Global Sports Management and Leadership Program
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Program Overview: Global Sports Management and Leadership Program
The Global Sports Management and Leadership Program from USC Marshall School of Business Executive Education is a five-month blended program designed for senior leaders and high-potential professionals seeking to shape the future of the global sports industry. Combining interactive live sessions with an in‑person immersion on the USC campus in Los Angeles — the international epicenter of sports and entertainment — the learning journey equips you with expertise in leadership, finance, artificial intelligence (AI) and global best practices in sports management.
As digital transformation and shifting fan expectations redefine the business of sports, leaders are challenged to drive growth while balancing governance, innovation and trust. This program prepares you to meet these demands with cutting-edge insights on revenue diversification, athlete welfare, cross-cultural management and the impact of emerging technologies on performance improvement and fan engagement. The comprehensive curriculum integrates faculty-led instruction, experiential learning and immersive projects, along with exclusive access to USC’s world-renowned sports ecosystem and industry network.
Key Takeaways: Global Sports Management and Leadership Program
Through this five-month blended learning experience, you will learn to:
Develop integrated strategies that align leadership, marketing, branding, fan engagement and legal and governance frameworks for sustained impact
Leverage innovation and emerging technologies, including AI, virtual reality (VR) and data analytics, to enhance event planning, performance, fan engagement and operations
Navigate media rights, sponsorships and partnerships by analyzing and managing complex media deals, global partnerships and sponsorship arrangements
Engage with global and cross‑cultural sports markets by adapting strategies for global expansion and managing multicultural audiences and teams
Manage financial operations in sports organizations by building and overseeing sports‑specific budgets, revenue streams and financial sustainability models
Understand leadership styles and build strategies to lead sports organizations
Key Program Highlights
Experience a five-day immersion at the USC Marshall campus in Los Angeles, and engage with USC’s extensive ecosystem of professional sports franchises, venues and influential media partners.
Engage with sports executives, innovators and leaders of professional sports teams and global sponsors through fireside chats and networking sessions in Los Angeles.
Gain leading insights on how AI, data analytics, augmented reality (AR), VR and digital platforms are transforming fan engagement, performance and sports operations.
Apply your learning through projects, supported by experiential labs, workshops and field trips to leading sports media organizations and iconic venues, including Crypto.com Arena and Dodger Stadium.
Learn from USC Marshall’s renowned faculty while collaborating with a diverse international cohort of senior professionals from across the sports ecosystem.
Build a powerful global network, and explore new leadership, entrepreneurship and innovation opportunities within the sports business ecosystem.
Program Learning Journey: From Immersion to Impact
The Global Sports Management and Leadership Program unfolds in three phases, combining five days of experiential campus learning with eight live online sessions.
What You Will Learn
The program curriculum blends live online sessions with a five-day, on-campus immersion, equipping senior leaders with the strategic insights, leadership skills and technology expertise needed to excel in the evolving sports landscape.
Who Is the Global Sports Management and Leadership Program For?
The program is ideal for:
C-suite executives and senior decision-makers leading sports organizations and teams who are responsible for setting strategic direction and driving high‑impact initiatives
Functional leaders and heads of strategy across sponsorship, marketing, public relations, media rights and distribution aiming to broaden their strategic outlook and deliver sustainable value for their organizations
Mid-level to senior leaders and entrepreneurs developing and launching transformative offerings in the sports industry or adjacent sectors, who seek to expand career possibilities and drive growth across the global sports ecosystem
Note: The categories above are indicative and not exhaustive. The program is also relevant for professionals across various connected areas of the sports industry, including, but not limited to, consulting, fan engagement, sports analytics, merchandise, facilities management and regulatory bodies.
On-Campus Learning in Los Angeles
Immerse yourself in the global sports capital of Los Angeles — a city where sports, media and innovation intersect. During the five-day in-person immersion, you will engage with USC Marshall’s distinguished faculty, thought leaders and industry experts from across the sports ecosystem. Explore how global sports organizations are adapting to shifting market dynamics, emerging technologies and the evolving expectations of athletes and fans.
