Fundação Armando Alvares Penteado
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International Office - FAAP

Sports Management
Brazilian Experiences
FAAP – São Paulo – Brazil


The purpose of the course is 15 meetings, 45 hours of theoretical classes and technical visits, with different profiles of professionals who are researchers and/or act directly with Brazilian sports projects, in different areas, sports and approaches, providing foreigners with an overview of the Brazilian Sport Industry, showing positive aspects and points to improve, as well as opportunities and cases of success.

Total amount of hours: 45
Classes held on Mondays, from 2:00pm to 5:00pm.
Technical visits will be scheduled according to the hosts’ availability.

The Program

MEETING 1: Course Opening

Curriculum Explanation; Introduction of Professors; Evaluation Procedures; Integration Activities; Introduction of Students.

MEETING 2: Overview Brazilian Sport Industry

Numbers and Dynamic
The sports in Brazil; Challenges and Perspectives and some data analysis and comparisons

MEETING 3: Sport Marketing + Sponsorship

It is an effective tool in the world of sports, but the designing of projects, opportunities, and different applications in sports performance/education/participation, as well as of endorsement opportunities, naming right, events and teams need to be evaluated. Case studies (sports MKT, activations, investment).

Knowledge of regional and national sports organization models and their administrative structure (federations/unions); clubs, associations and departments of Sports Marketing  and  agencies.

MEETING 4: E-Sports market in Brazil

Brazil has been recording constant growth in its eSports audience. Brazil is the third country in numbers of players, not to mention the number of internationally recognized players. Understanding this market peculiarities is fundamental.

MEETING 5: Media + Sport Channel Visit (to be confirmed)

Brief history of the sports media in Brazil. Current problems and perspectives.
The segmentation in TV: The sport channels trends. Sport Journalism

MEETING 6: Social Media & Streaming + Consultant

Brief history of social sports media in Brazil. Current problems and perspectives.
Organization of the Brazilian internet: effects in the sport. social media and second screen the "new" media was old? Streaming (Case: Social Media at Mega Events Copa & Rio 2016)
** In this day, a little consultant to groups related to project (mind map) 

MEETING 7: Multipurpose Stadiums

Management, services, the day to day of a stadium and the challenges of administration. Ticketing and fan season program

MEETING 8: Sports events

Conception, planning and logistics of sporting events have very particular characteristics, highlight certain aspects and show Brazilian cases and the importance of different sports, in different environments and different profiles of consumers. Spectacularization and value creation strategies; Bidding as an asset or loss to a city; The World Cup Brazilian version e Rio 2016

MEETING 9: Football/soccer in Brazil, more than a national passion

The origin of the sport in the world and in Brazil. The reasons for it to be the national passion, in addition to topics such as structure, management, competitions, international aspects, a special chapter about female football.

MEETING 10: Sports and social inclusion

Sports practices as a mechanism for social inclusion, designing projects, appeals with companies and management of institutes focused on this approach
*Technical Visit: (NGO)

MEETING 11: Adapted Sport

Talk about the Paralympic sport and structure. Presenting the Brazilian Paralympic Committee, one of the leading programs in the world; Differentiated approach, opportunities for sponsorships; Case Rio 2016
+ Technical Visit: Brazilian Paralympic Training Center – Visit to the facility

MEETING 12: Arena Visit

Tour of facilities, Hospitality center, Memorial, event space, game day logistics

MEETING 13: Round Table

Discussion with professionals of specific sports (previous voting together with students)
*Consultant: group support for final project support

MEETING 14: Sport and Trend Market

Products and services in the sports sector: yesterday / today and the potential of tomorrow; Entrepreneurial cases and creativity laboratory dynamics, with professional entrepreneurs showing their process of growth and analysis.

MEETING 15: Closing

Evaluation through a test, addressing questions from all classes; Paper Delivery.
Photo Exhibition.

Rui Marques – Project Leader 

BA in Sports from USP, MBA and master's degree from UNINOVE in Sports Management and Sports Marketing. He was Wheelchair Basketball Competition Manager (Paralympic Games Rio2016)/ Basketball Deputy Manager (Olympic Games Rio2016), Former Technical Coordinator of the Brazilian Paralympic Committee, and worked in the Parapan Games. Current High-Performance Sport Specialist at SESI and Development Officer at IWBF Americas.

Líbia Lender Macedo

Master and BA - School of Physical Education and Sports - USP. 20 years of experience in the corporate and sporting event sector, having worked in event agencies and management positions in World Championships, Pan American, World Cup-2014 and Rio 2016 Olympic Games. Coordinated graduate program in Event Management, Sports Journalism and MBA in Management Sports- Real Madrid in Anhembi Morumbi (AM). Currently consultant in events and professor at ESPM, SENAC and AM - undergraduate and graduate program.

Adalberto Leister Filho

Master’s in social history, degree in Journalism and History (PUC and USP respectively). He covered 4 Olympic Games, 2 South American Games, 1 World Cup, besides international competitions of various modalities. He worked for the Lance Newspaper and Folha de S. Paulo, TV Record, besides sporadic collaborations in other medias. He is currently content director and columnist for the Máquina do Esporte. He is a professor of graduate programs at Anhembi Morumbi and FMU and graduate program professor in Sports Journalism at FAAP.

Mauricio Fragata

Experience as a sponsorship manager and promotions in companies such as Reebok, Penalty, Asics, Azalea - leading sponsorship negotiations, contract, activations. He was the CEO of ONE International, responsible for athletes' career as well as strategic marketing planning for brands such as Alpargatas, Mikasa, among others. He holds an MBA in Marketing (FEA-USP), graduate diploma in Sports Administration-FGV, BA at EEFE-USP. He taught MBA courses in Sport Management at Trevisan/Gama Filho and Anhembi Morumbi. He is currently a consultant in confederations, managing director of Fragata Marketing and creator of the X-treme Race: Brazil's first obstacle course.

Guilherme Guimarães

Consultant for the Rio 2016 Games for Coca Cola and Facebook, digital consultant for Brazilian Confederation of Volleyball, Master in Sports Management in England.

César Sbrighi

Former Manager of Arena Corinthians MKT graduated in Physical Education - USP. For the last 18 years, he has worked with sports MKT, mainly with the organization of major sporting events and development of strategic partnerships and sponsorships. He worked in the ticketing area of ​​the Pan American World Cup and Games.

Moacyr Alves

Director at Talent Experts, creator of the YouTube channel "eSportBusiness" the first content channel exclusively to talk about business in eSports.