MSc

INNOVATION AND TECHNOLOGY

IN SPORT ENTITIES

MSc

INNOVATION AND TECHNOLOGY

IN SPORT ENTITIES

PRESENTATION

Do you want to lead the way in transforming how Sporting Organisations use technology ? Prepare yourself with Sports Data Campus and Sevilla FC, renowned experts with extensive experience.

Innovation and technology are fundamental drivers in the transformation of sports organisations, optimising operations, creating new ways to engage fans and anticipating new revenue opportunities.

The use of advanced technologies such as data analytics, artificial intelligence and automation has improved the efficiency of decision-making and the optimisation of resources in operational management and sports performance. In fan experience, implementing technologies such as augmented reality, virtual reality and interactive applications is enabling the creation of immersive and personalised experiences. And in the exploration of technology-based business models, it demonstrates how continuous innovation and the strategic use of technology are essential for the development and sustainable competitiveness of today’s sports landscape.

 The MSc Innovation and Technology in Sport Entities, prepares different professional profiles to lead the transformation of sports entities based on the application of new technologies.
By completing this postgraduate course, they will acquire a complete vision and the necessary skills to be able to thrive in a competitive sports world

CREATED IN COLLABORATION WITH:

WHY STUDY A MSC INNOVATION AND TECHNOLOGY IN SPORT ENTITIES WITH SPORTS DATA CAMPUS?

A one-of-a-kind training course, with unique and exclusive content

We are the reference campus and the largest community for technology and sport in the Spanishspeaking world

We have trained more than 2,100 students from all the major leagues and from a wide variety of sports

We have partnerships with more than 60 professional clubs and teams and more than 90 companies at the forefront of their sectors

We guarantee you an unrivalled training experience, supported and accessible at all times

Post and network with our community of professionals

The only Master's degree that is certified by the most prestigious university in sport: UCAM

Our teachers and master classes are some of the best in the world. You will be invited to attend exclusive events with them

Don't forget to ask about OUR INTERNATIONAL SCHOLARSHIPS and study grants

LEARN WITH THE BEST

 THE TRAINING PROGRAMME THAT WILL HELP YOU TO MANAGE AND PROFESSIONALISE
THE USE OF NEW TECHNOLOGIES IN SPORTS CLUBS AND ORGANISATIONS.

  •  Understand the economic and legal context of sport in general and sport organisations in
    particular.
  • Understand the implications and regulations of using new technologies and the resulting issues
    such as privacy, intellectual property or taxation and how to apply them in sport organisations.
  • Understand the basics of enabling technologies in sport, which will allow developing strategic
    lines of innovation and digitalisation in the different areas.
  • Understand the different project management methodologies that will be the basis for the design,
    implementation and maintenance of innovation and continuous improvement systems.
  • Understand the complete data lifecycle, from ingesting and cloud computing strategies to
    effectively visualising the same.
  • Understand the mechanisms for using data to make decisions when it comes to interacting
    with fans and on the pitch.
  • Understand key techniques for analysing and interpreting data in sporting organisations to
    support decision making.
  • Understand the overall management model of digital transformation in a sports organisation,
    from the business strategy in clubs to the forms of leadership and the generation of profiles
    adapted to new needs.
  • Gain an in-depth understanding of the relationship between fans and sports organisations
    marketing strategies for attracting, retaining and monetising them.
  • Knowledge of the main content generation strategies and of the new consumer trends
    that allow an increase in the degree of relationship with the fan.
  • Understand the basics of internationalisation strategies in sports organisations and
    the drivers that can be used to make location or affiliation decisions.
  • Understanding of the concept of branding and digital branding in a sports entity and
    its implications for digital strategy.
  • Understand the models of sponsorship, alliances and licensing that can increase revenue
    for sports properties.
  • Get to know new digital niches to expand and monetise, such as eSports.
  • Understand the scouting process, the player development and training cycle, conditional
    development and the application of technology to sports performance, including injury
    prevention.
  • Understand the risks and constraints from a legal point of view that govern the application
    of new technologies and business globalisation.
  • Identify the application of enabling technologies to the current and future processes of sports
    organisations. Be able to draw up a short-, medium- and long-term map of the technologies
    to be implemented and that generate high added value in the processes.
  • Design cybersecurity strategies, knowing the main concepts of protection.
  • Redesign and build new processes using agile methods.
  • Define, structure and manage the processes of the digital transformation in the different
    areas of the entity and in the entity at a global level.
  • Understand the different sports entity data ingestion techniques.
  • Develop strategies for using virtual machines and cloud models according to the projects
    to be developed.
  • Understand the variety of metrics offered by data providers. Know their meaning and
    how to establish advanced descriptive relationships between them.
  • Learn basic Python programming to apply and interpret data analysis in sports performance
    and fan relations.
  • Create dashboards to monitor organisational process performance.
    Study different techniques for analysing, interpreting and visualising data types used in a
    sports organisation.
  • Understand and be able to design a business strategy in sports organisations where
    digitalisation is one of the strategic axes and enablers.
  • Assimilate strategies for the definition of the skills and competence matrices required in the
    profiles of the organisation to support digital development and innovation, as well as for the
    optimal management of talent in the digital transformation processes.
  • Acquire detailed knowledge of general and digital marketing strategies in sports companies
    and their performance metrics.
  • Learn how to create a high impact on the fan and the organisation’s objectives through the
    different levels of user experience – physical, digital and hybrid.
  • Optimise revenue generation by working with different sponsorship scenarios within a sports
    organisation.
  • Identification of digital assets in sports organisations and their impact on sponsorship and
    digital branding strategy.
  • As a client, partner, developer or investor, explore the technological and entrepreneurial
    ecosystem of the sports industry and relationships with start-ups.
  • Through knowledge of the processes and technologies applicable to the recruitment of new
    players, the development of players from training to elite, conditional development and injury
    prevention, design the digital transformation strategy in the sports sector.

