Apply
The Business of FootballRegister

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.

Find dates and times for the two separate May and July 2024 The Business of Football courses below.

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 Management

Nicola 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 More

Tom Boyle

Vice President of Global Partnership Marketing & Operations at City Football Group

Outcomes

  • 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

  • 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.

  • The dates and times (UK) of our May 2024 course are listed below.

    • In-Person Experience: 16-17 May 2024, 9am – 5pm
    • Online Content Schedule: two-hour live virtual sessions:
      • Wednesday 22 May, 5:30pm – 7:30pm
      • Wednesday 29 May, 5:30pm – 7:30pm
      • Wednesday 5 June, 5:30pm – 7:30pm
      • Wednesday 12 June, 5:30pm – 7:30pm
      • Wednesday 19 June, 5:30pm – 7:30pm
      • Wednesday 26 June, 5:30pm – 7:30pm

     

    All live virtual sessions will be recorded and made available to participants after the session has taken place. Dates and times listed may be subject to change.

  • The dates and times (UK) of our July 2024 course are listed below.

    • In-Person Experience: 11-12 July 2024, 9am – 5pm
    • Online Content Schedule: two-hour live virtual sessions:
      • Wednesday 17 July, 5:30pm – 7:30pm
      • Wednesday 24 July, 5:30pm – 7:30pm
      • Wednesday 31 July, 5:30pm – 7:30pm
      • Wednesday 7 August, 5:30pm – 7:30pm
      • Wednesday 14 August, 5:30pm – 7:30pm
      • Wednesday 21 August, 5:30pm – 7:30pm

     

    All live virtual sessions will be recorded and made available to participants after the session has taken place. Dates and times listed may be subject to change.

  • 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.

  • Register now for The Business of Football before places get fully booked.

    The next available course to attend is 16–17 May 2024, with another course running 11–12 July 2024.

    This course does not require an application to attend. Interested participants can simply register to book their spot.

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.

Explore

Latest News

Sign up for more information and updates.

Thank You!

We'll be in touch soon. For immediate assistance contact info@cityfootball-leadership.com.