Leadership in sport. Management of football: a case study of La Liga

Analyse the importance of leadership in sport and its impact on marketing and sports management as the transformation of brands and institutions. You will manage change, internationalization and the construction of global brands such as LaLiga. You will learn to make strategic decisions in the field of sport and to create synergies with directors and sports companies.

  • Leadership
  • Management
  • Sport
Next edition
Classes start
04 November, 2021 (To be confirmed)
Program ends
19 November, 2021 (To be confirmed)
Thursday and Friday from 4 pm to 8 pm. Total length of the course: 24 h
ECTS credits
2500 €

In recent years, sport has become a consumer phenomenon and a socially widespread practice. As a result, management tools typically employed in the business world have been implemented in the field of sports management. Their use is essential for the evolution and professionalization of sport and its institutions.

Within the world of sport, the management of football is a paradigmatic example due to its extraordinary growth. Of note in this area is the major transformation carried out by the LaLiga private foundation, an example of internationalization, business creation and the application of professional criteria in sports management.

The Leadership in Sports course. Management of football: The case study of LaLiga, carried out jointly with the Spanish professional football league, offers an in-depth study of both the development of leadership and business management applied to sport.

Why choose this program


Double qualification with the LaLiga professional football league

You will receive an official certificate from UPF Barcelona School of Management endorsed by the prestigious Pompeu Fabra University, and a qualification from LaLiga Business School.


You will learn from LaLiga professionals

You will analyse the case of the LaLiga professional football league with experts from the organization itself.


Executive training

Spread over six afternoon sessions, enabling you to gain in-depth knowledge about sports leadership and management without neglecting your professional obligations.


High-level networking

Grow your network of professional contacts with high level executives.

Who is it for?

The course is aimed at professionals and sportspeople looking for a career in the field of sports management and related sectors.

Admission and enrolment


This Executive Education Course in Leadership in Sport. Management of football: The case study of LaLiga combines lecturer presentations with student participation.

It takes a theoretical-practical approach, to facilitate learning, make it fun and encourage participant interaction, student-to-student and student-to-lecturer.

Leadership and sport

Leadership theories
Leadership in sport
What should a sports management leader be like?
Leadership in sports management in the COVID-19 era

The transformation of a brand ready to reclaim its global positioning

The bases for change: economic control, centralized sales and audiovisual transformation
Major pillars of the model: new brand and technological leadership
Internationalization strategy: Global Network and diversification
Crisis management: a test of leadership regarding COVID-19 and CSR

New forms of marketing. From brand management to brand activation in sport

The evolution of sports marketing and people as the focus.
Sponsorship in sport: architecture, methodologies and KPIs
Brand activation in sport
Building partnerships: new scenarios and attracting partners

Qualification obtained

Upon passing the Executive Course in Leadership in Sport. Management of football: A case study of LaLiga you will receive a double qualification:

  • An official certificate from UPF Barcelona School of Management endorsed by the prestigious Pompeu Fabra University, the top ranked university in Spain and Latin America (Times Higher Education Ranking 2020).
  • A qualification from LaLiga Business School.


Our Executive Education courses are run by recognized experts with extensive experience in their field, who will transmit all the necessary knowledge to help you carry out managerial functions and make decisions that add value.

Academic directors

José Moya Gómez

General Director of LaLiga Business School

Pere Solanellas Donato

CEO & Founder de WUICS


The Executive Education courses combine content that is key for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.


Collaborative learning and real case studies

The diversity of student profiles enriches learning through a shared and interdisciplinary perspective. An integrative learning approach is used in the classroom, in which the active participation of all classmates is promoted in the form of dialogue and exchange of ideas for the resolution of various real case studies.


Practical approach

The program has a theoretical base, taught by lecturers, complemented with practical experience acquired in class through real business case studies.


Executive vision

We take full advantage of the time available, concentrating valuable learning within a few hours, in accordance with the demands of our participants, who hold positions of great responsibility in important companies.


Evaluation consists of following the sessions and practical case studies worked on in class. 


The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Personalized, interdisciplinary, and based on management as a practical resource for bringing ideas to life.

Professional Future

Executive Education training combines fundamental content for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.

Student profile

The Executive Education Course participant ecosystem is made up of professionals with a relevant career history. 

The diversity of profiles and sectors represented in Executive training at UPF-BSM contributes added value to the learning experience. It consists of directors, CEOs, managers, executives, entrepreneurs, consultants and heads of teams, areas and departments.


Average age


Average years of professional experience

Career opportunities

This Executive Education program will provide you with the necessary knowledge to exercise executive and Director/Management functions.

  • CEO, Board of Directors or General Management of companies and organizations of any kind.
  • Team or Department manager.
  • Strategic consultant.
  • Management positions in any of the functional areas of a company: marketing, finance, human resources, production, etc.
  • Entrepreneur with your own project, thanks to the broad business vision provided to ensure its success.
  • Intrapreneur: entrepreneur of projects within your organization.

Admission and enrolment

The admission and enrolment process for this course consists of a few simple steps.

Who can apply?

Our Executive Education Courses are aimed at professionals in or seeking management positions and looking to acquire or recycle essential knowledge for their executive professional development.

How to apply?

To enrol in this program, you must read and accept the Contract Terms and Conditions and fill in the registration form.

The following steps need to be taken to register for the course:

1. Fill in the admission application form. You will receive a username and password to access the eSecretaría platform.
2. On the platform, upload a scanned copy of your ID (both sides).
3. Go to the "Enrolment" section to pay for the course by credit card or bank transfer.

In certain cases, additional documentation may be requested. 

The application is subject to the availability of places.

Leadership in sport. Management of football: a case study of La Liga