FOOTBALL MANAGEMENT COURSE - for
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FOOTBALL
MANAGEMENT
COURSE
for
EXECUTIVE
leaders
fernando
gomes
pff president
The Portuguese Football Federation is the largest national Seeking to connect, as on the field, hearts and minds, we
sports organisation and, in all its areas of intervention, it acts launch the second edition of the Football Management
in the awareness that it represents and serves the millions Course for Executive Leaders, an initiative aimed at
of Portuguese that support us all around the world. training CEOs, managers and officials from the most
In recent years we have invested in the involvement in prominent national and worldwide federations and clubs.
projects that make our society better and best prepared. In partnership with one of the most prestigious world
In the areas of social responsibility, in the promotion of educational and research institutions – Nova Business and
health and environment, in the Area of Training, Vocational Economics School - we will seek to train with excellence
Education and Higher Education, we have tried to dignify, in areas as varied as Governance, Law and Finance,
honour and give credit to Portugal. We seek, every day, to Leadership, Innovation and Entrepreneurship, Digital
be much more than just a Federation. Media, Branding and Marketing or Science and Medicine in
The birth in 2017 of the Portugal Football School, a Football.
centre of excellence concentrating the training offer that Between May and December 2019, some of the most
suits the needs of clubs and FPF’s members, provided emblematic figures of sports leadership and international
us with a unique opportunity to better define a training science will come to Cidade do Futebol to help our trainees
path towards the development of football, sport and the to identify problems, hold an open discussion and present
Portuguese society. solutions for the future of football.
Integrated into FPF’s Research & Development Unit, already I invite you to, and welcome you at, this great initiative of
forming an integral part of the list of research units of the the family of football in the confidence that all together we
Science and Technology Foundation and led by three PhDs will be much stronger.
- José Carlos Noronha, João Brito and André Seabra –, the
Portugal Football School strives to be at the forefront of
the training offer in its various areas of intervention.
3
pff
Portuguese Football Federation is a non-profit-making local, district and national competitions and guarantee the
private law organization with established public development of football in Portugal, in accordance with
benefit legal status. Comprises 22 district and regional sports spirit and educational, cultural and humanitarian
associations, one club league, associations of sports values, through training programmes for the various sports
agents, clubs or sports societies, players, coaches and agents. PFF ensures the management of 22 National
referees, registered or affiliated in compliance with its Teams, in football, futsal and beach soccer, and organises
Statutes. Its main purposes are the representation of 32 annual competitions. Currently, Portugal has 177.000
Portuguese football at national and international level; the registered football players.
competitions of the National Teams; the organisation of
"cidade do futebol" - pff headquarters
With a privileged location and excellent infrastructures, gained life and can now be found in the higher hill of the
“Cidade do Futebol” is a highly versatile and innovative valley of Jamor. The building is full of details containing
space, characterised by its functionality, security and the brand of the Portuguese spirit. Each small space is an
technology. Cidade do Futebol was created to fulfil an old example of that. From the pitches with a view to the Tagus
promise and is a result of months of hard work. to the entry doors decorated with the lyrics of the national
After the public presentation done by the President of hymn or the colours of the spaces which were inspired by
the Portuguese Football Federation, Fernando Gomes, in the national flag. Even the façade has the typical tone of
November 2014, the drawings made it off the page, they the National Team’s shirt.
portugal football school
The Portugal Football School (PFS), launched in March Thus, to achieve these purposes, several scientific research
2017, is part of the research and development unit of PFF projects and educational and training programmes have
and its main activities are research in Football, Futsal and been carried out, focusing on the different areas related
Beach Soccer, as well as the education and training of the to the universe of this sport (coaches, referees, managers,
stakeholders with responsibility in the development and players, physicians, nurses and physiotherapists).
promotion of Football.
