Universitat Internacional de Catalunya

Sport Management

Sport Management
First semester
Main language of instruction: Catalan

Other languages of instruction: English, Spanish


During the last decades, sport, as a free time activity, has become, for large segments of the population in any part of the world, a highly valued pastime and has become an important product for mass consumption.

Sport has become essential in the lifestyles of contemporary societies given its multidimensionality as a social, leisure and, above all, health phenomenon. As has happened in the field of culture and tourism, sport has also undergone modifications to adapt to the new functions and meanings it has in advanced societies. From being a socializing element in the past, sport is currently undergoing a process of diversification and individualization. Such is the influence of sport in modern life, that we can speak of a sporting lifestyle, characterized by the importance of practicing sports in an individual's free time.

Thus, we are witnessing a spectacular growth of sport from all areas of action, promoting an increase in its consumption, whether in the form of tangible goods (for example, sports articles) or intangible goods (sports services such as those offered to a client of a gym or a sports club).


The main factors that have led to this spectacular increase are:


• Increased free time and improved quality of life: The increase in people's life expectancy, early retirement and the reduction in the number of working hours mean that people have more time to do other types of work. activities among which is sport, considered as a leisure and entertainment activity.

• Growing interest of the population in activities related to health: Sport is considered a means to improve physical fitness or feel better about oneself.

• Increased participation of women in physical activity and sports: The participation of women in the world of work has been accompanied by a greater presence in all spheres of social, political and economic life, such as in the leisure and entertainment activities and, consequently, in sports.

• Greater facilities for practicing sports: The current facilities that a large part of the population finds in communications and transport also translate into the possibility of accessing sports practices linked to the tourist phenomenon, as is the case, for example, with skiing, golf , among others.

• Investments in sports facilities that have been made with better features and greater modernity, which results in greater comfort and services around the practice of the chosen sport.


All this has made it possible to raise the expectations of a sector that is clearly in fashion, which has greatly increased its consumption and in which there has seemed to be great interest from the business sector.


In this period where the world is globalized and in which there is greater competition that affects all sectors and all markets, training and talent will be the keys to evolve, to resist and to innovate and these will be the coordinates of success in companies that want to be competitive and want to survive. These are times where improvement in management is essential to be able to apply rigorous criteria in companies and where the debate on doing something different with innovation and creativity is fundamental.


The contents of THE SUBJECT OF SPORTS MANAGEMENT at the UIC offer the possibility of responding to this latent need and a growing demand through specialized, quality training that combines high academic value with an eminently practical nature. All this through a global and comprehensive vision of management that will be unique in the market and with an international perspective adapted to growing globalization.


The objective of this subject is the presentation of the basic concepts of SPORTS MANAGEMENT and the resources available to carry out the functions of direction and management in sports organizations. The concepts and basic methodological tools for analysis and competitive position, the definition of strategies and their implementation will be addressed. The complete process of analysis, definition and implementation of the strategy is reviewed. Organizational, structural, and cultural factors, as well as the specific role of top management, will also be addressed in the implementation discussion. The implementation of the strategy is also addressed. The role of the CEO and the organization's leaders, how to manage change and monitor results efficiently and effectively. Throughout the sessions, emphasis will be placed on understanding the basic theoretical concepts and practical cases of application in companies in the sports sector.



- Presentation: The Sports Management Environment (1 class of 2h)

• Presentation of the subject
• Teacher presentation
• Presentation of the students
• Methodology and timing
• The environment of the sports industry

- Sports companies as service companies (2 classes of 2h)

• The company. Objectives and types of companies.
• The managing director of a company
• Ethics and business
• The concept and characteristics of service companies.
• Types of clients
• The “encounter”
• The “moments of truth”
• Customer satisfaction
• The guarantee of service • The management of “queues”
• Loyalty.

- Leadership in Sports Management (1 class of 2h)

• Characteristics of leadership
• Types of leadership: “Aromas of leadership”
• Delegation
• Decision making
• Change management
• The leader of sports organizations

- Introduction to strategy and strategic planning (1 class of 2h)

• Strategy, the concept and the theoretical and practical approaches.
• Brief history of strategy in the context of management
• Strategic planning
• Phases
• The mission, vision and values
• General and strategic objectives
• Plans and projects
• The portfolio plan
• Strategy planning and control systems

- Management resources: Organizational culture and team (1 class of 2h)

• Types of organization.
• Organization charts
• The design of a team
• The selection of personnel
• Motivation in the company
• The direction of a team.
• Time management

- Sports Marketing and Sponsorship (3 classes of 2h)

• What is sports marketing?
• Strategic marketing versus operational marketing
• Commercial recruitment
• Loyalty: Loyalty plans
• Marketing in football
• Sports sponsorship
• Market analysis: benchmarking
• Big data
• Sports communication
• The Sports Marketing Plan

- Sports facilities: projects (1 class of 2h)

• Types of sports facilities
• Management Plan in sports facilities
• Sports facility project
• Example of start-up of a sports facility

- Sporting Events (1 class of 2h)

• Types of sporting events
• The Strategic Plan of the sporting event
• The launch of a sporting event
• Examples

- Public Management of Sport: (1 class of 2h)

• The mission of the State in sport
• Sports promotion
• The penetration of sports practice
• Municipal sports management

- Innovation and sports technology (1 class of 2h)

• Innovation and creativity
• Examples of the consequences of not innovating
• Sports entrepreneurship
• Technology and sport

Teaching and learning activities

In person

The pedagogical approach is eminently practical and experiential to base the theoretical bases that are taught and based on the rigor in the management of the concepts and the instruments for the analysis of the management of sports companies. In order to achieve the acquisition of the foreseen competences and guarantee the scope of the learning results indicated in the section of objectives of the subject, the classes combine the presentation and general exposition of the contents with practical examples and extensive questions in class with which works the theoretical base imparted.

Evaluation systems and criteria

In person

The evaluation of knowledge of this subject will be carried out through the development of 2 works, in addition to an individual test (exam). Participation in class will also be scored.

1. Case study 1 (20%)
2. Case study 2 (20%)
3. Examen-test (50%)  Individual
4. Attendance and participation (10%)  Individual

Bibliography and resources


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SOLANELLAS DONATO, PERE (2021) “ LXC: Liderazgo en experiencia de cliente” Editorial Profit

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