Consistently Ranked The World’s #1 Master In Sport Management Programme. Learn more about the MAS Programme!

Consistently Ranked The World’s #1 Master In Sport Management Programme. Learn more about the MAS Programme!




Carolina Gillespie

Investigation of social legacies in Torino 2006 and transferable lessons for Milano Cortina 2026
RP Supervisor: Prof. Jennifer Smith Maguire

In the context of sporting events, legacy is an ongoing topic which has been highlighted even more with Agenda 2020, the IOC strategic roadmap. The ‘legacy’ of an event is often an important factor for a potential Host City when deciding to bid for hosting the Olympic Games; and usually the main focus is on tangible legacies (i.e. infrastructure). Intangible
legacies are usually overlooked and not taken into consideration. The IOC defines legacy as: “Olympic legacy is the result of a vision. It encompasses all the tangible and intangible long-term benefits for people, cities/ territories and the Olympic Movement” (IOC Legacy Strategy Full Version). The area of intangible legacies has generated many discussions in
the past and will be a hot topic in the future as sporting events are not just for the athletes anymore but for the country, the territory, and the people hosting them. This research focuses on the intangible long-term legacies identified from Torino 2006. The aim of the paper is to identify intangible legacies and attempt to create recommendations
for Milano Cortina 2026. The qualitative finding seem to recognise an existence of intangible legacies specifically from a personal and professional perspective of individuals. Although the quantitative data shows little evidence of intangible legacies and a prevalence of tangible legacies is perceived. From these findings a set of recommendations have been created to better anticipate legacies for Milano Cortina 2026.

Mélisande Beckmann

Integration of refugees through sport: Germany, a model for Europe?
RP Supervisor: Prof. Jennifer Smith Maguire

This paper analyses the impact of a national programme of integration through sport for refugees through the example of Germany and its ‘IDS’ (Integration durch Sport), as one of the most praised countries to be active in that field. The theoretical background is based on Bourdieu’s theory of practice (1977) which connects sport practices the global structure in which these are happening.
Since the refugee crisis of 2015, Germany has welcomed more than a million of migrants and the issue of integration has become a priority at a political level. Rather than only using traditional tools such as language and civilisation classes, the German government has charged the DOSB (German National Olympic Committee) of promoting the inclusion of refugees into sport activities, with the long-term goal of integrating them in the German society, namely to build new labour force. More than just being pragmatically worried about its economy, Germany has also shown tolerance and openness and its investment for refugees has been considered as an example for Europe (Hillebrand, 2009), yet not a perfect one. Therefore, this paper will first examine the main assets and limits of the German IDS, by studying the perceived strengths and hurdles of its structure, then explore the potentiality to learn from this model, and eventually open up to new possibilities such as the creation of a European network of projects of integration through sport. The method chosen was the qualitative analysis, based on semi-structured interviews. The findings revealed that Germany’s programme strongly relies on the government’s support and on the population’s positive attitude, yet stumbles over obstacles, mainly legal aspects, criticism and lack of research on the topic. Despite these negative aspects, other European countries could still get inspiration from Germany, or at least support their NGOs and sport clubs, so as to enable them to collaborate with German associations and prompt mutual enrichment.

Mark Hurst

Sustainability Targets And Measurable Indicators of Non-financial Analysis (STAMINA): A Sustainability Assessment Tool for International Sports Federations
RP Supervisor: Prof. Emmanuel Bayle

Sustainability is gaining increased attention in both sports management literature and in practice, but assessment and reporting frameworks remain rare and fragmented. The purpose of this study was to present a standardised sustainability assessment tool to assess and guide international federations (IF). An empirical study was employed drawing on the analysis and synthesis of two international industry standards, three sport governing body governance assessment tools, and three sport governing body sustainability strategies (and related documents), as well as 18 interviews with leading
sports management scholars, practitioners and consultants. The information and data analysed through this study was used to develop a sustainability assessment tool that closely aligns to IF recognised strategies and stakeholders. The Sustainability Targets And Measurable Indicators of Non-financial Analysis (STAMINA) tool aims to improve sustainability impact by developing an accessible means to evaluate the most salient features of sustainability in this context.

Omar Adi

Evaluating the Relationship Between Social Media Followers and Commercial Revenue Growth amongst Top European Football Clubs
RP Supervisor: Prof. Daniel Oyon

The aim of this research paper was to investigate the correlation between the number of social media followers of the top ten European football clubs and the total commercial revenues generated from these clubs within the last decade and to look into the social media strategies employed by some of these clubs to efficiently monetize their global fan base. All data within the last ten years were collected for each of these clubs related to their commercial revenues and social media followers. A measure called the Pearson product-moment correlation method was used to determine the correlation coefficient which is a quantitative analysis method used to measure the linear relationship between the two chosen variables. The result of the analysis showed a strong positive correlation between the commercial revenues generated by these clubs and the growth of their social media followership. Further investigation explored the strategies employed by these top European clubs to efficiently monetize their global reach through these different platforms.

Sunghwan Kim

Importance-performance analysis on benefits of mega sporting event from local resident perspective
The case of the Winter Youth Olympic Games Lausanne 2020

RP Supervisor: Prof. Jean-Loup Chappelet 

The purpose of this study is to analyze the benefits of the Winter Youth Olympic Games Lausanne 2020 from the local residents’ perspective. The Importance-Performance Analysis (IPA) was used in this study whereby residents evaluated economic, infrastructural, touristic, socio-cultural, and educational attributes. The convenience sampling method of non-probability samples was conducted and 202 effective samples were used for final analysis. Also, frequency analysis, paired samples t-test and IPA matrix descriptive analysis were conducted for data analysis, and the research findings were as follows: in quadrant I of the IPA matrix that indicates “concentrate here”, one item can be found: tourism development. In quadrant II that needs steadily continuous efforts to “keep up the good work”, eight items are found: inspiring the youth to play sports, youth education through sport, Olympic values education, youth engagement, tourist city image, sports infrastructure, tourism resources, and cultural exchanges. In quadrant III which is “low priority”, six items are found: economic growth, public finance, job opportunities, tourism income, social cohesion, and promotion of local culture. In quadrant IV that indicates “possible overkill”, one item is found: urban infrastructure. 

Juan Lopez Salzberry

The sponsorship landscape of Switzerland: what do Swiss sponsors value, where did their budgets go in 2019 and how did Covid-19 change their plans for 2020?
RP Supervisor: Prof. Björn Walliser

This study explores the sponsorship landscape of Switzerland with a focus on sports and the establishment of benchmarks that can be used in later studies to assess its evolution across time. Within the context of COVID-19, this study also explores the far-reaching impacts of the global pandemic in this space. The research was conducted through a survey that was answered by 21 active sponsors in the country. Results showed that while the context implied a decrease in the
levels of activity and investment, industry insights tend to be aligned with those found in other markets when compared to indicators presented by IEG on the North American market.

Marc Prieto Marqués

The strategic and financial analysis of FC Barcelona youth academy between 2004-2020 does it make sense for a professional football club to have a youth academy with the philosophy of FC Barcelona?
RP Supervisor: Prof. Daniel Oyon

The purpose of this study is to analyse the strategic and financial viability of the FC Barcelona youth academy between the years of 2004 and 2020. FC Barcelona is well known to produce elite home-grown players, thus an in-depth study between these years was made in order to understand whether this idea is a reality or not. Throughout the project, all of the youth players that have been a part of the FC Barcelona youth system for three or more years have been individually studied. This thorough qualitative data provided both financial and strategic information, which with an intensive analysis allowed to understand the sporting and financial success of the youth academy throughout these years.

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