State of the global industry (fans, revenue, technology)

State of the global industry (fans, revenue, technology)

本课程是 Future of Sports 专项课程的一部分

位教师：Marisa Sáenz

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4个模块

深入了解一个主题并学习基础知识。

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2 周完成

在 10 小时一周

灵活的计划

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4个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

2 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Explore how the global sports industry evolved from traditional business models to diversified, data-centric ecosystems.
Understand how fan behavior, generational change, and connected consumption are reshaping sports business strategies.
Discover how technology, tracking systems, and AI are transforming performance, fan engagement, and industry growth.

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本课程是 Future of Sports 专项课程专项课程的一部分

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该课程共有4个模块

This course examines the current state of the global sports industry through the lenses of fans, revenue models, and technology. Learners will explore how sport evolved from traditional business foundations into a complex, diversified, and data-driven industry shaped by media, sponsorship, digital platforms, and new consumption habits. The course explains how historical models based on ticketing and media rights are giving way to hybrid and data-centric approaches. It also analyzes how fan profiles have become more fragmented, connected, and demanding across generations, creating new challenges and opportunities for sports organizations. Finally, learners will discover how technology is reshaping both on-pitch performance and off-pitch business transformation, from Moneyball and tracking systems to AI-powered fan engagement and decision-making. By the end of the course, participants will have a clear understanding of the major structural shifts transforming sport today and the forces likely to define its future evolution globally.

Trace the journey of sports from local recreation to professional enterprise. This module examines the commercialization timeline from the early 20th century through today, exploring how media and sponsorship money transformed sports into a lucrative industry, and why the sector remained resistant to technological change despite rapid evolution in other entertainment industries.

涵盖的内容

6个视频4篇阅读材料3个作业

6个视频总计30分钟

From Amateur Pastime to Professional Enterprise5分钟
Revenue Revolution and Business Model Innovation5分钟
The Television Revolution - How Broadcasting Transformed Sports Economics4分钟
The Sponsorship Pivot - From Tobacco Restrictions to Marketing Revolution6分钟
The Conservative Nature of Sports Institutions5分钟
The Anatomy of Sports Innovation Resistance5分钟

4篇阅读材料总计100分钟

Welcome Reading10分钟
Complimentary ressources on Sport industry – History of Business Models (20th century foundations)30分钟
Complimentary ressources on Sport became an Industry from the 1970s with Media/Telco and Sponsorship Money30分钟
Complimentary ressources on Sport has long remained in its Bubble despite Technology Evolution and Changes30分钟

3个作业总计90分钟

Set the Scene and Intros - Current Status30分钟
Set the Scene and Intros - Current Status30分钟
Set the Scene and Intros - Current Status30分钟

Understand the profound shift in fan demographics and behaviors. This module analyzes how the traditional homogeneous fan base has evolved into a complex, diversified ecosystem shaped by generational divides, digital technology, and changing entertainment consumption patterns, creating new challenges and opportunities for sports organizations.

涵盖的内容

6个视频3篇阅读材料3个作业1个讨论话题

6个视频总计39分钟

The Era of Uniform Fans: How Sports Built an Industry on Assumptions6分钟
When One Size Fit All: The Operational Reality of Traditional Fan Engagement7分钟
Digital Natives vs. Traditional Consumers: The Great Generational Divide in Sports7分钟
The Attention Economy Revolution: How Sports Lost Their Captive Audience7分钟
The Rise of Fluid Fan Identity: From Loyalty to Choice7分钟
Interactive Technology Integration: The Convergence of Go, Watch, and Play6分钟

3篇阅读材料总计90分钟

complimentary ressources on Historically Male and Fans Were Not Categorised – One Way to Talk to Them30分钟
complimentary ressources on The Fans Complexity – The Divide Between 2 Generations (Because of Tech and Entertainment Consumption)30分钟
complimentary ressources on The Connected Fans30分钟

3个作业总计90分钟

First Change - How Fans Are Becoming More Diversified and Complex?30分钟
First Change - How Fans Are Becoming More Diversified and Complex?30分钟
First Change - How Fans Are Becoming More Diversified and Complex?30分钟

1个讨论话题总计10分钟

First Change - How Fans Are Becoming More Diversified and Complex?10分钟

Examine the evolution of sports revenue models from ticketing dominance to media rights dependency and beyond. This module explores how organizations are diversifying income streams through sponsorship, merchandising, hospitality, and real estate, while ultimately transitioning toward data-centric business models that leverage fan insights for competitive advantage.

涵盖的内容

6个视频3篇阅读材料3个作业1个讨论话题

6个视频总计35分钟

When Stadium Gates Ruled Sports Business6分钟
The Media Rights Bubble and Its Inevitable Burst6分钟
Beyond Broadcasting: The New Revenue Revolution5分钟
The 365-Day Sports Business: From Seasonal to Year-Round Revenue4分钟
Data as the New Currency of Sports Business6分钟
The Analytics Revolution: Measuring What Matters in Modern Sports7分钟

3篇阅读材料总计90分钟

complimentary ressources on From Ticketing to Media Rights — The Historical Business Model30分钟
complimentary ressources on The Hybrid Model & Diversification (2000s Onward)30分钟
complimentary ressources on The Data-Centric Model — The Endgame30分钟

3个作业总计90分钟

Second change - A shaken business model30分钟
Second change - A shaken business model30分钟
Second change - A shaken business model30分钟

1个讨论话题总计10分钟

Second change - A shaken business model10分钟

Discover how technology is revolutionizing sports both on and off the field. This module covers the transformation from early analytics and GPS tracking to AI-powered performance optimization, immersive fan experiences, and intelligent operations, revealing how artificial intelligence is becoming the next major disruption in the sports industry.

涵盖的内容

6个视频3篇阅读材料3个作业1个讨论话题

6个视频总计35分钟

The Data Revolution That Changed Sports Forever6分钟
From Data to Technology - The GPS and Wearables Revolution6分钟
The Digital Revolution in Sports Entertainment5分钟
Personalization and the Connected Fan Experience6分钟
AI Transforms Athletic Performance and Safety6分钟
AI-Powered Content Creation and Fan Engagement6分钟

3篇阅读材料总计90分钟

complimentary ressources on Technology on the Pitch – From Moneyball to GPS & Tracking30分钟
complimentary ressources on Technology off the Pitch – Fan Engagement & Business Transformation30分钟
complimentary ressources on The AI Revolution in Sports – From Performance to Fan Experience30分钟

3个作业总计90分钟

Third change - The underpinning element for a shaken industry: technology (and so new consumption habits) transforming sports today30分钟
Third change - The underpinning element for a shaken industry: technology (and so new consumption habits) transforming sports today30分钟
Third change - The underpinning element for a shaken industry: technology (and so new consumption habits) transforming sports today30分钟

1个讨论话题总计10分钟

Third change - The underpinning element for a shaken industry: technology (and so new consumption habits) transforming sports today10分钟

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位教师

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

67 门课程8,603 名学生

提供方

Real Madrid Graduate School Universidad Europea

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