4 minute read
Education the future of global sport
EDUCATION IS VITAL TO THE FUTURE OF THE GLOBAL SPORTS INDUSTRY
Brendan Flood, chairman of University Campus of Football Business (UCFB), its Global Institute of Sport (GIS), and director at Burnley FC, explains how now, more than ever, the global sports industry must innovate to adapt to the global climate, and how specific knowledge and education is central to that, plus a brand new partnership with Premier Sports Network…
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Around the world there has not been one industry that has escaped the impact of COVID-19, and sport is no exception. From the top to the bottom, jobs have been lost, organisations folded, and revenue ripped apart. Slowly but surely athletes are returning to the field, but the sports they have dedicated their lives to have been changed dramatically. These truly are testing times.
It’s now up to us, the leaders of today, to adapt to this new reality by bringing forward the vision, knowledge and ideas needed that will ultimately lay the foundations for the leaders of tomorrow to continue taking this powerful, transformative and global industry into the future.
No industry survives without forward thinkers and organisations that are not afraid to think outside of the box to attract new audiences and investment. Sport has often been at the front of that curve and it’s my belief that it can continue to be so as we all continue to work our way through this unique landscape we currently find ourselves in.
Since the turn of the century, the sports industry has developed on and off the field in ways many of us could not have imagined. Nowhere is that more prevalent than in its commercial appeal to broadcasters and sponsors. As a revenuegenerating industry it has skyrocketed; our audiences are no longer confined to one town or one country – Brooklyn is as key a market as Burnley.
With this in mind I believe that it is increasingly vital that those working in sport must have the knowledge, skills and adaptability to span continents.
With global industry must come lifelong learning and specific education to oversee an ever-changing and fast-paced landscape. The demand for virtual and flexible education is greater than ever too – COVID-19 has highlighted this. We must ensure that individuals and organisations have access to insight from sports leaders around the world instantly online, even for those who prefer to study on location.
My goal when launching UCFB nearly a decade ago was to create the ‘Harvard of Sport’, and I believe with the recent launch of our Global Institute of Sport (GIS) we are close to realising that. A huge part of that is our partnership with
VSI Executive Education to deliver their leading MSc Sports Directorship degree programme as well as their CEO of a Sports Organisation and The Executive Athlete courses. Alumni of VSI that are now joining the wider UCFB and GIS family include ECB director and former England cricketer Ashley Giles, Olympic medal-winning gymnast Beth Tweddle and Zoran Krneta, Sporting Director of Charlotte’s new MLS expansion team Charlotte FC.
We are ensuring that our network of partners and hub locations across Europe, North America, Asia, the Middle East and Australia are accessible to all of our
students, meaning that learning best practices from the leading minds and organisations in the sector is easier than ever.
As well as learning from the best in the business, students will be learning and networking at some of the world’s most spectacular sports arenas to further fuel their ambition. With the likes of Wembley and Etihad stadiums in the UK already established as GIS venues, students now have access to Red Bull Arena in New York; Atlanta’s Mercedes-Benz Stadium; Toronto FC’s BMO Field and the incredible Melbourne Cricket Ground.
With each continent comes a new sport and business model to learn, digest and tackle. Whether it’s football, cricket, rugby, American football, basketball or Aussie Rules, each discipline has its own unique trait. We believe that by gaining the knowledge of each market, individuals become better equipped to succeed in this industry wherever in the world and whatever the circumstances. Similarly, we believe each sport can learn from another to adopt best practice and ensure that the global sports industry is
an efficient and commercially successful as it can possibly be.
And now with GIS linking up with Premier Sports Network, this network and collaboration of minds, organisations and ideas will further expand the knowledge and experience necessary for our students to succeed. Utilising Premier Sports Network’s extensive list of contacts, international events and sports business prowess will give students further access to some of the best minds in world sport, as well as a number of job opportunities for alumni.
So, whether it’s teaching via the classroom or through experiences and networking, it’s up to us to ensure we continue to push sport and its rich financial, cultural and social benefits on to those who’ll be carrying these responsibilities into the future.
