Six reasons to choose this master
Sports entities must have knowledge of digital transformation to be competitive in a globalized world.
This is a master born within the industry.
Contents have been designed between GSIC, ESBS, and more than 35 professionals of the sports industry.
We create the network. You will have the chance to meet professionals from every kind of organization related to sports.
The type of learning is adapted to your needs. In a blended modality, you will have access 24/7 to all the contents online and the onsite block will be taught in an intensive program of 7-10 days.
You will get the skills to make and apply a Digital Transformation case in an organization with the support of a high-level mentor.
Enhancement of the business opportunities within a global ecosystem.
Support of the creation of technology-based companies, adapting training to a constantly changing market.
Belonging to the international reference center with space for product demonstration.
Participation in the construction of innovative technological solutions for the sports sector and ICT.
100% Online through Microsoft Teams platform managed by ESBS.
1. Sport Business Management (10 ECTS)
The sports industry is a wide-reaching business that accounts for 1.5% - 2% of the world’s GDP. The business ecosystem features different stakeholders such as the sports properties (meaning leagues, federations, clubs, and athletes), sponsors, broadcasters, public sector, investors, and agencies, among others, that contribute to the industry’s continuing growth.
In this first block, you will analyze from traditional management of implementation to modern management and its support tools, identifying the appropriate technologies for each sports entity.
Change of the Productive Model, Change Management.
Events, Programs, Projects, and Sports Facilities.
Human Resources and Management Skills.
Safety and Security in Sports Events and Smart Venues.
Selection, Management, and Development of Technology for Sports Entities.
Skills for Remote Work.
2. Fan Engagement (10 ECTS)
Fan engagement is one of the most important challenges for the sports industry, especially in younger generations. This is mainly due to shorter spans of attention and their rising expectations of receiving personalized and unique experiences.
In this block, you will understand the needs of your fans to generate stronger fan engagement through enriched and personalized experiences in and out of the venues.
Create custom content while increasing monetization opportunities and value for sponsors.
Understanding your Fans, Social Listening Tools.
Transform your Fans into Customers.
Experience Personalization and Monetization.
Change of Digital Platforms, Change Management.
Money Can't Buy Experience.
Managing the Social networks.
3. Stadium Business. Smart Venue (10 ECTS)
One of the most important drivers for growth, in order to keep pace with the industry’s digital disruption and leverage on all the new opportunities, will be business data analytics and artificial intelligence tools such as machine learning that will come to optimize the data-analysis process.
These tools collect all the data, select and process the most valuable insights and identify tendencies that will help organizations later on.
In this block, the key is to increase productivity to get better performance, to comprehend the connection between all the components of a system through business insights, and improve decision making.
In Match Management.
Stadium: Digital Transformation.
Venues: Latest Technological Improvements.
Efficient Management of VIP areas.
4. Business Insight and Productivity (10 ECTS)
Stadiums and venues face an important and increasing challenge: competition from other entertainment formats to attract fans' attendance and attention.
The proliferation of OTT or IPTV platforms has led to the need for sports organizations to create differentiating experiences that compel fans to fill the stadiums, especially in the case of non-avid fans who are not that interested in the game alone and will need further stimulus to attend the games.
In this block, you will be taught how to change the experience of the fans through the venue management tools, increasing efficiency and revenues, adding the latest technological advances.
Creating the CEO Dashboard.
Connecting offers with sales.
Data Analysis, Science and Technology.
Models and Measurement Techniques.
5. Marketing and Communication (10 ECTS)
Digital marketing automation tools will be key in the future in order to gain a deeper knowledge of attendees’ preferences and implement personalized fan content that will target promotional campaigns.
In this block, you will learn how to implement a great marketing strategy by analyzing your target and designing a commercial plan.
From market segmentation and customer needs to brand and product positioning. Capture created value for the organization.
Market research and analysis
New products and services development
Empowering our brand
Sponsorships, licensing, and merchandising.
6. Final Project - Digital Transformation Plan at the Sports Entity (10 ECTS)
Developing a Digital Transformation Plan is the final project of this Master. You can make this plan based on your own company.
And for that, we will assign a mentor to support and accompany you during the program.
The presentation of this plan will be during the onsite block in Madrid 2020.
The student will make a case method and practical exercises in each module.
Moreover, the presentation of the Master's final project will be carried out at GSIC during the onsite block.
After successfully completing the program, the student will receive the certificate titled Master Digital Transformation of Sports Organizations.
Issued by ESBS European Sport Business School and Global Sports Innovation Center powered by Microsoft (GSIC).
Executive Program – Requirements
More than 5 years of experience as the sports industry or area manager or 2 years of experience in digital transformation.
To have computer equipment with webcam and microphone, as well as English or Spanish language proficiency (in case of not being native you may be required to provide an official certificate or to complete a level test).
Junior Program – Requirements
Accredit or to be in possession of the degree or an equivalent qualification.
Exceptionally, through the accreditation of having passed at least 80% of the ECTS corresponding to any degree.
Being or having been an elite or professional athlete. In this case, it must be resolved by the technical direction of the program.