Sports Business and Innovation: Leadership Strategies in the Digital Age

This lecture offers a general analysis of the structure of the sport’s governing industry and its specific features. The dynamic multifaceted approach of the sport sector covers professional and amateur sport. This lecture looks at the uniqueness of sports management, the dual goals and their challenges, globalisation and technological change.

Purpose of the lecture: students understand the specificities of sports management, the principles of sports business and the unique dynamics of sports. Students understand the functions of the sports business, digital transformation and challenges of the future.

This lecture looks at the principles and practices of financial management in the dynamic and competitive sports sector, taking into account the unique features of sport. Using case studies, industry data and practical tasks, the lecture looks at key financial concepts such as financial decision-making processes, budgeting, revenue generation and revenue streams, cost control, risk management and investment strategies pertaining to sports organisations, teams, events and facilities.

Purpose of the lecture: to provide students with knowledge of financial management concepts in the sports sector. Students will be able to understand the budgeting and budget of sports organisations and events, assess funding sources including sponsorship, ticketing, broadcasting and merchandising, and use financial instruments to support strategic planning and sustainable growth.

The student has prepared a written case study with an analysis of the budget of a real or simulated sports club and strategic financial decisions.

This lecture explores economic principles and their application in the sports sector. Key topics include labour markets in professional sport, competitive balance, outcome uncertainty hypotheses (UOHS), league structures, pricing strategies, stadia public funding and the economic impact of major sporting events. The lecture also explores the role of media law, sponsorship and globalization in shaping today’s sports economy. The lecture explores how economic theories explain the actions of sports organizations, athletes, fans and governing bodies, and how market forces shape the structure and outcomes of sports competitions.

Purpose of the lecture: The lecture provides students with knowledge of economic principles and their application in the sports sector. Students learn to apply microeconomic and macroeconomic concepts to analyze sports-related issues. Students will be able to evaluate league formats and revenue-sharing models, assess the economic rationale of the sports industry.

Student individually prepares a task with a small dataset (e.g. the economic impact of a sporting event).

This lecture looks at the diverse and changing environment of funding sources in the sports sector. Students will study how sports organisations - from local clubs to elite professional teams - provide financial resources to support operations, development and growth. Topics include public-private funding mechanisms, sponsorship and partnership models, broadcast and media rights, ticket and merchandising revenue, crowd funding, philanthropy and government subsidies. The course also looks at financial sustainability, ethical considerations and strategic decision-making in getting funding.

Purpose of the lecture: This lecture provides students with knowledge of sources of funding in the sports sector. Key sources of funding available to sports organisations will be identified and evaluated. Students learn to analyse the financial impact of different funding models, and understand the

student group is developing a realistic funding plan (public, private, sponsorship) and presenting it to investors in the game.

This lecture provides detailed insights into sports marketing (organizations and events), including marketing planning and implementation. This lecture focuses on building marketing campaigns, creating content, building a brand, using modern digital communication, exploring fan engagement and experience, and recognizing the brand alongside the use of influencers and athletes as brand messengers. The lecture will look at digital tools such as short story videos, social platform and the use of augmented and virtual reality (AR/VR).

Lecture purpose: Students understand the power of digital communication and learn how to execute a comprehensive marketing plan and how to build personalized and data-driven marketing campaigns using today’s technology and digital tools. Students develop a marketing campaign concept (text, visual elements, or mock-up) and a brief reflection on audience and communication choices.

The lecture gives students an in-depth understanding of the use of data analysis and Business Intelligence tools in sports management and business. The role of knowledge-based leadership in strategic planning, efficiency and decision-making of sports organizations will be looked at. Students will analyze different data sources - from player performance statistics and fan engagement metrics to market studies and financial indicators - and learn how KPIs (key performance indicators) help assess the performance of sports organizations. The lecture will highlight in particular a practical approach to data interpretation to support innovative and sustainable management solutions in sport.

Lecture purpose: Develop students’ understanding of the role of data-driven management and business intelligence in sports organizations, as well as develop skills to analyze, interpret and apply different data indicators in strategic and innovation-oriented decision-making.

Students draw up written reports on the use of data in the management of sports organizations (without technical data processing).

