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⇱ Strategy: Governance, Business Models and the Future | Coursera

Strategy: Governance, Business Models and the Future

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Strategy: Governance, Business Models and the Future

Included with

Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

Build your subject-matter expertise

This course is part of the Smart Stadiums: The Bernabéu Experience Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

This course examines the strategic, financial, and governance frameworks that shape the development and long term success of modern stadiums. Learners will explore how stadiums generate revenue through diverse business models, including matchday operations, premium hospitality, multipurpose event programming, sponsorship intelligence, and digital service platforms. The course highlights how data, technology, and fan insights are transforming revenue strategies and enabling new commercial opportunities.

Participants will also analyze governance and ownership structures behind large scale stadium projects. Topics include stadium governance models, public private partnerships, and risk management strategies that ensure long term value creation for clubs, cities, and investors. Learners will understand how political, financial, and community considerations influence major venue developments. The course further explores the regulatory and ethical environment surrounding modern stadium operations, including sports regulation, data privacy, responsible technology use, and inclusive venue design. Finally, learners will examine the future of stadium strategy, including mixed use developments, circular economy models, AI driven operations, and virtual replicas of stadiums. By the end of the course, participants will gain a strategic understanding of how stadiums evolve into sustainable, multifunctional ecosystems that operate year round and shape the future of sport, entertainment, and urban development.

Explore how modern stadiums unlock new revenue models through data driven pricing, premium hospitality, and multi event flexibility. Through in depth lessons, you will examine dynamic ticketing, ancillary revenue streams, modular venue design, and calendar optimization that enable year round monetisation. You will also discover how fan data, sponsorship analytics, OTT platforms, and landmark case studies such as the Santiago Bernabéu demonstrate how stadiums evolve into highly flexible, commercially optimized global entertainment venues.

What's included

9 videos5 readings3 assignments

9 videos•Total 48 minutes
  • The Science of Stadium Revenue: Dynamic Pricing and Yield Optimization•5 minutes
  • Premium Hospitality Architecture: Tiered Strategies and Ancillary Revenue Mastery•5 minutes
  • Engineering the Impossible: Conversion Architecture and Rapid Event Transformation•5 minutes
  • The Business of Flexibility: Revenue Models and Calendar Management in Multipurpose Venues•6 minutes
  • Real Madrid – The NFL at the Bernabéu: A New Global Stage•5 minutes
  • The Data Gold Rush: Transforming Fan Intelligence into Commercial Assets•6 minutes
  • Sponsorship Intelligence: ROI Metrics and Data-as-a-Service Models•6 minutes
  • The Platform Revolution: OTT Streaming and Digital Infrastructure Licensing•5 minutes
  • Beyond the App Store: Microtransactions, Co-Branded Services, and Innovation Licensing•6 minutes
5 readings•Total 130 minutes
  • Welcome Reading•10 minutes
  • complimentary ressources on Matchday Economics and Premium Hospitality•30 minutes
  • complimentary ressources on Event Multipurpose Models•30 minutes
  • complimentary ressources on Data Monetization and Sponsorship Intelligence•30 minutes
  • complimentary ressources on Digital Services and Licensing Models•30 minutes
3 assignments•Total 90 minutes
  • Business Models and Revenue Streams•30 minutes
  • Business Models and Revenue Streams•30 minutes
  • Business Models and Revenue Streams•30 minutes

Explore how governance, ownership structures, and public private partnerships shape the strategic direction and long term viability of modern stadiums. Through in depth lessons, you will examine public, private, and hybrid ownership models, PPP frameworks, and risk sharing mechanisms that influence decision making, accountability, and control. You will also discover how political context, community interests, ESG criteria, and stakeholder governance impact stadium development, operations, and value creation over the full asset lifecycle.

What's included

6 videos3 readings3 assignments1 discussion prompt

6 videos•Total 35 minutes
  • Foundations of Stadium Governance - Understanding Ownership Models and Stakeholder Dynamics•5 minutes
  • Strategic Control and Decision-Making Authority - Governing Technology, Operations, and Commercial Rights•6 minutes
  • Co-Financed Venue Development - Understanding PPP Models and Stakeholder Dynamics•5 minutes
  • Community Benefits and Political Dynamics - Navigating Civic Pride, Opposition, and Shared Returns•7 minutes
  • Understanding Stadium Risk Types - Financial, Operational, Reputational, and Regulatory Challenges•5 minutes
  • Building Resilience and Legacy - ESG Integration, Asset Valuation, and Stakeholder Engagement•6 minutes
3 readings•Total 90 minutes
  • complimentary ressources on Stadium Governance Structures•30 minutes
  • complimentary ressources on Public-Private Partnerships (PPP)•30 minutes
  • complimentary ressources on Risk Management and Long-Term Value Creation•30 minutes
3 assignments•Total 90 minutes
  • Governance, Ownership and Public-Private Projects•30 minutes
  • Governance, Ownership and Public-Private Projects•30 minutes
  • Governance, Ownership and Public-Private Projects•30 minutes
1 discussion prompt•Total 10 minutes
  • New Discussion Prompt•10 minutes

