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The UCLA | Real Madrid Global Sports Experience
 

Program faculty includes Nick Tran (Tik Tok), Emilio Butragueño (Real Madrid), Sanjay Sood (UCLA)

Two of the most respected organizations in the field of international sports and education are partnering to offer an exclusive training program tailored for executives and rising business leaders in global sports. In June 2021, the UCLA Anderson School of Management’s Center for Media, Entertainment & Sports and the Escuela Universitaria Real Madrid Universidad Europea, the educational arm of the renowned Spanish soccer club Real Madrid Club de Fútbol (Real Madrid C.F.), will launch an immersive virtual training experience that examines key aspects of successful sports franchises and explores how technology breakthroughs, cross-sector collaborations and innovations in entertainment and social media are reshaping the sports ecosystem.

Elevating the Elite Sports Experience
 

The program will be available globally in a virtual environment and consist of three courses:

  • Building a World-Class Brand (June 7 – July 2, 2021)

  • Fan Engagement in a Digital World (October 18 – November 12, 2021)

  • Technology's Transformation of the Sports Industry (February 7 – March 4, 2022)

Participants will receive two to three hours of formal instruction each week, along with dedicated time for peer-to-peer collaboration and networking. The program culminates with group presentations focusing on the key concepts and strategies learned during the training, which will be made before a panel of experts. This immersive virtual experience is designed to accommodate executive work schedules in both the Americas and Europe.

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Program Overview

How can today’s sports executives drive meaningful change in traditional organizations? Can you imagine the next phase for global businesses positioned at the intersection of sports, entertainment, branding and technology? Through lectures by leading scholars and successful executives, group discussions and case study reviews, the UCLA | Real Madrid Global Sports Experience program will showcase the proven leadership and innovation frameworks that have transformed Real Madrid C.F. and UCLA into global brands of excellence.

The program consists of three discrete courses that highlight critical trends in the sports industry. Each course offers 2.5 hours per week of lecture and discussion, collaborative group projects on relevant topics, and networking opportunities.

Course 1: Building a World-Class Brand
June 7 — July 2

This course introduces the frameworks and practices that connect brands to consumers and unleash consumer passion in an increasingly digital and global market. Lectures will showcase the brand excellence of Real Madrid and UCLA, and share insights and examples from other brands in the sports world and beyond. The course will focus on the evolving media landscape; brand partnerships; data, analytics and measurement; and digital communications. Course 1 topics include:

The Global Brands and the Digital Ecosystem · The Power of Partnerships and Branded Entertainment · Measuring Success · Digital Platforms and Influencers

Course 2: Fan Engagement in a Digital World
Oct. 18 – Nov. 19

This course outlines modern marketing frameworks in the context of global fandom. We will explore the impact of new media platforms and social influencers on growing a fanbase globally, and how direct communication from athletes and brands amplifies fan passion and engagement. We will explore (athletes as) influencers, social media impact, analytics, the ROI of fan engagement and how franchises, teams, leagues and brands can capitalize on an increasingly global fanbase. The course covers the following topics:

Digital Platforms and Fandom · The Art of Influence · Brand Partnerships · Stadium as Fan Engagement Platform · Analytics and Fan Engagement

Course 3: Technology's Transformation of the Sports Industry
Feb. 7 – March 4

This course will look at how technology is transforming the business of sport, creating new opportunities for teams, leagues, media companies and brand partners. It will emphasize how innovation impacts the fan experience and revenue streams. Course 3 will focus on the following topics:

The Digital Distribution · Gaming and Wagering in Sports · Esports and Influencers · Monetizing Emerging Platforms · Fan Engagement in the Next-Gen Stadium

 

Faculty

 

Schedule

Course 1: Building a World-Class Brand
June 7 — July 2

This course will introduce the frameworks and practices that connect brands to consumers and unleash consumer passion in an increasingly digital and global market. We will showcase the brand excellence of Real Madrid and provide insights and examples from other brands in the world of sport and beyond. We will emphasize the evolving media landscape; brand partnerships; data, analytics and measurement; and digital communications.

Capstone Project: "Brand Strategy": Present a brand strategy promoting women’s football (soccer) for FIFA using a brand partnership and at least one social media channel. Include measurement strategy.

Week 1 (June 7–11): The Global Brands and the Digital Ecosystem

Monday, June 7, 11:30 a.m. PDT/20:30 CEST

Building a Global Brand in the Digital Entertainment Ecosystem

Sanjay Sood, Faculty Chairman and Deputy Dean of Academic Affairs; Professor of Marketing and Behavioral Decision Making, UCLA Anderson School of Management

Eric Johnson, Founder & CEO WON Worldwide, Board Member & Faculty Director at UCLA Anderson School of Management, Center for Media, Entertainment, and Sports

Wednesday, June 9, 9:30 a.m . PDT/18:30 CEST

Real Madrid: a History of Values and Success  

Emilio Butragueño Santos, Director of Escuela Universitaria Real Madrid Universidad Europea and Institutional Relations Director of Real Madrid C. F.