4 5
overview
The Portugal Football Federation, through the Portugal and the most effective ways to use technology and
Football School, in partnership with the Nova School of management to keep fans engaged with the football
Business and Economics, are coming together to offer clubs. The course will include sessions from expert faculty
the Football Management Course to executive leaders of members who are closely linked to the sports sector, as
football organisations. well as initiatives with exclusive speakers from the world
Participants will learn sports-leadership best practices, of governance and management of football.
corporate governance, how to improve brand value,
programme overview
The course comprises five intensive modules (90 hours)
over 8 months, each of which deals with a different aspect
of football administration and management.
modules
1. Governance, legal and financial management in football
2. Positive leadership
3. Sports digital media, branding and marketing
4. Innovation and entrepreneurship
5. Science and medicine in football
6 7
Giorgio Marchetti // UEFA Deputy General Secretary, Director of Competitions
1. GOVERNANCE, LEGAL AND Giorgio Marchetti joined football’s European governing body in February 2004, as Director of
FINANCIAL MANAGEMENT IN FOOTBALL Professional Football and Marketing. In 2007, his department was renamed UEFA Department of
Competitions and Giorgio’s became UEFA’s Director of Competitions, responsible for all UEFA club
and national team competitions, at senior and youth level. In December 2016, he was promoted to
UEFA Deputy General Secretary in addition to his role as UEFA Director of Competitions. During his
career, Giorgio has been a key figure in some of the main issues and developments in European football
governance, such as regulation of transfers and competition models. Prior to starting at UEFA, Giorgio
› Purpose had been General Secretary of the Italian League (Lega Calcio) for seven years, between 1997 and 2004,
This module examines the importance of governance, forces of domestic, European and international law impact having served as deputy secretary from 1991.
legal and economic frameworks in football organisations. upon the sports industries, and why and how the market
Theoretical perspectives relating to governance and should be regulate, before presenting 3 fields of regulation:
the relevance of these to the sport environment will be sporting, the financial and labor market.
explored. It will be also analyzed the ways in which the
Emilio Garcia Silvero // FIFA’s Chief Legal Officer
Emilio Garcia Silvero is the FIFA’s Chief Legal Officer. Prior to his appointment at FIFA, he was the
UEFA Managing Director of Integrity and Head of Disciplinary and Integrity. He is Arbitrator of CAS
› Contents and Professor of Law at the University of Rey Juan Carlos. Emilio’s qualification includes a Master in
European Sports Governance and a Ph.D. in Labor Law/Sports Law.
- Evolution, governance and regulation of the football - Successful strategic management in football
industry; organisations;
- Governance structure of football organisations: FIFA, - Premier League: how good governance has played a vital
confederations, national associations, leagues and clubs; role in its success; Rick Parry // International Football Consultant
- Legal and economic frameworks in football organizations. Rick Parry was a management consultant from Ernst & Young when he was hired by The Football
Association to advise on the creation of the Premier League in 1990.In 1991, he became the league’s
first CEO and stayed until 1997, when he left to join Liverpool FC in the same capacity. Liverpool won
› Teaching Staff ten trophies while Rick was there, including the UEFA Champions League in 2005.
Since leaving Liverpool in 2009, Rick has carried out a variety of football consultancy projects
in the Middle East, the Far East and North America. He has acted as a special advisor to the UK
Tiago Craveiro // CEO, Portugal Football Federation and Vice-President of UEFA National Team Government”s DCM’S Select Committee on its review of football governance and is currently a
Competitions Committee member of the Investigatory Chamber of UEFA’s Club Financial Control Body.”
Tiago Craveiro is Chief Executive Officer of PFF and Vice-President of UEFA National Team
Competitions Committee. Prior to his appointment at PFF, was General Secretary of the Portuguese
Professional Football League (2006-2012), Head of Cabinet of the Secretary of State for Youth (2004-
2005) and member of the Office of the Deputy Minister to the Prime Minister (2002-2004). Tiago
Craveiro holds an Executive Master in European Sports Governance and was recently nominated as
Michele Bernasconi // Court of Arbitration of Sport
Michele Bernasconi is Professor at the University of Zurich where he teaches International Sports Law.
candidate for CEO of the year, by the prestigious World Football Summit.
