Information Request
Schedule: Classes from Sundays to Thursdays from 15:00h to 21:00h
Modality: On campus classes + webinars with special guests
Start: May 2022
Duration of course: 8 months
Language of Instruction: English
Campus: Doha

MBA in Sports and Entertainment

Empowering the Game Changers of the Sports Industry




Extraordinary era of transformation in Sports and Entertainment Industry



2 MBA Directors

1 MBA Coordinator

  • LONDON (5 days)
  • MADRID (5 days)
  • LaLiga and its 42 teams
  • Learning from Successes and Failures
  • Evaluation: only real case studies (6)


Aspire Zone Foundation

  • Boasts some of the world’s finest sport stadia and venues offering a unique sport, sports medicine, research and education destination for the international sports industry.
  • Able to service the highest sporting demands ranging from hosting major sports events to training and precompetition camps to conferences and research as well as injury diagnosis, treatment and rehabilitation through. Aspire Academy, Aspetar Sports Medicine and Orthopaedic Hospital, a FIFA Accredited Medical Centre of Excellence and Aspire Logistics.

LaLiga Business School

  • The educational department of LaLiga, created and run by professionals from the Sports & Entertainment industry and responsible for finding and nurturing talent.
  • We are the industry: our speakers are top executives from LaLiga, LaLiga clubs and other relevant local/international institutions/corporations.
  • We understand the industry needs and trends and we design the programs and train the game changers of the future accordingly.

Aspire Zone Foundation & LaLiga

Aspire Zone Foundation (AZF) and LaLiga have jointly developed this 9-week program that will be based in AZF´s facilities in Doha, Qatar. The MBA is part of a long-term strategic partnership that started with the MoU signed by LaLiga and AZF in 2019, that among other purposes ultimately benefits the sports and entertainment community by training the changemakers of the future that the Qatari industry demands.



Javier Tebas
President - LaLiga

LaLiga is firmly committed to education. By means of a qualified academic education, their sports professionals may achieve a better management of football clubs and institutions.

The “LaLiga Business School” is the reflection of the educational project that our Institution has created and promoted in order to detect, recruit and train both present and future talent within football management, methodology and analysis areas.

The Spanish Football League is the best in the world, therefore it is, extremely important that sports entities that take part in our official competitions, as well as in other sports, are able to provide their respective football clubs and institutions with management excellence by means of qualified and trained professionals.

The President
Mohammed Khalifa Al-Suwaidi
CEO – Aspire Zone Foundation

Aspire Zone Foundation is recognized throughout the world as a pioneer in sports innovation and performance. As a global leader, we partnered with the most esteemed organizations in the world to help us achieve our goals. Hence, comes our partnership with Laliga, the Spanish professional league.

The strategic partnership between Laliga and Aspire Zone laid out the foundations to collaborate in various areas, the most notable of which was a commitment to developing young talent and fostering teamwork while sharing knowledge and experience across various fields of sport, sports science, and innovation programs.

We, Aspire Zone Foundation, are proud to collaborate with Laliga to demonstrate the superiority of our integrated services model as we continue to draw ambitious inspirations from Qatar National Vision 2030

The President


Kamel Badawy
Business Management & Intelligence Director - Aspire Zone Foundation

Graduated in Mechanical Engineering by the Higher Technological Institute. Master of Science – MS, Operations & Supply Chain Management by the University of Liverpool.

He began his professional career as Oracle Supply Chain & Manufacturing Consultant at Alkhorayef Group in 2008.

He joined Qatar Foundation in 2010 as Senior Business Analyst and in 2014 he was promoted to Head of System Support.

In 2016 he moved to Aspire Zone Foundation, a company that boasts some of the world’s finest sport stadia and venues for the International Sports Industry, involved in Qatar World Cup 2022.

He is currently Business Management & Intelligence Director, a position he started holding in 2020.

The Directors
Óscar Mayo
Business, Marketing & International Development Director - LaLiga

Executive MBA at IEDE Business School.

He has developed his professional career in Marketing and Business Development in the Sports, Fitness and Educational Industry. He occupied the position of Sports Center Director at BeOne and Manager for Spain and Portugal at Gympass.

Between 2012 and 2016 he was named Head of Marketing at Escuela Universitaria Real Madrid | Universidad Europea.

In 2017 he joined LaLiga as Executive Agent in the Chairman’s Office and within a few months he was promoted to Business, Marketing & International Development Director.

The Directors


Edouard Legendre
External consultant at LaLiga and recognized international expert in Brand Management and Sports Marketing

He started his career in Formula One in 1997, evolving from commercial to Marketing positions.

In 2007 he joined the WPP Group in Madrid to create the Ogilvy Sponsorship Department to guide and support global brands in the design and implementation of their international strategies in Sports (Ford, Telefónica, Santander, Heineken among others).

Since 2013, he has developed his scope of work with Brand Management and Strategic Planning responsibilities, within the WPP Group, and outside with Project Management and consultancy work for leading institutions such as The City Council of Madrid and LaLiga.

