The programme provides students with an in-depth understanding of the principles and trends of global sports business and finance. It covers a range of topics such as revenue models, talent management, social impact, and emerging global trends. Students will explore different organisation formats and tournament events in different regions and scales with their financial impact. Students will also gain insights into variety of real-life cases. By the end of the programme, students will be equipped with the knowledge and skills needed to succeed in the dynamic and rapidly evolving field of global sports business. The programme can help students to plan and organise different sports business in the future.  

 Course Content:

A. Overview of Sports Business 

1. Economic Principles of Sports Business  
     1.1 Markets of Superstars, Cross-field Celebrities (Swiftonomics) and 
             Financial Implications  
     1.2 Value chain and financial analysis  
     1.3 Key players and investors in sports businesses 
     1.4 Marketing and financing strategies and their impact on revenue 

2. Global Titans: Publicly-listed Sports Companies and Their Growth Trajectories  
     2.1 North American Model  
     2.2 European Model  
     2.3 Asian Model 
     2.4 Other emerging markets 

B. Global Sports Finance 

3. Key Revenue Models  
     3.1 Three financial pillars: Commercial, Ticketing, and Media Rights  
     3.2 Event models and their financial feasibility  
     3.3 League models and their financial sustainability  
     3.4 Brandings and their financial value 

4. Financing of Sports Broadcasting Rights and Takeover Battles 
     4.1 The economics of sports broadcasting rights 
     4.2 Battles for the Club and League Rights 
     4.3 The impact of new technologies on sports broadcasting 

C. Talent management in Sports Business 

5. Talent Acquisitions and organization matrix  
     5.1 Labor (Superstar) economics and motivation strategies  
     5.2 Scouting & team building  
     5.3 Money ball and the revolution in applying data science 
     5.4 Organisation and economics of sports teams and their financial     
              performance  

6. Transfer Markets  
     6.1. Transfer pricing and markets  
     6.2. Relationships between agents, players, and the plays 
     6.3. Clubs transfers and investment: drives and financing 

D. Sports Global Trends 

7. Tournament Events: Olympian Games, World Cups, Formula 1 
     7.1 Similarity and differences and their financial implications  
     7.2 Financing, management, social impact  
     7.3 Political economy of hosting sporting events  
     7.4 Doping: facts, narratives, and political economy 
     7.5 Corruptions: global and local, east and west 

8. Emerging Global Trends  
     8.1 New arena and new genres (E-Sports, E-Formula 1) 
     8.2 Digitalisation and its financial impact on sports business 
     8.3 Sports gambling markets: known and unknown 
     8.4 ESG, Social Impact, Poverty 
     8.5 Gambling, Doping and Dark Sides 

Assessment method:  In-class case study exercise and a written essay

Upon successful completion of the programme, students who have passed the in-class case study and the written essay with attendance no less than 70% will be awarded within the HKU system through HKU SPACE a Certificate for Module (Global Sports Business and Finance).

On completion of the programme, students should be able to: 

1.       Discuss the key principles and elements of sports as a business;

2.       Analyse and evaluate global sports finance in different revenue models and sports broadcasting rights;

3.       Critically examine the human side of sports business including talent management and contracts issues; and

4.       Evaluate the trends and contemporary issues in global sports such as gambling and ESG.

Lecturer

Mr Alvin Ho

Mr Ho is an experienced investment principal with demonstrated track records in M&A, private equity, and fundraising. He currently splits his time between managing a portfolio of private equity investments and institutional investing, and handholding start-ups and grown-ups seeking new iterations. In addition, he has served as a board member for HK and PRC-listed companies spanning fintech, life services, healthcare, mining, rare earth development, industrial printing, and property development. He is a member of the investment committees for foundations, platforms, and funds including Croucher Foundations and AngelHub. In addition to being a Fellow of the Hong Kong Institute of Directors, Alvin is the President of the CFA Society Hong Kong.

