PROFESSIONAL ACCELERATOR. PROFESSIONAL ACCELERATOR. PYTHON PROGRAMMING FOR BUSINESS ANALYTICS. Learn to collect, clean, and visualize data using Python and modern analytics environments, building the technical foundation you'll rely on to work with sports business datasets throughout the program.. AI PRODUCTIVITY & DIGITAL WORKFLOWS. This course puts tools like ChatGPT, Claude, and Microsoft Copilot to work for you, teaching you to design effective prompts and build AI-supported workflows that boost productivity across your studies and career.. PROJECT MANAGEMENT FOUNDATIONS. Master the principles behind planning, organizing, and executing projects using both agile and traditional methodologies, building the coordination skills you'll need for events, ventures, and the final capstone.. FINANCIAL ANALYSIS & BUSINESS CASE DEVELOPMENT. Develop the financial literacy to evaluate opportunities and investments, learning to build budgets, apply ROI and break-even analysis, and construct business cases that support real managerial decisions.. STATISTICS FOR BUSINESS. Using Python and real sports datasets, you'll apply descriptive and inferential statistics, hypothesis testing, and regression analysis to transform raw data into evidence-based recommendations you can communicate to any stakeholder.
CORE PERIOD. Term 1 + Term 2. AREAS OF KNOWLEDGE. THE GLOBAL BUSINESS OF SPORTS. Gain a comprehensive understanding of the global sports ecosystem—from its politics, regulatory frameworks, and governance, to its economics, emerging sector trends, and the evolving labor market.. THE FUTURE OF SPORTS. The globalization of sports has transformed it into a $600 billion industry. The landscape is rapidly evolving—from e-sports and wearable tech to the explosive growth of women’s sports. With vast digital and phygital potential, the future of the sports business is being redefined.. UNDERSTANDING THE PEOPLE IN SPORTS. Sports' customer base behaves differently. You'll study the psychology and behaviors of fans and enthusiasts, and compare that understanding with the different imperatives of owners, athletes, agents and other stakeholders, gaining the insight critical to success on a global scale.. PRODUCT & SERVICE DEVELOPMENT IN SPORTS. From customer experience-focused innovation and experience design to the role of technology in sports and emerging Sports-as-a-Service models, explore where sports products and services are headed—and how you can be among the first to ride the wave.. COMMERCIAL & BUSINESS DEVELOPMENT IN SPORTS. Sports brands are uniquely emotive, and therefore uniquely powerful. Gain the vision to activate and grow brands, steer strategy, build partnerships and design new subscription models that leverage sports' unmatched hold over people. . SPORTS OPERATIONS, EVENTS & COMPETITION MANAGEMENT. From competition strategy and event portfolio design to logistics, venue operations, and business process redesign, master the full operational lifecycle behind global sports experiences. Learn how the world's biggest tournaments and leagues actually get built, delivered, and continuously improved—from concept to game day and beyond.. DATA, AI & ANALYTICS IN SPORTS. Data has become the industry's most valuable asset—and this module puts you at the center of it. Master how sports organizations turn raw numbers into predictive models, executive dashboards, and strategic decisions, following the same analytics maturity path clubs, leagues, and federations use to compete at the highest level. Learn to think like a data-driven leader in a $14.5B and growing analytics market.. LEADERSHIP, COMMUNICATION & ORGANIZATIONAL EFFECTIVENESS. Technical skills get you in the room and leadership keeps you there. Build the self-awareness, influence, and communication capabilities that separate professionals who execute from leaders who drive change, then apply them to how sports organizations are actually structured and transformed. Graduate ready to lead people and navigate complexity from day one.. COURSES. THE GLOBAL BUSINESS OF SPORTS. SPORTS MARKETS & INDUSTRY LANDSCAPE. You'll map the sports industry as a market: how it's segmented across leagues, federations, grassroots and digital ecosystems, and how to size it, track its growth and assess competitive dynamics. You'll build the analytical toolkit to judge where a market is attractive and where it isn't — across geographies and emerging sectors alike.. OWNERSHIP, GOVERNANCE & REGULATION IN SPORTS. Ownership, governance and regulation are the rulebook behind the sports industry — who holds power, how it's checked, and who answers for what. In this course, you'll examine how sports organizations are owned, run and held accountable, and what that means for the businesses operating inside them.. SPORTS BUSINESS MODELS & INDUSTRY ECONOMICS. This course is where you build your map of how sports businesses actually make money — revenue streams, cost structures, value flows and the multi-sided business-model archetypes behind leagues, clubs, federations and media rights-holders. The focus is economic logic: how value gets created and captured once a business already exists.. THE FUTURE OF SPORTS. INNOVATION & OPPORTUNITY VALIDATION IN SPORTS. Here's where you learn to spot and stress-test new opportunities in sports — surfacing assumptions, designing experiments and validating ideas before committing resources to them. This course stops at validation; building the venture, securing funding and scaling it are specialist territory you'll pick up in the Innovation track.. ESPORTS, GAMING, AND EMERGING BUSINESS MODELS. Digital sports ecosystems generate revenue through advertising, sponsorships, streaming, in-game purchases and content creation, and in this course, you'll examine how they do it. From scalability and community building to innovation strategies in gaming and esports, you'll gain a thorough understanding of one of sports' fastest-growing sectors.. SPORTS TECHNOLOGY STRATEGY & READINESS. In this course, you'll scan the technologies reshaping the sports industry and build the frameworks to evaluate, prioritize and sequence them into a realistic roadmap. The focus is deciding which technology to adopt and when — not redesigning the processes around it or building the AI systems themselves.. UNDERSTANDING THE PEOPLE IN SPORTS. CONSUMER PSYCHOLOGY & DECISION-MAKING. This course provides you with the tools to understand how fans build emotional attachments to teams, athletes and brands. You'll cover topics including decision heuristics, fan loyalty models, brand switching behavior and sports consumer segmentation.. FAN ENGAGEMENT, COMMUNITY & LOYALTY. Empower yourself to design campaigns that enhance fan loyalty, grow communities and personalize experiences. Your emphasis on this course is on content personalization, rewards systems, gamification and digital platforms like social media and team apps.. ATHLETE INFLUENCE & COMMERCIAL IMPACT. Discover athletes as mega-brands; how they influence consumer behavior, corporate partnerships, activism and cultural narratives. You'll explore reputation management, brand alignment risks and the economics of athlete endorsements.. PRODUCT & SERVICE DEVELOPMENT IN SPORTS. USER RESEARCH, DESIGN THINKING & PROTOTYPING. Here's where you get to grips with human-centered design, practicing methods like journey mapping, persona development, prototyping and testing, and applying these frameworks to the creation of new sports products and services.. PRODUCT STRATEGY & LIFECYCLE MANAGEMENT. This course introduces you to the strategic tools needed to launch, grow, sustain and pivot sports products and services. You'll manage hypothetical product portfolios, emphasizing competitive positioning and market expansion.. SERVICE DESIGN & EXPERIENCE SYSTEMS. Your focus in this course is on designing and orchestrating complete service experiences across touchpoints, physical and digital, using service blueprints to map how a sports organization delivers an experience end to end. Fan engagement strategy itself lives in Module 3; here you're building the delivery system around it.. SPORTS PRODUCT INNOVATION. This course encourages you to think disruptively about physical and connected sports products — wearables, smart equipment and connected gear. You'll prototype tangible concepts, testing materials, feasibility and sustainability — deciding which technology to build on lives in Module 2.. COMMERCIAL & BUSINESS DEVELOPMENT IN SPORTS. GO-TO-MARKET STRATEGIES IN SPORTS. You'll study market analysis, segmentation, positioning and distribution channel strategies in this course. You'll also conceive tactical plans for launching sports products, services and franchises across global markets.. SPORTS BRAND & INTEGRATED COMMUNICATIONS MANAGEMENT. Here's where you develop branding campaigns for sports properties, learning storytelling frameworks