FIFA Master Alumni - Where are they now? - Manuel Cid Goncalves
Manuel Cid Goncalves
Current position: Media Rights Specialist at UC3 (UEFA Club Competitions S.A.)
Year of graduation: 2017 (17th Edition)
Nationality: Portuguese
What does your current role involve?
I work in UC3’s Media Rights department, where our team oversees the global media sales process in collaboration with UC3’s external sales agencies. Our goal is to maximize revenue and ensure broad worldwide distribution for all UEFA club competitions. Media rights sales account for approximately 80% of the total revenues for these competitions, which are then redistributed to the European clubs.
In addition to managing sales, I am responsible for maintaining strong relationships with broadcast partners and the clubs themselves.
UC3 is a joint venture between UEFA and the European Football Clubs (EFC), tasked with all commercial aspects of UEFA club competitions. This includes managing, selling, and delivering commercial rights, overseeing marketing and competition budgets, and strengthening partnerships with commercial stakeholders.
Which aspects of the FIFA Master course have helped you most in your career?
The FIFA Master was my first truly international experience at a young age, and a real test of adaptability. I learned a lot from my classmates, and for someone who always dreamed of working in sports, the programme provided unique access to industry leaders, people we would normally only read about. Realizing that many of them had gone through a similar journey showed to me that, with the right effort, we can achieve the same.
The FIFA Master really opened my eyes to the complexity of sports governance and how history and culture shape the industry. It also helped me better understand why certain models work in some countries but not in others.
Finally, the Alumni network is invaluable, if we nurture it. Every professional experience I have had after the Master has involved an alumnus in some way. Even without constant interaction, the shared experience creates a strong connection, and in such a small industry, the network plays an even greater role.
Without a doubt, the FIFA Master has been the best investment I have ever made.
What advice would you give to future students?
While exams and grades matter, my advice is to embrace the full experience. Spend time with your classmates, explore the cities, join trips, attend events, go out and play sports. The year goes by fast, and you will want to make the most of it. Learn from mentors and connect with people whose careers inspire you, not just for networking, but for genuine learning too.
Don’t stress about having everything figured out by July. Instead, think long-term and enjoy the journey. Things will work out. The sports industry is growing but still small, so the FIFA Master won’t make opportunities fall into your lap. You still need to work hard, build relationships, and stay curious. And, if you fail a few interviews along the way, it’s probably for the best.
FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 13 times by SportBusiness.
Organised by CIES in cooperation with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).
"CIES, 30 years of impacting how sport is managed worldwide" & "FIFA Master, 25 years of Excellence in Sport Business Education"
