Foundations for Football Business

Learn the key business strategies driving football organizations to success.

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In this course, you’ll learn the critical business strategies behind successful football clubs.

Every module is hands-on and packed with real-world examples from the football industry. You’ll learn how to build financial stability, grow your brand globally, and manage operations with precision—all while developing the leadership presence that makes your voice matter in every conversation.

Whether you’re leading club operations, negotiating sponsorship deals, or managing international growth, you’ll gain the insights and tools to step into any business challenge with certainty. By the end of the course, you’ll have the business acumen to elevate a football club’s performance.

You will learn how to...

Analyze and optimize football club finances and revenue streams.
Develop strategies for expanding a football club’s global presence through internationalization.
Design and implement effective fan engagement programs that enhance loyalty and revenue.
Evaluate pros and cons of all club ownership and management models to drive performance.
Craft winning competitive and corporate strategies for long-term success.
Managing daily operations of a football club, optimizing resource allocation and departmental efficiency.

This course includes

Employer sponsorship.

Group discount

The Curriculum

Through expert-led workshops, you will explore critical areas such as financial management, international expansion, fan engagement, and operational strategy, positioning themselves for success in today’s competitive football landscape.

01 | Economic Drivers in Football

This session focuses on the financial aspects that influence football clubs. You will examine revenue streams such as ticket sales, merchandising, broadcasting rights, and sponsorship deals.

We will also cover the financial impact of player transfers and wages, as well as financial fair play regulations.

02 | Internationalization of Football Organizations

This module explores the strategies for expanding the footprint of football clubs beyond domestic borders.

You will learn about the benefits of internationalization, including brand growth, new revenue streams, and global fan engagement. The workshop will cover case studies of successful international expansions and the challenges involved.

03 | Understanding Fan Engagement

Fan engagement is crucial for the success and sustainability of football clubs. This module will explore the various methods used to engage with fans, both online and offline. Topics will include social media strategies, fan loyalty programs, matchday experiences, and community outreach initiatives.

04 | Club Management and Ownership

This module provides an in-depth look at different club management and ownership models, such as private ownership, public companies, and fan-owned clubs.

You will analyze the pros and cons of each model and how they impact decision-making, financial health, and club performance.

05 | Competitive & Corporate Strategy

This module examines the application of competitive and corporate strategies within football clubs.

You will learn how to develop long-term strategic plans that align with the club’s goals. The module will cover topics such as market positioning, competitive advantage, and strategic alliances.

06 | Operational Management of Football Clubs

This module covers the day-to-day operations of running a football club.

You will learn about the various departments within a club, such as marketing, finance, human resources, and stadium operations. The module will focus on best practices for resource allocation, operational efficiency, and performance management.

Who are in this program?

Designed for high-potential, highly-motivated professionals who wants to excel now – not tomorrow.

Hear from our students

Meet your instructor

Laurent Colette

Chief Operations Officer at Right to Dream

Laurent Colette is a highly accomplished sports executive with extensive experience in leading and transforming world-class sports organizations.

Most recently, he served as Group Chief Operating Officer at Right to Dream, where he led global business units across Ghana, Egypt, Denmark, and the U.S., driving synergies and operational excellence.

Prior to that, Laurent was COO at Olympique de Marseille, where he oversaw corporate and business functions, including ledding OM’s international strategy.

At FC Barcelona, Laurent was the Chief Marketing and Commercial Officer during one of the club’s most successful periods. He was instrumental in the club’s international growth, securing major partnerships with global brands like Nike, Qatar Airways, Panasonic, and Intel. His work expanded Barcelona’s global footprint in Asia and North America, significantly enhancing its commercial success.

As Chief Marketing and Commercial Officer at AS Roma, Laurent led the commercial development for the club’s new stadium project and developed strategic alliances and brand partnerships. He was also responsible for digital growth, licensing, merchandising, and venue management, positioning Roma for future growth and enhancing fan engagement globally.

With leadership experience spanning Right to Dream, Olympique de Marseille, FC Barcelona, AS Roma, and Nike, Laurent brings unparalleled expertise in global strategy, commercial development, and operational excellence to the Foundations for Football Business course.

Unlock what drives success in football business

Employer sponsorship

Group discount

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Join hundreds of professionals transforming their careers in the football industry. Get your free brochure and program details now!

Learning is better with cohorts

Accountability and commitment

Enhance your skillset and expertise by integrating into a community of intelligent, curious, and driven professionals who commit to continuous improvement.

Learn with like-minded peers

Collaborate and reflect with a cohort of like-minded peers focused on mutual growth, acquiring and analyzing practical techniques in an interactive environment.

Active learning, not passive watching

Participate actively in the learning process through live workshops and hands-on tasks that challenge you to apply, evaluate, and create content designed to engage an online audience.

You'll learn how to ...

By the end of this program, you will possess a robust skill set and strategies to enhance your leadership effectiveness, drive team performance, and navigate the organizational complexities in the sports industry.

Elevate your leadership effectiveness

Master emotional and cultural intelligence, authentic and inclusive leadership.

Communicate with impact

Develop clear, concise communication techniques and perfect your presentation and public speaking skills.

Navigate crises and conflicts wisely

Manage crises and conflicts efficiently, maintain team stability, and ensure cohesion during challenging times.

Negotiate with precision and power

Develop a structured approach to negotiations, and implement strategies to maximize outcomes.

Empower professional presence

Build a powerful professional identity through personal branding and effective networking, to establish strong relationships.

Strategy from theory to practice

Master the fundamentals of executing effective strategies to drive your organization's success.

Drive innovation and manage change

Foster a culture of innovation and manage change effectively, implementing frameworks and strategies.

Build high-performing teams

Create a psychologically safe environment, and learn to recruit the right talent for right positions.

Key Details

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✓ Employer sponsorship.

✓ Enroll 3+ people and get a group discount. Get in touch

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