Global Sports Management and Leadership Program

Drive innovation and strategy in the business of sports. Learn to lead sports management. Be a game changer in the business of sports.

Course Information

Start Date: June 22, 2026

Format: Hybrid

Cost: $15,000, plus $200 application fee. Flexible payment options available.

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The Global Sports Management and Leadership Program in partnership with USC Marshall School of Business Executive Education and Emeritus 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.

Learning Objectives

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.

What to Expect

Immersive on-campus learning

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.

Experiential learning elements

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.

Industry ecosystem access

Engage with sports executives, innovators and leaders of professional sports teams and global sponsors through fireside chats and networking sessions in Los Angeles.

Global faculty and peer learning

Learn from USC Marshall’s renowned faculty while collaborating with a diverse international cohort of senior professionals from across the sports ecosystem.

AI and technology integration

Gain leading insights on how AI, data analytics, augmented reality (AR), VR and digital platforms are transforming fan engagement, performance, and sports operations.

Networking and career impact

Build a powerful global network, and explore new leadership, entrepreneurship, and innovation opportunities within the sports business ecosystem.

Schedule a call with an Advisor

LATAM: +52 33417 12686
UAE: +971 80 00321208
U.K.: +44 2046 341844
U.S.: +1 315 631 0734

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Who Should Attend

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.

Digital Badge and Certificate

An important aspect of our programs is the ability to share your accomplishment with important stakeholders. Upon completing Global Sports Management and Leadership Program, you will earn a digital badge recognizing your new proficiency. Share and showcase your achievements by posting your digital badge on online resumes and social networks such as LinkedIn. 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.

TIME REQUIREMENTS

Phase 1 - Sports Management and Strategy - 1 Month / Live Online = 6 Live Online Sessions
Phase 2 – Innovation, Governance, and Industry Dynamics - 5 Days / On Campus (Los Angeles) Workshops, Experiential Labs, and Ecosystem Visits
Phase 3 – The Future of Sports Leadership - 2 Days / Live Online = 2 Live Online Sessions

COURSE DISCLAIMER

Every reasonable effort will be made to ensure this course runs as described on this webpage. Please note that course dates and professors can be subject to change. You will be notified by email in advance if there is a date change as we understand that you may require travel and hotel to attend.

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Teaching Methods

This is a five-month hybrid program curriculum that 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.

Faculty Director

Courtney Brunious

Assistant Professor of Clinical Management and Organization,
Department of Management and Organization
USC Marshall School of Business

Courtney Brunious teaches courses in strategy, sports business, and leadership, drawing on his extensive experience in executive roles within the sports business industry to deliver practical, real-world insights. He previously served as COO of Altius Sports Partners and Associate Director of the USC Marshall Sports Business Institute, and has consulted on issues involving nonprofit management, sports business and real estate.

A longtime researcher and commentator on the sports business landscape, Brunious has provided expert perspectives on topics ranging from sports-anchored real estate development to emerging technologies. He has spoken at leading conferences, including the USC Body Computing Conference, the NBPA Tech Summit and the USC Marshall Diversity Conference. His media appearances include CBS, KTLA, NPR, CNBC, ESPN, Variety, Fast Company and the Los Angeles Times. He is also admitted to the Illinois State Bar.

Program Faculty

Lorena Martin

Assistant Professor of Clinical Data Sciences and Operations

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, particularly within Hispanic/Latino populations, as well as advancing performance optimization and injury prevention among professional athletes. A former elite tennis player, Martin has held senior roles in professional sports, including Director of High Performance for a major league baseball team and Director of Sports Performance Analytics for the Los Angeles Lakers. She is the author of “Sports Performance Measurement and Analytics”, and a contributor to “Sports Injury Prevention and Rehabilitation” and “Improving Exercise Adherence”. Martin holds a PhD in Exercise Physiology and a BS in Psychology from the University of Miami, an MS in Mental Health Counseling from Nova Southeastern University, and has completed postdoctoral fellowships in analytics, GIS, biostatistics and epidemiology at UC San Diego.

Arianna Uhalde

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 Communication & Promotion Strategy, Consumer Behavior, Happiness & Wellbeing in the Marketplace and Sports Marketing Innovation. Since 2019, Arianna has collaborated with USC Athletics to develop projects and programming focused on well-being, culture and performance. She has also advised diverse organizations on market research strategies and consumer insights, including Los Angeles Football Club (LAFC), The Honest Company and MORE Labs.

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