Professor Heggans addresses the Stanford Sports Business Academy class.
Forging the future leaders of sports and entertainment business
Global Sports and Entertainment Business Academy programs give students an overview of careers in the sports and entertainment industries with a focus on management, law, negotiation, marketing and leadership.
Students will gain a deep understanding of the inner workings of the business and underlying infrastructure.
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GSB Academy Summer 2020 Programming Schedule
GSB Academy will offer a suite of LIVE, INTERACTIVE programming throughout the summer of 2020. Participants will have the opportunity to interact with both faculty and our standard, industry leading guest lecturers. We will have Live, group discussions and negotiations!
SESSION 1:
Want to be a Sports Lawyer?
(June 15-19)
Covering topics such as:
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Labor/Antitrust
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Risk Management
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Intellectual Property
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Contracts
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Role of in-house counsel vs. outside counsel
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Role of League counsel vs. team counsel
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Policy management and enforcement role
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Property enforcement role
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Transactional role
SESSION 2:
Want to be a Sports Media Executive?
(June 22-26)
Covering topics such as:
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History of Sports and Media (new media vs. traditional media)
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Sports Marketing
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Technology and consumption of sports
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Sports storytelling
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Creating new content
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What does it take to manage a sports network?
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The difference between managing new media vs. traditional media
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Managing a content team
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Managing talent
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Managing costs
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Securing revenue
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Branding
SESSION 3:
Sports/Entertainment Event Management in the Age of
Covid-19 and Beyond
(June 29-July 3)
Covering topics such as:
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Event Management before Covid-19
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What will we need for sports to return to normal
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Risk Management in hosting events going forward
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Selling new vs. mature properties
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Shifting of “Experience” from physical to digital
SESSION 4:
Want to be a Sports Marketing/Sponsorship Executive?
(July 6-10)
Covering topics such as:
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Advertising and Marketing 101
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Relationship of sports and Marketing
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How to market a sports related product
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Marketing non-sports related products via sports
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Marketing a digital “event” vs. an in-person “event”
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Intersection of sports/music/fashion in Marketing
SESSION 5:
Want to Be a Sports Agent?
(July 13-17)
Covering topics such as:
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Agency
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Labor Relations
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Recruiting clients
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Negotiating team deals
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Negotiating endorsement deals
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Representing a team sport athlete vs. independent (Tennis, golf)
SESSION 6:
Leadership and Management in the Business of Sports and Entertainment
(August 3-7)
Covering topics such as:
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Management during typical times
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Management during turbulent times
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Need to Innovate
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Making difficult decisions for your business
SESSION 7:
The Rise and Fall of New/Emerging Sports Properties and Platforms
(August 10-14)
Covering topics such as:
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Growth of Esports
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Growth of MMA (UFC)
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Examination of XFL 1.0 vs. XFL 2.0 in 2020
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Other “Start-up” properties
SESSION 8:
Want to Work in College Athletics?
(August 17-21)
Covering topics such as:
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Marketing
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Communications
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Operations
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Revenue vs. Non-revenue sports
SESSION 9:
Topic TBD
(August 24-28)
Come back for details!
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