He was previously the legal representative for RMB funds incorporated in Beijing and Chengdu. Joining the firm in the late 1990s, Alvin was the Head of China for the private equity growth funds managed by CLSA Capital Partners. At his time, the funds invested in companies that now become blue chips in India, Singapore, and HK.

Mr. Ho received the certificate of graduation for a Ph.D. in Finance at the Shanghai University of Finance and Economics. He holds an EMBA degree from Tsinghua University and a Masters in Finance from London Business School. He has authored books in Chinese on the economics of sports, the latest being Superstar Economics.

Guests

Mr Yeung Tak Keung, National Games Coordination Office, HKSAR

Mr YEUNG was appointed the Head of the National Games Coordination Office in October 2023, leading the organisation of the events in Hong Kong under the 15^th National Games, the 12^th National Games for Persons with Disabilities and the 9^th National Special Olympic Games to be co-hosted by Guangdong Province, Hong Kong and Macao. 

Prior to his appointment to the current post, he has served in different government bureaux and departments.  In 2008, he was appointed the Equestrian Events Coordinator in the Home Affairs Bureau, assisting in the organisation of the Olympic and Paralympic Equestrian Events in Hong Kong.  On 1 February 2016, he was appointed the first Commissioner for Sports and served in the post until his retirement on 31 October 2022.  During his tenure, he coordinated Hong Kong’s preparation for international major games where our athletes have achieved remarkable results.  He also led the development of the Kai Tak Sports Park which is scheduled for completion in 2024 and will serve as a main venue for hosting events of the 15^th National Games.

Ms Suki Wong, Anta Sports Products Limited (2020.HK)

Ms. Wong Shui Ki, Suki is the Senior Director of Anta Sports Products Limited (2020.HK) and is in charge of the investor relations and ESG function of the Company. Ms. Wong has over 15 years of experience in the industry. Ms. Wong has been working in ANTA Sports since it got listed in 2007. Prior to joining the Company, she had worked in investor relations agency for several years and specialized in serving H-shares listed companies. Ms. Wong holds a master’s degree in Business Administration from the Chinese University of Hong Kong.

Mr Steve Li, Gala Technology Holding Limited (2485.HK)

Mr Steve Li, 李欣先生, is currently the Executive Director and President of Gala Sports. With over 10 years of experience in sports licensing, digital entertainment, and on-line marketing sectors. Gala Sports is also a world’s leading developer and publisher of sports games and e-sports products. Mr. Li graduated from Shanghai Jiao Tong University. He is also a baseball and soccer enthusiast and he has been actively involved in sports training for a long time.

Mr Kenji Chan, Shenzhou International Group Limited (2313.HK)

Mr CHAN Tak Hing, Kenji（陳德興先生）, joined the Shenzhou International Group in September 2008. He is currently the Financial Controller and Company Secretary of the Group. Mr. Chan has over 25 years of experience in auditing, financial controlling, company secretarial and accounting. Mr. Chan holds a Master’s Degree in Business Administration and a Master Degree of Science Degree in China Business Management. Mr. Chan is also a fellow member of the Association of Chartered Certified Accountants, an associate member of the Hong Kong Institute of Certified Public Accountants, a Certified Tax Adviser in Hong Kong, a fellow member of the Institute of Chartered Accountants in England & Wales and a fellow member of the The Hong Kong Chartered Governance Institute.

Schedule: To be confirmed

HK$150 HK$150 (Non-refundable)

• Course Fee : HK$9000

Applicants shall hold:

(i) a relevant bachelor’s degree awarded by a recognised university or equivalent; or
(ii) a relevant Associate Degree / Higher Diploma or equivalent, and have at least 2 years of related work experience.

Applicants with other qualifications will be considered on individual merit.

• The CEF Institution Code of HKU SPACE is 100

	Continuing Education Fund This course has been included in the list of reimbursable courses under the Continuing Education Fund.
	Certificate for Module (Global Sports Business and Finance) This course is recognised under the Qualifications Framework (QF Level [5])

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