BUSINESS OF SPORT CERTIFICATE 100% ONLINE COURSES Study wherever you are a range of devices with ISC’s interactive web portal.

We want to target those looking to 100% CONVENIENT get into sport but also those who In your own time, at your own pace. Enjoy the flexibility to fit your learning around your life. are already in sport. Delivered by ISC, a brand with a strong history in the business of sport, ISC Academy combines first-class content 100% ON YOUR TERMS combined with expert insight to Start today, tomorrow, next week or later in the year. Start when you want, whenever provide online sports business courses suits you. available for everyone.

2 ABOUT ISC ACADEMY

ISC Academy was launched to provide online courses in the business of sport for both students and professionals. Born out of ISC, the International Sports Convention – a media, events and content organisation providing intelligence, networking and business opportunities for the global sports industry – ISC Academy is the next step in education for current and aspiring sports professionals.

WHY STUDY WITH ISC ACADEMY?

ISC Academy provides practical training, education and qualifications in the Business of Sport. We understand what it takes to get a job in sports business and how to progress in the sports industry.

ENHANCE YOUR CAREER PROSPECTS

The International Sports Convention brand is recognized by the Industry and an ISC Academy – Business of Sport Certificate will enhance your CV and profile.

GET THE KNOWLEDGE YOU NEED, WITHOUT TAKING TIME OUT

Our 100% online courses provide you with the opportunity to study at your pace, in your own time, working around your current employment or education.

MORE THAN JUST A CERTIFICATE

ISC realizes learning, being qualified is only just the beginning. ISC provides a lifetime of networking opportunities (International Sports Convention in London) and a host of study visits globally. Plus always providing intelligence and content about the trends and developments.

4 Introduction to the ISC ACADEMY BUSINESS Sports Governance, Sports Strategic Business of Sport and Law and Integrity Planning OF SPORT CERTIFICATE Sports Management

The global Business of Sport Certificate run for the industry with insights from the industry.

Consisting of 15 individual courses that cover the breadth of the sport business landscape, the ISC Academy Business of Sport Certificate. Sports Sports Sports Branding Communications Commercial

Fan Engagement Stadium and Venue Sports Sponsorship in Sport Operations

Sports Sports Esports and Events Tourism Gaming

Sports High Performance Player Athlete Development in Sport Management

6 ORIGINAL CONTENT AND CASE STUDIES

Video interviews, Podcast Audio interviews and so much more from leading Industry figures and organisations to keep your learning insightful and real.

MICKY LAWLER DAN ROSSOMONDO JOE DE SENA FRANK JUNG GIAMPIERO RINAUDO PRESIDENT SENIOR VICE PRESIDENT FOUNDER AND CHIEF EXECUTIVE CHAIRMAN CHIEF EXECUTIVE WTA NBA SPARTAN ENVISION VIRGIN RACING DELTATRE

IAN REID PEDRO PRESA RICK TRAER CHRIS HARRIS CHRIS OVERHOLT CHIEF EXECUTIVE CHIEF EXECUTIVE CHIEF EXECUTIVE MANAGING EDITOR (DIGITAL) PRESIDENT AND CEO BIRMINGHAM 2022 MYCUJOO CANADIAN SPORTS TOURISM ALLIANCE ARSENAL FOOTBALL CLUB OVERACTIVE MEDIA GROUP COMMONWEALTH GAMES

MARTIN MURPHY OLIVER JABERG MARISSA PACE ZACH WEATHERFORD DARIUSZ MIODUSKI STADIUM DIRECTOR DEPUTY CHIEF LEGAL AND COMPLIANCE CHIEF MARKETING OFFICER HUMAN PERFORMANCE CHAIRMAN AVIVA STADIUM OFFICER AND DIRECTOR OF INTEGRITY/ WORLD RUGBY CONSULTANT LEGIA WARSAW ANTI-DOPING, FIFA USOC

DAVID FONT HENRY MENEZES STUART LARMAN STEFAN GUNNARSSON MATS THEIE BRETVIK GENERAL MANAGER DEPUTY TECHNICAL CHAIRMAN DIRECTOR OF CLUB LICENSING OF MARKETING HEAD OF EFOOTBALL AND GAMING CATALAN TOURIST BOARD ALL INDIAN FOOTBALL AND CLUB DEVELOPMENT AND COMMERCIAL NORWAY FOOTBALL FEDERATION FEDERATION UAE PRO LEAGUE ICELANDIC FOOTBALL ASSOCIATION

