Centre for Sports Business

The Centre for Sports Business offers world-leading research, consultancy and executive education courses in the business of sport.

Led by Professor Ian McHale and Professor Sue Bridgewater (Joint Directors).

Our staff bring expertise from a wide range of backgrounds, including expertise in sports analytics, marketing, economics, leadership, governance and finance, to make the Centre for Sports Business (CSB) a leading hub for sports business knowledge and practice. 

Our portfolio of activity includes leading-edge research and knowledge creation, executive education courses for clients including sporting organisations, governing bodies, leagues and clubs from around the world and consultancy for a range of leading sports organisations. With a strong basis in sports business practice underpinned by excellence in research, our staff are happy to discuss your knowledge and educational needs in the business of sport.

The School’s expertise and global reputation in the business of sport dates back to 1994 and the establishment of the Football Industries Group (FIG) which undertook research, consultancy and executive education for the football industry.   Since its inception, the networks of relationships, global alumni, senior level practitioners in football and sport have helped us to develop excellence in this sector with a number of members holding governance roles across many football organisations. 

The Centre now undertakes research into all aspects of sports business including shaping the Department of Culture, Media & Sport policy to reduce the maximum permitted stake on Fixed-Odds Betting Terminals from £100 to £2, and helping to define where the risk of match-fixing is most likely to occur, research which has been cited in sports arbitration cases going before the Court of Arbitration for Sport.

We continue to work in partnership with many stakeholders throughout the football industry in particular, including Professor Ian McHale who designed and implemented the Sports Analytics Machine (SAM), a super computer that is used to answer the biggest questions in sport and that provides the BBC with predictions for matches in the Premier League.

The Centre is also incredibly fortunate to have two excellent football Executives In Residence; Dr Rick Parry and Neil Doncaster. Rick was the founding CEO of the Premier League and also CEO of Liverpool FC from 2000-2009. Neil is currently the Chief Executive of the Scottish Professional Football League, having previously done the same role for Scottish Premier League and Norwich City FC.

We have developed excellence in sports business executive education with a range of bespoke programmes for clients including the League Managers Association, Godolphin and The Josoor Institute. Members of the Centre have strong relationships with practice, holding positions within a number of sporting organisations including with the Premier League, UEFA, The League Managers Association, The Football League, Women in Football, The Gambling Commission, the National Lottery Commission, and The Gambling Strategy Board.

The Centre for Sports Business encourages both academics and PhD students to contact the centre regarding membership availability. If you are interested in becoming a member or affiliate please contact Professor Ian McHale/ Professor Sue Bridgewater (sportbus@liverpool.ac.uk) for further details.

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