and positioning strategies, exploring rebranding methods and gaining the tools to assess brand health.. SPONSORSHIP, RIGHTS PACKAGING & LICENSING. In this course, you'll study the structure of licensing deals, sponsorship activation, brand partnerships and rights management. You'll bring this learning to life by taking part in simulations of real-world sponsorship contract negotiations and brand collaborations.. MEDIA RIGHTS & DISTRIBUTION STRATEGY. This course imparts in-depth knowledge about how sports media rights are valued, packaged, distributed and negotiated across broadcast, OTT, social and DTC platforms. The focus is the deal itself; how rights-holders structure, price and sell distribution, while digital content and platform monetization strategy live in the Marketing specialization.. SPORTS OPERATIONS, EVENTS & COMPETITION MANAGEMENT. COMPETITION & EVENT STRATEGY. Get the strategic playbook behind every major sports competition—how organizations design formats, build event portfolios, and shape calendars that balance sporting integrity with commercial and operational value.. SPORTS LOGISTICS & SUPPLY CHAIN MANAGEMENT. You'll learn how equipment, venues, workforce, vendors, and partners come together behind the scenes, mastering procurement, transportation planning, and contingency strategies that keep sports operations running under pressure.. VENUE & EVENT OPERATIONS MANAGEMENT. This course puts you inside event-day execution—workforce coordination, accreditation systems, crowd management, and safety protocols that turn operational plans into flawless fan experiences.. BUSINESS PROCESS DESIGN & DIGITAL OPERATIONS. Learn to map and diagnose the workflows behind sports operations, spotting bottlenecks and redesigning processes for effectiveness. The focus is the process itself — deciding which technology to adopt lives in Module 2, and managing the human side of change lives later in Module 8.. DATA, AI & ANALYTICS IN SPORTS. BUSINESS ANALYTICS FOR SPORTS ORGANIZATIONS. Learn how clubs, leagues, and federations turn operational, commercial, and fan data into meaningful insights, building the KPI frameworks and analytical reasoning needed to understand what happened and why.. AI & MACHINE LEARNING IN SPORTS. This course puts predictive models to work across athlete performance, fan engagement, scouting, and commercial forecasting, teaching you how machine learning creates real competitive advantage in sports organizations.. BUSINESS INTELLIGENCE & DATA VISUALIZATION. You'll design the dashboards and executive scorecards that turn raw analytics into business intelligence, mastering the visualization and storytelling skills that connect data to managerial action.. DECISION INTELLIGENCE & ANALYTICS STRATEGY. Explore how sports organizations use optimization models and decision-support systems to allocate resources and evaluate strategic alternatives, integrating everything you've learned into one prescriptive decision-making framework.. LEADERSHIP, COMMUNICATION & ORGANIZATIONAL EFFECTIVENESS. LEADING SELF & TEAMS. This course builds leadership from the inside out, developing the self-awareness, emotional intelligence, and resilience you need before extending your influence to teams and organizations.. COMMUNICATION, NEGOTIATION & INFLUENCE. Through simulations and role-plays, you'll develop the negotiation and persuasion skills required to work effectively with colleagues, sponsors, athletes, and stakeholders across the sports industry.. PROFESSIONAL PRESENCE, STORYTELLING & PERSONAL BRAND. Master the executive communication and public speaking skills that build credibility, learning to craft compelling narratives and position yourself within a highly competitive professional landscape.. ORGANIZATIONAL LEADERSHIP & DESIGN IN SPORTS. Get inside how sports organizations are actually built: decision rights, power structures, culture and the leadership systems that hold them together. This course is about designing the organization from within, how it's run and who answers to whom, not the external governance of the sports system, which you've already covered in Module 1.. ORGANIZATIONAL TRANSFORMATION & CHANGE MANAGEMENT. Strategy only works if people actually adopt it. In this course, you'll learn to assess organizational readiness, build coalitions, manage resistance and design communication plans that turn a decision made at the top into change that actually sticks on the ground.
