will visit ESADE Sant Cugat campus while the rest will use videoconferencing for their presentations. Students are required to professionally participate and ask informed questions to our guest speakers.

Required Reading:
- All Case Studies and Reading Materials, as indicated on the Moodle page of the course (to be updated weekly)
- Please note that additional readings may be assigned in class, with the understanding that they will be expected to be reviewed by the following class session (and always in balance with the overall workload of the course)

Bibliography (Optional Reading):

Burton, Terry. Naming Rights: Legacy Gifts & Corporate Money. Hoboken, NJ: Wiley, 2008. Print.
Carlzon, Jan. Moments of Truth: New Strategies for Today's Customer-Driven Economy. New York: HarperBusiness (reprint edition), 1989. Print.
Davis, John A. Sports marketing: Creating long term value. Cheltenham, UK: Edward Elgar, cop. 2013. Print.
Elberse, Anita. Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment. New York: Henry Holt & Co., 2013. Print.
Hallmann, Kirstin and Karen Petry (Eds.) Comparative sport development systems, participation and public policy. New York, NY: Springer, 2013. Print.
Lewis, Michael. Moneyball: The Art of Winning an Unfair Game. New York: W.W. Norton, 2003. Print.
McCormack, Mark H. What They Don't Teach You at Harvard Business School: Notes from a Street-smart Executive. New York, NY: Bantam, 1986. Print.
Pickering, Roy. "Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand - and a Multi Billion Dollar Global Franchise: Amazon.co.uk: Michael Payne: Books." Amazon.co.uk: Low Prices in Electronics, Books, Sports Equipment & More. N.p., n.d. Web. 23 Apr. 2015.
Preuss, Holger. "Economic Dimension of the Olympic Games." Economic Dimension of the Olympic Games (2002): 1-19. Olympics Studies. UAB, 2002. Web. 22 Apr. 2015.
Samaranch, Juan Antonio. Memorias Olímpicas. Barcelona: Planeta, 2002. Print.
Soriano, Ferran. Goal: The Ball Doesn't Go in by Chance: Management Ideas from the World of Football. Basingstoke: Palgrave Macmillan, 2012. Print.
TSE Consulting. Developing a winning sports event strategy: A four-step approach for successful bidding and hosting. Lausanne: TSE Consulting, 2010. Print.
Ueberroth, Peter, Richard Levin, and Amy Quinn. Made in America: His Own Story. New York: W. Morrow, 1985. Print.
World Football Summit & SPSG Consulting; Football and Sponsorship: Challenges and Trends moving forward. 2019.Digital
World Football Summit & SPSG Consulting; The impact of Covid-19 in the Football Industry. 2020.Digital

Group	Teacher	Department
Year 2	Carles Cantó Naves	Dirección General y Estrategia