This foundation module delivers a reality check for anyone trying to break into sport. It strips away the glamour to show why fewer than three percent succeed not for lack of passion, but for failing to turn enthusiasm into value. Across seven lessons, learners confront the industry’s true working conditions, financial trade-offs, and competitive intensity while building the practical skills that convert fandom into professional output. They learn to identify 100-point career opportunities, separate love from business, craft a clear USP, apply and network with precision, and treat internships as auditions rather than favours. The module closes with early-career survival tools, resilience, discipline, and risk-taking, preparing learners to operate like professionals, not spectators.

This module takes learners deep inside the structure of the sports industry, revealing that it isn’t a single market, but a patchwork of distinct ecosystems. Football, rugby, U.S. sports, and Olympic disciplines each operate under unique financial and regulatory models, from transfer markets to salary caps and franchise systems. Learners explore how global agencies make money through representation fees, sponsorships, and diversified services such as consulting, content production, and executive management.

Across the lessons, the module dissects what makes great agencies succeed, culture, trust, ethics, and long-term relationships, before breaking down how deals are really built, how client acquisition works, and how global expansion and language skills create leverage. The final section shifts focus to purpose: how values and mission-driven work sustain careers beyond short-term profit.

This module unpacks the commercial engine that powers global sport. How clubs, leagues, athletes, and brands turn passion into profit. Learners trace the roots of sports marketing from Mark McCormack’s first handshake deal with Arnold Palmer to today’s multi-billion-dollar ecosystem of sponsorships, broadcasting, and fan engagement. The module breaks down the business behind every major partnership, audience, cultural relevance, and commercial inventory, and shows how to design, price, and activate sponsorships that create mutual value rather than simple logo exposure. Learners explore fan-growth strategies through digital storytelling, global expansion, and athlete-driven media, then look ahead to innovation trends such as women’s sport, Web3, and new global power markets in Saudi Arabia, the U.S., and Asia. Through practical projects, they learn to audit assets, build tiered sponsorship portfolios, and craft data-driven, story-led strategies that convert audience attention into lasting commercial value.

This module reveals how digital has become the core engine of modern sport, the medium through which fans connect, brands activate, and clubs monetise. It shows that every interaction, from highlight clips to merchandise sales, now flows through digital channels that turn attention into value. Learners explore how each platform serves a distinct purpose: Instagram for identity, TikTok for reach, YouTube for depth, X for real-time conversation, and emerging spaces like Snapchat and Threads for niche engagement. Using the “3 E’s” framework, Emotional, Entertaining, Exclusive, they learn to craft content that builds loyalty, drives shareability, and offers insider access. The module then connects storytelling to business outcomes, showing how to monetise content through sponsorship activations, owned platforms, retail conversion, and fan data systems. It also reframes athletes as media channels and creators with global reach and commercial leverage, and closes with a five-step playbook for building complete digital strategies that align goals, audiences, and platforms. The key takeaway: in today’s sports economy, digital is the heartbeat of fan experience and the foundation of every commercial opportunity.

This module takes learners inside the real world of athlete representation, far beyond contracts and commissions. It explores what it truly means to manage a player’s career end-to-end: building trust, guiding life decisions, managing sudden wealth, and shaping long-term success. Through real cases and practical frameworks, learners discover how elite managers combine global networks, cultural intelligence, integrity, and strategic deal-making to create careers that last decades.

This module will revolutionise how professionals approach negotiation, shifting it from confrontation to strategy. Using real-world sports and business case studies, learners master preparation, leverage, and communication under pressure. The session covers how to set the arena, build leverage through BATNA, use silence and anchoring effectively, counter hardball tactics, and adapt to diverse personalities and cultures. It also explores deal structuring, legal safeguards, and long-term relationship management, ensuring agreements deliver value beyond the handshake. Designed for agents, executives, and entrepreneurs, this module builds a repeatable playbook for calm, ethical, and high-stakes negotiation, the art of winning without burning bridges.

This module demystifies the legal engine that drives global sport, the contracts, regulations, and crisis management frameworks that keep the industry running. Learners explore how lawyers shape transfers, sponsorships, and player deals, translating complex rules into real-world advantage. From image rights and financial fair play to third-party ownership and tax structuring, it reveals how smart legal strategy protects value and minimises risk. The module also dives into disputes, arbitration, and crisis management, showing how top lawyers handle scandals, breaches, and regulatory battles under pressure. By the end, learners gain a practical grasp of how sports law underpins every deal, decision, and reputation in the industry, knowledge that separates competent operators from trusted professionals.

This module takes you inside the business engine of sport, where events, fans, and brands intersect to drive value. You’ll learn how global tournaments and club matchdays are built, financed, and measured; how fan behaviour translates into revenue; and how live operations, digital engagement, and sponsorship combine to create world-class experiences. From managing matchday logistics to designing digital communities and brand activations that fans actually love, this module gives you a full, practical playbook for running the modern sports ecosystem. It ends with a career roadmap, showing how to turn fan passion into professional impact in events, marketing, and commercial roles across global sport.

This module takes learners deep inside the talent engine of global sport, where instinct, data, and intelligence intersect. It traces the evolution of scouting from the gut-driven era of intuition to the modern, evidence-based systems that blend analytics, psychology, and global market insight. Learners explore how elite clubs identify, evaluate, and integrate players through structured processes that link data models, live observation, and character assessment. Case studies from football, baseball, and basketball show how Moneyball thinking, predictive analytics, and behavioural profiling now shape recruitment. The module also unpacks how global scouting networks operate, how technology enhances decision-making, and how clarity of philosophy creates consistency and competitive identity. Ultimately, learners master the full scouting cycle, from discovery to delivery, gaining the tools to turn observation into conviction and conviction into strategy.

This module explores how competitive gaming evolved from a niche hobby into a multi-billion-dollar global industry at the intersection of sport, entertainment, and technology. Learners uncover how esports operates as a structured ecosystem driven by publishers, teams, sponsors, and fans, where intellectual property defines competition and business models. It covers the economics of the industry, sponsorships, media rights, franchising, and content, and shows how leading organisations like FaZe Clan, 100 Thieves, and Team Liquid built global brands through culture and storytelling, not just competition. The module also examines athlete-led investment, player management, integrity challenges, and the convergence between esports and traditional sport. Learners finish with a practical understanding of how to operate, manage, and innovate within esports’ rapidly expanding landscape, where digital audiences, technology, and community define the future of sport.

This module teaches how to design, communicate, and protect your professional identity in sport, transforming reputation into opportunity. Learners explore the foundations of credibility, storytelling, and digital visibility through the Three Circles Model of competence, credibility, and character. It reveals how to build a consistent, authentic presence across platforms, manage reputation under pressure, and align partnerships with purpose. Through global case studies from Rich Paul to Serena Williams, it shows how personal brands evolve into influence, businesses, and legacy. By the end, learners understand how to shape perception, create trust, and turn their name into long-term equity in the sports industry.