| Master's Name || MBA in Sports Management |
| Course Start || October 2019 |
| Duration || 12 months |
MBA in Sports Management
The Direction and Management of sports entities is a differential challenge regarding the organization and management of any other type of organizations. Logically those responsible for the management of sports entities will need basic knowledge and skills related to strategic decision making, marketing, financial management and people management. But beyond all these competencies, they will need a thorough knowledge of idiosyncrasy, the rules of their own and the engines of change in sports entities.
What made me decide for school was the attention I received. They were very willing to explain each of my doubts and this served to clarify if it was what I was looking for.
From the management of a gym or a small local club to the management of a frontline football club in the international context, sports entities must ensure income guarantees , good financial management, adequate management of people with profiles diametrically different (from the caretaker of the institution, to the more or less professionalized management cadres, to the elite athletes).
Growth plans in the sports field acquire a new dimension that some experts have placed between the efficiency of management and the regulation of the passion for sport. The sport business , regardless of the type of organization or the specific sport, is based on three main pillars that need to be known, managed and expanded.
To the peculiarities and complexities of the world of sponsorship, sports results, audiovisual rights, the training of high-performance athletes, derived services ... have been added and new challenges related to the role of social networks, gambling are still emerging sports, the emergence of new users from the popularization and massification of certain sports practices.
In short, the direction and management of sports entities in the next decade will require professionals with a new and broad vision, with transversal competences, based on knowledge of the needs and possibilities of sports entities that grow and develop in a global and digital context.
The main objectives of this program are:
- Know the specificities of Sport Business, and understand the differences between different sports, countries and regions.
- Train students in strategic and management decisions in the sports industry.
- Understand the pillars of the sport business and delve into each of the sources of income, its business keys and the strategies to maximize its value.
- Develop growth plans of a sports entity, from the analysis of opportunities to ensuring the viability of the plan.
- Develop their managerial skills for the management of multidisciplinary and multicultural teams.
- Understand the legal and ethical framework that governs the world of sport, as well as its implications in the business.
The MBA in Sports Management and Management is structured based on the following subjects that are integrated into a final Project, which provide the necessary tools to develop a professional career in the Sport Business sector.
| Subject || ECTS |
| 1. Sport environment and its global market || 3 |
| 2. Strategic management || 3 |
| 3. Sports marketing and sponsorship || 5 |
| 4. Economic, financial and fiscal management || 4 |
| 5. The business in the sports venue || 5 |
| 6. Audiovisual rights in sport || 3 |
| 7. The digital business in sport || 2.5 |
| 8. Sports performance management || 3 |
| 9. Operations and business organization || 3 |
| 10. Law in the sports field || 3 |
| 11. Talent management and management skills || 4 |
| 12. Technology, information systems and digital transformation of sports organizations || 4 |
| 13. Optional subjects |
Entrepreneurship and innovation
Sports transfer market
Public policies in the sports field
Organization and marketing of international sporting events (Paris)
| choose 7.5 |
| 14. Final Master Project || 10 |
| Total || 60 |
1. Sports environment and its global market
Subject that introduces the student in the context of the sport business worldwide, as well as to analyze the differences that exist in different markets and sports. The concept of International Sport Governance is introduced: Knowing the organizations that govern and regulate sport at national and international level, as well as their jurisdiction and hierarchy.
2. Strategic management
Sports entities, like any other company, should base their management on a medium and long term strategy. This subject will introduce the student to the theoretical foundations and methodological bases of strategic management, as well as the implementation of corporate strategies.
3. Sports marketing and sponsorship
The brand of the sports organization is one of the most relevant assets in the sports industry, the pillar on which the sponsorship business is built, the sale of merchandising and licenses, and is also the subject of corporate communication and public relations Analysis of current sponsorship strategies and evolution derived from digitalization. Challenges of the brand association will be worked on different media and with different objectives, understanding the risks of ambush marketing. The subject also deepens in Merchandising and brand license.
4. Economic, financial and fiscal management
Both in the most modest sports organization and in the most reputed sports club, financial management is the cornerstone of the institution's survival and growth. The realization of investments, the control of the working capital, the management of the resources, the credit market, must be areas that the manager of sports entities knows and dominates. There are few clubs that have seen their sports trajectories slowed down due to an important imbalance between their sports capacity and their financial capacity. Good management should try to overcome the difficulties that such an imbalance can generate.
5. Business in the sports arena
The business generated within the sports venue in some sports and categories, the most important source of income of a sports entity. From the sale of tickets and season tickets to the creation of a tour of the facilities, through catering services or the rental of facilities for other events. Internet and mobile devices are revolutionizing the shopping experience and the direct relationship with consumers, as well as bringing new possibilities in the experience on the premises.
