Assessing Global MarketsRegister

Aged 18-25? You are eligible for our Career Booster Initiative! Contact our Admissions team at to redeem a significant discount on this Masterclass.

Understanding different markets is a critical component in growing a global brand. Getting this analysis correct is vital to a sporting organisation's long-term success and sustainability.

In this masterclass, participants will explore case studies and practical examples to understand why sporting organisations are increasing their global presence. Participants will explore the knowledge and skills needed to assess global sports markets, recognise opportunities and obtain the correct information to make decisions on which markets to enter.

Achieving this goal requires research into market trends, competitors and the cultural nuances of that region. These will be explored throughout this in-person masterclass. Participants will also determine barriers to entry and the tools used to evaluate overseas markets, which are crucial for growing a global brand.


Masterclass Delivery

This Masterclasses will be delivered via a one-day in-person experience in central London.

Please note this is an in-person course only. Our online course options are listed here.

  • Early Bird Price
    Career Booster Initiative Early Bird Price (18-25 year olds)
    Inclusive of VAT. Early Bird prices end on Friday 31st May.
  • Register
  • Date
    Next Available:28 June 2024
  • Duration
    1 Day
  • Type
  • Division
  • Location
    30 Bedford Square,
    London, WC1B 3EE
  • Contact Us


Masterclass Outcomes

By the end of this course, students will be able to:

  • Identify the key elements that contribute to successfully establishing a global brand.
  • Analyse and understand market trends, competitor strategies and emerging opportunities that inform their marketing planning actions.
  • Explore tools to understand the market and decide which offers the best opportunity to enter successfully.
  • Enjoy a unique level of access to people of prominence in and around the sports industry.
  • Establish new relationships and expand your professional network.
  • Gain practical knowledge and insight that can be applied in your workplace and career.
  • A certificate from City Football Leadership Institute upon successful completion of the masterclass.

Who Should Attend

Masterclasses are open to any individuals looking to develop fresh perspective and understanding of acquiring and managing talent in the football ecosystem.

Whether you are just starting your career journey or are well established within your sector, this immersive masterclass will offer you a learning experience that will be beneficial to both your professional and personal development.

We welcome any individuals who are:

  • 18 years of age and older.
  • Current working professionals in the industry.
  • Currently studying for or graduated with a related qualification.
  • Aspiring for a career within the sector.
  • Interested in talent acquisition in football.

Masterclass Structure

  • Masterclasses will be delivered via a one-day in-person experience in central London.

    The central London location is 30 Bedford Square, WC1B 3EE.

    • 9am: Arrival/Registration
    • 9:30am: Welcome and Introduction
    • 9:45am: Assessing the competitive environment and developing market insight
    • 10:45am: Coffee & Tea Break
    • 11am: Assessing the competitive environment and developing market insight (continued)
    • 12pm: Lunch
    • 12:45pm: Conducting an audit and identifying global opportunities for a football or sports club
    • 2:30pm: Coffee & Tea Break
    • 2:45pm: Choosing which market to target and developing the skills required to reach those markets
    • 4:45pm: Day summary and reflection
    • 5pm: Day concludes
  • We are offering an Early Bird discount of 33% across all of our Masterclasses. This discount is stacked on top of the Career Booster Initiative discount, saving 18-25 year olds 50%!


    All delegates that register for a Masterclass during our Early Bird window will also receive a complimentary Live Stream pass for our CFLI in Focus: Equipping Leaders for the Future Forum on Thursday 9th May, worth £40!


    Early Bird: 


    Early Bird discount ends on Friday 31st May and prices will increase.


    Full Price:


    For more information and to redeem the Career Booster Initiative discount, please contact our Admissions Team at

  • Learning Outcomes:

    • Identify key sources of market information.
    • Assess opportunities and threats in the market.
    • Understand the importance of consumer behaviour in market dynamics.
    • Analyse how people consume in overseas markets.
    • Consider fan groups and recognise different fan typologies.
  • Learning Outcomes:

    • Understand how to assess overseas markets using various tools.
    • Demonstrate proficiency in using the Market Breakdown Calculator for market evaluation.
    • Identify potential markets for entry.
    • Apply the insights gained from the assessment to assist in future planning for market entry.
  • Learning Outcomes:

    • Demonstrate the ability to assess multiple overseas markets for potential operation by a sporting organisation.
    • Identify criteria for evaluating the attractiveness of overseas markets.
    • Prioritise markets based on their potential risks and opportunities.
    • Understand the factors that contribute to the risk profile of different overseas markets.
    • Formulate recommendations for market entry or avoidance based on risk assessment.
    • Apply critical thinking to highlight and analyse markets that present the most significant risks for a sporting organisation.

Developing Global Brand Strategies (Online)

The key focus of this online masterclass is how organisations engage with the consumer through targeted, well-developed strategies and established lines of communication. Delivered across four 90-minute sessions, you'll learn from Global Sports Marketing Consultant, Dr Nick Wilde.


In-Person Masterclasses

Our one-day Masterclasses are designed to fast track your career development. Delivered via a one-day in-person experience in central London, you will experience four insightful sessions taught by industry leaders. This is your opportunity to expand your network with like-minded individuals.


Online Masterclasses

Our Online Masterclasses allow flexible learning, wherever you are. Gain practical knowledge and insight that can be applied in your workplace and career. Delivered across four 90-minute sessions, you'll be taught by industry leaders - enjoying a unique level of access to people of prominence in and around the sports industry.


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