Business Intelligence in Sports

€ 200

More Information

€ 200

Start date

Jan 10, 2025

Level: Advanced
Delivery mode: Online-based
Duration: 1 month
Average dedication: 6/8 weekly hours
Delivered in: English

Description

The sports industry is currently experiencing growth and becoming a more professional field. In this context, one of the most prominent and future-oriented areas of knowledge: Business Intelligence. It is essential for understanding the direction towards which any sports entity should navigate.

Business Intelligence is defined as a cross-sectional area within any sports property, aimed at improving the performance of its various departments and maximizing the institution’s revenue. This is achieved through a comprehensive understanding of the market, using data to better understand fans, and optimizing commercial asset inventory.

Currently, we believe there is little specific training on Business Intelligence and some confusion with other concepts such as Big Data or Data Science. For this reason, we believe this course can fill an existing gap and provide students with in-depth knowledge of one of the most strategic and relevant areas within the sports industry in the coming years.

EXPERT ADVISORS

Profesor

Edgar Bascón Aguilera
Professional in the sports industry with over 10 years of experience in Europe and LATAM in commercial field and market intelligence consulting, thus developing a strong analytical ability, strategic vision, and leadership in multidisciplinary teams. Currently, an alumni of the International MBA in Sports and Entertainment Industry from LaLiga Business School and currently responsible for Market Research and Fan Insights within the Business Intelligence team at FC Barcelona. At the same time, co-founder of the Fundación Salta Alto (saltaalto.org), which was created with the aim of bringing sports practice to the most vulnerable communities in Chile, where children at risk of social exclusion live.
Profesor

Fernando Sotomayor Barrios
Professional in the sports industry with over 10 years of experience in Europe and LATAM in commercial field and market intelligence consulting, thus developing a strong analytical ability, strategic vision, and leadership in multidisciplinary teams. Currently, an alumni of the International MBA in Sports and Entertainment Industry from LaLiga Business School and currently responsible for Market Research and Fan Insights within the Business Intelligence team at FC Barcelona. At the same time, co-founder of the Fundación Salta Alto (saltaalto.org), which was created with the aim of bringing sports practice to the most vulnerable communities in Chile, where children at risk of social exclusion live.
Profesor

Víctor Campos Blanco
Graduate in Business Administration and Management. Professional in the sports sector with over 5 years of experience in international sports. Starting the career in market research, measuring ROI of sports events, and sports consulting roles. Developing Business Intelligence functionalities at FC Barcelona since 2022, currently in the position of Commercial Assets Controller, leading inventory control and sponsorship proposal development.
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Module 1: Introduction to Business Intelligence

BI Fundamentals
The Pillars of BI in Sports
Data Management
How to approach the sports commercial data
The Importance of Business Intelligence in the Team’s Strategy

Module 2: Audiences & Fan Segmentation
Fan-Centric Approach
Fan Funnel
Fan Profiling and Fan Persona
Fan affinity
Market Research
Audience Measurement

Module 3: Corporate Partnerships and Data
Commercial Strategy Solutions
Partnership Prospecting
Sponsorships Package Build-up & Reporting
Asset Management
Sponsorships Asset Construction & Management
Asset Media Valuation

Module 4: Data Visualization & Trends
How to Visualize Data
Audiences
Communicate visually the Fan-Centric Approach
Partnerships
Reporting the Commercial Prospecting
Asset Inventory visualisation
Emerging Technology
Key Trends in the Sports Market

Learn to

  • Understand and explain data relevant to the sports industry and its global comparison.
  • Explain data and incorporate it into commercial strategies using different tools.
  • Learn, at an introductory level, the use of Business Intelligence tools such as audience measurement, fan demographics, sponsorship inventory management, among others.
  • Define sponsorship and sales strategies.

Certify your skills

Thanks to our integration with remote supervision technologies, the Verified Certificate of Approval:

  • Guarantee transparency of the certification process.
  • Validates the identity of the certificate holder.
  • Accredits the acquisition of specific competencies and skills.

What does it include?

24-HOUR ACCESS TO STUDY MATERIAL, FROM ANYWHERE, ON ANY DEVICE
ACCOMPANIMENT, MONITORING AND VIRTUAL SUPPORT FROM AN EXPERT IN THE FIELD
ACTIVITIES AND ASSESSMENTS WITH PERSONALIZED FEEDBACK
DISCUSSION FORUMS AND INTERACTION WITH COLLEAGUES FROM ALL OVER THE WORLD
CERTIFICATE ISSUED BY BARÇA INNOVATION HUB AND ENDORSED BY THE CORRESPONDING INSTITUTION.
SELF-ASSESSMENT TO MEASURE YOUR LEARNING PROGRESS

Education

ALL PROGRAMS

€ 200