Executive Edge in Sport

This module provides learners with the strategic foundations needed to lead in the sport industry. It explores
how to map the sport ecosystem, apply strategy frameworks, design operating models, and build cultures that
support high performance. Learners will develop skills in growth strategy formulation, execution through OKRs
and KPIs, and leading organizational change.

Module Learning Outcomes

1. Map the sport ecosystem for a chosen organization, identifying key stakeholder groups and their
interests.
2. Analyze a sport organization’s competitive position using strategy frameworks.
3. Develop a growth strategy for a sport property using tools such as the Ansoff Matrix or Blue Ocean
Strategy.
4. Translate strategy into execution by setting OKRs/KPIs and outlining a season-long planning and
review cadence.
5. Design an operating model and leadership structure for a sport organization, justifying key choices with
a relevant framework.
6. Evaluate culture in a sport context and propose practices that support performance, innovation,
inclusion, and athlete welfare.
7. Create a simple change leadership plan using a framework (e.g., Kotter, ADKAR), including a clear
case for change and success measures.

Key Topics Covered in the Module

• The Sport Ecosystem and Competitive Landscape
• Foundational Strategy Frameworks for Sport Organizations
• Growth Strategy Formulation in Sport Organizations
• Strategy Execution Through OKRs and KPIs in Sport Organizations
• Sources of Competitive Advantage in Sport Organizations
• Operating Model and Organizational Design in Sport Organizations
• Strategic Leadership Roles in Sport Organizations: Driving Execution and Alignment
• Culture as a Strategic Lever in Sport Organizations
• Change Leadership Frameworks: Guiding Transformation and Embedding New Behaviours
• Crafting and Communicating a Compelling Change Narrative

This module examines the principles of good governance and ethical decision-making in sport organizations.
Learners will explore the role of boards of directors, fiduciary responsibilities, conflicts of interest, and
stakeholder management. The module equips learners to assess governance practices critically and navigate
ethical dilemmas with integrity.

Module Learning Outcomes

1. Explain the role and purpose of boards of directors in sport organizations.
2. Differentiate between fiduciary duty and duty of care.
3. Identify actual and potential conflicts of interest and recommend appropriate strategies for disclosure,
recusal, and mitigation.
4. Assess the governance practices of a sport organization against recognized best-practice principles
and propose concrete improvements.
5. Analyze ethical dilemmas in sport settings.
6. Map key stakeholders in a sport governance context.

Key Topics Covered in the Module

• Boards of Directors: Role, Purpose, Composition
• Fiduciary Duty and the Standard of Care in Modern Governance
• Conflicts of Interest
• Stakeholder Management in Sport Organizations
• Governance Best Practices
• Ethics in Sport Organizations

This module introduces learners to the financial foundations of sport organizations. Topics include profit and loss analysis, revenue mix optimization, sponsorship valuation, and cost management strategies. Learners will
gain the skills to assess financial sustainability and make informed capital budgeting decisions.

Module Learning Outcomes

1. Interpret a sport property’s P&L and unit economics using revenue and cost data.
2. Analyze a sport organization’s revenue mix and ticketing metrics under different demand scenarios.
3. Evaluate a sponsorship or partnership package using agreed quantitative and qualitative KPIs.
4. Assess a club’s financial sustainability using cost structure, wage ratios, and operating margin metrics.
5. Prioritize capital and cost-management initiatives using basic capital budgeting tools and financial
thresholds.

Key Topics Covered in the Module

• Profit and Loss and Unit Economics
• Revenue Mix
• Sponsorship & Partnership in the Sport Industry
• Sponsorship & Partnership in the Sport Industry
• Financial Sustainability and Cost Management
• Capital Budgeting
• Cost Management Strategies

This module focuses on building and sustaining meaningful connections between sport brands and their
audiences. Learners will explore value propositions, brand resonance, customer segmentation, and the fan
purchase funnel. The module equips learners to design integrated fan engagement campaigns that drive
measurable results.

Module Learning Outcomes

1. Define the value to the customer and the value of the customer for a chosen sport organization.
2. Assess a sport brand using a resonance lens and Aaker’s Brand Equity mode
3. Identify at least two sources of competitive advantage and differentiation for a sport team.
4. Map a basic fan purchase funnel and link key marketing tactics to each stage.
5. Outline a holistic fan engagement plan across in-stadium, digital, and off-season touchpoints.
6. Propose an integrated fan engagement campaign with clear KPIs to track results.

