MASTER’S DEGREE IN
SPORTS MANAGEMENT AND INNOVATION

Understanding the regulatory framework and economic landscape in which sports organizations operate—both in sports in general and football in particular—is essential to establish the starting point and boundaries for the transformation processes of a sports entity. In a global and constantly evolving market, knowledge of data usage and exploitation regulations, new forms of communication and business through the internet, and the globalization and internationalization of the industry are fundamental pillars of digital transformation.

1. Industry and organizational structure.
2. Economic and legal framework in the sports industry.
3. Information services and society applied to the sports context.
4. Data protection.
5. Law and new technologies.

Enabling technologies have transformed the sports industry by improving athlete performance and enriching the fan experience. Data analytics makes it possible to personalize training and design strategies based on key metrics. Virtual and augmented reality provide immersive practice environments and interactive experiences for spectators. In addition, connectivity and wearables enable real-time monitoring of performance and health, as well as the global broadcasting of events. These innovations continue to drive sporting excellence and strengthen the bond with fans.

1. Introduction to BIG DATA, data analytics, and ARTIFICIAL INTELLIGENCE.
2. Blockchain and Non-Fungible Tokens (NFTs).
3. Immersive experiences: virtual and augmented reality.
4. Robotics and automation.
5. Cybersecurity.
6. Technology scouting.

In today’s sports industry, innovation is key to success and sustainability. There are two complementary approaches: continuous improvement, which optimizes existing processes using methodologies like Lean, and disruptive innovation, which introduces radical solutions that transform markets. Methods such as Design Thinking and Lean Startup enable user-centered solution development and rapid idea validation, making them ideal for dynamic contexts like sports. Moreover, digital project management has adopted agile methodologies such as Scrum and Kanban, which promote flexibility, collaboration, and adaptability to change. Together, these approaches foster a culture of innovation, creativity, and excellence within sports organizations.

1. Continuous improvement and innovation systems: Design Thinking and Lean Startup.
2. Agile methodologies: Agile, Scrum, Kanban.
3. Digital project management.

The data-driven strategy enables sports organizations to make data-based decisions to optimize performance and gain a competitive edge. This approach involves not only collecting data but also analyzing it to extract actionable insights. Datafication focuses on identifying opportunities to use data strategically, improving efficiency, and personalizing the fan experience. In this digital environment, the cloud facilitates large-scale data storage and processing. Moreover, languages such as Python are essential for manipulating data and developing predictive models thanks to their accessibility and versatility.

1. The data lifecycle.
2. Data ingestion.
3. Cloud models.
4. Introduction and basic programming with Python.
5. Datafication strategy and models within an organization.

Data interpretation is essential to analyze fan interaction and its impact on sports performance. It helps understand behaviors and preferences, supporting strategic decision-making. Visualization tools such as charts and dashboards make it easier to explore and understand trends. Fan analytics goes beyond statistics, anticipating behaviors and personalizing experiences. In this way, information is transformed into actions that enhance fan relationships and overall experience.

1. Business strategy in sports organizations.
2. Digitalization and process management: operational transformation.
3. Digital leadership.
4. Talent management in digital transformation.
5. Sustainability and corporate social responsibility.
6. Data analytics related to sports performance: Sports Analytics.

Business strategy in sports organizations must combine clear goals, differentiated experiences, revenue diversification, and brand building. Digital leadership is essential, guiding transformation through vision, adaptability, and an innovative culture. Talent management requires both technical and soft skills, along with continuous learning. Sustainability and CSR strengthen social, environmental, and financial commitment. Integrating these pillars ensures sustainable success, community connection, and a strong brand.

1. Business strategy in sports organizations.
2. Digitalization and process management: operational transformation.
3. Digital leadership.
4. Talent management in digital transformation.
5. Sustainability and corporate social responsibility.

Digital sports marketing has evolved toward personalized and interactive approaches, using social media, content, and data analytics to engage fans and generate revenue. The user experience is key, with intuitive interfaces and personalized content that strengthen loyalty. Digital assets such as websites and apps must be effectively managed to boost engagement and attract sponsors. Creating diverse, high-quality content maintains the emotional connection with fans and enhances digital presence.

1. Digital marketing in sports organizations.
2. User experience.
3. Acquisition, retention, and monetization.
4. Digital assets.
5. Content creation.
6. New consumption trends.

Internationalization allows sports organizations to expand their global reach, adapt content for new audiences, and diversify revenue through sponsorships and broadcasting rights. The digital brand strategy aims to build a strong online identity, connecting with fans through meaningful experiences and digital monetization. Sponsorships, partnerships, and licensing strengthen visibility and revenue through strategic collaborations. The adoption of emerging technologies and collaboration with startups drive innovation. Finally, esports offer new opportunities to attract digital audiences and diversify the sports offering.

1. Internationalization strategy.
2. Digital brand strategy.
3. Sponsorship, partnership, and licensing strategies.
4. Technological and entrepreneurial ecosystems.
5. Esports.

Sports performance is the central goal in elite organizations, and achieving it requires the application of new technologies and processes that add value. Increasing competitive demands and access to technology make it possible to address new challenges in key areas, especially within football clubs. These technologies impact the entire athlete lifecycle: talent identification, development, performance optimization, and holistic care. Digital transformation must focus on these core processes. Additionally, designing a sustainable path in the sports area is essential to ensure medium- and long-term growth.

1. Introduction, context, and evolution of the sports area.
2. Application to Scouting processes.
3. Application to Talent Development processes.
4. Application to Injury Prevention and Recovery processes.
5. Designing the innovation and digital transformation strategy in the sports area.

The Final Master’s Project will consist of selecting one or several topics covered throughout the program, following a gradual and progressive approach similar to the structure of the course.