Access the sports industry
Everything you need to know to get started on or accelerate your career in sport.
Accredited by CIMSPA
Student testimonials
Chris Cooke
"Thoroughly enjoyed this. A great insight into the world of the sports industry and would highly recommend... Many thanks to all the brilliant speakers!"
Romario Ferreira
"I took this course to further develop my knowledge in the sports business industry and to help me progress in this industry. I've learnt a lot about this course by learning from businesses such as Sky and CAA. Learning from these companies has provided me [with] the knowledge to help me progress in the industry. I would like to say a big thank you to InSport Education for providing this course and help[ing] me develop my knowledge in the field of sports business."
Sheffield Hallam University students
"Well-structured seminars which keeps us engaged, InSport Education provides extra useful information for us to learn... [it has] also been useful to be able talk to people within the industry. The seminars are really engaging and interesting"
Olivia Bonetti
"I thoroughly enjoyed gaining more of an insight into the careers/roles in the Sports Industry and to hear what people are doing. [The course] also made me realise what roles interest me more than others."
University of Oregon students
"I liked the case studies. It was visual and, in a way, interactive... it was very interesting to hear how the most successful teams create and secure value, and generate revenue while engaging fans."
Learn from the best
Course speakers have worked at these sports companies - and more
Course curriculum
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1
Introduction to Sport Business
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Welcome to the Foundations of Sport Business
FREE PREVIEW -
Why is Sport Special? - Dame Heather Rabbatts, former Board Member at The FA
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The Story of Modern Sport - Lord Colin Moynihan, former UK Minister for Sport
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The Structure of Sport - James Allen, Director at Counsel Ltd
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The Sport Business Environment - Dr Rob Wilson, Head of Department at Sheffield Business School
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Sport for Development - Andy Reed, Director at SajeImpact and The Sports Think Tank
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Sustainability in Sport - Julia Pallé, Sustainability Director at Formula E
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Sport Finance: Football as a Case Study - Kieran Maguire, Author of The Price of Football
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Purpose-Led Sport Business - Paul Bennett, Global Brand Director at AXA
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Leadership in Sport Business - Andy Sutherden, Former Head of Brand Consulting at CAA
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Diversity, Equity, and Inclusion in Sport Business - Liseli Sitali, Founder and Host of In Her Corner
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The Growth of Women's Sport - Rebecca Smith, Global Executive of the Women's Game at COPA90
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Innovation and Tech in Sport - Charlie Greenwood, CEO and Founder at Sports Loft
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What does Web3.0 mean for sport? Tom Fleetham, Head of Business Development at Zilliqa, Peter Clare, consulting partner at Seven League and Andy Selby, Head of Strategy at Sports Loft
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Private Equity in Sport: What Private Equity is looking for (and what it's not); Sean McGuire, Managing Director at Oliver & Ohlbaum Associates
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2
Jobs in Sport Business
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Sports and Media Rights - Tim Dowd, Former Insight Director at Sky
FREE PREVIEW -
Sport and Media - Clair Ashley, Director at Vero Communications and Jules Perkins, Sports Media Consultant at Vero Communications
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Sponsorships and Partnerships - Michelle Webb, Commercial Director at the NFL
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Sports Marketing - Dave Williams, Former Head of Marketing Europe, PR and Investor Relations at Puma
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Sport Business Consultancy - Rob Pope, Former Head of Strategy at brandRapport
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Sport Law - Rowena Samarasinhe, Partner at LEVEL Law
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Data Analytics in Sport Business - Andrew Serio, Senior Consultant at 21st Club
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Finance and Investment in Sport - James Stebbing, General Counsel at British & Irish Lions and 6 Nations Rugby
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Introduction to Esports - Sam Cooke, Founder and Managing Director at Esports Insider
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Careers in the Sport Industry - Euan Frizzell, Principal at Odgers Berndtson
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3
Case Studies in Sport Business
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How We Define our Commercial Proposition - Tim Hunt, Commercial and Marketing Director at Williams F1
FREE PREVIEW -
How We Use Technology - Michael Cole, Chief Technology Officer at the European Tour
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A Look at Wolves FC - Hanspeter Senoner, International Partnerships Team at Wolves FC
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How SailGP has adopted Web3.0 with Chris Ghent, Global Head of Brand Strategy and Partnership, NEAR Foundation
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Sustainability Case Study with Formula E: An interview with Jamie Reigle, CEO of Formula E, Board Member Extreme E
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Course Speakers
Meet the sports business experts you'll be learning from
Chair, InSport Education
Dame Heather Rabbatts
Heather has a distinguished background in football, from being Executive Deputy Chair of Millwall FC through to becoming the first woman member of the board of The Football Association. Heather is the chair of Vero, the strategic communications business famed for its work on successful Olympic and major event bidding and founder of the Women's Sports Group, a new agency designed to create opportunities to enhance women's sport. Heather is also chair of InSport Education and an Ambassador for Women in Football.
