While the sporting economy is experiencing promising momentum, Pascal Aghiou, a journalist with 20 years of experience and national manager of the new ISG (ISG Sport Business Management) program, sheds light on this booming sector.
The development of sports practice, the dynamics of major sporting events, the use of data and digital transformation are real development levers for various players in the sports ecosystem. “These opportunities are related to new challenges that sports companies must face, providing new skills and adapting its offering to the new environment driven by the digital boom.”, explains Pasal Aguiou. As a sector of the economy in its own right, the sports economy requires skilled and experienced profiles to support the transformation of the sports ecosystem and offers tremendous professional opportunities for the future.
Sector in transformation
“Despite the fact that the sports business market is quite recent,” says Pascal Haguiou, “it is necessary. already a heavyweight in the economy and employment with billions of euros in turnover and nearly 448,000 jobs” New fan behavior and the emergence of new technologies are changing the way sports are broadcast and consumed. Thanks to these new practices and new ways of consuming sports media, the sports economy is experiencing steady and continuous growth. This booming sector is constantly being updated to support the future development of the sports business.
Sports marketing has become more professional and now meets the goals of the brand strategy, clearly integrating it into its overall strategy. There is a true performance culture today, and sports sponsorship supports brands. “World of Sports” Having professionalized only about fifteen years ago, there is still much to be done in this rather young professional sector, points out the head of ISG Sport Business Management.
From communication to social impact
The sports economy market brings together many public and private players on three main issues: communication, business and impact on society. In this ecosystem of five worlds – government agencies, sports federations, clubs and teams, the sports industry, sponsors and companies that use sports as a medium, and spectators – various players intersect and interact.
France: a very favorable playing field
France demonstrates recognized know-how in the organization of major international sporting events, as evidenced by the prestigious agenda reflecting France’s place in sport at the global level. A reigning champion in organizing international sporting events, Frans has a brilliant track record since 2016: Euro 2016, Handball World Cup 2017, Equestrian Cup 2018, FIFA Women’s World Cup 2019 and World Cycling Championship at track in 2019. 2021. Major events such as the 2023 Rugby World Cup and the 2024 Olympic and Paralympic Games will complete this list.
France can claim to have already hosted five of the most iconic sporting events: the Summer Olympics, the Men’s World Cup, the Tour de France, the Ryder Cup of Golf and the Winter Olympics. Every year France hosts the Tour de France, not forgetting the Roland-Garros. These famous events testify to the French know-how in event management, communication and marketing. “The coordination of these large-scale events brings a very positive momentum to the sports business sector in France, where the prospects are endless and the exits are many,” emphasizes the former journalist. Being French is a chance because France offers one of the most beautiful venues for sporting events and the exchange of the values of sport.”
Take advantage of the opportunities associated with the professionalization of the sector
There are 360,000 sports associations in France, organized into federations, leagues… Even at the amateur or semi-professional level, it is possible to generate income and create an ecosystem through partnerships and activities. “Many associations today need to work with trained people whose job it is,” insists Pascal Aghiou, “we are now in the logic of professionalization, which involves the contribution of skills and experience. Our students are made up of how to become professionals capable of responding to problems of any type of associative-agency structure”. The professional sports business sector has huge development potential and huge growth levers.
In fact, the smallest sporting event is newsworthy and generates an audience. “There is still more to be done in this still very new sector, which offers particularly motivating opportunities for those who want to make it their job,” explains the manager of the Paris campus. The students we train will become the actors of tomorrow and will be part of this transformation regardless of the professional path they take.”.
Events, communications and merchandising
“Sport is first and foremost an event, entertainment and spectacle. Etymologically, “desport” meant “entertainment” in Old French., – Pascal Aguiyu recalls. Communication is also an important pivot. Today, digital strategies allow you to promote partners, prevent the event itself, bring it to life, then expand and prepare for subsequent releases. Merchandising, marketing, sponsorship and hospitality make up the third pillar of the sports business.