He is also the Co-director of the UEFA Football Law Program and member of the Court of Arbitration
for Sport (CAS). Michele Bernasconi is recognized as a leading lawyer in Chambers. In 2016 Who’s
Who Legal ranks him among the nine “Most Highly Regarded Individuals” for Sports & Entertainment
Michele Uva // Vice-President, UEFA Executive Committee
worldwide.
Michele Uva is the Vice-President of the UEFA Executive Committee. He has performed several roles
in sports organisations such as: Italian Football Association (CEO), Italian Olympic Committee (CONI),
professional football, basketball and volleyball clubs, as well as acting as a consultant expert in,
among others, defining business plans dedicated to sport. He was appointed by the Italian treasury Marta Vieira da Cruz // Legal Director of the Portuguese FA
minister as CEO of CONI, a post which he held from May 2013 to September 2014. He is an associated
Marta Cruz is the Legal Director of the Portuguese FA. She is graduated from the Faculty of Law at the
professor of the Foro Italico University (Rome), member of the Strategic Committee of University of
University of Lisbon (2008), where she also received her Master’s in law (2013). She is a lawyer with
Rome 4 Foundation and current lecturer for several courses organised by various Italian universities,
an extensive experience in Public Law, Sports Law and Litigation. She has taught subjects related to
Michele Uva has dedicated an entire career to professional sport in several contexts, disciplines and
Portuguese Court of Arbitration for Sport’s in post-graduations in several Law Schools.
environments.
8 9
2. POSITIVE LEADERSHIP
› Purpose
In this module participants will learn and discuss the core on developing individual strengths rather than working to
concepts of positive leadership, an approach which focuses improve areas of weakness.
› Contents
- A brief introduction to positive organisation research - What makes for generative interactions;
findings; - The secret of effective teams;
- Developing positive individuals; - Positive Organisations.
› Teaching Staff
Miguel Pina e Cunha // Nova School of Business and Economics
Miguel Pina e Cunha (Ph.D.) is Professor of Organization Studies, Organizational Behavior, Leadership
and Change Management, and Positive Organization Theory at Nova School of Business and
Economics. He has authored several books and academic articles in journals such as: the Academy of
Management Review, Applied Psychology: An International Review, Human Relations). He received
teaching awards as best professor in the undergraduate and MBA programs.
Fernando Santos // Head Coach - Portugal Football Federation
Fernando Santos is the Head Coach of the Portuguese Football National Team. He joined PFF in 2014
after working as head coach in different teams such as: Estoril, Estrela da Amadora, FC Porto, Sporting
CP, AEK, SL Benfica, PAOK and Greek National Team. Fernando’s qualifications include a graduation in
Electronic Engineering and Telecommunications by Instituto Superior de Engenharia de Lisboa (1997)
and an honorary degree from Universidade de Trás-os-Montes e Alto Douro (2016).
10
3. SPORTS DIGITAL MEDIA, BRANDING
AND MARKETING
› Purpose
This module aims to provide an understanding of digital methods, strategies and executional marketing skills
sports media, branding and marketing management issues needed in managerial football clubs.
in the context of sport. Participants will learn the concepts,
› Contents
- Football marketing challenges - Digital marketing
- Brand development in football - Sponsorship strategies
- Marketing communication
› Teaching Staff
Florence Hardouin // UEFA Executive Committee, Marketing Advisory Committee, Media Committee
Florence Hardouin is member of the UEFA Executive Committee, Chairwoman of the UEFA Marketing
Advisory Committee and Deputy Chairwoman of the UEFA Media Committee. Prior to her appointment
at UEFA, she was the head of marketing and commercial development, deputy chief executive officer
(2011) and general manager (2013) in the Fédération Française de Football.
Noel Mooney // UEFA Head of National Associations Business Development
Noel Mooney is the UEFA Head of National Associations Business Development. In this organization he
also worked as Senior Marketing Manager (2016-2017) and Marketing Manager (2012-2016). Prior to his
appointment at UEFA, he was the General Manager of the John Giles Foundation (2010-2012) and the
Head of League Marketing and Promotion in the Football Association of Ireland (2006-2012). Noel’s
qualifications include a master in European Sports Governance, Sports Management.