Senior Advisor, InSport Education
Lord Colin Moynihan
Lord Colin Moynihan is a former UK Minister for Sport and Chairman of the British Olympic Association. He is an Olympic silver medallist and currently sits in the House of Lords, and is a member of the All-Party Parliamentary Committee on Sport, Modern Slavery and Human Rights. He is also a member of the International Olympic Committee’s Commission for Public Affairs and Social Development through Sport. Colin is also a Senior Advisor to InSport Education.
UK Academic Director, InSport Education
Dr Rob Wilson
Rob is Head of Department at Sheffield Business School and a leading sport finance expert and football business consultant. He has more than 20 years’ experience in the sport business sector and brings a wealth of experience as a creative educator. Rob specialises in financial reporting, management accounting and economic decision-making processes in sport organisations. Alongside his teaching interests, he has published 5 books and has a prolific media profile.
Commercial Director at National Football League (NFL)
Michelle Webb
Across an impressive career, Michelle has worked both with rights holders, such as the NFL and British Olympic Association, and agency side with Octagon, specialising in strategic sponsorships and partnerships. Michelle has worked with a range of high-profile clients operating in the sports space, including NatWest, Vodafone, MasterCard, HSBC, Samsung, Aviva, Adidas, and Lucozade.
Former Head of Strategy at brandRapport
Rob Pope
Rob was Head of Strategy and Board Director at brandRapport, the award-winning UK and Singapore based marketing and sponsorship consultancy until December 2015. Prior to brandRapport, Rob was previously co-founder of client-led sponsorship agency The TSW Consultancy. Rob's expertise is across a wide range of sponsorship content areas including Social Purpose, Arts and Culture, and Sport.
Sustainability Director at Formula E
Julia Pallé
Sustainability Director at the world’s first fully-electric single-seater racing series, the ABB FIA Formula E Championship, Julia has certified the championship against ISO 20121 (sustainable events international standard) making it the first ever motorsport series to achieve this prestigious certification together with a renewed three stars level for FIA’s Environmental Management system. Julia has helped champion Formula E’s vison to fight climate change via offering solutions to air quality issues in city centres via the adoption of EVs.
Author of The Price of Football
Kieran Maguire
In addition to being a lecturer in football finance at University of Liverpool, Kieran is the author of ‘The Price of Football’ on how to understand, interpret football club finance and value clubs too. He hosts the podcast ‘The Price of Football’ with writer, presenter and comedian Kevin Day and BBC money presenter and producer Guy Kilty. A regular guest on local and national TV and Radio talking about sport finance, he has previously won best overall lecturer at Manchester Metropolitan University and best UK public sector finance lecturer.