PROGRAM:

MSc

Vacio

MODULE 1. BACKGROUND, STRUCTURE AND LEGAL FRAMEWORK [ 6 CREDITS / 150 HOURS]

In order to define the starting point and the conditions for the transformation processes of a
sports entity, knowledge of the regulatory framework and the economic scenario in which the
activity of sports entities develops, both in sport in general and in football in particular,
is fundamental. Knowledge of the most common regulations and casuistry resulting from
the use and exploitation of data, new forms of communication and business via the Internet, and the
globalisation and internalisation of the business are essential pillars of digital transformation
in a global and constantly changing market.

1. The sport industry. Organisational Structure.
2. Sport’s economic and legal framework.
3. Services and information society applied to sport.
4. Data protection.
5. Law and new technology

MODULE 2. ENABLING TECHNOLOGIES IN SPORTS [6 CREDITS /150 HOURS]
By providing innovative tools and solutions that improve both athlete performance and spectator
experience, enabling technologies have transformed the sports industry. For sports teams and
organisations, data analytics has become a key part of strategic decision making. Coaches can
tailor training programmes to optimise each athlete’s performance by tracking metrics such as
speed, endurance and accuracy. In addition, these tools enable teams to study opponents’
playing patterns and tactics, providing a competitive advantage when planning strategies.
1. Introduction to big data, analysis and AI.
2. Blockchain and non-fungible tokens (NFTs).
3. Virtual reality and augmented reality immersive experiences.
4. Robotics, automation & IoT.
5. Cyber security
6. Technology Surveillance.
MODULE 3. STRUCTURING CHANGE: METHODS [3 CREDITS / 75 HOURS]
Innovation is a crucial element for the success and sustainability of organisations in an
environment as challenging as today’s world of sport. Two different but complementary
approaches to innovating are continuous improvement systems and disruptive innovation.
Continuous Improvement Systems focus on optimising existing processes on an on going
basis, looking for efficiencies and making incremental improvements. These systems are
supported by methodologies such as Lean, which is the elimination of waste and the improvement
of operational efficiency. Disruptive innovation refers to introducing radically new solutions that
completely transform an existing market and redefine how customer or user needs are met.
1. Disruptive Innovation and Continuous Improvement Systems Design Thinking and
Lean Startup.
2. Agile methods: Agile, Scrum, Kanban.
3. Digital Project Management.
MODULE 4. DATA-DRIVEN STRATEGY [6 CREDITS / 150 HOURS]
Data-driven strategy emphasises the use of data to inform decision making in order to optimise
performance and achieve specific goals. Sports organisations continuously collect, process and
analyse data to gain valuable insights in a data-driven environment. This approach focuses on
the application of advanced analytics to extract meaningful insights, rather than simply collecting
massive amounts of data. In an increasingly digital sports environment, a data-driven strategy
enables sports organisations to make more accurate decisions, anticipate trends, personalise
user experiences and ultimately gain a competitive advantage.
1. The Data Lifecycle.
2. Data ingestion.
3. Cloud models.
4. Introduction and basic programming with Phyton.
5. Strategy and models of datification in a digital organisation.
MODULE 5. ANALYSING AND UNDERSTANDING DATA [ 6 CREDITS / 150 HOURS]
When analysing information derived from fan interactions and with direct implications for sporting
performance, data interpretation is an essential skill. It is not just about understanding statistical
results. It is also about contextualising them in behavioural terms. Effective interpretation provides
valuable information for strategic decision making by enabling sports organisations to understand
fan preferences, behaviours and motivations.
1. Data analysis using statistics.
2. Data interpretation strategy.
3. Data visualising tools.
4. Understanding the sports organisation’s data provider and typology map.
