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Participants will investigate the skills and techniques storytellers use on different platforms, including films, documentaries, radio, blogs, and podcasts.
The Business of Football
Aged 18-25? You are eligible for our Career Booster Initiative! Contact our Admissions team at admissions@cityfootball-leadership.com to redeem a 25% discount on this programme.
An educational grounding in the football business ecosystem.
Football is widely recognised as one the most powerful sports in the world, with an estimated 3.2 billion fans around the world and a financial impact of £7.6 billion in the UK alone.
The Business of Football is designed to explore the exciting and dynamic world of the football industry. Throughout the course, participants will take a 360-degree look into the intricate and multifaceted ecosystem that lies beyond the pitch. This course will explore the critical components that make up the business side of the game and unpack relevant case studies to build knowledge and practical skills that can be applied in the industry.
Participants will take an in-depth look into strategies implemented by clubs, leagues and governing bodies to continue the game’s growth. The course will dissect club revenue streams and study what differentiates football clubs from other businesses. A closer look will be taken into technology’s role in the industry and how clubs use data to drive business decision-making.
Participants will discover the strategic importance of marketing and sponsorship in clubs achieving the commercial returns required to operate in their current form. Additionally, participants will explore how clubs leverage the media to promote to a global audience and how knowledge of fan behaviours and their broader societal implications offer opportunities and challenges for continued growth.
Course Delivery
The Business of Football course will be delivered via a two-day in-person experience in Manchester, followed by twelve hours of online content that will be split across multiple two-hour live virtual sessions.
Faculty & Guest Speakers
Details on this course faculty and guest speakers will be released soon.
Topics Explored
The Business of Football will explore:
Football finance and revenue management
Technology and the role of data in football
Football marketing, sponsorship and the media
Governance & diplomacy in global football
Football events and the experience economy
Leadership in football
The growth of women's football
Innovation in football
Faculty
Course Leader
Nicola McCullough
Director of Education at Ahead in Sport, Managing Director at Beyond the Lights Ltd and Professional Fellow at the Asia Pacific Institute for Event ManagementNicola has been delivering a global impact in sport education since starting her academic career in the UK in 2005 from being a passionate practitioner in the global sports events industry, working with sporting governing bodies, football clubs and more recently with FIFA and Supreme Committee for Delivery and Legacy on the FIFA World Cup Qatar 2022™. Her current role is Director of Education for Ahead in Sport. For over 16 years, she has held senior management roles in academic institutions in the UK as Course Director for UG and PG programmes in Sport Business and Sport Marketing, along
Read MoreOutcomes
- Have an informed perspective and understanding of the football business ecosystem and wider sports industry.
- Gain practical knowledge and insight that can be applied in your workplace and career.
- Enjoy a unique level of access to people of prominence in and around the sports industry.
- Establish new relationships and expand your professional network.
- A certificate from City Football Leadership Institute upon successful completion of the course.
- Explore the business of football landscape and consider the economic and social impact it delivers.
- Identify the contemporary challenges facing the business of football.
- Examine the ecosystem of the business of football and how it is influenced at a club, league and governance level.
- Consider professional opportunities and formal career pathways in the business of football.
Who Should Attend
The Business of Football is open to any individuals looking to develop fresh perspectives on the business ecosystem of football.
Whether you are just starting your career journey or you are well established within the sector, this course will offer you a learning experience that will be beneficial to 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 understanding of the business ecosystem of football.
Useful Information
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The Business of Football course will be delivered via a two-day in-person experience in Manchester, followed by twelve hours of online content.
The Manchester location will be announced soon.
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The twelve hours of online content will be delivered and split across multiple two-hour live virtual sessions.
All virtual sessions will be recorded and made available to participants after the session has taken place.
Whilst attendance of these virtual sessions is not mandatory, participants that do attend live will have the benefit of being able to engage with faculty and guest speakers during the session.
Masterclasses
Our suite of masterclasses offer participants unrivalled insight and access to industry experts. Each masterclass has been tailored to provide an immersive learning experience for those seeking to acquire a deeper practical knowledge of a specific area in the business of sport.
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