This immersive experience is designed to broaden your strategic perspective and bridge theory with real-world application. Collaborate with global peers, gain fresh insights from industry leaders and return equipped with new ideas and strategies to drive growth and innovation within your organization and the wider sports ecosystem.
Meet the Faculty Director
Assistant Professor of Clinical Management and Organization, Department of Management and Organization
Courtney Brunious teaches courses in strategy, sports business, and leadership, drawing on his extensive experience in executive roles within the sports business industry to d...
Other Faculty
Assistant Professor of Clinical Data Sciences and Operations PhD, BS, University of Miami; MS, Nova Southeastern University; Postdoctoral Fellowships, UC San Diego
Guided by the philosophy of studying “both sides of the bell curve,” Lorena Martin’s research work focuses on reducing health disparities in underserved communities, particula...
Associate Professor of Clinical Marketing
Arianna Uhalde is a consumer psychologist specializing in consumer-brand relationships and consumer wellbeing. She teaches several courses at USC Marshall, including Marketing...
Lifelong Learning with USC Marshall Executive Education
Shareable digital badge
Obtain a verified digital credential to display on LinkedIn, your resume or internal organization profiles, making it easy to showcase your achievement.
Lifelong professional connections
Learn alongside and network with executives and professionals from a diverse range of industries, and continue to benefit from these connections long after the program ends. Please note that the program does not confer USC degree status or an official alumni association membership.
Ongoing learning benefits
Receive special discounts toward future open-enrollment executive education programs, making it easier to continue your development journey with USC Marshall Executive Education.
Program Calendar
The program includes insights from USC Marshall Exec Ed faculty, interactive live online sessions with industry leaders, peer discussions and applied learning projects to deepen your understanding of key concepts. It consists of three phases, featuring live online sessions, group collaboration and an immersive experience on the USC campus in Los Angeles.
Date | Location | |
|---|---|---|
Introduction | 23 June, 2026 | Live online session |
Strategic Thinking -1 | 9 July, 2026 | Live online session |
Strategic Thinking -2 | 14 July, 2026 | Live online session |
Platform Economics & Ecosystems | 16 July, 2026 | Live online session |
Global M&E Growth Strategies-1 | 21 July, 2026 | Live online session |
Global M&E Growth Strategies-2 | 28 July, 2026 | Live online session |
Content Strategy & Development | 30 July, 2026 | Live online session |
Regulatory, Legal & Ethical Issues | 8 August, 2026 | Live online session |
Certificate
Upon successful completion of the program, USC Marshall Executive Education grants its participants a certificate of completion.
Note: After the successful completion of the program, a verified digital certificate will be emailed to participants, at no additional cost, with the name used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of USC Marshall Executive Education.
Why USC Marshall?
Positioned at the intersection of sports, business and innovation, the USC Marshall School of Business is an ideal destination for advanced learning in sports management as it offers unique access to professional teams, media organizations, marquee events and global sports brands. Through the USC Sports Business Institute and strategic partnerships with leading organizations, participants gain exclusive exposure to major leagues, top teams and emerging technologies that are shaping the future of sports.
Located in Los Angeles — one of the world’s most dynamic sports, entertainment and media capitals — USC Marshall provides immersive learning experiences that combine academic rigor with direct industry engagement, enabling participants to translate insights into immediate strategic impact.
FAQs
Connect with a Program Advisor for a 1:1 Session
Email: uscm_aspo@emeritus.org
Phone: +1 315 631 0734 (U.S.) / +44 2046 341844 (U.K.) / +971 80 00321208 (UAE) / +52 33417 12686 (LATAM)
Schedule a Call: Click Here
We encourage early application due to limited cohort capacity.
Flexible payment options available.
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