COURSEMANAGEMENT

FOOTBALL

forEXECUTIVE leaders

3

The Portuguese Football Federation is the largest national sports organisation and, in all its areas of intervention, it acts in the awareness that it represents and serves the millions of Portuguese that support us all around the world. In recent years we have invested in the involvement in projects that make our society better and best prepared. In the areas of social responsibility, in the promotion of health and environment, in the Area of Training, Vocational Education and Higher Education, we have tried to dignify, honour and give credit to Portugal. We seek, every day, to be much more than just a Federation.The birth in 2017 of the Portugal Football School, a centre of excellence concentrating the training offer that suits the needs of clubs and FPF’s members, provided us with a unique opportunity to better define a training path towards the development of football, sport and the Portuguese society. Integrated into FPF’s Research & Development Unit, already forming an integral part of the list of research units of the Science and Technology Foundation and led by three PhDs - 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.

Seeking to connect, as on the field, hearts and minds, we launch the second edition of the Football Management Course for Executive Leaders, an initiative aimed at training CEOs, managers and officials from the most prominent national and worldwide federations and clubs. In partnership with one of the most prestigious world educational and research institutions – Nova Business and Economics School - we will seek to train with excellence in areas as varied as Governance, Law and Finance, Leadership, Innovation and Entrepreneurship, Digital Media, Branding and Marketing or Science and Medicine in Football. Between May and December 2019, some of the most emblematic figures of sports leadership and international science will come to Cidade do Futebol to help our trainees to identify problems, hold an open discussion and present solutions for the future of football.I invite you to, and welcome you at, this great initiative of the family of football in the confidence that all together we will be much stronger.

fernandogomespff president

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Portuguese Football Federation is a non-profit-making private law organization with established public benefit legal status. Comprises 22 district and regional associations, one club league, associations of sports agents, clubs or sports societies, players, coaches and referees, registered or affiliated in compliance with its Statutes. Its main purposes are the representation of Portuguese football at national and international level; the competitions of the National Teams; the organisation of

The Portugal Football School (PFS), launched in March 2017, is part of the research and development unit of PFF and its main activities are research in Football, Futsal and Beach Soccer, as well as the education and training of the stakeholders with responsibility in the development and promotion of Football.

local, district and national competitions and guarantee the development of football in Portugal, in accordance with sports spirit and educational, cultural and humanitarian values, through training programmes for the various sports agents. PFF ensures the management of 22 National Teams, in football, futsal and beach soccer, and organises 32 annual competitions. Currently, Portugal has 177.000 registered football players.

Thus, to achieve these purposes, several scientific research projects and educational and training programmes have been carried out, focusing on the different areas related to the universe of this sport (coaches, referees, managers, players, physicians, nurses and physiotherapists).

With a privileged location and excellent infrastructures, “Cidade do Futebol” is a highly versatile and innovative space, characterised by its functionality, security and technology. Cidade do Futebol was created to fulfil an old promise and is a result of months of hard work.After the public presentation done by the President of the Portuguese Football Federation, Fernando Gomes, in November 2014, the drawings made it off the page, they

gained life and can now be found in the higher hill of the valley of Jamor. The building is full of details containing the brand of the Portuguese spirit. Each small space is an example of that. From the pitches with a view to the Tagus to the entry doors decorated with the lyrics of the national hymn or the colours of the spaces which were inspired by the national flag. Even the façade has the typical tone of the National Team’s shirt.

pff

portugal football school

"cidade do futebol" - pff headquarters

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The Portugal Football Federation, through the Portugal Football School, in partnership with the Nova School of Business and Economics, are coming together to offer the Football Management Course to executive leaders of football organisations. Participants will learn sports-leadership best practices, corporate governance, how to improve brand value,

The course comprises five intensive modules (90 hours) over 8 months, each of which deals with a different aspect of football administration and management.

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

and the most effective ways to use technology and management to keep fans engaged with the football clubs. The course will include sessions from expert faculty members who are closely linked to the sports sector, as well as initiatives with exclusive speakers from the world of governance and management of football.

overview

programme overview

modules

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This module examines the importance of governance, legal and economic frameworks in football organisations. Theoretical perspectives relating to governance and the relevance of these to the sport environment will be explored. It will be also analyzed the ways in which the

- Evolution, governance and regulation of the football industry;- Governance structure of football organisations: FIFA, confederations, national associations, leagues and clubs;- Legal and economic frameworks in football organizations.

› Purpose

› Contents

› Teaching Staff

1. GOVERNANCE, LEGAL AND FINANCIAL MANAGEMENT IN FOOTBALL

forces of domestic, European and international law impact upon the sports industries, and why and how the market should be regulate, before presenting 3 fields of regulation: sporting, the financial and labor market.