In this lecture, students will learn about new business models and innovation platforms in the sports industry that promote the development of start-ups and the integration of technology into sport. Sports technology incubators and accelerators will be looked at: organisations that support start-ups. What you need to do to attract funding for start-up ideas and how to build partnerships with IT companies. Examples of how sports clubs and tech companies work together.

Purpose of the lecture: The lecture will provide students with an understanding of the structure of the sports innovation ecosystem and business development opportunities for sports start-ups.

Students in groups of 5 develop the idea of a sports start-up and present its business model, value proposition and innovation potential.

This lecture offers a general analysis of the structure of the sport’s governing industry and its specific features. The dynamic multifaceted approach of the sport sector covers professional and amateur sport. This lecture looks at the uniqueness of sports management, the dual goals and their challenges, globalisation and technological change.

Purpose of the lecture: students understand the specificities of sports management, the principles of sports business and the unique dynamics of sports. Students understand the functions of the sports business, digital transformation and challenges of the future.

This lecture looks at the principles and practices of financial management in the dynamic and competitive sports sector, taking into account the unique features of sport. Using case studies, industry data and practical tasks, the lecture looks at key financial concepts such as financial decision-making processes, budgeting, revenue generation and revenue streams, cost control, risk management and investment strategies pertaining to sports organisations, teams, events and facilities.

Purpose of the lecture: to provide students with knowledge of financial management concepts in the sports sector. Students will be able to understand the budgeting and budget of sports organisations and events, assess funding sources including sponsorship, ticketing, broadcasting and merchandising, and use financial instruments to support strategic planning and sustainable growth.

The student has prepared a written case study with an analysis of the budget of a real or simulated sports club and strategic financial decisions.

This lecture explores economic principles and their application in the sports sector. Key topics include labour markets in professional sport, competitive balance, outcome uncertainty hypotheses (UOHS), league structures, pricing strategies, stadia public funding and the economic impact of major sporting events. The lecture also explores the role of media law, sponsorship and globalization in shaping today’s sports economy. The lecture explores how economic theories explain the actions of sports organizations, athletes, fans and governing bodies, and how market forces shape the structure and outcomes of sports competitions.

Purpose of the lecture: The lecture provides students with knowledge of economic principles and their application in the sports sector. Students learn to apply microeconomic and macroeconomic concepts to analyze sports-related issues. Students will be able to evaluate league formats and revenue-sharing models, assess the economic rationale of the sports industry.

Student individually prepares a task with a small dataset (e.g. the economic impact of a sporting event).

This lecture looks at the diverse and changing environment of funding sources in the sports sector. Students will study how sports organisations - from local clubs to elite professional teams - provide financial resources to support operations, development and growth. Topics include public-private funding mechanisms, sponsorship and partnership models, broadcast and media rights, ticket and merchandising revenue, crowd funding, philanthropy and government subsidies. The course also looks at financial sustainability, ethical considerations and strategic decision-making in getting funding.

Purpose of the lecture: This lecture provides students with knowledge of sources of funding in the sports sector. Key sources of funding available to sports organisations will be identified and evaluated. Students learn to analyse the financial impact of different funding models, and understand the

student group is developing a realistic funding plan (public, private, sponsorship) and presenting it to investors in the game.

This lecture provides detailed insights into sports marketing (organizations and events), including marketing planning and implementation. This lecture focuses on building marketing campaigns, creating content, building a brand, using modern digital communication, exploring fan engagement and experience, and recognizing the brand alongside the use of influencers and athletes as brand messengers. The lecture will look at digital tools such as short story videos, social platform and the use of augmented and virtual reality (AR/VR).

Lecture purpose: Students understand the power of digital communication and learn how to execute a comprehensive marketing plan and how to build personalized and data-driven marketing campaigns using today’s technology and digital tools. Students develop a marketing campaign concept (text, visual elements, or mock-up) and a brief reflection on audience and communication choices.

In this lecture, students will learn about new business models and innovation platforms in the sports industry that promote the development of start-ups and the integration of technology into sport. Sports technology incubators and accelerators will be looked at: organisations that support start-ups. What you need to do to attract funding for start-up ideas and how to build partnerships with IT companies. Examples of how sports clubs and tech companies work together.

Purpose of the lecture: The lecture will provide students with an understanding of the structure of the sports innovation ecosystem and business development opportunities for sports start-ups.

Students in groups of 5 develop the idea of a sports start-up and present its business model, value proposition and innovation potential.