6. Audiovisual rights in sport
The exploitation of audiovisual rights is an increasingly fundamental element in the income statements of sports entities and competitions. For this reason, this subject will deepen the market for television rights in the different countries of the world, as well as the Internet, OTT and new consumption possibilities and the new competitive framework. In the world of football, audiovisual rights contracts are undergoing a constant transformation and evolution in the exploitation models as well as in their valuation and commercialization worldwide.
7. The digital business in sport
This subject covers the digital strategy of sports entities, digital marketing as a transversal tool for activation and the opportunities that digital channels open for income growth. Sports entities have become part of entertainment and communication companies. And from that role, they manage digital audiences much larger than the media. What are the keys to managing the digital business and what strategy to take to maximize brand value and revenue?
8. Sports performance management
The development of a sports entity evolves in parallel to its sports results and the performance of the athletes and teams it promotes. The number of members, the sale of tickets, the value of their audiovisual rights and their sponsorships will always be linked to these results, regardless of the division in which our entity moves. Know the capabilities we have, enhance the performance of athletes, improve group dynamics in team sports, identify the keys to discover new talents, manage different personalities, support the best athletes in their personal development and Once the talent is retained, these are some of the complex challenges regarding the management of sports performance of the institutions that we must manage.
9. Operations and business organization
Sports entities, like any company, must respond to a business organization that maximizes its results. What is the organizational structure of a sports entity? Are there success models that can be replicated? On the other hand, if there is an environment in which the complexity of the operations is inversely proportional to its visibility, it is that of sport. Among many aspects, we must address the following: the management of spaces and the sports venue, the management of schedules, capacity and mobilization of large groups of people, security at times of maximum capacity, etc. The subject will allow to understand workflows in sports entities and how business processes and activities should be designed for good coordination between the different departments.
10. Law in the sports field
Like any economic sector, the sports business is governed by the different legal frameworks of each country, and also by its own regulations of supra-national entities to which the arbitration responsibility is conferred. On the other hand, sports entities are subject to the same laws as any company although with some particularities that it is necessary to know.
11. Talent management and management skills
In previous modules we have already worked on the organization that transcends sporting activity and on the management of sports talent, but for all this to work, management requires an interdisciplinary team of professionals with which to manage motivation, competencies and compensation. . While it is true that sports entities usually have a high value provided by the feeling of belonging to the institution, it is essential to manage and strengthen it to achieve the highest possible efficiency in an optimal working environment. In addition, the leadership role requires skills in people management, emotional intelligence and team motivation.
12. Technology, information systems and digital transformation of sports organizations
Sports entities have traditionally been a sector with a low level of technological implementation. However, information systems are essential tools in any field of work, and a key element for efficiency. The subject will give the necessary concepts to understand what are the technological tools that allow sports organizations to improve their competitiveness, and how data analysis can provide a better understanding of the business. The process of digital transformation is not linked exclusively to the implementation of digital tools, but to a change in the organizational culture of companies and how they execute their business processes. Concepts such as agile management, work for milestones, the use of collaborative tools can mean a fundamental change when it comes to promoting a sports organization.
13. Optional subjects
The program allows the choice of several specialization subjects to add 7.5 ECTS credits.
13a. Entrepreneurship and innovation
We usually relate innovation with creativity, taking a part of the process for the whole. But innovation processes and successful entrepreneurial experiences have a lot of method and tenacity. In this subject students will acquire basic knowledge and skills to become forgers of innovative projects in their organizations.
13b Sports transfer market
A good performance in the transfer market can mean the success or ruin of a sports organization. In this subject we will review the written and unwritten rules of the transfer market and some of the basic skills necessary to interact within that market.
13c. Public policies in the sports field
What are the public policies that promote social sport in an inclusive and equal way? What should the public administration do to promote grassroots sport with a public health goal? What capacity do public policies have to boost sport with the goal of creating world-class athletes?
This subject reviews the role and responsibility of public administrations in promoting sports from their social and also competitive aspects.
13d Organization and marketing of international sporting events (Paris)
Students who take this optional subject will travel to Paris for two full weeks. This optional subject focuses on understanding the particular characteristics of major international events.
Classes will be held at the SMS headquarters in Paris and will be taught in English. Within the program of activities there will be visits to the following sports institutions and organizations:
- Organizing Committee of the Olympic Games in Paris 2024
- Organizing Committee of the Rugby World Cup France 2023
- Facilities of the international tennis tournament Roland Garros
14. Final Master Project
The Master Final Project encompasses all the learning that the student has acquired throughout the Master in their different subjects. For its realization, you work in a group, since the objective is as far as possible that the work approximates the reality of the profession. It will consist of implementing a business plan in a sports entity with a briefing of objectives and needs, and where it will be sought that the student demonstrates that he is able to apply all the knowledge taught in the different subjects and carry out the project from start to finish .
