Invest & Engage in the Sports Business – from Investment Value to Revenue Models & Brand Building to Sponsorship Impact

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Sport business





Course Date: 


Course Code: 

Banking, Insurance & Finance


Hang Seng Management College Campus


7 December, 2017 (Thursday)

10:00 am to 5:00 pm 



“Overseas TV distribution is a key area for the Premier League and Asia is a key component. This programme is a fitting addition.”  – Mr Chris Skudder, former Sky News Journalist and Broadcaster


“Sports marketing is a macro trend. This is really a timely programme!” – Mr Spencer Wong, CEO and Creative Chairman of McCann & Spencer and Chairman of The Association of Accredited Advertising Agencies of Hong Kong


“Alvin has deep understanding in sports business. Together with his guests, this programme provides very good coverage of the business.”Mr Alaric Chu, Radio Broadcaster and Member of HSMC Foundation

Course Overview:

Through lectures, discussions, and case studies, this course aims to provide participants with the practical frameworks of the principles of sports business, the value chains, its key revenue models and the latest global trends. 

Participants will also gain knowledge and understanding from a wide magnitude of the behind-the-scenes marketing, sponsorship and financing of major sports properties, and obtain insights on the role media/social media play in the sports business. Case studies of several English Premier League clubs (Manchester United, Liverpool and Tottenham Hotspur) will be cited and discussed. 

References will be made to the balancing acts of building a team and nurturing a star in many sports teams, and how this can be applied to talent management in the business organisations and to sponsorship impact for a brand. 


Upon successful completion of the course, participants will obtain a “Certificate of attendance”. 


As a participant in the CFA Institute Approved-Provider Program, Executive Development Centre (EDC) of Hang Seng Management College (HSMC) has determined that this program qualifies for 6 credit hours. If you are a CFA Institute member, CE credit for your participation in this program will be automatically recorded in your CE tracking tool.

Learning Outcomes:

  • Understand key practices and commercial models of the business of sports
  • Learn how games and brands are promoted behind the scenes with smart marketing and financing plans
  • Be able to cross reference the principles of sports businesses with everyday businesses

Target Participants:

Business executives, sports event organisers, brand promoters, sponsors of sports, and enthusiasts who are interested to engage in the sports business; alternative investments; portfolio management and wealth planning and corporate finance; suitable for middle to senior management

Date & Time:

7 December, 2017 (Thursday)

10:00 am to 5:00 pm 

Medium of Instruction:

English supplemented with Cantonese (Course materials in English)

Course Outline:

The principles of sports as a business

  • Size of markets
  • Value chain
  • Key players
  • Marketing and Financing

Key revenue models

  • Three pillars: Commercial vs tickets vs Media
  • Event models
  • League models
  • Brands models

Global trends

  • New arenas
  • New sports (E-Sports, E-Formula)

Impact of Media and Social Media/technologies 

  • Engagements (Coverage and Depth)
  • Changing mix
  • New streams

Buying and Selling of Talents/Properties

  • Transfer: pricing and market
  • Agents, players and the plays
  • Billion-dollars question

Talents management and organization matrix

  • HR and motivation
  • Scouting & Team building
  • Leadership
  • Organization and Economics


Guest speakers including Mr Adrian New, Director of AIA Football Initiatives, Mr Panos Pavlakis, Former Director of Birmingham City Football Club and Mr Sunny Wong, Executive Director of Tibet Water Resources Ltd will share.

Trainer Biography:

alvin ho

Mr Alvin Ho, CFA, CPA, EMBA


Mr Alvin Ho is the honorary guest lecturer of HSMC-EDC and is currently the Managing Director of an investment company. He is also the Independent Non-Executive directors of several listed companies. Mr Ho has over 19 years of working experience in private equity investment and finance. 

Mr Ho was the Bachelor of Social Science from the Chinese University of Hong Kong, and awarded an EMBA degree from Tsinghua University and a Master in Finance from the London Business School. He is also a Chartered Financial Analyst (CFA) charter holder and a Certified Public Accountant (CPA).

Mr Ho is the author of “誰偷走了紅魔”, a book covering the business of sports and the financial maneuvers behind. He is currently working on a second book. Mr Ho speaks in seminars / events, as well as on the radio (Metro Radio), and writes columns for, HKEJ, and the Football Weekly, mostly relating to the business of sports, in addition to a recent contribution to the Guardian (UK).



Director of the AIA Football Initiatives

~ Share with you AIA’s experiences in the sponsorship of Tottenham Hotspur (THFC)

Mr Adrian New – Guest Speaker


Mr Adrian New is a guest speaker of HSMC-EDC and the Director of the AIA Football Initiatives. He has worked in the sports business since 1992 and has spent the last 15 years in Asia. He has a comprehensive background, with experience working on the brand side (AIA, Visa), the agency side (World Sport Group) and the rights-holder side (Chelsea FC).


