This course seeks:
To raise awareness of the Sports Business world.
To understand the component parts of the Business of Sport and the magnitude of the sport industry.
To develop personal study and analytical skills.
To develop a thorough knowledge of international sports organizations and the influences upon them.
To appreciate the changing structure and relationships within the sports industries.
To evaluate the future model of sport as a business.
Topic 1: Inside the European sports system. The sport media cultural complex.
Topic 2: From amateurism to professionalism: a very brief history of sports in Europe.
Topic 3: The globalization of sport and its governance in Europe.
Topic 4: Team ownership models.
Topic 5: Financing European Sports Organizations . Models of financial Management; Revenue / Cost drivers; Profit / Debt Management.
Topic 6: Financial regulation of sports organizations.
Topic 7: The European sports consumer. How sport consumer behavior is changing: fan/consumer typologies; the global sports fan. The importance of fan identity, culture and heritage.
Topic 8: The sport tourist.
Topic 9: The Playstation generation.
Topic 10: Creating icons (from Beckham to Ronaldo). The ethics of sport sponsorship: the growth of sports betting; tobacco; alcohol.
Topic 11: Managing brands in European sport and the role of merchandising. The battle of the brands in Europe: Nike v Adidas v Puma.
Topic 12: Sport sponsorship and endorsement in Europe. Major sport sponsorship deals 2008-2015.
Topic 13: From philanthropy to brand management: the search for ROI (Return on Investment) on sponsorship deals.
Topic 14: The future of sports business in Europe. Footballs monopoly: financial sustainability and governance under the spotlight. Changing consumer trends and the future of the live event. Mediatization, globalization and competition for the sport product. Saturation and over-commercialization: is it time for sport to return to its roots?.
The learning experience is based on a range of teaching methods that seek to foster your understanding of the world of sports business. A hands-on approach is crucial throughout the course with out-of-class readings, assignments and exercises; teamwork activities, assignments and exercises; individual and group presentations; in class activities, exercises and discussions.
The Course grade will be based on the following point breakdown:
15% Class participation.
10% Attendance.
25% Oral presentation.
25% Essay.
25% Final exam.
There is no set textbook for this course but a series of readings and website activities will be given for specific class sessions, and which you are expected to read prior to those sessions.