The Global Business of Sports

开始时间: 待定 持续时间: Unknown

所在平台: Coursera

课程类别: 商业与管理学

大学或机构: University of Pennsylvania(宾夕法尼亚大学)

授课老师: Kenneth L. Shropshire



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The wide range of global sports businesses constitutes a multi-billion dollar industry. This course will examine and explain the business of sports by analyzing the economic, legal, governance and success models in various sports industries. The primary focus will be on American team sports but comparative global models will be contemplated as well.  We will seek to find the answers to questions such as: what lessons can global sports entities learn from each other? What business strategies are used to retain the profitability of world leagues, sports teams and franchises? What lessons can be drawn from the United States based sports models? What revised models should new entrepreneurial leagues apply in order to achieve success? Substantive instruction will be drawn from the likes of the Olympics, FIFA World Cup, MLB, NFL, Premier League, various player unions, China, India, South Africa, Brazil and much more.   Ultimately, our goal is to equip the student with a framework and tools with which to understand and evaluate the business side of a wide range of competitive sports ventures.


Week One:  Sports Enterprise Structure: Where is the Money? We will examine the structure of sports leagues and teams including a broad overview of the legal and financial structures. The week will also provide an introduction to the revenue generators and revenue distribution models so that students will be able to analyze a variety of sports business models. For example, we will study U.S. and European league governance including promotion and relegation. The important role of revenues from media rights fees will be introduced and more closely examined later as a primary financial driver. Other revenue generating streams such as ticket sales and sponsorships will be studied as well.

Week Two: Sports Media. This week will focus on the revenue sources that flow from the playing of sports events as well as ancillary activities. This includes the traditional radio and television sources as well as the ever growing and emerging new media sources. Beyond the revenues that flow from these sources we will also examine how the use of and partnering with these media outlets have evolved from an initial fear of cannibalizing the live gate to current issues about the delivery of "free" content and the impact on the ever changing sports business model. 

Week Three: Stadiums and Arenas. The focus here will be on these facilities as both revenue and economic impact generating facilities. Is there a formula used to plan for the development of sports infrastructure? We will focus on stadiums and arenas and delve into the history of the construction of great sports centers and their impact.

Week Four: Unions and Sports Agents. Sports agents and unions are key stakeholders in the sports business industry. Agents source and manage talent while unions use collective bargaining to champion for an organization of the economic system that favors salary increases. We will analyze the impact these stakeholders have had on the industry in different regions in the world and use case examples including lockouts from the past. Students will have the opportunity to compare and contrast unions around the world.

Week Five: The Olympics and the FIFA World Cup. We will take a close look at the Olympics history and economic impact. What goes into planning and executing the Olympics? We will analyze the 4 year cycle that business persons and athletes take to prepare for the Olympics. We will also examine ideas about the economic impact of these games on the host country’s and the world’s economy. Similarly, the FIFA World Cup is the world’s biggest sports event.  We will discuss the role of World Cup plays on the world’s business environment using the following lenses to analyze the tournament: fans, countries, players, media, host country, retailers and of course FIFA.

Week Six: Sports Enterprise Global Strategies. How do sports entity leaders develop and execute global strategy? We will conclude by contrasting the different penetration levels of various sports and their presence on the global platform. We will use the framework we have developed to hypothesize the globalization of various sports and examine their financial and operational feasibility.  We’ll contemplate the elements needed for a truly global, profitable sport entity. 





This course analyzes the business side of sports and discusses the intricacies of global sports leagues as well as various countries' sports strategies. You will be equipped with a framework and tools to understand and evaluate the business side of competitive sports around the world.


商业 体育 商业体育 体育商业 全球体育商业 全球化 宾夕法尼亚 宾夕法尼亚大学



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