Keeping It Real: Athlete Communications and Fan Engagement on Social Media

Nick Tran, Head of Global Marketing at TikTok

Friday, June 11

Capstone Project Working Groups: Course participants will work in groups of 3-5 to create and deliver a presentation that will be evaluated by industry executives, leveraging the concepts from the class as well as their own insights, experiences, and research. The Course 1 capstone project requires participants to develop a brand strategy related to a major global sporting event.

Week 2 (June 14–18): Power of Partnerships/Branded Entertainment

This segment will explore the value of sports as a platform for brand partners to reach consumers, and how digital platforms and streaming have allowed for new and innovative brand activations for brand partners — from branded entertainment and experiences to brand-powered apps and games to social media campaigns to social responsibility/cause marketing.

Monday, June 14, 11:30 a.m. PDT/20:30 CEST

The Power of Brand Partnerships in a Global Sports Market

Bertram Lemmert, Senior Sports Marketing Manager (Real Madrid BU) 

Wednesday, June 16, 11:30 a.m. PDT/20:30 CEST

Branded Entertainment in Sports Partnerships

Alvaro Vitores, Director of Partnership Activation in Real Madrid C.F.

Friday, June 18

Capstone Project Working Groups

Week 3 (June 21–25): Measuring Success

This segment will explore how to measure the impact of brand marketing efforts and how to connect it to ROI. We will also explore how to measure the value of brand-building efforts on perceived brand value, reach and goodwill. We will review KPIs that matter most to global brands and how to manage them to deliver excellence.

Monday, June 21, 11:30 a.m. PDT/20:30 CEST

Measuring Success: Analytics, KPIs and Measurement

Dominique Hanssens, Distinguished Professor of Marketing, UCLA Anderson School of Management

Wednesday, June 23, 11:30 a.m. PDT/20:30 CEST

Using Data to Drive Brand Passion

Alex Wicks, Global Head of Partnerships, Real Madrid C.F. in conversation with Peter Hutton, Director of Sports Partnerships, Facebook.

Friday, June 25

Capstone Project Working Groups

Week 4 (June 28 — July 2): Digital Platforms and Influencers

In this session, we will explore the shift in thinking that is taking place in marketing and brand messaging due to the massive uptick in digital activity and the impact of COVID-19. We will also cover how to use innovative tools (data visualization, AI and machine learning, sensors, sentiment tracking, etc.) to improve the customer experience and scale the brand conversation globally.

Monday, June 28, 11:30 a.m. PDT/20:30 CEST

Changing the Conversation: Using Digital Platforms to Grow Brand Passion

Eric Johnson, Founder & CEO WON Worldwide, Board Member & Faculty Director at UCLA Anderson School of Management, Center for Media, Entertainment, and Sports

Sanjay Sood, Faculty Chairman and Deputy Dean of Academic Affairs; Professor of Marketing and Behavioral Decision Making, UCLA Anderson School of Management

Wednesday, June 30, 11:30 a.m. PDT/20:30 CEST

Case Study: Using Social Media to Give Your Consumers a Voice

Doug Neil, Former EVP for Global Digital Marketing and Media at Universal Pictures

Friday, July 2, 8:30 a.m. PDT/17:30 CEST

Capstone Project Final Presentations

Course 2: Fan Engagement in a Digital World
Oct. 18 – Nov. 19

This course outlines modern marketing frameworks in the context of global fandom and explores the way new media platforms facilitate growing a fanbase globally and how direct communication from athletes and brands amplifies fan passion and engagement. Data, measurement and the ROI of fan engagement with respect to the many stakeholders in the sports ecosystem will be discussed.

Week 1 (October 18–22): Digital Platforms

We will talk about how the emergence of new entertainment experiences and communication platforms has made it easier to engage fans in different markets and regions. We will explore how streaming, subscriptions, loyalty programs and social media change marketing strategy and increase reach, as well as highlight some of the new challenges these platforms present.

Monday, October 18, 11:30 a.m. PDT/20:30 CEST
Closing the Circuit: Using Digital Platforms to Grow a Global Fan Base

Wednesday, October 20, 11:30 a.m. PDT/20:30 CEST
Engaging and Inspiring Fans Across Multiple Platforms

Friday, October 22
Groups work on capstone project independently

Week 2 (October 25–29): Influencers and Social Media

This segment will focus on how social media has facilitated direct communication between teams, athletes, brands and fans. We will talk about the role of agencies and the challenges of athletes managing their own social media presence and explore successful campaigns (with brand sponsors) featuring a team, league or athlete.

Monday, October 25, 11:30 a.m. PDT/20:30 CEST
The Art of Influence: Endorsements, Athletes and Social Media

Wednesday, October 27, 11:30 a.m. PDT/20:30 CEST
Love Affair: Building Authentic Connections with Consumers
Rich Orosco, Executive Vice President for Brand & Community, Los Angeles Football Club (LAFC)

Friday, October 29
Groups work on capstone project independently

Week 3 (November 1–5): Brand Partnerships

We will use this week to unpack how improving communications technology at the venue can lead to increased fan engagement on-site. Real-time marketing, mobile ticketing, enhanced social media options and second-screen experiences will be discussed.

