Football is widely recognised as one the most powerful sports in the world, because it transcends cultures, creates communities, and stirs the deepest of human emotions. With an estimated 3.2 billion fans around the world and a financial impact of £7.6B in the UK alone, the Premier League has never been more popular or more economically significant.

This course will start with the case study of Manchester City FC, a club who has seen 4000% revenue increase in the last 25 years and currently sits atop of the Deloitte Money League 2022. It will then delve into an examination of how others from within and beyond the sport industry develop their business ecosystems – from clubs to fans, media to agents, and players to associations.

You will hear from analysts of football economics, executives who have defined the Premier League era, and strategists who are constantly tracking what’s coming next in the industry. Workshops will include how new trends and opportunities are developed and how emerging global markets, new club acquisition, and phenomena like esports are all linked. By the end of the course, you will have gained a unique perspective on how the business of football is evolving and a full understanding of strategies that will help you navigate professional success within and beyond the sport industry.

Themes covered

  • A 360-degree understanding of the business ecosystem of football
  • Strategies for local and global growth
  • Lessons from the evolution and growth of the Premier League
  • Fan engagement as a key business principle
  • Engaging with new markets and audiences
  • The influence of technology in football’s future development beyond the pitch


  • Have an informed perspective of the sports industry beyond the bounds of your organisation’s size, sector, and locality.
  • Be well-versed in the understanding of an economically powerful sector and its career and business opportunities.
  • 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.

The course fee includes two days of on-site lectures and sessions, resources, lunch and refreshments both days, and a networking evening reception.

The course fee excludes: accommodation, non-scheduled meals, transport to/from the Etihad campus.

Participating faculty

Brian Marwood – Managing Director of Global Football, City Football Group
Brian began his career as a footballer, scoring more than 100 goals for Hull City, Sheffield Wednesday, Arsenal, and England.

Having previously held the position of Chairman of the Professional Footballers’ Association (PFA), Brian joined Manchester City FC in 2009, and now holds the post of Managing Director of Global Football.

Brian was instrumental in the design and creation of City Football Academy, which is widely renowned as one of the best football facilities in world. The Global Football business unit which Brian now leads, ensures that the City Football methodology in Football Performance, Human Performance, and Talent Management is consistent across the Group’s global franchises.

Diego Gigliani – Managing Director of Emerging Clubs, City Football Group
Diego joined Manchester City FC in January 2013 and currently acts as City Football Group’s Managing Director for EU, Latam, and partner clubs. In this role, Diego works directly with each club’s local senior leadership team to define objectives and targets, steer strategic decisions, and deliver Group synergies.

Prior to this, Diego spent 5 years running Manchester City and CFG’s Media & Innovation activities worldwide, which included areas such as media rights, digital strategy, content creation, new product development, and commercialisation.

Before joining CFG, Diego spent 13 years as a Management Consultant advising blue chip companies and start-ups on strategic, marketing, and financial decisions.

Katharine Curran – Senior Metaverse Manager, City Football Group

Kath joined CFG on the Graduate Scheme, having previously worked in the sports industry as a tennis coach and sports camp manager. Kath currently leads the group’s dedicated Metaverse Team, identifying, developing and executing projects in the Blockchain and Metaverse space. The team has led on a number of NFT drops, and is also responsible for Manchester City’s virtual experiences, working with Roblox and Sony to develop next-gen fan engagement platforms.

Kath co-founded and now co-chairs City Football Group’s global Women’s Network, having written her MA Thesis on gender diversity in sport governance while at the Institute of Sports Humanities.

Esteve Calzada – Chief Commercial Officer, City Football Group

Esteve initiated his professional career in fast moving consumer goods marketing, spending 12 years as a senior executive for several multinationals such as Unilever (1990-92), Sara Lee (1993-95), Reckitt Benckiser (1995-2000) and Tiscali (2000-2002).

Since then, Esteve has accumulated 20 years of experience as a senior executive in the sports industry, starting in 2002 when he was appointed Chief Marketing and Commercial Officer of FC Barcelona, where he served until the end of 2007.

Esteve acted as Senior Advisor at City Football Group for several years, before becoming Chief Commercial Officer in 2019; under his commercial leadership Manchester City topped the Deloitte Money League in 2022 for the first time ever.

More faculty to be announced shortly

  • Early Booking Rate
    Full Price
    if registered by 15 February.
  • Apply
  • Date
    16 March 2023–
    17 March 2023
  • Duration
    2 Days
  • Type
  • Division
  • Location
    Etihad Stadium Manchester, UK
  • Contact Us