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Our COURSES
Core Skills
Serves as foundational curriculum for sports business professionals, spanning topics from public speaking, Excel skills, to business strategy and more
AUTHENTIC PUBLIC SPEAKING
Learn how to transform venue data into powerful visualizations using Tableau’s custom background image functionality. This course equips sports professionals with the skills to map key metrics onto stadium layouts, optimizing operations, ticket sales, and fan engagement. Gain the tools to create impactful visuals that drive smarter decision-making and streamline venue management.
Duration
4 Hours
Level
Beginner
Target Audience
All professionals
JUMPSTARTING YOUR CAREER
Kickstart your journey to success in the sports business industry with essential skills. This course focuses on developing a balanced skill set that includes technical expertise, effective communication, organizational prowess, and proactive initiative. Through engaging exercises, realworld scenarios, and actionable strategies, participants will build competencies that drive career success and unlock future opportunities.
Duration
2 Hours
Level
Beginner
Target Audience
Aspiring sports professionals
and recent graduates CORE
PIVOT TABLES
Master Excel’s pivot tables to transform raw data into actionable insights for the sports industry. This course equips professionals with the skills to efficiently manage, analyze, and visualize data, enabling smarter decision-making. Through real-world sports scenarios, participants will learn advanced Excel functions, streamline workflows, and enhance operational efficiency
Duration
3 Hours
30mins
Level
Intermediate
Target Audience
Analysts & operations managers
Story telling
Elevate your presentations by turning data into compelling narratives that drive real impact. This course equips professionals with the structure, strategy, and storytelling techniques needed to craft engaging pitches, align stakeholders, and inspire action. Whether you're presenting to ownership, pitching to partners, or leading internal strategy sessions, you'll learn how to tailor your message, use data effectively, and deliver with confidence
Duration
1 Hour
30mins
Level
Beginner
Target Audience
Sales & partnership professionals, marketing & communications specialists, analysts
cross-functionalskills
Lead with clarity and impact by strengthening collaboration across teams and departments. This course equips professionals with practical tools to break down silos, improve communication, and align strategies to achieve shared goals. You'll learn how to foster trust, drive accountability, and create a culture of teamwork that delivers results in fastpaced sports environments.
Duration
2 Hours
15 mins
Level
Intermediate
Target Audience
Partnership, sales & marketing teams, and analytics experts
Negotiation
Master the art of high-stakes negotiations in the sports industry. This course equips professionals with essential strategies to navigate sponsorships, partnerships, collective bargaining, and internal agreements. Learn to advocate effectively, secure favorable outcomes, and build lasting relationships to drive business success.
Duration
3 Hours
Level
Beginner
Target Audience
Sales managers, account management, ticket sales, & operations
business strategy & analytics
Builds skills across specific strategy and analytics topics, including technical skill development, platform specific deep dives (TicketMaster, Tableau, etc.), and other data related concepts and tool
visualize your venue
Learn how to transform venue data into powerful visualizations using Tableau’s custom background image functionality. This course equips sports professionals with the skills to map key metrics onto stadium layouts, optimizing operations, ticket sales, and fan engagement. Gain the tools to create impactful visuals that drive smarter decision-making and streamline venue management.
Duration
4 Hours
30 Mins
Level
Intermediate
Target Audience
Venue operations managers, sales & ticketing teams, data analysts
Crm for sports teams
Unlock the power of fan data to drive strategic decisions and maximize engagement. This course equips sports professionals with the tools to analyze audience behavior, optimize segmentation, and measure fan lifetime value. Learn how to craft impactful reports that align with business goals, strengthen partnerships, and showcase ROI to stakeholders.
Duration
2 Hours
30 Mins
Level
Intermediate
Target Audience
Marketing professionals, sponsorship specialists, sales teams, analysts
how to analyze ticket data
Learn to harness ticketing data to optimize pricing, boost sales, and enhance event experiences. This course equips sports professionals with the skills to analyze fan behavior, identify sales trends, and develop data-driven strategies used by top teams. Gain the insights needed to maximize revenue and improve decisionmaking in today’s competitive events landscape.