SPECIALIZATION PERIOD. TERM 3. Term 3 description. In Term 3 you will have several opportunities to personalize your learning:. Once you've completed the comprehensive Core Period, you'll be ready to dive into your specialization. Honing your study on what best aligns with your own professional goals, you'll personalize your program with one of our Specialization Tracks: Sports Marketing, Media & Commercial Growth, Sports Innovation, Entrepreneurship & New Ventures or Sports Analytics, AI & Decision Intelligence . The culmination of the program will be your Capstone Project, where you'll confront a real challenge for a real company in the sector. Additionally, you'll have access to micro-certifications in areas like Esports Management and Tournament Design, AI for Athlete Performance and Scouting, and Sustainability in Sports Operations .. SPECIALIZATION TRACKS. SPORTS MARKETING, MEDIA & COMMERCIAL GROWTH . AUDIENCE GROWTH & LIFECYCLE MANAGEMENT. Build the systems that acquire, retain and reactivate audiences across their full lifecycle — growth loops, lifecycle segmentation and resource allocation across acquisition bets. Brand positioning itself lives in Module 5; here you're engineering the growth engine around it.. DIGITAL MEDIA, CONTENT & PLATFORM MONETIZATION. Design integrated content ecosystems across social, streaming, and OTT platforms in this course, where you'll develop monetization models and distribution strategies built for how audiences actually consume sports today.. STRATEGIC PARTNERSHIPS & SPONSORSHIP PORTFOLIO MANAGEMENT. This is where you learn to turn sponsorships into long-term value platforms, structuring activation programs and negotiation frameworks that go far beyond transactional deals.. COMMERCIAL GROWTH & REVENUE OPTIMIZATION. Optimize the commercial engine as a portfolio, pricing and yield, bundling, cross-sell and lifetime value. All this while running experiments to find where integrated revenue performance can actually improve, across memberships, hospitality, subscriptions and direct-to-consumer channels.. SPORTS INNOVATION, ENTREPRENEURSHIP & NEW VENTURES . INNOVATION PORTFOLIO STRATEGY & GOVERNANCE. This is where you learn to govern innovation as a portfolio, not a single bet — building an innovation thesis, prioritizing opportunity spaces, and allocating resources across options under uncertainty. Validating one specific idea lives in Module 2; architecting the venture itself lives next, in Venture Architecture & Business Model Innovation.. VENTURE ARCHITECTURE & BUSINESS MODEL INNOVATION. Start from a validated opportunity and turn it into a venture that can last. You’ll design the business model, test its economics and defensibility, and shape the operating model and how it evolves as the venture grows.. INNOVATION ECOSYSTEMS, VENTURE FINANCE & STRATEGIC INVESTMENT. Explore how sports tech startups, accelerators, and venture capital actually work, learning to evaluate funding models and prepare a venture for real investment conversations.. VENTURE GROWTH, SCALING & INVESTMENT READINESS. This is where you take a venture from early-stage concept to scalable organization, building the investor materials and growth strategies needed to secure funding and manage expansion.. SPORTS ANALYTICS, AI & DECISION INTELLIGENCE . ADVANCED PREDICTIVE ANALYTICS & DECISION MODELLING. Push your modeling beyond the foundations: engineer features, tune advanced models, build forecasts with real uncertainty estimates, and assess model risk and robustness. The focus is the modeling craft itself and turning predictions into decision rules — applying it to specific fan, consumer or commercial problems lives in Fan, Consumer & Commercial Analytics.. AI SOLUTIONS & INTELLIGENT DECISION SYSTEMS. Design AI-powered workflows and decision-support solutions using generative AI and intelligent assistants, working hands-on with leading platforms while navigating the governance and ethics of responsible AI deployment.. ENTERPRISE BUSINESS INTELLIGENCE & ANALYTICS ARCHITECTURE. Go beyond a single dashboard to design the analytics environment an entire organization runs on — enterprise data models, semantic layers, metric governance and system integration. Building individual executive dashboards and scorecards lives in Business Intelligence & Data Visualization, back in Module 7; here you're architecting what feeds them at scale.. FAN, CONSUMER & COMMERCIAL ANALYTICS. This capstone-style course brings everything together, applying predictive modeling, AI, and business intelligence to real commercial challenges—from fan segmentation to pricing and revenue optimization.. ELECTIVES. WOMEN’S SPORTS BUSINESS & LEADERSHIP. Women's sports is growing fast. In this course, you'll examine growth trends, equity strategies and leadership opportunities that growth presents.. SPORTS TOURISM AND MEGA-EVENTS MANAGEMENT. Here, you'll focus on the economic, political and operational dimensions of major sporting events like the Olympics and the World Cup.. HEALTH, WELLNESS, AND FITNESS INDUSTRY MANAGEMENT. You'll cover business models in wellness startups, fitness technology and health-focused sports initiatives in this course.. LEGAL AND ETHICAL ISSUES IN GLOBAL SPORTS. This course analyzes doping and governance scandals, and explores athletes' rights and compliance regulations at the highest levels of international sports.. EMERGING MARKETS IN SPORTS BUSINESS. In this course, you'll explore market entry, investment opportunities and business models across Africa, Asia and Latin America.
CAPSTONE PROJECT & CONSULTING CHALLENGE. In the Capstone Project, you'll put into action everything you’ve learned over the course of the program, bringing all the transversal skills, knowledge and experience you've gained to bear as you confront a challenge for one of our industry partners. You'll confront a real challenge for a leading player in the sports sector, learning by doing in this most dynamic of industries.