The final project will be developed in groups of 3 or 4 students, who will have a tutor from the definition of the project to its final presentation or defense.
Students will participate in a coaching program aimed at developing a methodology for permanent improvement:
- Improvement needs detection.
- Definition of objectives and deadlines.
- Progress check.
- Evaluation of results.
- Establishment of new challenges.
The use of simulators allows us to place learning activities in an almost real environment, where success or failure depends not only on our actions, but also on the actions of our competitors, so the decisions we make will also require knowledge and analysis of your activity
The simulators will allow us to play different roles and read the same reality from different perspectives.
The outdoor conferences consist of carrying out activities related to the world of sport that allow us to evaluate and develop our teamwork and leadership skills.
SMS has a team of coaches with extensive experience in managerial training that will help us relate the development of managerial skills to our daily environment, allowing us to exponentially develop our management skills.
Within the activity of the program, different activities that complement the subjects will be organized:
- Visit to the sports facilities of several entities:
- FC Barcelona
- RCD Espanyol
- High Performance Sports Center (CAR)
- Girona FC
- Reial Tennis Club Barcelona
- Formula 1 Catalunya Circuit
- Visit to the Camp Nou Experience of FC Barcelona and the Olympic Museum of Barcelona
- Masterclasses in emblematic places:
- FC Barcelona
- RCD Espanyol
- Outdoor activities that are part of the management development plan
Students who complete this Master can develop their professional career in the following management positions:
- Professional football clubs
- Clubs in other sports
- National or international sports organizations.
- Companies dedicated to the sports sector.
Michael began his sports career as a rugby player at the Stade Français. Years later, he chose to undertake and created the Paris Neuilly Rugby Club. Years later he founded the agency Au delà du sport, which was specialized in the relationship between sport and business management.
In parallel, Michael taught marketing for more than 15 years, until in 2010, he decided to start his own school by creating the Sports Management School (SMS), a business school specialized in sports management, of which he is now founder and professor .
Professional in the world of marketing and sponsorship, above all sports, with more than 12 years of experience in different multinationals such as Banco Sabadell, Zurich Seguros or Futbol Club Barcelona.
Founder of CA Sports Marketing, a company dedicated to the activation and intermediation of sponsorship agreements. He is currently also developing the consulting area of the Johan Cruyff Institute. He is a sponsor and sports marketing professor in the main masters and post-graduates of Spain.
IP specialist lawyer
Finally, in the hiring of athletes in publisher agreements (in image rights and their exploitation). His vision as Sports Consultant and Event Planner in the last 5 years of professional experience complete a expertise also from the perspective of Marketing and Finance, thus providing added value in the field of sport business.
For 5 years he was responsible for the development projects of the facilities of FC Barcelona reaching a significant increase in revenues from its commercial exploitation. Previously, he was responsible for the CRM project and customer service at the same institution.
Linked to e-Business projects since 1996, in 2012 he joined Onebox Ticket Management as a partner and CEO. In 2016 he founded Start-IT Studio to provide consulting services and creation of startups in the technological field.
Sports Marketer with over 6 years of experience in commercial positions within the world of sports and entertainment in London. More specifically, linked to digital business development projects, exploitation of commercial licenses and implementation of Ticketing services
Currently as New Business Manager for the Digital department. Prior to F1, I work at Viagogo, a leading company in the secondary market of tickets for sporting events, with responsibilities for opening and developing business in the South European market. Thus attracting new clubs and top-level sports competitions to the company.
He has been working in the online gaming industry since 2008 performing different tasks, always linked to the marketing departments. He began working for NetBet, at its headquarters in London, and in 2010 he moved to Barcelona to join Suertia, as an assistant to the Marketing Department.
After three years in the Barcelona company and another one in RetaBET, he went to work for Mediapro, specifically in the digital part of beIN SPORTS as B2C Manager, where he spent two and a half years. Since March 2018 he works for The Coin Gaming Group, an Estonian company specialized in online gaming with cryptocurrencies, as head of the LATAM region.
Founder and director of the consultancy dedicated to the growth and development of potential of people and teams: Alter Ego Sports
Mentor in leadership and social skills, specialized in High Performance. Coach and coach of people and teams in the fields of business and sport.
Practitioner in NLP (Neurolinguistic Programming). Businesswoman and manager with more than 18 years of experience, member of the board of the Barcelona Marketing Club since 2010 and member of the “Catalan Sports Advisory Board” of the Generalitat de Catalunya as General Secretary since 2011.
