Sports Management: Businesses, Communities, Territories

The teaching and training plan is divided into five areas:

• Strategy & Management
• Accounting & Finance
• Governance & Legal
• Policies, Societies, Territories
• Elective courses

Other activities

• Testimonials and Corporate visits
• Personal skills
• Field Project work
• Internship CFU 10

Total: hours 360 CFU 74

Managing a sport company

• The politics of sport governance: national governing bodies and sports clubs
• Understanding sport consumers
• The industry specificities: combining winning on the pitch and running the business side of the club.
• Regulation constraints

Sport marketing, branding and sponsorships

• Strategic aspects of sports marketing
• The integrated sports marketing mix
• Building on a high degree of customers/supporters’ brand loyalty to sport clubs
• Managing Integrated Sport Marketing Communications

Media and digital technology

• Digital Disruption in the sports ecosystem
• The fan engagement strategy (e.g.: leveraging digital marketing assets to grow and retain the fan base)
• Big Data & Analytics in sports marketing strategies
• E-commerce in the distribution policies of the sport industry.

Managing events

• Event and Project Management
• Strategies implemented by public authorities to host sports events and to launch participation campaigns.
• Strategies by national and international federations to increase participation.
• Risk management and crisis communication.

Managing infrastructures

• The politics of sport stadium developments
• National and international regulations for the quality design of sports spaces
• Best practices in stadiums/arenas management security issues; analysis of the operations; maximizing the sources of infrastructures sources of income: merchandising, hospitality revenues; advertising; corporate events, etc.
• Environmental balance, sustainability of buildings for sports and major sporting events

Human resources management

• Players power
• The role of the sports’ agents
• Team building and team working
• Personal Branding

Business models and innovation in sport

• Contemporary K-issues in global sport management
• Strategic and product innovation in the sport system
• Managing organizational change in the sport business
• Emerging business models: pros and cons

Financial Reporting

• Financial reporting according to International Accounting Standards
• Reading and interpreting a Balance Sheet, Income Statement and Cash flow Statement: case studies
• Financial fair play: implications 
• Non-financial reporting (press release, integrated and sustainability reporting) in Sports: case studies.

Financial Statement Analysis

• A framework for the analysis of a sport business financial health
• The tools for analyzing the financial health of a sport company
• The assessment of the company’s liquidity, profitability, solvency and growth
• Analyzing a financial statement: case studies  

Funding strategies and financial markets in sports

• Sources of finance for sports companies
• How to cope with investments in athletes and infrastructures
• Why and how to list a sports company
• Private equity in Sports

M&A and valuations in sports

• The M&A industry in Sports: roles, players, strengths and weaknesses 
• The driver of the value creation in a Sport Company
• Valuing a sport company: standard of value and valuation approaches
• Discounted cash flows and multiples approaches case studies

Sport Law

• International Sport Law framework: institutions and roles
• Sport Courts, Ordinary Courts and legal procedings 
• Engagement contracts for individual athletes’ participation to event/competions
• Standard contract models between club & athletes in team sports

Athlete and Labour Law

• Standard Contract models for professional Athlete 
• Sponsorship and endorsement contracts
• Image rights of professional athletes 
• Role and responsibilities of Athletes agents

Corporate governance of Sport Clubs

• Standard By-Laws and Corporate governance
• Mandatory corporate standards of sport entities 
• National & international corporate controls and fines
• Cases study analysis of precedents 

Licensing and broadcasting rights

• Game day revenues and ticketing 
• Image right & licensing contracts
• Media rights definition (traditional & new media)
• Media production and broadcasting of sport event

Managing Sport for Development Programs (inclusion, territories, networking)

• CSR in Sport organizations
• Social Sustainability in sport organizations
• Sport organizations as part of a territorial network
• Developing employability skills through sport

Sport Integrity, Ethics and Culture

• The risky elements of sporting practice
• Match fixing
• Doping
• Violence in sport

Managing Youth Sport Academies

• Talent development in sport
• Training sport coaches in Academy
• Dual Career of sport persons
• Residencial experiences for young athletes

Sustainability & ESG Reporting

• Sport business and sustainability
• Defining and communicating sustainable strategies to stakeholders and territories
• Communicating ESG performances to the financial markets
• Enabling external legitimacy through a sustainability strategy

E-sports management

• Companies and eSports: strategies and investment plans;
• Sports meeting eSports: strategies, digital/social contents and case histories;
• The actors of the eSport world: stakeholders, publishers, event organizers, broadcasters, platforms, players, creators and influencers.