ISG Sports Management: sports management champion


While the sports economy is experiencing a promising dynamic, Pascal Aguillou, journalist and national director of the new ISG program (ISG Sport Business Management) for 20 years, sheds light on this booming industry.

The evolution of sports practice, the dynamics of major sporting events, data usage and digital transformation are real levers of development for the various players in the sports ecosystem. “These opportunities are associated with new challenges that sports companies must meet. provide new skills and adapt their offerings to a new environment driven by the digital explosion”, explains Pasal Aguillou. As a sector of activity in its own right, the sports economy needs qualified and experienced profiles to support the transformations of the sports ecosystem and offers tremendous professional opportunities for the future.

An industry in transformation

Pascal Aguillou notes that the sports trading market is very important, although it is only recently. With a turnover of billions of euros and approximately 448,000 jobs, it is already a heavy weight in the economy and employment” New fan behavior and the emergence of new technologies are changing the way sports are broadcast and consumed. Driven by these new apps and these new ways of consuming sports media, the sports economy is experiencing sustained and sustained growth. This thriving industry is constantly reinventing itself to support the future development of the sports industry.

Sports marketing has become more professional and is now responding to brand strategy objectives that have prominently integrated it into their overall strategy. While sports sponsorship keeps brands afloat, today there is a true culture of results. “World of Sports” The head of ISG Sports Management states that much remains to be done in this fairly new professional industry that turned professional only about fifteen years ago.

From communication to social impact

The sports economy market unites numerous public and private sector players around three key issues: communication, business and social impact. Various players intersect and connect in this ecosystem of five worlds: public institutions, sports federations, clubs and teams, the sports industry, sponsors and companies that use sports as a communication tool, and spectators.

France: a very affordable playground

France demonstrates its recognized know-how in the organization of major international sporting events, demonstrated through a prestigious agenda and reflecting France’s place in sport at the global level. The champion of international sports organizations, rance has a bright history with Euro 2016 since 2016, handball world championship in 2017, Rider Cup in 2018, women’s football world cup in 2019 and track cycling world championships. 2021. Major events like the Rugby World Cup in 2023 and the Olympic and Paralympic Games in 2024 will round out this list.

France can already claim to host five of its most emblematic sporting events: the Summer Olympics, the men’s soccer world cup, the Tour de France, the Ryder Cup golf cup, and the Winter Olympics. France hosts the Tour de France every year, not forgetting Roland-Garros. These famous events testify to French know-how in terms of events, communication and marketing. “The coordination of these large-scale events breathes a very positive dynamic into the sports industry sector in France, where expectations are limitless and sales points are plentiful, underlines the former journalist. Being French is a chance because France is the best place to host sports events and share the values ​​of sports. It offers one of the floors,” he said.

Seize opportunities linked to the professionalization of the industry

There are 360,000 sports associations in France that come together in federations and leagues… Even at the amateur or semi-professional level, it is possible to generate income and create an ecosystem through partnerships and the implementation of various actions. “Many associations today need to work with educated people, which is their job,” Pascal Aguillou insists, now in a logic of professionalization that presupposes the contribution of skills and expertise. Our students are made up of how to become professionals who can answer the problems of any unifying agency structure”. The professional sports industry has enormous growth potential and enormous growth levers.

At its core, the smallest sporting event is newsworthy and builds an audience. “There is all that needs to be done in this very new industry, which offers particularly motivating opportunities for those who want to do their job,” explains the director of the Paris campus. The students we train will be the actors of tomorrow, regardless of their profession, and they will participate in this transformation..

Events, communication and merchandising

“Sport is first and foremost an event, entertainment and spectacle. Etymologically, “desport” meant “fun” in old French.remembers Pascal Aguillou. Communication is also an important pivot. Digital strategies today make it possible to introduce partners, prevent the event itself, bring it to life, then expand it and prepare for the next editions. Merchandising, marketing, sponsorship and hospitality constitute the third pillar of sports management.

new transactions

Mastering oral expression is essential to be able to speak in public, regardless of audience size, using visual presentation tools. “These techniques are learned, mastered and practiced”. In addition, it is necessary to master writing, editorial techniques and journalism production, especially sports. The technical nature of the artisan requires training in reference graphics creation software (Photoshop, Indesign, Illustrator) as well as video editing software (Premiere Pro) and 3D scenography; That’s not to mention Excel, an essential tool for managing the budget aspect. .