8 ISC ACADEMY BUSINESS OF SPORT CERTIFICATE - COURSE OVERVIEW

INTRODUCTION TO THE SPORTS GOVERNANCE, LAW SPORTS STRATEGIC SPORTS BRANDING BUSINESS OF SPORT AND AND INTEGRITY PLANNING Have you ever gone to a football stadium and SPORTS MANAGEMENT wondered why the team name and logo was Good governance in sport is concerned with Creating a long-term strategic plan is a key part everywhere in sight? While success on the field operating and managing a sports organisation of any sporting organisation which is looking to Sport is big business! Stadiums, players, is vitally important, the work conducted off the in the right manner. It is about the principles develop and grow. managers, and coaches are just some of the field on creating that brand is what helps you that guide the sports administrator to do the key stakeholders. When fans think of sports stand out from your rivals and build value for right thing in the right way while protecting A strategic plan should not be confused with an organisations, it is most likely these groups your brand. Sports organisations need strong the sports organisation’s reputation. Sports operating or business plan. For the purpose of this would be mentioned first. branding to create loyalty and value. law are the laws that apply to athletes and the module, a business plan is concerning with the sports they play. Sports law touches on a variety ‘annual’ or one-year plan which links into the wider Within the world of sport exists governing In this course you will learn about: of matters, including contract, tort, agency, strategic plan. Alongside the business plan will bodies and federations, leagues, and sports antitrust, constitutional, labor, trademark, be an annual budget. A strategic plan is focused organisations (teams or clubs). These sports • What is branding? Sex Discrimination, criminal, and tax issues. on mid to long-term goals and explains the basic organisations can be either amateur or Integrity in sport is defined as the manifestation strategies for achieving them. Please note, this professional. • The fundamentals of a branding strategy of the ethics and values which promote module focuses on the development of a long- community confidence in sports, including term strategic plan and not a business plan. In this course you will learn about: • The branding processes fair and honest performances and outcomes, unaffected by illegitimate enhancements or This course sets out the basics of the strategic • What is the business of sport? • Brand name, language, and tone of voice external interests. Integrity in sport is important planning process and how to develop a plan for because it protects its values. Threats to sports your organisation. Finally, we will provide some • Who are the different stakeholders in sport? • Brand identity and brand protection integrity include issues like doping and match examples of strategic plans from other sporting fixing, as well as those which impact peoples organisations around the world. • How the industry is structured positive experience in sport, such as abuse, • Examples of good branding discrimination and harassment. In this course you will learn about: • Federations, leagues, and teams After completing this course, you will have learned about the process of branding, In this course you will learn about: • What is a strategic plan? • Governing bodies from strategic brand positioning to brand identity and voice. This course will equip • What is good governance in sport? • The benefits of having a strategic plan • Professional structures sports marketing professionals with a greater understanding of branding. • How sports law works and how it is • The process to follow when creating a • Amateur structures implemented? strategic plan

After completing this course, you will • How integrity in sport is implemented and • Tips when starting to create your strategic plan have a clearer understanding of the sports monitored? management structures that exist within sports ISC Academy will provide you with a template organisations. We will at the role of the • Tips in building a career in this area. and checklist to help you complete your federations and governing bodies, the role of Strategic plan. the league and the role of the teams. We will ISC Academy will provide you with some look at some of the key functions that exist templates and checklists to support work in this After completing this module, you should be within sports organisations. area. After completing this course, you should able to go through the process of developing a

be able to understand how to govern a sport strategic plan for your sporting organisation.

ethically and legally.

