Global Sports Business (E)

first cycle, Bachelor

The participants:
• will know the structures, trends and stakeholders of the global sports industry.
• will have a foundational understanding of international sports governance, cross-border marketing, international expansion strategies, and the key aspects of managing an international sports business.
• will also be able to critically analyze existing challenges faced by sport organizations on an international level.

not applicable

The course introduces students to the scope of the global sports industry, including international federations, sport leagues and sports clubs operating in international markets. Students explore international governance frameworks, the role of transnational sport organizations, and other key stakeholders, such as sponsors or media. Topics include different internationalization strategies, sport diplomacy, sport marketing and branding, athlete migration and labor issues, and digitalization strategies across markets. Case studies from different markets illustrate diverse business practices.

Desbordes, M., Aymar, P., & Hautbois, C. (2019). The global sport economy. Routledge.
Foster, G., O'Reilly, N., & Dávila, A. (2020). Sports business management: Decision making around the globe. Routledge.
Nauright, J., & Zipp, S. (2020). Global Markets and Global Impact of Sports. Routledge.
Pitts, B. G., & Zhang, J. J. (2020). Global Sport Business - Managing Resources and Opportunities. Routledge.
Westerbeek, H., & Karg, A. (2022). International sport business: current issues, future directions. Routledge.
Zhang, J. J., Pitts, B. G., & Johnson, L. M. (Eds.). (2021). International Sport Business Management: Issues and New Ideas. Routledge.

Portfolio exam

English

3

integrated course, case studies, discussion, group work, presentations

4