AESE Campus Lisbon | Calçada Palma de Baixo, 12, 1600-177 Lisbon
May 4 to July 14, 2026
Monday: 1:00 PM – 7:00 PM (including lunch) and Tuesday: 9:00 AM – 7:00 PM
Lisboa
100h of In-person Training
80h of Preparation
Professionals in the sports and sports events sector.
Portuguese
English
SLAM – Sport Leadership & Management is an executive education program from AESE Business School focused on the management and leadership of sports organizations, events, and careers within the sports ecosystem.
The program is based on the premise that sport is now a highly complex economic, media, and social sector, requiring leaders with strategic vision, decision-making capacity, and a deep understanding of its specific dynamics.
SLAM combines the fundamentals of management, strategy, and innovation with a strong connection to the reality of the sector, preparing participants to lead in a rapidly transforming context.
Objectives
Develop a strategic vision of the sports sector
- Understanding sport as an economic, social, and media sector
- Integrated overview of the sports ecosystem
- Analysis of competitive dynamics within the sector
- Assessment of the impact of global trends on sport
Strengthen leadership skills in sporting contexts
- Leadership of sports organizations, teams, and projects
- Talent management and career paths
- Development of a personal leadership style
- Decision-making in high-pressure environments
Empower the management of sports organizations and events
- Day-to-day management of clubs, federations, and events
- Planning and execution of strategic plans
- Coordination of operations, infrastructure, and logistics
- Economic sustainability of sports organizations
Transform sport into a platform for value creation
- Marketing and communication strategies in sport
- Brand management and sponsorship
- Attracting and retaining audiences and fans
- Monetization of assets and sports business models
Understand the impact of digital and technology on sport
- Artificial intelligence and data analysis
- Streaming, media, and new distribution platforms
- Technological innovation applied to performance and management
Develop strategic thinking through real cases
- Analysis of national and international case studies
- Discussion of strategic decisions in real contexts
- Practical application of management and leadership concepts
- Integration of academic rigor with practical relevance
Promote qualified networking in the sports ecosystem
- Interaction with leaders, managers, and industry experts
- Experience sharing among participants
- Building a relevant professional network
- Access to leading speakers and organizations
Practical and interactive methodologies
The program includes Case Studies and conferences where macroeconomic issues are analyzed, visits to leading organizations, and colloquiums with guests, entrepreneurs, and national and international bodies.
Themes
- Strategy, decision-making, and value creation
- Leadership in competitive contexts
- Business sustainability
- Monetization and financing
- Brands, sponsorships, and assets
- Profitability and growth
- Audience management and engagement
- Digital communication and media
- Sports brand value
- Planning and execution
- Infrastructure and logistics
- Operational efficiency
- Digital and artificial intelligence
- New models and trends
- Strategic adaptation
Professors and speakers with extensive experience offer a vision and context in SLAM that will provide participants with the best foundations for management, decision-making, and strategy formulation in the field of Sport.
Faculty
Tuition and Admissions
€7,500
(+VAT)The fee includes: documentation, support materials, catering, and parking.
€6,750
(+ VAT)Early Bird, valid for registrations until March 15, 2026, offering a 10% discount on the total price. This benefit cannot be combined with the existing discount for AESE Alumni.