Key Topics Covered in the Module

• Module Overview
• Value Proposition and Value Exchange Model
• Brand Resonance
• Brand Architecture
• Brand Narrative
• Customer Segmentation
• Purchase Funnel: What, When, & Where
• Leveraging Sponsorships, Cobranding, and Local Ties

This module prepares learners to plan and deliver safe, accessible, and well-coordinated sporting events. It
covers event management planning, workforce roles and responsibilities, crowd safety models, and venue
accessibility standards. Learners will develop the operational knowledge needed to manage complex event
environments.

Module Learning Outcomes

1. Construct the foundational components of an Event Management Plan (EMP).
2. Differentiate between the critical roles, lines of authority, and specific responsibilities.
3. Define the composition, purpose, and operational function of SAG.
4. Utilize the principles of the DIM-ICE crowd safety model.
5. Apply basic principles of crowd density and flow metrics.
6. Evaluate venue design and operational practices against core accessibility standards.

Key Topics Covered in the Module

• Venue & Operations Readiness Plan
• Workforce, safety, security, and medical roles and responsibilities
• Prof Keith Still’s work regarding crowd safety
• Crowd flow calculations as stated in the Guide to Safety at Sports Grounds
• Venue accessibility from a service and safety perspective

This module explores how artificial intelligence and emerging technologies are transforming the sport industry.
Learners will examine AI applications in biomechanics, officiating, event operations, and fan engagement. The
module prepares learners to evaluate technology opportunities and develop proposals for AI-driven innovation
in sport.

Module Learning Outcomes

1. Explain key applications of artificial intelligence for athletes, coaches, ownership, event managers, and
fans across the sport ecosystem.
2. Analyze AI-enabled biomechanics and physiological performance data to draw insights about athlete
readiness and health risk.
3. Assess the competitive advantages created by AI-driven VR, in-game simulation, and wearables for
performance, resilience, and coaching decision making.
4. Evaluate the use of AI in officiating and event management with respect to accuracy, reliability, and
operational efficiency.
5. Develop a high-level proposal for leveraging AI to improve fan engagement or strategic decision
making for a chosen sport stakeholder group.

Key Topics Covered in the Module

• Overview: AI and Technology in Sport
• AI for Biomechanics, Health Monitoring, and Creating a Competitive Edge
• AI for Officiating Decisions
• Use Case of AI and VAR by FIFA
• How Sport Management and Supply Chain Management Utilize AI

Welcome to Your Campus

• BMO Field Strategic Tour
  Behind-the-scenes tour led by the Stadium Operations Director, focusing on stadium operations, fan experience, and venue strategy.
• MLSE Executive Panel
  “Building One of the World’s Leading Multi-Sport Franchises” – senior MLSE leaders from football, basketball, and hockey discuss innovation, brand integration, and cross-franchise leadership.
• Capstone Group Task
  Summit-long challenge briefing: “Transforming Sport Through Leadership and Innovation.”
• World Cup Legacy Dinner
  Hosted in the VVIP Lounge at BMO Field: “Canada 2026 & Beyond — Building a Lasting Impact,” featuring guests from the FIFA World Cup 2026 Canada Delivery Team.

Strategic Thinking & Industry Insight

• Real-World Sports Business Case Studies
  GIS & Rotman faculty lead analysis of global sport business strategy and leadership decisions. Teams apply insights to their capstone projects.
• MLSE Executive Lunch
  Hosted lunch with MLSE leaders on “Innovation Across Franchises: What Drives Sustainable Success?”
• MLSE Executive Panel & Stadium Experience
  Panel with MLSE executives on innovation and commercial partnerships, plus behind-the-scenes access to activation zones.
• Game Night – Toronto Maple Leafs or Raptors
  Attend a live game at Scotiabank Arena, including a pre-game reception and half-time activation walkthrough.

Communicating with Impact

• Rotman Masterclass – Executive Presence: Influence in Action
  Led by Rotman faculty, focusing on gravitas, authentic communication, and leadership influence.
• Networking Lunch
  Guided reflection on executive presence and applied leadership behaviours.
• Mark Clemmit Masterclass – Commanding the Room
  High-impact session on presentation and storytelling, including on-camera practice, coaching, and peer feedback.
• Game Night — Toronto FC at BMO Field
  VIP seating through GIS x TFC Campus, plus a Behind the Bench half-time experience with club leadership.

Leading Through Negotiation

• Rotman Masterclass – The Art of Negotiation
  Half-day simulation exploring deal psychology, behavioural economics, and leadership communication.
• Leadership Lab – Values-Based Leadership
  GIS faculty session led by GIS President Sharona Friedman, connecting purpose, values, and strategic influence.
• Closing Brunch & Capstone Presentations
  Teams deliver final presentations to a panel of GIS, Rotman, and industry judges.