Luca Adornato // Head of Marketing at Juventus Football Club
Luca Adornato is the Head of Marketing at Juventus Football Club. In the same organization he has
previously fulfil different roles within the marketing area. Luca’s qualifications include a graduation in
International Business and Economics at the Nottingham Trent University.
Tomás Froes // Partners
Tomás Froes is founder of PARTNERS, the largest Portuguese advertising agency that occupied the
3rd place in the media monitor ranking in 2018. The agency is responsible for the communication
of some of the main Portuguese brands such as Altice, MEO, Banco BPI, EDP, Brisa, Via Verde, CTT,
Turismo de Portugal and the Portuguese Football Association. Tomás won several national and
international awards for creativity, including the Golden Lion in Cannes, 3 Eurobest, 1 D & AD pencil.
In 2016 he was the marketing manager of the national football team that won Euro 2016, and the “11
million” campaign was considered the best marketing campaign by the UEFA Awards.
134. INNOVATION AND ENTREPRENEURSHIP
› Purpose
This module examines the importance of entrepreneurship business practices and technology innovations to Hugo Freitas // Information Technology Unit - Federação Portuguesa de Futebol
and innovation in a changing football business landscape. transform sport organisations to attain a higher Hugo Freitas is IT Director of the Portuguese Football Federation, being responsible for the digital
In addition, it explores how entrepreneurs are applying performance. transformation project that has, as one of its many objectives, the development of IT systems that
supports business growth. No IT Unit is relevant if it’s not a part of the identification process of
business growth opportunities. He was appointed as project manager for the IFAB video referee
project in representation of the Portuguese Federation, one of the 6 pioneer Federations in this
› Contents project Now a reality, the project counts with more than 73 official matches. He also leads the
Business Intelligence unit that began the process of transformation of corporate data into information,
- Understanding creativity and its influence on innovation - Developing the sport innovation and Entrepreneurship information into knowledge and through it enabled data driven decision processes.
and entrepreneurship; ecosystem;
- Recognising and assessing entrepreneurial opportunities; - Technology and innovation in football.
› Teaching Staff
Ajaz Ahmed // CEO of AKQA
Ajaz founded AKQA aged 21 which today employs over 2,000 people across 23 studios worldwide.
AKQA is the winner of a Queen’s Award for Enterprise Innovation, the highest accolade bestowed
on business in the UK. Ajaz was awarded an MBE in the Queen’s Birthday Honours 2018 for services
to media. Alongside NIKE’s head of digital sport, Ajaz co-authored the best-selling business
transformation book Velocity and wrote the meditation Limitless – Leadership that Endures. All
proceeds from Ajaz’s books and speaking are donated to charitable causes voted for by employees of
AKQA. Ajaz’s thoughts and essays: http://www.akqa.com/ajaz/
Javier Sobrino // Strategy & Knowledge Director at FC Barcelona
Javier Sobrino has developed the Corporate Strategic Plan (2015-2021) and coordinates its
implementation. He leads the Clubs Innovation activities, which include the launch and development of
the Barça Innovation Hub project, leading innovation initiative in the sports industry. He is Professor of
Strategic Management & Innovation in the sports industry in different Universities.
Leonor Gallardo // University of Castilla-La Mancha
Leonor Gallardo (Ph.D.) is Director of the Group IGOID (Investigación en la Gestión de Organizaciones
e Instalaciones Deportivas) and Professor of Sport Management at the University of Castilla-La
Mancha. She worked as Technical Advisor and Program Coordinator at the National Council of Sports
(1994-1996) and as Technical Consultant (1997-1999) and Director of the School of Sports (1999-2001)
for the Regional Government of Castilla-La Mancha. She has authored 25 books and over 60 academic
articles in peer-reviewed journals.