Sergi Mesonero is co-founder and strategy director of Liga de Videojuegos Profesional, the largest Spanish-language e-sports organization.
He is also director of the Esports Chair of the Catholic University of Murcia (UCAM). Previously, he developed his professional career in the field of non-commercial film distribution and exhibition, directing several film festivals and awards and participating in the creation of the Barcelona Festival Platform.
Raúl Ciprés is an Industrial Technical Engineer from the Polytechnic University of Catalonia. Master in Sports Management and Marketing from La Salle-JCI. Founding Partner and CEO of Creativialab, BTL Marketing Agency dedicated to Sports and Social Pro marketing. Partner and CMO of the Startup iWOPI. Partner of the Startup EASY TRAVEL startup winner of the Airbnb Travel Tech Award. Former member of the Board of Directors - Marketing Area - Alliances and Expansion of the Joventut Badalona Club (Club Liga ACB). He was General Marketing Director of the Soccer Club -RCD Espanyol. Developing the project of the new RCD Stadium.
He was Marketing Director of the Real Club de Polo de Barcelona. He was Marketing Director of the Joventut Badalona Club club of the Endesa Basketball League. He teaches and has taught at the Master in Marketing Management at EAE Business School, Master in Sports Marketing at UAB- Johan Cruyff Institute, Tecnocampus Mataró UPF, Postgraduate Sports Journalism at Blanquerna - Ramon Llull University and ESADE.
His areas of expertise are Branding, Sponsorship, Sports Marketing, Strategic Plans, Marketing Plans, Creative Conceptualization, Branding, New Technology-BTL Activation Plans.
Rafael is director of the Barcelona office of the Yeesss agency, dedicated to the creation of digital content for brands, clubs and athletes, with headquarters in Paris.
Before joining this project, he worked for five years in the communication department of the Football Club Barcelona, managing among other things the social networks of the first team.
He also participated in the development of an online strategy for elite companies and athletes.
With a degree in Business Administration and Management from ESADE, Sergi has developed most of his professional career in the football industry, working for agencies, producers, clubs and associations, acquiring a global vision of this business. He began his relationship with sport by offering financial advice to clubs and other companies in the leisure sector from the KPMG Football European Unit in the UK. On his return to Barcelona, he undertakes several projects and begins to collaborate with the Mediaiasports Media Mediasports Marketing agency, which he later integrates to lead the soccer division, advising clubs, competitions and brands associated with the world of football.
In a few years, Sergi joins the Mediapro Group Soccer Committee and directs the operations of the LFP World Challenge, a strategic international development project of LaLiga. In 2016, he assumed the General Directorate of Granada CF at the request of the new property, the Chinese group DDMC, piloting the transition and laying the foundations for a professional, digital and sustainable club management. Since the beginning of this year, Sergi is CEO of the sports agency Onside Sports Iberia, a subsidiary of the Lagàrdere Sports Group
Passionate about the world of sports, which began her sports career as a tennis player and professional coach.
She has a degree in Business Administration and Management (UVIC), Master in Marketing and Digital Business (ESADE).
He has directed his professional career to the world of marketing and sports. He worked for more than 11 years at FC Barcelona, developing different positions within the areas of marketing, communication and commercial, among which are Head of Marketing and Head of Sports Marketing. He is currently the Head of Brand of Sevilla FC.
Vanessa has extensive experience in marketing, branding, digital and communication.
Dominican economist, relocated in Barcelona 14 years ago with more than 10 dedicated to the sports industry. He has been General Director of the WWP international agency for Southern Europe and America, leading the operations in the Iberian Peninsula. Previously, he has been co-director of the sponsorship department and head of the digital and content department of Euroleague Basketball.
Throughout his career he has worked on commercial and activation projects with the NBA and a dozen of his franchises, LaLiga, Major League Baseball and several of his teams, the Royal Spanish Football Federation (RFEF), FC Barcelona, Real Madrid, Valencia CF, Rakuten, TAG Heuer, BMW, Banco Santander, Red Bull, TIDAL, New Balance, Turkish Airlines, BWIN, Adidas, 2K Sports, Nike, Spalding, Efes Pilsner, Intersport, New Era Cap, Beats by Dre and Upper Deck, among other brands, always generating return on investment.
Marketing and commercial professional with more than 15 years of international experience specialized in sports marketing and sponsorship.
His past and present career involves project management with brands, athletes, clubs, agencies, federations and media in sports and entertainment environments for EMEA, APAC and Americas. Accumulate more than 200 events among popular sports: Soccer, Basketball, Motorcycling, Surfing and premium: Tennis, Golf, F1, Sailing, Equestrian, Polo. He began his career at the multinational Sportsworld Media