- Successful strategic management in football organisations;- Premier League: how good governance has played a vital role in its success;

Tiago Craveiro // CEO, Portugal Football Federation and Vice-President of UEFA National TeamCompetitions Committee

Michele Uva // Vice-President, UEFA Executive Committee

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 candidate for CEO of the year, by the prestigious World Football Summit.

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 minister as CEO of CONI, a post which he held from May 2013 to September 2014. He is an associated professor of the Foro Italico University (Rome), member of the Strategic Committee of University of Rome 4 Foundation and current lecturer for several courses organised by various Italian universities, Michele Uva has dedicated an entire career to professional sport in several contexts, disciplines and environments.

Giorgio Marchetti // UEFA Deputy General Secretary, Director of Competitions Giorgio Marchetti joined football’s European governing body in February 2004, as Director of 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 had been General Secretary of the Italian League (Lega Calcio) for seven years, between 1997 and 2004, having served as deputy secretary from 1991.

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 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.

Rick Parry // International Football Consultant

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 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 Government”s DCM’S Select Committee on its review of football governance and is currently a member of the Investigatory Chamber of UEFA’s Club Financial Control Body.”

Marta Vieira da Cruz // Legal Director of the Portuguese FA

Marta Cruz is the Legal Director of the Portuguese FA. She is graduated from the Faculty of Law at the University of Lisbon (2008), where she also received her Master’s in law (2013). She is a lawyer with an extensive experience in Public Law, Sports Law and Litigation. She has taught subjects related to Portuguese Court of Arbitration for Sport’s in post-graduations in several Law Schools.

Michele Bernasconi // Court of Arbitration of Sport

Michele Bernasconi is Professor at the University of Zurich where he teaches International Sports Law. 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 worldwide.

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In this module participants will learn and discuss the core concepts of positive leadership, an approach which focuses

- A brief introduction to positive organisation research findings;- Developing positive individuals;

› Purpose

› Contents

on developing individual strengths rather than working to improve areas of weakness.

- What makes for generative interactions;- The secret of effective teams; - Positive Organisations.

› Teaching Staff

Miguel Pina e Cunha // Nova School of Business and Economics

Fernando Santos // Head Coach - Portugal Football Federation

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 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).

2. POSITIVE LEADERSHIP

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3. SPORTS DIGITAL MEDIA, BRANDINGAND MARKETING

This module aims to provide an understanding of digital sports media, branding and marketing management issues in the context of sport. Participants will learn the concepts,

- Football marketing challenges- Brand development in football- Marketing communication

› Purpose

› Contents

methods, strategies and executional marketing skills needed in managerial football clubs.

- Digital marketing- Sponsorship strategies

› Teaching Staff

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.

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.

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.

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.

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This module examines the importance of entrepreneurship and innovation in a changing football business landscape. In addition, it explores how entrepreneurs are applying

- Understanding creativity and its influence on innovation and entrepreneurship;- Recognising and assessing entrepreneurial opportunities;

› Purpose

› Contents

› Teaching Staff

4. INNOVATION AND ENTREPRENEURSHIP

business practices and technology innovations to transform sport organisations to attain a higher performance.

- Developing the sport innovation and Entrepreneurship ecosystem;- Technology and innovation in football.

Ajaz Ahmed // CEO of AKQA

Javier Sobrino // Strategy & Knowledge Director at FC Barcelona

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 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.

Hugo Freitas // Information Technology Unit - Federação Portuguesa de Futebol

Hugo Freitas is IT Director of the Portuguese Football Federation, being responsible for the digital 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 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, information into knowledge and through it enabled data driven decision processes.

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This module is designed to help football executive leaders understanding the fundamentals on core biological and behavioural sciences supporting football performance.

- Science in football;- Medicine in football;

› Purpose

› Contents

5. SCIENCE AND MEDICINE IN FOOTBALL

- Talent identification and development;- Substantive aspects of the game analysis.

› Teaching Staff

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 lead applied sports sciences within the Federation. He was the exercise physiologist for Portugal 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.

Pedro Figueiredo // Health and Performance Unit - Portuguese Football Federation

Pedro Figueiredo is the physiologist for the Under-21 Portuguese National Team. Pedro completed his Ph.D. in Sport Sciences at the University of Porto. He joined the PFF in 2017 after serving as senior sport scientist at the University of Maryland, USA. He is also an Auxiliar Professor at the University Institute of Maia, in Portugal. Pedro research interests are related with monitoring training 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.

Rita Tomás // Health and Performance Unit - Portuguese Football Federation

Rita Tomás has been working at Health and Performance Unit of the Portuguese Football Federation since 2011. She has served as team physician for several of the women’s youth national teams. She is currently the team physician of Football Women’s national teams. Her areas of interest are sports injury prevention, the female athlete, long-term consequences of elite sports and physical activity promotion.