5. Fan-related data analysis. Fan analysis.
6. Sports plot data analytics. Sports analysis
MODULE 6. TRANSFORMING THE ORGANISATION [ 6 CREDITS / 150 HOURS]
The business strategy of a sports organisation is of vital importance for its sustainable success
in a highly competitive and dynamic environment. The identification of clear objectives,
understanding of the market and differentiation through the provision of unique experiences
are key aspects of an effective strategy. Today’s sports organisations are looking to diversify
revenue streams, explore digital opportunities and build strong brands, as well as focusing on
on-field performance.
1. Business strategy in sporting organisations.
2. Digitisation and process management. Operational transformation.
3. Digital Leadership.
4. Digital talent management.
5. Sustainability and Social Responsibility.
MODULE 7. TRANSFORMING THE FAN RELATIONSHIP [ 9 CREDITS / 225 HOURS]
Digital marketing in sport has undergone significant changes in the digital age, moving from
traditional strategies to become more interactive and personalised. Key elements of digital
marketing strategies in sport include social media, content marketing, digital advertising and
data analytics. Through targeted campaigns and digital sponsorships, sports organisations are
using these tools to build and strengthen relationships with fans, increase brand visibility and
generate additional revenue.
1. Sports organisations’ digital marketing.
2. The User Experience.
3. Engagement, customer loyalty and monetisation.
4. Digital Assets.
5. Content Creation.
6. New Consumer Trends.
MODULE 8. ECOSYSTEM TRANSFORMATION [6 CREDITS/ 150 HOURS]
For sports organisations, internationalisation strategy has become increasingly important as a
means of expanding global presence and attracting fans beyond national borders. It involves
identifying key markets, tailoring messages and content to international audiences, and building
digital and physical presence across regions. Internationalisation is not just about growing the fan
base. It is also about diversifying revenue streams through sponsorship deals and broadcasting
rights in global markets.
1. Internationalisation Strategy.
2. Digital Branding Strategy.
3. Sponsoring, partnering and licensing strategies.
4. Technology and entrepreneurial ecosystems.
5. E-sports
MODULE 9. SPORT PERFORMANCE TRANSFORMATION [6 CREDITS / 150 HOURS]
In elite sports organisations, sporting performance is the main objective. Applying new
technologies and creating new processes to increase their added value is fundamental. In a
sports entity in general and in a football club in particular, the increase in competitive demands
and the accessibility of new technologies allow new challenges to be faced in the essential
processes.
1. Introduction, context and sports development.
2. Scouting processes application.
3. Talent development processes application.
4. Optimisation and performance.
5. Application to injury prevention and recovery process.
6. Design of the innovation and digital transformation strategy in the sports sector.
MODULE 10. FINAL THESIS [ 6 CREDITS / 150 HOURS]
One or more of the topics covered during the course will be chosen for the Master’s thesis.
The aim of this project is to enable the student to put into practice the concepts acquired and
to be able either to define a general strategy applied to all the key areas of a sporting organisation,
or to select and further develop a specific area

ACADEMIC ADMINISTRATION:

DAVID R. SÁEZ

DAVID R. SÁEZ

CEO Sports Data Campus (ENIIT / Big Data International Campus)

JOSÉ MARÍA CRUZ

JOSÉ MARÍA CRUZ

Head of R&D&i Football Sevilla FC

JUAN ESTEBAN  GÓMEZ LLAMAS

JUAN ESTEBAN GÓMEZ LLAMAS

Head of Digitalizacion & Continuous Improvement. R&D+i Football Sevilla FC

QUALIFIED AND SKILLED INSTRUCTORS:

JESÚS OLIVERA  FERNÁNDEZ

JESÚS OLIVERA FERNÁNDEZ

Responsible for Data Football at Sevilla Fútbol Club

VÍCTOR ORTA

VÍCTOR ORTA

Sports Director Sevilla FC

DAVID R. SÁEZ

DAVID R. SÁEZ

CEO Sports Data Campus (ENIIT / Big Data International Campus)

PABLO SANZOL

PABLO SANZOL

Data Analysis Manager in SD Eibar

RAMÓN VÁZQUEZ

RAMÓN VÁZQUEZ

Analysis Area Responsible Sevilla F.C.