Duration
4 Hours
30mins
Level
Intermediate
Target Audience
Marketing strategists, sales professionals, data analysts
building a real-time data analytics center
Learn how to design and implement a real-time data analytics hub to enhance stadium operations and fan experience. This course provides venue managers, data teams, and executives with the tools to centralize critical data—tracking attendance, revenue, parking, and fan engagement in real time. Gain practical strategies to improve operational efficiency, collaborate across departments, and drive smarter game-day decisions.
Duration
3 Hours
45 Mins
Level
Intermediate
/Advanced
Target Audience
Venue operations managers, data teams, stadium executives, IT professionals
live analytics
Leverage Ticketmaster’s LiveAnalytics to unlock powerful data insights that drive ticket sales, fan engagement, & operational success. This course equips sports professionals with the tools to analyze fan demographics, behavior, & market trends, optimizing marketing campaigns & decision-making. Participants will gain hands-on experience using LiveAnalytics to enhance business outcomes and improve live event strategies.
Duration
1 Hour
45 mins
Level
Intermediate
Target Audience
Marketing professionals, venue managers, sales directors, & business analysts
customer/fan reporting
Turn fan and customer data into strategic insights that drive engagement and revenue. This course equips sports professionals with the tools to segment audiences, build impactful reports, and highlight ROI across marketing, sales, and partnership functions. Learn how to align data with business goals and transform complex information into clear, actionable strategies that strengthen fan relationships and support decision-making.
Duration
2 Hours
30 Mins
Level
Intermediate
Target Audience
Marketing professionals, sponsorship specialists, sales teams, & analysts
lead scoring
Optimize your sales strategy by mastering lead scoring techniques that help prioritize high-value prospects. This course equips sports professionals with the skills to collect and analyze key data, implement lead scoring models, and apply predictive analytics to drive revenue growth. Participants will learn to enhance sales effectiveness and align marketing efforts for maximum impact.
Duration
2 Hours
Level
Intermediate
Target Audience
Sales managers, data analysts, marketing professionals
event recaps for nfl teams
Learn how to create data-driven event recaps that align stakeholders, track key performance indicators (KPIs), and drive strategic improvements. This course equips sports professionals with the skills to analyze event data, optimize fan experiences, and inform future strategies through impactful reporting.
Duration
3 Hours
30 Mins
Level
Intermediate
Target Audience
Operations, data analytics, ticketing, sponsorship, & marketing
fan surveys
Leverage fan surveys to drive engagement, improve experiences, and boost loyalty. This course provides sports professionals with the tools to design, deploy, and analyze surveys that deliver actionable insights. Learn how to measure the fan journey, integrate feedback into operations, and enhance overall satisfaction through data-driven decisionmaking.
Duration
6 Hours
Level
Intermediate
Target Audience
Venue operations managers, data teams, marketing & fan engagement leader
mastering sports business strategy
Develop a strategic framework to navigate the competitive sports industry. This course equips professionals with the tools to analyze market dynamics, assess competitive forces, and make informed business decisions. Learn how to apply proven strategic models, such as Porter’s Five Forces, to gain a competitive advantage and drive long-term success.
Duration
1 Hours
15 Mins
Level
Intermediate
Target Audience
Managers, marketers, strategic planners, and analytics professionals
lookalike campaigns
Maximize fan engagement and ticket sales with data-driven advertising. This course teaches sports professionals how to create and optimize lookalike campaigns, targeting new fans based on the profiles of existing high-value customers. Using platforms like Meta and Google Ads, participants will learn to build highly effective, targeted campaigns that drive conversions and increase ROI.