Partner at LEVEL
Rowena Samarasinhe
Rowena is a commercial lawyer with well over a decade of dedicated experience in the international sports industry, having worked within a variety of sports, primarily Olympic sports and football. She specialises in the negotiation and implementation of international sponsorship and broadcast agreements and has worked with some of the largest global sports properties, concluding ground-breaking deals for sports bodies in addition to major endorsement deals with some of the most prolific athletes in the world. Rowena is also a board member of the Professional Squash Association and a member of Sri Lanka's National Sport Council.
Global Brand Director at AXA
Paul Bennett
Paul Bennett drives AXA's initiatives on global brand strategy and management, advertising, content, and sponsorship - he has been part of the team managing AXA's sponsorship of Liverpool FC since the relationship began in 2018, helping to realise how AXA and Liverpool can work together to implement CSR strategies worldwide. He has over 25 years of marketing experience in the insurance, banking and healthcare sectors.
Global Executive Director of Women’s Game at COPA90
Rebecca Smith
Rebecca is an internationally successful footballer who's transitioned to a global executive in sports and business. She has managed FIFA’s Women’s World Cups and Strategic Planning in Women’s Football, co-founded JAMAA Sports Productions, works globally as a freelance sport consultant, and is now the Global Executive Director of Women’s Game for COPA90, the world’s largest independent football media business.
Director at SajeImpact and The Sports Think Tank
Andy Reed OBE
Andy has over 25 years' experience of government and sports policy, including 13 years as the MP for Loughborough and serving in the DCMS, DEFRA and Treasury Ministerial Teams. Joint Founder of The Sports Think Tank and Director of SajeImpact, Andy works with numerous clients across sport, co-operatives and foundations and in partnership with various leaders in their field.
Senior Consultant at 21st Club
Andrew Serio
A Senior Consultant at 21st Club, a leading sports intelligence advisory agency, Andrew understands how different data-led strategies can be implemented in sport across performance and business. Andrew was previously in COPA90's commercial team and Monitor Deloitte strategy consulting.
General Counsel at Six Nations Rugby and British & Irish Lions
James Stebbing
General Counsel at Six Nations Rugby Limited (rightsholder & organiser of the Guinness Six Nations Championship and the Autumn Nations Cup 2020) and General Counsel and Executive Director at British & Irish Lions DAC (rightsholder & organiser of the British & Irish Lions Tour), James has extensive experience across sports finance and investment and deal structuring.
Director at Vero Communications
Clair Ashley
Clair is a sports and media specialist with over twenty five years’ experience developing and implementing communications campaigns for top tier brands, host cities, and high-profile individuals.
Recently, she led the development and launch of the Women’s Sports Group, a new offering aligned to Vero Communications, focused on promoting, enhancing and empowering women’s sport.
Former Insight Director at Sky
Tim Dowd
A former Insight Director at Sky, Tim led projects focused around complex insight, strategy formulation, B2C marketing, and media rights valuation with responsibilities across the Executive team, Group Strategy, Sports and Entertainment Content, Marketing, Trading and Brand.
Chief Technology Officer at PGA European Tour and Ryder Cup Europe
Michael Cole
As a CTO and leading practitioner for technology in sport, Michael brings a wealth of unique experience in digital transformation, IT operations, global marketing and commercial sponsorship to deliver commercially-successful technology strategies, marketing campaigns and innovation projects to some of the world’s largest technology and sporting organisations.
Currently the CTO with the PGA European Tour and Ryder Cup Europe, and a former CEO For TrueGold Communications, Michael's list of successful engagements includes the Ryder Cup 2018, PGA European Tour, 2019 Pan American Games (Lima), IAAF 2017 World Athletics, Formula One and IPC 2018 European Swimming Championships.
Michael was also the London 2012 Marketing and Communications Director for BT Global Services, responsible for activating BT Global Services’ award winning London 2012 Olympic and Paralympic Games marketing campaign worldwide, converting commercial sponsorship into significant new business growth and profile for BT.