It should be noted that managing social networks by writing rewarding and effective content also requires skills in communication that are highly sought after by recruiters.

ISG Sport Business Management: A 360-degree vision

Pascal Aguillou says, “A professional career is rarely linear, it depends on the network we build, the connections made, and the opportunities that arise. Use training, being an event project manager, taking responsibility in terms of communication, managing partnerships, etc. It paves the way for the students who want to be enthusiastic about the issues and multiplies the opportunities. Grande Ecole ISG has relied on its own network by launching its special program in the world of sports, as well as the major events held by the IONIS group in the sports industry for several years to train tomorrow’s talents.

With more than 50 years of history and the values ​​it defends, the ISG brand relies on its DNA to build a new story with ISG Spor Management to support the future of this innovative and fascinating business sector. The goals of ISG Sports Management are multiple: to provide students with a 360 vision by strengthening their general culture at the level of the sports ecosystem; to equip them with the necessary skills for their professional projects according to their proximity, maturity and emerging opportunities, as well as to strengthen ISG’s leading position in the sports sector thanks to the professionals and brands that support it.

the importance of the network

“Belonging to France’s leading special education group, which has just celebrated its fortieth anniversary, and the ISG’s anchoring in more than half a century of history is a tremendous asset as the various schools in the group have already formed a strong network of thousands of former graduates », says Pascal Aguillou. As soon as students start school, they begin to form a network by evolving with other students who will gravitate towards the same professional sector and sooner or later meet. All this creates a strong Alumni network involved in a strong ISG community.

Professional participants of ISG Sport Business Management also enrich this network. Among them are many who integrate students in the school into work placement or work-study programs or recruit them at the end of their education. Partnerships developed by the school (NBA, Dutch sports club PSV, Professional Football League, Decathlon, etc.) are also powerful vectors to enrich their networks and networks. “business appointment” creates a powerful exchange and networking moment. “This network allows students to quickly build a solid network”

Get inspired and learn from the American model

“We wanted our students to learn from the best sport in the USA, a sport with strong exemplary value. The Super Bowl finale has a global impact and resonates even with people who don’t follow American football.”. Americans are very attached to the concept of spectator sports, they are interested in entertainment (entertainment) and sports-entertainment (sports marketing).

Sport and luxury: teammates

“The world of luxury and the world of sport come together harmoniously and mutually enrich each other,” analyzes Pascal Aguillou. There is great porosity between these two universes. industry Luxury has always existed in sports such as tennis, golf and Rolex in Formula 1, but today it spans a wide range of disciplines and doubles imagination and creativity with its approaches..

The NBA’s Larry O’Brien trophy and Rugby Top 14 trophy are carried in a luxury Louis Vuitton trunk. As noted by the group’s CEO, Michael Burke, it is once again an opportunity to prove “Victory travels with Louis Vuitton”. In the spring of 2021, the NBA also signed an agreement with Hennessy, a French spirits brand, a symbol of luxury and French gastronomy, to replace American Jack Daniel’s. For the first time in its history, Maison Dior joined forces with a sports club, Paris Saint-Germain.

They signed a two-year partnership where the iconic brand will create the club’s official wardrobe and dress the team. Dior has also teamed up with sporting goods supplier Nike to create the pair of Air Jordan 1 sneakers. “The department of merchandising is inspired by sports products that are now in our daily lives. Sneakers have become a fashion item that we wear in daily life and are now reserved for sports.

Athletes who became ambassadors and investors

Legion of top athletes investing in start-ups are legion: basketball player Frank Ntilikina invested in start-up Wethenew (the platform dedicated to sneakers launched in 2018), Gérard Piqué and Antoine Griezmann Sorare (a fantasy football game) invested. and virtual trading cards), Serena Williams has positioned herself at Impossible Foods (a company that develops meat and cheese substitutes made entirely from plants)…

Isabella jouanneau