Explore how regulation, ethics, and governance shape the responsible operation of modern stadiums. Through in depth lessons, you will examine international standards, licensing requirements, data privacy frameworks, and consent management in complex venue environments. You will also discover how ethical AI, biometric governance, accessibility, and inclusive design principles help balance innovation with responsibility, trust, and equitable access in contemporary sports venues.

What's included

7 videos4 readings3 assignments1 discussion prompt

7 videos•Total 35 minutes
  • The Regulatory Foundation: Understanding International Stadium Standards and Compliance Frameworks•5 minutes
  • Operational Compliance in Practice: Licensing, Certifications, and Daily Regulatory Management•5 minutes
  • The New Data Landscape: Understanding GDPR, CCPA, and Global Privacy Laws in Sports•5 minutes
  • Operational Privacy Management: Consent Platforms, Data Collection, and Breach Prevention in Practice•5 minutes
  • The Ethics of AI in Sports Technology: Building Responsible Innovation Frameworks•5 minutes
  • Risk Assessment and Ethical Review: Implementing Responsible Tech Governance in Sports Venues•5 minutes
  • Universal Design and Inclusive Services: Creating Accessible Sports Venues for All•5 minutes
4 readings•Total 120 minutes
  • complimentary ressources on Sports Regulation and Compliance•30 minutes
  • complimentary ressources on Data Privacy and Digital Regulation•30 minutes
  • complimentary ressources on Ethical Innovation and Responsible Tech•30 minutes
  • complimentary ressources on Inclusivity, Accessibility and ESG•30 minutes
3 assignments•Total 90 minutes
  • Regulation, Ethics and Data Privacy•30 minutes
  • Regulation, Ethics and Data Privacy•30 minutes
  • Regulation, Ethics and Data Privacy•30 minutes
1 discussion prompt•Total 10 minutes
  • Regulation, Ethics and Data Privacy•10 minutes

Explore how the stadium is evolving into a fully immersive, mixed use, and always on urban platform. Through in depth lessons, you will examine virtual stadium replicas, immersive broadcasting, mixed reality experiences, and the rise of infinite venue models that extend far beyond physical matchdays. You will also discover how mixed use development, smart grids, AI ecosystems, and robotics transform stadiums into self sustaining economic engines, seamlessly integrated with smart cities and designed to operate continuously as hubs of culture, entertainment, and innovation.

What's included

8 videos4 readings3 assignments1 discussion prompt

8 videos•Total 41 minutes
  • The Infinite Stadium: Virtual Replicas and Immersive Fan Experiences•5 minutes
  • Beyond the Game: How Mixed-Use Stadiums Transform Urban Districts•5 minutes
  • The Business of 365-Day Activation: Revenue Models in Modern Stadium Districts•6 minutes
  • Real Madrid – The Bernabéu as a 365-Day Stadium•5 minutes
  • From Waste to Worth: Implementing the 4R Framework in Stadium Operations•5 minutes
  • Energy Loops and Smart Grids: Building Self-Sustaining Stadium Ecosystems•5 minutes
  • Stadium x AI Ecosystems: Predictive Intelligence and Smart City Integration•6 minutes
  • Immersive Technologies and Autonomous Operations: The Future of Fan Experience•6 minutes
4 readings•Total 120 minutes
  • complimentary ressources on Virtual Replicas•30 minutes
  • complimentary ressources on Mixed-Use Stadium Developments•30 minutes
  • complimentary ressources on Circular Economy and Sustainable Innovation•30 minutes
  • complimentary ressources on Future Trends and Visioning•30 minutes
3 assignments•Total 90 minutes
  • The Stadium of Tomorrow: AI, Circular Economy, Mixed Uses•30 minutes
  • The Stadium of Tomorrow: AI, Circular Economy, Mixed Uses•30 minutes
  • The Stadium of Tomorrow: AI, Circular Economy, Mixed Uses•30 minutes
1 discussion prompt•Total 10 minutes
  • New Discussion Prompt•10 minutes

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Instructor

Real Madrid Graduate School Universidad Europea
70 Courses•9,649 learners

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