Commercial & Marketing Director at Williams Racing
Tim Hunt
Tim is a commercially focused senior executive who specialises in driving incremental revenue and overall commercial success within sport business organisations, utilising a combination of skills he has gained across roles in the commercial, marketing and operations side of sport. Tim is currently the Commercial & Marketing Director at the Formula 1 team Williams Racing, and he has previously held roles at The European Tour and ATP Tour.
Former Head of Marketing Europe, PR and Investor Relations at Puma
Dave Williams
Dave has thirty years' experience in athlete and player management, media, sponsorship, PR and marketing, retail, publishing, and teaching. During this time, Dave worked with PR and Sponsorship agencies and as a freelance journalist for six years in Hong Kong and London, spent nine years in senior roles with international sports brand Puma UK and International and 17 years in elite athlete representation (mostly elite rugby union players in UK, Ireland and France), advising performance sports brands, running an online sports business community and various other entrepreneurial endeavours. More recently, Dave has taught sport marketing, sponsorship, and business at various prestigious London universities.
Former International Head of Brand Consulting at CAA
Andy Sutherden
Andy is an experienced marketing consultant specialising in brand partnerships & communications in the sport, leisure & entertainment industries. A former executive at Hill + Knowlton Strategies and CAA, Andy has led high performance teams delivering award-winning work across the sports industry.
Director at Counsel Ltd
James Allen
An experienced leader with strong skills in sport governance and policy, James is the Director of Counsel, a consultancy providing specialist advice and support on public affairs, policy, research, strategy, communications and governance to a diverse range of clients from business, the voluntary sector, health, education, sport, international development, and the public sector.
Founder and Host, In Her Corner
Liseli Sitali
Liseli Sitali is the Founder and Host of In Her Corner, a podcast dedicated to celebrating and empowering women working at every level of sport on and off the field. In Her Corner’s purpose is to make the sports industry more accessible and appealing to more women.
Managing Director at Esports Insider
Sam Cooke
An experienced esports executive, Sam launched Esports Insider in the summer of 2016. EI is now one of the top sources of esports business news and events globally, and has matured into one of the premier media outlets in esports.
Sports Media Consultant at Vero Communications
Jules Perkins
An experienced sports press officer and media consultant who has experienced in roles in the private and public sectors including at the UK Government, Jules also has extensive experience in global communications and sponsorship activation in leading sports including Formula E, Formula 1, Le Mans 24 Hours, WEC, MotoGP and the America's Cup.
Principal Sports, Media, Gaming Practice and Head of Performance at Odgers Berndtson
Euan Frizzell
Euan has worked in the sports sector for over 18 years and is now a Principal with Odgers Berndtson, the number one British Search firm and only global search firm with a fully dedicated sports, media and gaming practice.
FAQ
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When will I be able to access the course material?
You will be able to access the course material instantly via our online learning platform.
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How does the careers advice one-to-ones work?
As part of the Foundations of Sport Business course, you get exclusive opportunities to book one-to-ones with certain lecturers and receive careers advice, mentoring, and expand your network. To access these one-to-ones, please contact us as indicated within the course platform. Each careers advice session you book will incur an extra fee between £200 - £600 depending on who you are booking a session with. Careers advice sessions are non-refundable. Subject to speaker availability.
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How long can I access the Foundations of Sport Business course material?
You can access all of the Foundations of Sport Business course material for 90 days from your purchase date, after which you will lose access. You will still be able to book careers advice one-to-ones after this time.
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What is your refund policy?
Please contact us within 24 hours of purchase for a full refund. We regret that we cannot accept refunds initiated after 24 hours.
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Purchases made from REED.co.uk
Under this policy, you may cancel your purchase of the course within the period of 14 calendar days from the date on which the contract of purchase is concluded. This is called a "Cancellation Period". Note that if you redeem your voucher during the Cancellation Period, you expressly request us to begin providing the course materials and you acknowledge that you lose your right to cancel the purchase of the course and get any refund for it.