Executive Edge in Sport

Learning Outcomes Summary:

• Map the sports ecosystem for a chosen organization, identifying key stakeholder groups and their interests.
• Analyze a sports organization’s competitive position using strategy frameworks.
• Develop a growth strategy for a sports property using tools such as the Ansoff Matrix or Blue Ocean Strategy.
• Translate strategy into execution by setting OKRs/KPIs and outlining a season-long planning and review cadence.
• Design an operating model and leadership structure for a sports organization, justifying key choices with a relevant framework.
• Evaluate culture in a sports context and propose practices that support performance, innovation, inclusion, and athlete welfare.
• 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:

• Mapping the Sports Ecosystem and Stakeholders
• Strategy Frameworks for Competitive Positioning
• Growth Strategies in Sports: Markets, Formats and Digital
• Executing Strategy with OKRs, KPIs and Season Cadence
• Building Competitive Advantage: Brand, Talent, Fans and Data
• Designing the Sports Operating Model and Organization
• Strategic Leadership Roles in High-Performance Sport
• Culture as a Strategic Lever in Sport
• Leading Change in Sports Organizations
• Crafting and Communicating the Case for Change

Learning Outcomes Summary: 

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

Key topics covered in the module:

• Boards of Directors – role, purpose, composition, including skill sets and DEI
• Fiduciary Duty and Duty of Care re Directors
• Conflicts of Interest
• Governance Best Practices
• Ethics in Sports Organizations (including unethical practices)
• Stakeholders and Ethical Business Practices

Learning Outcomes Summary:

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

Key topics covered in the module:

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

Learning Outcomes Summary:

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

Key topics covered in the module:

• Value Propositions in Sports: Value to and Value of the Fan
• What Makes a Brand Resonate with Fans?
• Branded House vs. House of Brands in Sports
• Competitive Advantage, Differentiation, and Local Bias
• Crafting a Compelling Sports Brand Narrative
• Segmentation, Funnels, and the Fan Journey
• Designing Holistic Fan Experiences On and Off the Field
• Collaboration and Co-Branding to Grow the Fan Base
• Metrics that Matter: Data and Analytics in Sports Marketing
• Building an Integrated Sports Marketing & Fan Engagement Campaign

Learning Outcomes Summary: 

• Construct the foundational components of an Event Management Plan (EMP)
• Differentiate between the critical roles, lines of authority, and specific responsibilities.
• Define the composition, purpose, and operational function of SAG.
• Utilize the principles of the DIM-ICE crowd safety model.
• Apply basic principles of crowd density and flow metrics.
• 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

Learning Outcomes Summary:

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

Key topics covered in the module:

• AI Across the Sports Ecosystem
• Smart Sensors, Wearables, and High-Resolution Sports Data
• AI in Biomechanics and Athlete Health Monitoring
• VR, Simulation, and Wearables for Competitive Advantage
• AI-Assisted Officiating and Decision Accuracy
• AI for Event Operations and Supply Chain Planning
• Personalizing Fan Engagement with AI Segmentation
• Designing AI-Driven Strategies for Sports Stakeholders