Whilst in Asia, Mr New helped to develop the first residential Soccer School in China and built nine other Soccer Schools around the region. During his time with Chelsea, he worked on some of the largest sponsorship deals ever concluded in the EPL. At AIA, he has now activated Tottenham Hotspur promotions in 11 different countries in Asia.


Mr New has been involved in the following sporting events and organisations – the Olympics, the Rugby World Cup, the World Athletics Championships, IPL cricket, the Asian Golf Tour, the OneAsia Tour, the Commonwealth Games, the Asian Champions League, the Asian Cup and the English Premier League. His major roles have been to develop and manage large-scale activation, hospitality and Ambassador programs, as well as promote sponsorships and manage relationships across a wide variety of stakeholders. 



Former Director of Birmingham City Football Club

Share with you transfers and talent management in Football industry

Mr Panos Pavlakis – Guest Speaker


Mr Pavlakis is a guest speaker of HSMC-EDC. He recently resigned from the Birmingham City’s board of Directors after three-and-a-half years of services at Blues. Mr Pavlakis was initially appointed as the Club’s parent company representative at St. Andrew’s to help resolve various complex financial and legal issues associated with the previous regime. He became a Blues Director in January 2014 and emerged as the Club’s recognizable figurehead as his duties widened to include football as well as business and executive matters. He helped initiate the voluntary but bold move that brought in receivers to eventually smooth fractious parent company affairs, which subsequently led to fresh investment and the Club’s new owners. Under his watch, Birmingham City FC had a top-10 finish at the Championship table for 2 consecutive years having utilized the smallest budget in the division.


Apart from his recent football experience, Mr Pavlakis has more than 10 years working experience in the financial industry in London and Hong Kong. Previously he worked in London for Bloomberg LP in the areas of mutual funds, hedge funds analysis and then business development. He did involve in a number of corporate actions and other capital raising activities in Hong Kong for Chinese and international companies;  ranging from coordinating and running IPOs to executing several secondary offering deals such as placements of shares, warrants, and convertible bonds.



Executive Director of Tibet Water Resources Ltd

~ Share with you Tibet Water Resources Ltd in the perspectives of the sponsorship of Liverpool FC (LFC)

Mr Sunny Wong – Guest Speaker


Mr Sunny Wong is the Adjunct Professor, Department of Management, at HSMC and the Executive Director of Tibet Water Resources Ltd. He was Chairman of Carlsberg Greater China and then senior advisor to Carlsberg Asia during September 2011 to November 2014.

Apart from the role as Chairman and CEO during the period from 2006 to 2014, Mr Wong was also the chief of the M&A team. He set the strategic M&A plan for Carlsberg’s long-term development in China and led a team from identifying potential targets, negotiation, closing of deals to post-acquisition activities. The team has since 2002 successfully acquired 59 breweries in twelve provinces in China and increased the production plants from 1 to 60, with a total workforce up to 15,000.

Mr Wong has a strong and successful background of more than 30 years’ experience in the China FMCG industry, of which more than 25 years’ experience was spent on the China beer market, for top international companies Carlsberg and Bass Brewers.



Hang Seng Management College campus

Course fee:

HK$2980(Lunch and refreshments are included)

Early Bird Registration
Two weeks before commencement of the course
• HSMC/HSSC alumni*, Friends of EDC-Corporate^
or Friends of EDC-Individual can enjoy 15% discount
HKD $2533
• Other applicants can enjoy 10% discountHKD $2682
After Early Bird Registration
• HSMC/HSSC alumni*, Friends of EDC-Corporate^
or Friends of EDC-Individual can enjoy 10% discount
HKD $2682
• 2 applicants from the same company or
applicants who apply 2 courses at the
same time can enjoy 5% discount
HKD $2831

*Hang Seng Management College / Hang Seng School of Commerce.

^Please refer to EDC website for a list of organisations under “Friends of EDC-Corporate”

Remarks: Each participant can enjoy only one discount offer.

Categories of EDC’s Corporate Training and Executive Courses:

  • Banking and Finance
  • China Culture and Knowledge
  • Communication and Soft Skills
  • e-Marketing
  • Leadership and Management 
  • Mediation

Supporting Unit:


Contact Us:

3963 5098 / 3963 5081



N402, N Block N, The Hang Seng University of Hong Kong, Hang Shin Link, Siu Lek Yuen, Shatin, N.t., Hong Kong