10 ISC ACADEMY BUSINESS OF SPORT CERTIFICATE - COURSE OVERVIEW

SPORTS COMMUNICATIONS SPORTS COMMERCIAL SPORTS SPONSORSHIP FAN ENGAGEMENT IN SPORT

Sports communications includes advertising, Like any other business, sports administrators Sponsorship is when a business provides If you are involved in the marketing team of digital marketing, public relations, media and commercial teams within sports funds, resources or services to a sports right’s a sports organisation, one of your biggest relations and public affairs. It focuses on the organisations are focused on generating holder, in return for some form of rights and/ challenges is getting your fans’ attention. promotion of a team/athlete/sporting brand, revenue. Sports organisations have a dual or association with the sport to help the Sports clubs need to stand out from the crowd. whilst also communicating the values and focus. While one aim is to drive revenue to business commercially. Sponsorship is all about Sports organisations must build strong bonds identity of that brand/team/individual. There cover costs/ deliver profits, the other is to increasing brand awareness, visibility and with their existing fan base and also create are many people the sport/athlete/brand may increase the chance to improve the sporting guaranteed media exposure. It gives businesses compelling stories and experiences to reach want to reach with their messages - this could performance. a chance to stand out and differentiate, by new fans. be current or new fans, government, members associating with sport. When a fan cheering of the sporting family, the local community, The more income a sports club can generate, on their favorite sports team sees a product or Whether your fans are in the stadium cheering etc. It is important that there is a plan around the more money will be available so they can brand, it becomes ingrained subconsciously in from the stands or sitting at home, watching communications, and a method for monitoring sign better players, better coaches, increase their mind. Apart from increasing awareness it the game with their friends and fellow fans, and evaluating the effectiveness of the grassroots programs and have better facilities. could ultimately change the way a person sees sports clubs need to understand the best way communications. Sports can differ a lot in their ability to generate that specific brand or product. Sponsorship to engage with them. revenue. relationships go through a life cycle including In this course you will learn about: three stages: formation, operation and Fan engagement is about building a strong In this course you will learn about: outcome. Developing a leveraging plan for ongoing connection with your fans. To do this, What are sports communications? every single sponsorship initiative, regardless of sports clubs need to understand the individual • What is the business of sport? how small, is the key to maximising sponsorship fan experience and how it can be enhanced to How do public relations, media relations and impact. Evaluation of the sponsorship activity drive more value. public affairs work in sport? • Different ways clubs can raise money afterwards is key to proving business value and optimizing future activations. In this course you will learn about: How do you write a sports communications • What is sports sponsorship? plan? In this course you will learn about: • What is fan engagement? • Examples of good sponsorship partnership Tips in building a career in sports • What is sponsorship? • Understanding the principles of fan communications. • Steps to create a sales presentation engagement • What makes a sponsorship successful? ISC Academy will provide you with a template After completing this course, you will • Explain the main concepts of fan and checklist to help you build a sports understand the business of sport, how sports • What is the process to follow in building and engagement communications plan. After completing this organisations generate revenue and the managing a sponsorship course, you should be able to understand the different methods used to raise funds. For the • Understand the benefits of good fan process of managing sports communications purpose of this course we will focus more on • Tips in building a career in sponsorship engagement and be equipped for working in this area. the elite/pro clubs rather than the amateur side of sport. ISC Academy will provide you with a template • Explore examples of fan engagement from a and checklist to help you build a sponsorship number of sports teams proposition. After completing this course, you should be able to understand the process of After completing this course, you will managing a sponsorship and be equipped for understand fan engagement, the benefits of working in this area. good fan engagement and be able to develop a fan engagement strategy for your sports organisation.

12 ISC ACADEMY BUSINESS OF SPORT CERTIFICATE - COURSE OVERVIEW

STADIUM AND VENUE SPORTS EVENTS SPORTS TOURISM ESPORTS AND GAMING OPERATIONS A sporting event means a contest in which Sports Tourism is a multi-billion-dollar industry You could be forgiven for thinking that esports animals, people, or machines compete as teams and one of the fastest growing areas in the $5.5 and gaming are one and the same, however For a sports fan there is no greater thrill than or individually for the purpose of winning trillion global travel and tourism industry. Sport they are vastly different. In this course we will walking up to the stadium or . The feeling a match, game, race, competition or other tourism has been defined as a leisure-based explain the difference between the two and of excitement and anticipation is unrivalled. contest. A person who watches a sports event tourism that takes people temporarily outside show you examples of each in action. Fans never think about logistics and the hard is called a spectator, but in the case of mass of their home environment to participate in, work that goes into making that sporting participation events is the participant. Sports watch physical activities, or venerate attractions We will also explain the benefits of having event happen. The work behind the scenes is events are financed through a combination associated with physical activities and sport. an esports and gaming strategy for your incredibly complex and dynamic to ensure the of ticket sales, broadcast and media rights, organisation, as well as explaining why sports best ‘game day’ experience. The focus extends merchandise, food and beverage sales, In this course you will learn about: teams, brands or players gets involved in this beyond the simple footprint of the land and sponsors, hospitality, programmes, parking space. immediate surrounding area of the venue to and other on-site sales. Live sports events are • What is sports tourism public transport, access in and around the attractive to broadcasters and sponsors, whilst In this course you will learn about: venue, people traffic flow, exit and entry to the providing important game time for athletes, and • What are the benefits of sports tourism to a venue and complementary activities occurring exciting opportunities for spectators to engage city or region • What is esports? on ‘game day’. with the sport. • The process to follow when building a sports • What is gaming? In this module you will learn about: In this course you will learn about: tourism strategy • The benefits of having an esports and • Game Operations • What is sports event management? • Tips in building a career in sports tourism gaming strategy • Stadium Operations • How do you successfully produce and The ISC Academy will provide you with the • The process to follow when moving into promote a sports event? templates and checklists to help you write a esports • Venue Management city/nation sports tourism strategy and do an • How do sports events work financially? economic impact assessment of a large-scale • Tips to get you started • How sport is financed sporting event. After completing this course, ISC Academy will provide you with the you should be able to understand the process This course sets out the basics of esports and • Managing Budgets templates and checklists to help you write of building a sports tourism strategy and be gaming, and how to develop a plan for your sports events plan and sports events marketing equipped for building a career in this area. organisation to get involved and explore this After completing this module, you will have a plan. After completing this course, you should world. Finally, we will provide some examples clearer understanding of the sports operations be able to understand the process of building of successful entrants into the world of esports structures that exist within sports organisations. a sports event and be equipped for building a and gaming from other sports organisations We will look at stadium operations, venue career in this area. around the globe. management and the different challenges faced

