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News

Thu. 15 December 2011

CIES endorsed Seminar of Football Industry and Management of Sport Organisations in Cali, Colombia

Megalastra and VMSoccer Colombia* played host to the Seminar of Football Industry and Management of Sport Organizations took place in Cali, Colombia, on November 18-19. The event featured keynote speakers, many of whom were alumni from the FIFA Master and the FIFA/CIES Sport Management Program at Universidad Católica Argentina (UCA).

The Seminar of Football Industry and Management of Sport Organizations convened the following guest speakers:

 

  • Rafael Trevisán, FIFA/CIES Sport Management Program at Universidad Católica Argentina (UCA).
  • Alvaro Llorente, Sports Business Consultant, FIFA Master Alumnus.
  • Juan Carlos Vásquez, CEO of VMSoccer Colombia, Colombian Football Federation Licensed Players’ Agent, Alumnus of the FIFA/CIES Sport Management Program at Universidad Católica Argentina (UCA).
  • Felipe Trujillo, PDG du Bogota FC,CEO of Bogotá FC, Alumnus of the FIFA/CIES Sport Management Program at Universidad Católica Argentina (UCA).
  • Luis Fernando Lastra, Partner, Megalastra.
  • Carlos Eduardo Vargas, General Director, Sport & Freizet Beratung Dienst.
  • Angela Jasmín Gómez, Universidad Tecnológica de Pereira.
  • Roberto Millán, Universidad Tecnológica de Pereira.

 

Rafael Trevisán explained the functioning of FIFA’s Solidarity Mechanism and the distinction between federative rights and economic rights in light of FIFA’s regulation on status and transfers of (football) players and third parties’ interests. 

Alvaro Llorente introduced the three pillars of the CIES: research, education and consulting. Then, he went on to analyze the theoretical framework of sport product and sport consumers along with short case studies and hands-on experiences.

Juan Carlos Vásquez focused on the following subjects in football business: hospitality in driving fans’ loyalty and subsequent revenues, fan typologies, ticketing segmentation and venue branding. He drew on his experience with América de Cali´s marketing campaign América sí es contigo , by reminding that “America de Cali sells feelings and passion”.

Felipe Trujillo showed organizational models across different European football clubs and highlighted the importance of professionalization in football business. Afterwards, he described the wide array of products derived from Boca Juniors brand and the case study of Master Franquicia Boca Juniors in Colombia. 

Luis Fernando Lastra commented on the ins and outs of making champions from a scientific perspective, while Carlos Eduardo Vargas brought up the successful case study of VfB Stuttgart embracing the Balanced Scorecard strategic planning system in its business.

Finally, Angela Jasmín Gómez and Roberto Millán acquainted the audience with the newly-signed Football Law and the various legal statuses that sporting organizations can adopt at amateur or professional level vis-à-vis Colombia’s Sport Law.

 

One of the goals of the Seminar of Football Industry and Management of Sport Organizations was to raise awareness of the CIES. More than 80 people from the sporting community in Valle del Cauca, the Pacific Region and the Eje Cafetero attended the seminar. Among the attendees were some Colombian football greats such as Harold Lozano, Franky Oviedo, Miguel Niche Guerrero, Arley Dinas and Mauricio Romero.

 

*Note: 

Megalastra is a Cali-based chain of specialized fitness centers for high performance sport, sport medicine and health. Notable clients include Diego Maradona, Freddy Rincón and Faustino Asprilla.

VMSoccer Colombia is a Cali-based agency focused on football talent management, event management and sport marketing. Notable clients include Pablo Armero, Duván Zapata, América de Cali and Millonarios.

 

For more information about the Seminar of Football Industry and Management of Sport Organizations, please contact Alvaro Llorente (alvaro.llorente(at)fifama.org