14 15José Carlos Noronha // Health and Performance Unit - Portuguese Football Federation
5. SCIENCE AND MEDICINE José Carlos Noronha is the Clinical Director of the Health and Performance Unit, Portuguese Football
Federation. He is an orthopaedic surgeon at Trindade Hospital, Porto, Portugal. He received his Ph.D.
IN FOOTBALL from the University of Porto. He is also a researcher at the Department of Mechanical Engineering,
University of Aveiro. José has published several books and is worldwide considered a top expert
surgeon leading with orthopaedic injuries in football players.
› Purpose Paulo Beckert // Health and Performance Unit - Portuguese Football Federation
This module is designed to help football executive leaders Paulo Beckert is the Coordinator of the Health and Performance Unit of Portuguese Football Federation.
understanding the fundamentals on core biological and Since 2014, he is the physician of the Portugal football national team. Paulo’s qualifications include a
behavioural sciences supporting football performance. graduation in Medicine, with specialization in sports medicine, by the Nova University of Lisbon. He is
also the Clinical Director of Alvalade CUF Institute.
› Contents João Brito // Health and Performance Unit - Portuguese Football Federation
João Brito received his Ph.D. in Sport Sciences by the University of Porto. He joined PFF in 2014, to
- Science in football; - Talent identification and development;
lead applied sports sciences within the Federation. He was the exercise physiologist for Portugal
- Medicine in football; - Substantive aspects of the game analysis.
during the EURO 2016. João is an active researcher, with special interests on monitoring training and
competition loads, fatigue and recovery, and injury prevention in football.
› Teaching Staff
Pedro Figueiredo // Health and Performance Unit - Portuguese Football Federation
Pedro Figueiredo is the physiologist for the Under-21 Portuguese National Team. Pedro completed
Steven Martens // FIFA’s Technical Director his Ph.D. in Sport Sciences at the University of Porto. He joined the PFF in 2017 after serving as
Steven Martens is the Technical Director of FIFA. Prior to joining FIFA, he was the CEO of the Royal senior sport scientist at the University of Maryland, USA. He is also an Auxiliar Professor at the
Belgian Football Association (2011-2015) and COO double pass (talent development) (2015–2017). University Institute of Maia, in Portugal. Pedro research interests are related with monitoring training
Steven’s qualifications include a master’s degree at the Katholieke Universiteit Leuven. and competition loads, fatigue and recovery, and injury prevention, particularly in football. He also
investigates topics related to muscle changes with aging at the National Institute on Aging, NIH, USA,
as guest researcher. Pedro has authored over 60 academic articles in peer-reviewed journals.
Júlio Garganta // Faculty of Sport – University of Porto
Júlio Garganta is a PhD in Sports Science and a professor at the Faculty of Sport of the University of Rita Tomás // Health and Performance Unit - Portuguese Football Federation
Porto (FADEUP). His main research interests are in the areas of talent development and identification, Rita Tomás has been working at Health and Performance Unit of the Portuguese Football Federation
as well as football game modeling. In the last 25 years he has been collaborating in the training of since 2011. She has served as team physician for several of the women’s youth national teams. She
teachers and coaches in Europe, Africa, Asia and South America. He has collaborated with FC Porto, is currently the team physician of Football Women’s national teams. Her areas of interest are sports
Sporing CP and with the Portuguese National Team in observation and game analysis. He has authored injury prevention, the female athlete, long-term consequences of elite sports and physical activity
several books and academic articles in peer-reviewed journals. promotion.
José Couceiro // Technical Director of Portuguese Football Association
Ricardo Santos // Game Analysis Unit - Portugal Football Federation
José Couceiro is the Technical Director of the Portuguese Football Association. He joined the FPF
Ricardo Santos is member of national team technical staff and has the responsibility for the
in 2018 after serving as head coach in different teams such as: FC Alverca, Vitória Futebol Clube, FC
opponent’s match analysis. He joined PFF in 2014 after serving as analyst in different teams such as:
Porto, Sporting CPl, CF Belenenses, Kaunas, Gaziantepspor, Lokomotiv Moscou, Lithuania National
AEK, SL Benfica, PAOK and Greek National Team. Ricardo’s qualifications include a Master in Sports
Team. He worked as General Director at the Sporting CP and FC Alverca (1997-2002) and as President
and Physical Education by the University of Lisbon.
