Sports Industry and its Role in European Identity

Hours: 45
Credits: 6 ECTS
Prerequisites: none
Instructor name: Juan Carlos Fociños/ Ramiro Lahera
Office hours: to be communicated the first day of class

Course Description
This course is focused not only on the business side of the sports industry in Europe, but also in the social phenomenon of sports such as football and basketball as part of the European identity.  A thorough look at the surge and rise of European sports organizations compared to some of the most valuable sports organization in the world, with a special emphasis on the Real Madrid case. The aim of this course is to understand the dynamics and functioning of the European sports industry, particularly football, from an economical and sociological perspective: Globalization at its .

Learning Objectives
Students who successfully complete this course will learn about:
▪ Sports marketing and sports management
▪ Key aspects of sport industry from the business point of view
▪ Current trends in the sports business
▪ Public and private sports organizations
▪ Profit and non-profit sports organizations
▪ The Football industry and its importance in Europe
▪ Differences between the American approach and the European approach

Formative Activities
Academic activities will be developed during the course by means of different didactic strategies:
• Group projects
• Real Case Studies
• Critical readings of articles
These activities will represent a 30% of the final grade.

Methodology
The majority of the course syllabus follows the main methodological guidelines of the Communicative Approach, based on the core principles of procedure conception and constructive acquisition of knowledge. The methodology is based on the teaching-learning procedures, focused on the learner, which encourages active participation and results in the development of general and specific competencies that prove knowledge, capacities and attitudes for their future professional careers.

Evaluation
The form of assessment is based on the core principles of the educational assessment, i.e., an active and participative teaching-learning process focused on the learner. The instructor uses numerous and differentiated forms of assessment to calculate the final grade received for this course. 

Bibliography
Basic bibliography
▪ George Foster, Norman O'Reilly, Antonio Davila. Sports Business Management. Decision Making
Around the World. New York, Routledge, 2016
▪ LAGAE, Wim. Sport Sponsorship and Marketing Communications, A European Perspective. Pearson
Educated Limited. 2005
Complementary bibliography
▪ Mandis, Steven G. The Real Madrid Way. Dallas, Benbella Books, 2016.
▪ Payne, Michael, Olympic Turn Around. London Business Press. 2005

Case studies
1. ‘Major League Soccer: Past, Present, and Future’, by Sebastien Arcand, Jerome Bilodeau, and Joseph
Facal. 2016 International Journal of Case Studies in Management.
2. ‘The monopolistic power of the NCAA’, by Carl Anderson and Francine Scholsser. 2014 Richard Ivey
School.
3. ‘Euroleague Basketball: The Challenges of Growing a New League’, by Kristen Haack and Antonio
Davila. 2007 IESE Business School, University of Navarra.
4. ‘Gentlemen, we will chase perfection: The Extraordinary Success of the National Football League
(NFL)’ by Sebastien Arcand, Jerome Bilodeau, and Joseph Facal. 2016 International Journal of Case Studies in
Management.
5. ‘Coca Cola, Popular Music, and the FIFA World Cup’, by David Alla. 2016 Richard Ivey School of
Business Foundation.
6. ‘The National Women’s Soccer League: Towards the Successful Professionalization of Women’s
Soccer?’ by Sebastien Arcand, Jerome Bilodeau, Joseph Facal, and Stephanie Fortier-Grondin. 2017
International Journal of Case Studies in Management.
7. ‘The unfinished dream of NBA China’, by Yin Chen and Xiaohang Guo. 2014 Richard Ivey School
Foundation.

Other resources
Throughout the course different audiovisual and written materials will be provided. These materials will be available via Virtual Campus.

Office Hours
Tutorial schedule will be confirmed in the first couple of sessions, to guarantee that the time schedule suits the needs of students and instructor. However, it is always advisable to make an appointment with the lecturer beforehand in order to ensure availability.
Campus Madrid Princesa
E-mail: to be determined.

Course Content
SESSIONS TOPIC
1. • INTRODUCTION
• Sports as a part of the European culture
2 & 3. • BUSINESS SPORTS SUCCESSFUL KEYS
• High-quality selection process
• Ethics in Sport
4 & 5. • THE MANAGEMENT SPORT INDUSTRY
• A general view of the sports environment
• Sports from a management point of view
6 & 7. • BUSINESS MODEL APPROACH
• Differences between two specific markets: USA and Europe
• History of rivalry: ‘El Clásico’ RMCF vs FCB
• Team Approach vs Individual Approach
8 & 9. • THE EUROPEAN FOOTBALL SYSTEM
• La Liga case study
10 & 11. • BRAND LEADERS
• Real Madrid case study
12. • MID-TERM EXAM
13. • THE DARK SIDE OF SPORTS
• Violence in Sports
• Racism in Sports
14 & 15. • ANALYSIS OF THE COMPETITIONS
• USA format (Franchise) vs Europe (Promotion &
Relegation)
• NFL & MLS vs UEFA Champions League
16 & 17. • PROFFESIONAL BASKETBALL
• A Specific Case study: NBA vs EuroLeague
18 & 19. • SPORTS MARKETING
• Introduction to sportS marketing
• Marketing of sport and marketing through sports
20 & 21. • REVENUE STREAMS
• The main revenue streams in the Sports Industry
• TV Rights
• Publicity, Sponsors & Merchandising
• Ticketing & Match Day
22 & 23. • THE SPORT ACTIVE APPROACH
• Sports business map
• Mass sports industry
• The importance of sport events
24 & 25. • SPONSORSHIP IN THE SPORT INDUSTRY
• The Pyramid of Sponsors
• Strategic Partners
• Technical Sponsors
26. • SPORT TOURISM
• Place Branding
• City Marketing and Sport
• Case studies
27. • THE BIGGEST EVENTS
• The Olympic Games
• The pinnacle of the sporting events
28. FINAL EXAM