Will Lloyd joins the faculty at the ISS!

Wednesday, 26 July 2017

Will Lloyd teaches the module:

Skilled and competent. The new-generation sport manager.
The complexity of the global sports requires skilled management to cope with the emerging challenges. The global labor market is dynamic and the old fashion profile of the former star involved in the organization is not enough anymore.

The Sports industry is evolving rapidly. The growth and professionalization of sport has driven changes to the consumption, production and management. New players are entering the sport ecosystem turning it more complex and dynamic. The internationalization of sport-brands has caused the rise of new markets which are redefining the global landscape and creating new driving forces.

The Chinese market now competes with the traditional North American and European Markets. South America emergence has been propelled by the recent international major events hosted in Brazil and a mix of huge investment and successful deals turned countries such as Qatar and UAE into very important players. In this scenario, sport-managers have to be multi skilled. They need to show cultural sensitivities, language capabilities, and in depth knowledge across multiple matrix driven situations.

Multiple medias and the rise of OTT and streaming as alternatives to traditional broadcasting is changing the consumption of sporting content and, consequently, sponsorship and advertisement. It is fundamental to recognise the importance and know how to deal with the impact of digital technology over sports businesses. Managers need to be highly connected and play by the new rules of fan engagement through social media and the use of digital platforms to address consumers’ needs.

The rapid change and growth has led to more complex challenges ahead - The crisis in the major events bidding processes turned evident that is necessary to create a new financial model around these events. The lack of public and political support for bids has shown that is time to change from public to private funding and work on assessing the impacts of hosting these events for cities, regions and countries. Understanding this challenge requires specific knowledge and political ability. Managers need to cope with new partners, public and private institutions, and a greater range of stakeholders in order to obtain new funding from alternative sources.

These are just some examples of changes and challenges in the modern global sport landscape that illustrate the specificities of sport management. The sport labour market is dynamic, changing fast and becoming more and more competitive with the emergence of new courses and the rise in quality of higher education directed to sport business. The old fashion profile of manager is not enough anymore; sport managers are now being prepared to act towards subjects such as strategy, organisational culture, human resources management, leadership, financial management, marketing, governance and performance management that are unique of sport organisations.

Will Lloyd, CEO, GlobalSportsJobs Ltd