ESBS & PBS | Advanced Program Sports Management

Next Edition

26 October, 2026

Duration

6 weeks

Language

English

Investment

4250€

Mode of study

Blended [On campus & Online]

Why study this program now?

The global sports industry is growing fast and becoming increasingly complex. In 2025, it reached nearly $500 billion worldwidee, driven by digital fan engagement, data-driven performance, new investment models and experiential sports businesses.

Sports organizations now operate at scale, under stronger governance and commercial pressure. Across Europe, the sector continues to expand, with Spain and Portugal playing a key role through major competitions, professional clubs and growing sports ecosystems.

This context demands leaders with strong business, analytical and strategic skills, not only sports backgrounds. Co-created by Porto Business School and European Sport Business School, this program responds to that need by placing learning inside real sports environments in Porto and Madrid.

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This program is designed for:

Executives and managers in clubs, leagues and federations

Professionals in sports operations, facilities and events

Specialists in strategy, finance, marketing and digital transformation

Entrepreneurs and consultants in the sports ecosystem

Former athletes transitioning into management and leadership roles

Enroll now!

What sets this program apart?

Masterclasses taught by industry leaders.

Industry-led masterclasses

Learn from senior leaders through real industry cases, including Microsoft and LaLiga Female.

In-person immersion in Porto and Madrid

Experience strategy, execution and governance inside real sports ecosystems.

Capstone Project with real-world focus

Connect business strategy, operations and leadership in high-performance contexts.

From strategy to execution

Use data-driven tools to support strategic and operational decision-making.

Data, analytics and AI in practice

Global networking: Access to a community of +5.000 sports professionals.

International exposure and network

Build meaningful connections across clubs, leagues, federations and institutions.

Industry-led masterclasses

Learn from senior leaders through real industry cases, including Microsoft and LaLiga Female.

Capstone Project with real-world focus

Connect business strategy, operations and leadership in high-performance contexts.

From strategy to execution

Use data-driven tools to support strategic and operational decision-making.

Data, analytics and AI in practice

Build meaningful connections across clubs, leagues, federations and institutions.

International exposure and network

Global networking: Access to a community of +5.000 sports professionals.

One program. Two cities.
One integrated learning architecture.

Designed jointly by Porto Business School and ESBS, this Advanced Program brings together two complementary sports ecosystems to create a single, coherent learning experience, where strategy, execution and leadership are developed inside real sports industry environments in Porto and Madrid.

Porto Business School

Execution, performance and operational excellence

Executive education school of the University of Porto
Strong expertise in strategy, leadership and applied management
Close connection to real organizational decision-making
Experience in international and executive programs
Ideal environment to connect strategy with day-to-day execution

ESBS

Sports” governance, scale, and international growth

Specialized school in sports business education
Strong links to professional sports organizations and institutions
Based in Madrid, at the heart of Spain’s sports ecosystem
Proximity to leagues, federations and global sports events
Focus on industry-driven learning in sport

Specialized education at the heart of Europe’s sports industry

Ranked #1 in Spain and Top 3 in Europe, ESBS is based in Madrid and closely connected to the professional sports industry.

Through partnerships with sports organizations, innovation hubs and the Global Sports Innovation Center powered by Microsoft, learning takes place inside real decision-making environments.

Enroll now!

The Learning Journey

Porto

Week 1 · Foundations & execution

In-person immersion

October 26 — 30

One intensive week in Porto
Applied learning inside real sports organizations and facilities
Focus on strategy, operations, performance and execution
Industry-led masterclasses embedded in the immersive experience

Online

Weeks 2–5 · Leadership & applied decision-making

Live sessions

November 2, 4 (Monday and Wednesday)
November 10, 12, 17, 19, 24, 26 (Tuesday and Thursday)

Four weeks of live online sessions
Focus on leadership, analytics and data-driven decision-making
Progressive integration of insights from Porto
Preparation for governance and international exposure in Madrid

Madrid

Madrid · In-person immersion

In-person immersion

December 14 — 18

One intensive week in Madrid
Exposure to governance, regulation and international expansion
Applied visits and industry masterclasses
Direct contact with leagues, federations and global sports institutions

Porto

Week 1 · Foundations & execution

In-person immersion

>November 2, 4 (Monday and Wednesday)
November 10, 12, 17, 19, 24, 26 (Tuesday and Thursday)

One intensive week in Porto
Applied learning inside real sports organizations and facilities
Focus on strategy, operations, performance and execution
Industry-led masterclasses embedded in the immersive experience

Online

Weeks 2–5 · Leadership & applied decision-making

Live sessions

October 26 — 30

Four weeks of live online sessions
Focus on leadership, analytics and data-driven decision-making
Progressive integration of insights from Porto
Preparation for governance and international exposure in Madrid

Madrid

Madrid · In-person immersion

In-person immersion

December 14 — 18

One intensive week in Madrid
Exposure to governance, regulation and international expansion
Applied visits and industry masterclasses
Direct contact with leagues, federations and global sports institutions

In-person immersive experiences

Applied masterclasses and immersive visits connect theory, execution and decision-making in real-world sports environments.

Academic Leadership

Learn from thought leaders shaping modern leadership

Rosário Moreira

Program Director

Professor at the University of Porto and Director of the Global Online MBA at Porto Business School. Specialist in operations, sustainability and governance, with extensive experience in executive education and strategic consultancy. She also serves as a non-executive director at Futebol Clube do Porto SAD, bringing academic rigor and strategic insight into a professional sports governance context.

Carmen Ruano

Program Director

Academic Director at ESBS and former elite athlete. Specialist in sports management, leadership development and highperformance environments, combining academic rigor with strong industry insight. Her work focuses on designing applied learning experiences that connect strategy, performance and organizational dynamics within international sports contexts.

Program Faculty

The Program Faculty presented reflects the current academic and professional team.
Adjustments may occur due to academic or professional commitments.

André Santana

Professor and researcher specialized in AI, data analytics and generative AI, with experience supporting executives in innovation strategy and technologybased decision making

Filipe Grilo

Economist and Head of Applied Research at Porto Business School, specializing in finance, investment analysis and decision making in complex and high-performance contexts.

Francis Casado

Co-Founder of 3D Digital Venue and expert in smart venues, digital mapping and technology-enabled fan experience across sports and entertainment environments.

Francisco Fardilha

Sporting Director of FC Bayern Munich Women, with academic and professional expertise in talent development and highperformance football.

Juan de Dios Crespo

Leading sports law expert and CEO of Ruiz-Huerta y Crespo Sports Lawyers, advising federations, clubs and athletes on governance and regulation.

Juan Fuentes

Director at GSIC Microsoft Global Testing Center, with international experience in digital transformation, AI adoption and global expansion strategies in sports.

Pedro Malabia

Sports executive specialized in women’s football governance and league strategy, currently Chief Strategy Officer at Liga F.

Luis Sobral

Strategic communications and crisis management consultant with senior leadership experience in sports governance, media and institutional communication, including the Portuguese Football Federation.

Applications

Spots are limited. We recommend applying early to guarantee your place and ensure full access to all program benefits.

Application Phases

Phase 1:
Until 1 month before the program starts €4,038
Phase 2:
Until the program start date €4,250

What’s Included

6-night accommodation in a private single room at Hotel FeelViana
Full board: all meals included during the program
All course materials
Final program diploma

Special Conditions

Employees of Porto Business School’s partner companies, as well as Porto Business School and University of Porto Alumni, benefit from exclusive discounts on the program fee.

Contact the Admissions Team for more information.