Ricardo Santos // Game Analysis Unit - Portugal Football Federation

Ricardo Santos is member of national team technical staff and has the responsibility for the opponent’s match analysis. He joined PFF in 2014 after serving as analyst in different teams such as: AEK, SL Benfica, PAOK and Greek National Team. Ricardo’s qualifications include a Master in Sports and Physical Education by the University of Lisbon.

Paulo Beckert // Health and Performance Unit - Portuguese Football Federation

Paulo Beckert is the Coordinator of the Health and Performance Unit of Portuguese Football Federation. Since 2014, he is the physician of the Portugal football national team. Paulo’s qualifications include a graduation in Medicine, with specialization in sports medicine, by the Nova University of Lisbon. He is also the Clinical Director of Alvalade CUF Institute.

José Carlos Noronha // Health and Performance Unit - Portuguese Football Federation

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. 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.

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 Porto (FADEUP). His main research interests are in the areas of talent development and identification, as well as football game modeling. In the last 25 years he has been collaborating in the training of teachers and coaches in Europe, Africa, Asia and South America. He has collaborated with FC Porto, Sporing CP and with the Portuguese National Team in observation and game analysis. He has authored several books and academic articles in peer-reviewed journals.

José Couceiro // Technical Director of Portuguese Football Association

José Couceiro is the Technical Director of the Portuguese Football Association. He joined the FPF in 2018 after serving as head coach in different teams such as: FC Alverca, Vitória Futebol Clube, FC Porto, Sporting CPl, CF Belenenses, Kaunas, Gaziantepspor, Lokomotiv Moscou, Lithuania National Team. He worked as General Director at the Sporting CP and FC Alverca (1997-2002) and as President Football Union Players’ Association (1991-1997).

Steven Martens // FIFA’s Technical Director

Steven Martens is the Technical Director of FIFA. Prior to joining FIFA, he was the CEO of the Royal Belgian Football Association (2011-2015) and COO double pass (talent development) (2015–2017). Steven’s qualifications include a master’s degree at the Katholieke Universiteit Leuven.

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This course is designed for experienced managers and executives within football confederations, national associations, leagues and clubs that seek to reflect on, and further develop, their own leadership style, as well as those

WHO CAN APPLYaspiring to take on leading roles in their organisation. The participants will be selected after a preliminary interview in order to discuss their profiles and validate their coherence with the course.

The five sessions of the course will take place from May to December 2019, according the table below.

Teaching methods will focus on interaction and sharing experience to foster a productive, stimulating and challenging environment. The modules combine formal lectures and interactive presentations of the very latest concepts and case studies that enable you to practice

calendar 2019

TEACHING METHODSsolving issues related to managing a business in this specific area. Leading experts in the field of governance and management of football also provide valuable practical insights and their first-hand experience enriches the course content.

Governance, legal and financial management in football

Positive leadership

Sports digital media, branding and marketing

Innovation and entrepreneurship

Science and medicine in football

Cidade do Futebol

Cidade do Futebol

Cidade do Futebol

Cidade do Futebol

Cidade do Futebol

9-11 May 2019

12-13 Juy 2019

13-14 September 2019

8-9 November 2019

6-7 December 2019

modules locationDates

The sessions will take place at Cidade do Futebol. The infrastructure, which includes the new PFF headquarters and

The company Vimeca runs three bus routes that go to Football City. The no. 115 departs from Praça de Espanha in Lisbon and finishes its run at Avenida das Seleções, in Oeiras.The no. 108 leaves from Reboleira Metro station, stops at Football City, and goes on to Caxias railway station. In the opposite direction, the no. 108 runs the Caxias-Football City route, heading on in the direction of Damaia.Finally bus no. 6 can be caught in Algés, with its final destination Queluz de Baixo. It stops in front of the Main Stand of the National Stadium. Choosing this bus necessitates a short walk around the complex that only has one entrance on the opposite side to the bus stop.

Thanks to its central location, there are plentiful road links to Football City. A junction of the A5 motorway is nearby, giving access in both directions (Lisbon-Cascais and Cascais-Lisbon), and the complex also has direct connections to 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 and the various links to the A5.

location

14 min30 min

8 min

11 min

115

6

108

108

Reboleira(Metro)

Praça de Espanha(Metro)

Lisbon

Caxias (Train Station)

Algés (Train Station)

Bus

Car

technical centre, is located near national stadium, in Jamor, in the surroundings of Lisbon.

Marginal

A5

A5A9

Cascais

CREL

Lisbon

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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.

ASSESSMENT

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.

CONTACT INFORMATION

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.

TUITION FEES

Registration open from 31st January to 31th March 2019. 25 seats available.

APPLICATION

The language of instruction is English.

language