LUCAS BRACAMONTE

LUCAS BRACAMONTE

Graduate in Information Systems Engineering. Master in Sports Big Data by UCAM and Opta Sports.

JOSÉ MARÍA CRUZ DE ANDRÉS

JOSÉ MARÍA CRUZ DE ANDRÉS

Managing Director of Sevilla Fútbol Club

JESÚS ARROYO SÁNCHEZ

JESÚS ARROYO SÁNCHEZ

Assistant Executive Director and Lawyer at Sevilla Fútbol Club

JOSÉ MARÍA CRUZ

JOSÉ MARÍA CRUZ

Head of R&D&i Football Sevilla FC

JUAN ESTEBAN  GÓMEZ LLAMAS

JUAN ESTEBAN GÓMEZ LLAMAS

Head of Digitalizacion & Continuous Improvement. R&D+i Football Sevilla FC

 ELÍAS ZAMORA SILLERO

ELÍAS ZAMORA SILLERO

Chief Data Officer at Sevilla FC

VANESSA BASORA  RODRÍGUEZ

VANESSA BASORA RODRÍGUEZ

Chief Marketing & Content Officer - Al Hilal

 JOSÉ ÁNGEL RISCO

JOSÉ ÁNGEL RISCO

Social Media Advisor at Sevilla Football Club, FC Bayern and FC Schalker 04

RAFAEL CASTAÑO TORRES

RAFAEL CASTAÑO TORRES

Medical Services Director of the Sevilla Fútbol Club Youth Squad

 DAVID RODRÍGUEZ ROSELL

DAVID RODRÍGUEZ ROSELL

Physical and Sports Performance Coordinator of the R+D+i Area at Sevilla Futbol Club

JAVIER FERNÁNDEZ  RODRÍGUEZ

JAVIER FERNÁNDEZ RODRÍGUEZ

Senior Data Scientist at Sportian

 JARA CISNEROS GIMENO

JARA CISNEROS GIMENO

Head of Digital and CMR at Sevilla Fútbol Club

ESTEVE RODRÍGUEZ CRESPO

ESTEVE RODRÍGUEZ CRESPO

Data Projects Coordinator at Sevilla Football Club

PATRICIA ANDREU CANDAU

PATRICIA ANDREU CANDAU

Product Manager Internacional at Sevilla Fútbol Club

ANDONI BOMBÍN

ANDONI BOMBÍN

Head of Academy & Methodology at Independiente del Valle

 JAIME CERDÁ CABALLERO

JAIME CERDÁ CABALLERO

CEO Grupo Datcon, DPD Sevilla FC

CARLOS HUGO GARCÍA BAYÓN

CARLOS HUGO GARCÍA BAYÓN

Academy Technical Director - Al Qadsiah FC

JOSÉ MIGUEL DO CARMO

JOSÉ MIGUEL DO CARMO

Data Analyst - Sporting Clube de Braga

 LUIS MORALES

LUIS MORALES

US Soccer / Former Director International Operations, St. Louis Cardinals (MLB)

MASTERCLASSES:

PROFESSIONAL ANALYSTS, SPORT DIRECTORS, COACHES, STAFF…

EUGENIO ALONSO

EUGENIO ALONSO

Sales Manager Southern Europe Stats Perform

MONTSE GARCÍA

MONTSE GARCÍA

Elite Executive Account in Hudl & Wyscout

 BORJA GÓMEZ

BORJA GÓMEZ

Director at BePro Spain

SARA CARMONA

SARA CARMONA

Head Data Analyst en You First Sports

 MARCELO GANTMAN

MARCELO GANTMAN

Content Director at Big Data Sports

RAFAEL REPISO

RAFAEL REPISO

Process and Digital Development Coordinator at Cádiz CF

JOSÉ RODRÍGUEZ

JOSÉ RODRÍGUEZ

Data and Performance Analyst in Aston Villa F.C

 MIGUEL A. FERREIRA

MIGUEL A. FERREIRA

Head of Data Analysis at Sporting Clube de Portugal

 RAQUEL ROMO

RAQUEL ROMO

Perfumerías Avenida Coaching Staff

PABLO GUTIÉRREZ

PABLO GUTIÉRREZ

Spanish Hockey Federation

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