MSc

INNOVATION AND TECHNOLOGY

IN SPORT ENTITIES

MORE INFORMATION

MSc

INNOVATION AND TECHNOLOGY

IN SPORT ENTITIES

MORE INFORMATION

MASTER IN INNOVATION AND TECHNOLOGY IN SPORTS ENTITIES

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