Football Union Players’ Association (1991-1997).
16 17WHO CAN APPLY location
This course is designed for experienced managers and aspiring to take on leading roles in their organisation. The The sessions will take place at Cidade do Futebol. The technical centre, is located near national stadium, in Jamor, in
executives within football confederations, national participants will be selected after a preliminary interview in infrastructure, which includes the new PFF headquarters and the surroundings of Lisbon.
associations, leagues and clubs that seek to reflect on, and order to discuss their profiles and validate their coherence
further develop, their own leadership style, as well as those with the course.
Bus
The company Vimeca runs three bus routes
108
that go to Football City. The no. 115 departs
Reboleira
(Metro)
from Praça de Espanha in Lisbon and finishes
calendar 2019 115
Praça de Espanha
its run at Avenida das Seleções, in Oeiras.
The no. 108 leaves from Reboleira Metro station,
30 min
(Metro)
stops at Football City, and goes on to Caxias
14 min
The five sessions of the course will take place from May to railway station. In the opposite direction, the
December 2019, according the table below. Lisbon no. 108 runs the Caxias-Football City route,
heading on in the direction of Damaia.
11 min Finally bus no. 6 can be caught in Algés, with
8 min its final destination Queluz de Baixo. It stops in
6
modules Dates location 108
Algés
front of the Main Stand of the National Stadium.
Caxias
(Train Station)
Choosing this bus necessitates a short walk
(Train Station)
around the complex that only has one entrance
Governance, legal and financial management in football 9-11 May 2019 Cidade do Futebol on the opposite side to the bus stop.
Positive leadership 12-13 Juy 2019 Cidade do Futebol
Sports digital media, branding and marketing 13-14 September 2019 Cidade do Futebol
Innovation and entrepreneurship 8-9 November 2019 Cidade do Futebol
Car
Science and medicine in football 6-7 December 2019 Cidade do Futebol
A9 CREL
Thanks to its central location, there are plentiful
A5 road links to Football City. A junction of the
Lisbon
A5 motorway is nearby, giving access in both
directions (Lisbon-Cascais and Cascais-Lisbon),
A5 and the complex also has direct connections to
Cascais the CREL, and the Avenida Marginal is a small
drive away.
Finally, driving along the interior roads of
Caxias one can reach the Avenida das Seleções
TEACHING METHODS and the various links to the A5.
Teaching methods will focus on interaction and sharing solving issues related to managing a business in this
experience to foster a productive, stimulating and specific area. Leading experts in the field of governance
challenging environment. The modules combine formal and management of football also provide valuable
lectures and interactive presentations of the very latest practical insights and their first-hand experience enriches
concepts and case studies that enable you to practice the course content. Marginal
18 19ASSESSMENT
There will be a mixture of individual and group work
throughout the modules. Types of assessment will
include report and essay writing, presentations, case
studies, poster and reflective activities.
language
The language of instruction is English.
TUITION FEES
The Football Management Course for Executive Leaders
costs € 7500. Managers and executives registered in
football confederations, national associations, leagues
and clubs receive a 50% discount. The fee covers course
materials, refreshments, daily lunches, receptions and
the programme dinner unless mentioned otherwise.
Please note that this fee does not include travel and
accommodation. In order to guarantee their place in the
course, participants who are accepted will have to pay
a non-refundable registration fee corresponding to 10%
of the course price within the period mentioned in the
acceptance mail issued by the Portugal Football School.
This amount will be deducted from the course tuition
fees.
APPLICATION
Registration open from 31st January to 31th March 2019.
25 seats available.
CONTACT INFORMATION
If you are considering the Football Management Course
and would like to speak with the Portugal Football
School (Director: André Seabra, Ph.D.) please email
pfs@fpf.pt or contact +351 213 252 700.
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