IB 334 - The Business of Sports in Europe

During the 20th century the sports industry grew exponentially from its origins as an amateur pastime to a complex phenomenon that moves billions of dollars on a global scale. While sports have been affected by and simultaneously contributed to accelerated globalizing tendencies, some important distinctions can be made between sports industry models in the US and Europe (Symanski, 2009). Focusing on the European sports industry, this course highlights the structures and systems of governance, and the ownership, financing, and management of leagues, teams, facilities, and events. Case studies examined include Euroleague Basketball, FC Barcelona, the English Premier League, London 2012 Olympic Games, and innovations in new stadium developments in Europe.

The comparison continues with an analysis of media rights negotiations and commercialization processes for major sports such as Cricket, F1 and Moto Sports. The role of sports marketing, in particular, the management of endorsement deals and brands by leading sports apparel companies such as Nike, Adidas, and Puma in US and European markets are compared. Throughout the course, critical analysis of key issues and controversies affecting the sports industry in Europe is undertaken, including the over-commercialization of sports, ethical scandals involving sports betting, and the sustainability of team and league business models.