The Coordinators


Juan de Dios Crespo
Sports Law Specialised Lawyer - Ruiz-Huerta & Crespo
Chad Biagini
President - Nolan Partners
Chus Bueno
Vice President Europe, Africa and Middle East - NBA
Diego Sánchez Trillo
Head Of Commercial - LaLiga
Patricia Rodríguez
Board Member - Granada CF
Ignacio Javier Carnero
CRO – LaLiga Tech
Rafael Fernández de Alarcón
Director de Marca, Patrocinios y Medios - Telefónica
Jaume Pons
Head of Digital Content – LaLiga
Javier Ferrero
Partner – Senn Ferrero Asociados Sports & Entertainment
Javier Sobrino
Managing Partner – Aser Ventures
Jorge de la Vega
Commercial and Marketing Director – LaLiga
José Moya
LaLiga Business School Director – LaLiga
Boris Gartner
CEO – LaLiga North America
Julio Senn
Partner - Senn Ferrero Asociados Sports & Entertainment
Kamel Emad Badawy
Business Management and Intelligence Director - Aspire Zone Foundation
Luis Manfredi Rodriguez
Director de Control Económico - LaLiga
Mohamed Serageldin
Head of Business - Al-Ahly
Niccolo Luci
Head of Business Development - Serie A
Óscar Mayo
Business, Marketing & International Development Director – LaLiga
Pedro Gómez
Independent Advisor - PwC
José Carlos Franco García
Managing Director of Technology & Data – LaLiga
Javier Tebas
President – LaLiga
Fran Chico
Director de Deportes – Motorpress Ibérica
Ornella Bellia
Head of Professional Football – FIFA
Michail Kaloeidas
Marketing Executive Director - Supreme Committee for Delivery & Legacy Supreme Committee for Delivery & Legacy
I. Reyes
Managing Director and Head of Commerce - Ogilvy
Fatma al Nuaimi
Communications Executive Director - Supreme Committee for Delivery & Legacy
Tim Cahill
Chief Sports Officer - Aspire Academy


Programme and Structure

Week 1


Effective and Efficient Leadership

  • General Management: Strategic Management - Financial Management - Legal Management - Planning and Control - Human Resources
  • Sports Industry Environment: Economic Analysis - Sports Environment - New Dimensions and Key Trends
  • Case Study - Prominent Lecturer from Local Institution: Planning and Control – Competition Management – Financial and Legal Management – Resources Allocation
Week 2


Customer Experience Driven

  • Traditional Marketing: Strategic and Operational - Brand Management - Marketing Mix - Marketing Plan - Communication Plan - Market Research
  • New Marketing (I): The Empathy Economy - Brand Activation - Shopper Marketing - Relationship Marketing
  • Case Study by Prominent Lecturer from Local Institution: Strategic and Operational Marketing – Football and Media – Content Creation
Week 3


Customer Experience Driven

  • New Marketing (II): Experiential Marketing - Digital Marketing - Purpose Marketing
  • Sports Marketing: Sponsorship - Strategic Alliances - Brand Activation in Sports
  • Al Ahly Case Study by Mohamed Serageldin, Board of Directors Member, Al Ahly SC: Sponsorship capture – Sponsorship Activation – Fan Engagement
Week 4


Capitalizing on the New Dimensions of the Sports and Entertainment Industry

  • Digital Transformation: Digital Economy - Business Management Models - New Management Skills - Web services applied to Sports Entities - eCommerce
  • Technology in Sports by Aspire Zone Foundation: Sports Venues and Facilities Development – Digital Transformation – Value Capture
Week 5


Capitalizing on the New Dimensions of the Sports and Entertainment Industry

  • New Digital Technologies: Cloud - Blockchain - Analytics - Artificial Intelligence - Robotics
  • Digital Strategy in Sports: Big Data - Harnessing the Fan
  • Competitive Gaming and eSports
  • Importance of Big Data in Sports by Prominent Lecturer from Local Institution: Security and Techonology at Sports Facilities – Data Management
Week 6


The Power of On-brand Content

  • The Media: Media Environment - Media Plan - Public Relations - Audiovisual Rights
  • Content: The Entertainment Industry - Business Models - Audience - Platforms - Creation - Production - Exploitation in the Digital Age - Distribution – Monetization
  • Media and Entertainment in Qatar by Prominent Lecturer from Local Institution: Media and Entertainment: O verview, Challenges & Way forward - Media, Entertainment & Data Ecosyste
Week 7


Planning Optimization for Legacy

  • Sports Governance
  • Sport Facilities: Venue Management - Operation - Technology and Security - Sustainability
  • Sporting Events: Design - Production - Funding
  • Sporting Mega-events: Sites and Hosting - Strategic Planning - Organization - Globalization - Urban Planning and City Marketing - Economic Impact - Long-term Legacy
  • FIFA World Cup Qatar 2022 Case Study by Prominent Lecturer from Local Institution: Legacy – Tournament Hosting - Infrastructure Management – Quality and Incident Management - Sustainable Development
Week 8


Cities visited

  • UK: London
  • Spain: Madrid
Week 9


Inspired and Inspiring Leadership

  • Innovation: Innovation in Times of Transformation - Innovation in the Sports and Entertainment Industries - Generation of Ideas - Building Innovation Systems - Innovation Hubs
  • Project Management: Methodologies - Tools - Complexity Mapping - Convergence Plan - Organizational Design - Business Plan - Risk Management - Monitoring and Controlling
  • Aspire Zone Foundation: Entrepreneurship Essentials – Thinking and Innovation - Negotiation Mastery - Path to Success

360º Case Studies

In-house case studies about:

  1. LaLiga as a leading entity of transformation in the Football Industry.
  2. The 42 LaLiga teams (42 contexts, territories and models, differentiated and complementary).

Collaboration with other organisations closely related to the sports and entertainment sector, with the objective of integrating external case studies with football.



Madrid Trips
London Trips


MBA of LaLiga Admission

Required Documentation

  • Updated Curriculum Vitae.
  • Two photocopies of the university degree (front and back): present the copies and the original for verification at LaLiga Business School, or send a certified copy by post.
  • Academic certification: university degree (front and back), other certifications associated with the content of the program.
Admission process
Information Request