Monday, November 1, 11:30 a.m. PDT/20:30 CET
Stadium as Platform for Fan Engagement

Wednesday, November 3, 11:30 a.m. PDT/20:30 CET
Guest Lecture: “Fan Engagement in Real Madrid's Bernabéu Stadium”

Friday, November 5
Groups work on capstone project independently

Week 4 (November 8–12): Analytics and Fan Engagement Data

In the final week, we will discuss the value of digital data and insights from digital activities. The final class session will be dedicated to the presentation of capstone projects.

Monday, November 8, 11:30 a.m. PST/20:30 CET
Using Engagement Data to Grow Revenue in Sports: Measurement and ROI

Wednesday, November 10, 11:30 a.m. PST/20:30 CET
Guest Lecture: "Monetizing Fan Engagement"

Friday, November 12
Final Capstone Presentations and Program Close

Course 3: Technology's Transformation of the Sports Industry
Feb. 7 – March 4

This course explores how technology is transforming the business of sport by creating new opportunities for teams, leagues, media companies and brand partners. The emphasis is on how innovation impacts the fan experience and revenue streams.

Week 1 (February 7–11): The Digital Distribution

Brand-building, brand attributes, branding impact on firm value, leadership and innovation, and how shifts in consumption habits impact brand activations/measurement/ROI will be examined. We will also discuss how to drive brand messaging and increase brand equity given the rise of streaming social media and new digital experiences (e.g., Tik Tok, Triller, Instagram Live, etc.).

Monday, February 7, 11:30 a.m. PST/20:30 CEST
OTT, streaming services, PPV: We will explore distribution and rights strategies, including Amazon/NFL, Peacock and Premier League/ESPN+ distinctive transition.

Wednesday, February 9, 11:30 a.m. PST/20:30 CEST
Guest Lecture: “Over the Top: The Future of Sports in the Age of Streaming”

Friday, February 11
Groups work on capstone project independently

Week 2 (February 14 — February 18): Gaming and Wagering in Sports

We will explore emerging business opportunities and how this new bettor-friendly sports landscape will impact stakeholders across the sports business ecosystem.

Monday, February 14, 11:30 a.m. PST/20:30 CEST
Global Sports Betting and U.S. Growth

Wednesday, February 16, 11:30 a.m. PST/20:30 CEST
Guest Lecture: “The Impact of Gaming and Wagering on Fan Engagement, Media Rights and Sports Revenues”

Friday, February 18
Groups work on capstone project independently

Week 3 (September 6–10): Fan Engagement

The rise of mobile and on-demand entertainment has forced new thinking regarding the live, in-person sports experience. We will explore new technologies meant to enhance the fan experience at the venue — from mobile ticketing to wired stadiums and more. We will also look at how interactive entertainment and social media Influencers are shaping sports fandom and monetization, and the impact of the global eSports world on the industry.

Monday, February 21
No class: Presidents' Day (U.S.)

Wednesday, February 23, 11:30 a.m. PST/20:30 CEST
Bringing the Stadium to Life: Reimagining the Fan Experience at the Venue

Friday, February 25
Guest Lecture: “Interactive Entertainment and the Power of the Influencer”
This session will be presented as part of the 2022 UCLA Anderson Pulse Conference. Participants in the UCLA | Real Madrid Global Sports Experience will be given complimentary passes to this annual conference, which showcases trendsetting executives and innovators in global media, technology and sports.

Week 4 (February 28–March 4): Monetizing Emerging Platforms

The evolution of sports has paralleled the evolution of what we used to call “television.” The advent of cable/subscription television services created multiple revenue streams. Exclusive sports networks, premium subscription services, digital and social media, and pay-per-view have further complicated the landscape. We will explore how the modern, multi-platform environment impacts monetization — from media rights to advertising to sponsor activations and more.

Monday, February 28, 11:30 a.m. PST/20:30 CEST
Monetizing Sports in the Digital Age: Exploring the Benefits and Challenges of Linear TV, OTT, VOD, PPV and Subscription Services

Wednesday, March 2, 11:30 a.m. PST/20:30 CEST
Guest Lecture: “Now You See It: Monetizing Sports Across All Platforms”

Friday, March 4
Final Capstone Presentations and Program Close

Fees and Registration

Participants may enroll in a single course or the complete three-course series.

Professionals:

  • 1 Course: 1,750 Euros

  • 2 Courses: 3,000 Euros

  • 3 Courses: 3,750 Euros

A special discount will be offered to current students and alumni of the UCLA Anderson School of Management and Escuela Universitaria Real Madrid Universidad Europea.

Student/Alumni:

  • 1 Course: 700 Euros

  • 2 Courses: 1,200 Euros

  • 3 Courses: 1,500 Euros

Please consult your bank or an international monetary exchange website for the latest US dollar to Euro exchange rates.