Mastering oral speech to be able to speak in public regardless of the size of the audience, using visual presentation tools. “These techniques are being studied, mastered and worked on.” It is also necessary to master writing, editorial techniques and journalistic production, especially sports. The technical nature of the profession requires training in reference graphics software (Photoshop, Indesign, Illustrator), as well as video editing software (Premiere Pro) and 3D scenography, not to mention Excel, which is an important tool for managing the budget aspect. .
It should not be forgotten that managing social media by writing useful and effective content also requires skills that are highly sought after by recruiters in communication.
ISG Sport Business Management: 360° view
“Professional careers are rarely linear,” explains Pascal Aghiou, “it depends on the network that we have built, on existing connections and opportunities. Benefit learning opens the door to the possible and multiplies opportunities for students who can claim the role of event project manager, take responsibility in terms of communication, partnership management, etc. In launching its dedicated program in the world of sports business, Grande Ecole ISG has relied on its network, as well as on the major events the IONIS group has been running for several years in the sports industry to prepare the talents of tomorrow.
With a history and values that they have championed for over 50 years, the ISG brand relies on its DNA to build a new story with ISG Sport Business Management to support the future of this innovative and exciting business sector. ISG Sport Business Management has many ambitions: to provide its students with a comprehensive vision by strengthening their shared culture at the level of the sports ecosystem; provide them with the skills they need for their professional project, in line with their inclinations, their maturity and emerging opportunities, and solidify ISG’s position as a pioneer in the sports business with the professionals and brands that support it.
The Importance of the Network
“Belonging to the leading private education group in France, which has just celebrated its 40th anniversary, and ISG’s roots in more than half a century of history is a huge advantage, as the various schools in the group already form a strong network. thousands of former graduates », says Pascal Aghiou. Students begin to form a network as soon as they join the school, developing with other students who will eventually gravitate towards the same professional sector and whom they will encounter sooner or later. All this represents a powerful network of alumni involved in a strong ISG community.
Professional members from ISG Sport Business Management also enrich this network. Among them are many who integrate students from the school into internships or training or work programs or recruit them after graduation. The partnerships created by the school (NBA, Dutch sports club PSV, PFL, Decathlon, etc.) are also powerful vectors to enrich their network and “work dating” represent a strong moment of exchanges and networks. “This network allows students to quickly build a solid network”
Get inspired and learn from an American model
“We wanted our students to learn from the best, and sports in the US mattered a lot as an example. The Super Bowl Final has a global impact and resonates even with people who don’t follow American football.”. Americans are very attached to the concept of spectator sports, they are interested in entertainment (entertainment) and sportainment (sports marketing).
Sports and Luxury: Teammates
“The world of luxury and the world of sports harmoniously combine and mutually enrich each other,” analyzes Pascal Aguiyu. There is a lot of porosity between these two universes. industry luxury has always been present in sports, like Rolex in tennis, golf and Formula 1, but today it targets a very wide range of disciplines and doubles its imagination and creativity with its approaches..
The Larry O’Brien NBA Trophy and Rugby Top 14 Trophy are carried in a luxurious Louis Vuitton suitcase. An opportunity, as stated by Michael Burke, CEO of the group, to prove once again that “Victory travels with Louis Vuitton”. In the spring of 2021, the NBA also signed an agreement with the French spirits brand Hennessy, a symbol of luxury and French gastronomy, which replaced the American Jack Daniel’s. For the first time in its history, Maison Dior has joined forces with the Paris Saint-Germain sports club.
They have signed a two-year partnership during which the iconic brand will create the club’s official wardrobe and outfit the team. Dior also teamed up with sports equipment supplier Nike to create a pair of Air Jordan 1 sneakers. “The merchandising part is inspired by the sporting goods that have now entered our daily lives. Sneakers have become a fashion item that we wear in everyday life and are no longer designed for sports.
Athletes who have become ambassadors and investors
Examples of high-level athletes investing in startups abound: basketball player Frank Ntilikina invested in startup Wethenew (a sneaker platform launched in 2018), Gerard Piqué and Antoine Griezmann invested in Sorare (a fantasy football game). and virtual trading cards), Serena Williams positions herself at Impossible Foods (a company that develops 100% plant-based meat and cheese substitutes)…