when running a major sporting event.

The areas covered in this module apply to any

live sports event be that in , horse racing,

or sailing.

14 ISC ACADEMY BUSINESS OF SPORT CERTIFICATE - COURSE OVERVIEW

SPORTS DEVELOPMENT HIGH PERFORMANCE IN SPORT PLAYER ATHLETE MANAGEMENT

Grassroots sports in a broad definition used to High-performance (HP) sport or elite sport Within sports management, those who work describe the range of ‘amateur’ sporting activity is sport at the highest level of competition, closely with athletes or players are athlete or in a country. Grassroots sport is physical where the emphasis is on winning prestigious player managers. An athlete manager raises the leisure activity, organised and non-organised, competitions. High Performance sport is at athlete’s career beyond sport and is responsible for practised regularly at non-professional level for the top end of sport development and usually transforming an athlete into a brand, whilst also health, educational or social purposes. (but not always) includes athletes or teams that being involved in their sporting career development. compete at an international level. The term The role of an athlete manager includes recruiting, Grassroots sports plays a huge role in peoples’ applies to Olympic sports and professional negotiating contracts, career development, lives across the world. It keeps adults and kids sports – the elite athletes, some of whom may marketing, endorsements, legalities, regulation, fit, promotes an active and healthy lifestyle, it be amateur and some professional. It includes lifestyle and support. Often (in bigger markets or can help identify talent and helps with career a large number of other high-performance bigger, more lucrative sports) an athlete/player development. It provides opportunities for industry professionals, including HP directors, manager will only oversee the scheduling and people of all skill levels. performance coaches, sports science and organisation of their clients, whilst a player agent medicine professionals, sports psychologists, will undertake the negotiations. Athlete/player In this course you will learn about: nutritionists and data/video analysts. There are managers are hired by both organizations and a significant number of emerging businesses individual athletes, whilst player agents will only • Grassroots Sport landscape - a global supporting high-performance sport, in areas work on behalf of the athletes. Professional licenses overview such as technology, wearables, etc. are required to be an agent within most sports or alternatively agents must register with their national • Schools football In this course you will learn about: association. Examples of the types of businesses that hire player/athlete managers include • Grassroots clubs • What is high performance sport? sporting goods companies, sports marketing firms, professional and amateur leagues, national • Health benefits of grassroots clubs • How does high-perfomance sport work? performance institutes and academic institutions.

• Societal benefits of grassroots clubs • How does a nation or team create a high- In this course you will learn about: performing system? • Staff, partnerships, and facilities • What is athlete management • Tips in building a career in performance sport. • Case study: Grassroots development USA • How successful athletes are managed soccer ISC Academy will provide you with a template and checklist to help you in performance • The process to follow when managing an • St Kitts grassroots football programme planning. After completing this course, you athlete should be able to understand how to build a high performance sports system and be • Tips in building a career in athlete equipped for working in this area. management

ISC Academy will provide you with a template and checklist to help you write a player contract.

After completing this course, you should be

able to understand the process of managing an

athlete and be equipped for working in a talent management agency.

16 FOR THE INDUSTRY BY THE INDUSTRY

18 INTERNATIONALSPORTSCONVENTION.COM/ACADEMY