Duration
2 Hours
15 Minutes
Level
Intermediate
Target Audience
Marketing, sales & ticketing teams, digital advertising managers, and data analysts
hiring a strategy & analytics team
Build a top-tier analytics team that drives data-driven success in sports. This course equips executives, HR professionals, and analytics leaders with the tools to identify talent, craft effective job descriptions, and streamline the hiring process. Learn best practices for evaluating candidates, structuring interviews, and assembling a high-performing team to enhance decision-making and business impact.
Duration
3 Hours
Level
Intermediate
Target Audience
HR professionals, and analytics leaders
ticketmaster: Data deep dive
Demystify raw ticketing exports and turn complex data into clear, actionable decisions. This course equips professionals with the skills to navigate, interpret, and connect key Ticketmaster tables— unlocking insights that drive smarter strategies across ticketing, operations, marketing, and fan engagement. Whether you're building reports, dashboards, or audits, you'll gain the confidence to make Ticketmaster data work for your team.
Duration
2 Hours
15 Minutes
Level
Intermediate
Target Audience
HR professionals, and analytics leaders
the practical side of data science
Build a top-tier analytics team that drives data-driven success in sports. This course equips executives, HR professionals, and analytics leaders with the tools to identify talent, craft effective job descriptions, and streamline the hiring process. Learn best practices for evaluating candidates, structuring interviews, and assembling a high-performing team to enhance decision-making and business impact.
Duration
2 Hours
30 Minutes
Level
Intermediate
Target Audience
Entry-level data scientists, analysts, and marketing or sales professionals
SQLfor sports
Master the fundamentals of SQL in a sports business context. This hands-on course is designed for professionals ready to turn raw data into actionable insights— from analyzing ticket sales to identifying fan behavior patterns. Using a fictional dataset from the Lake Tahoe Turtles, you'll learn how to write queries, filter and sort results, perform aggregations, and join tables. This course will build your confidence to solve challenges using SQL.
Duration
2 Hours
Level
Beginner
Target Audience
Analysts, business operations staff, strategy teams, CRM managers
working with apis
Demystify APIs and unlock seamless data access in the sports business. This beginner-friendly course is designed for professionals ready to integrate real-time data into their workflows—no coding experience required. Through hands-on examples and sports-specific use cases, you'll learn the fundamentals of REST APIs, how to read API documentation, navigate authentication, and apply tools like Postman and Zapier.
Duration
3 Hours
15 Minutes
Level
Beginner -
Intermediate
Target Audience
Analysts, CRM managers, marketing professionals, and strategy teams
dashboard design in tableau
Bring your data to life with dashboards that inform, engage, and drive action. This course equips professionals with foundational Tableau skills to connect data sources, build clear visualizations, & design dashboards that deliver value across sales, marketing, operations, & analytics. Participants will gain the confidence to create data stories that influence decisions and elevate team performance.
Duration
3 Hours 30 Minutes
Level
Beginnner
Target Audience
Analytics team, sales, marketing, ticketing, operations, and venue management
optimizing fan experience
Turn complex analysis into business impact by mastering the connection between data and strategic decisions. This course gives analysts and data professionals the tools to simplify insights, prioritize high-impact projects, and effectively communicate findings to stakeholders. With a focus on real-world application, you'll learn how to ensure your work drives value across departments in fast-paced sports organizations.
Duration
2 Hours
30 Minutes
Level
Intermediate
Target Audience
Entry-level data scientists, analysts, and marketing or sales professionals
Food & Beverage
Covers topics including hospitality, food and beverage technology, and how to manage a food and beverage crisis among others
hospitality I
Enhance the fan experience and maximize venue profitability through effective hospitality management. This course provides sports professionals with a deep understanding of how food, beverage, and merchandise drive value for venues, fans, and employees. Learn how to optimize concession operations, premium spaces, and emerging technologies to create exceptional hospitality experiences in the sports industry.
Duration
4 Hours
30 Minutes
Level
Beginner
Target Audience
Venue operations, sales, and sponsorship professionals
F&B Technologies
Discover how food and beverage technology is reshaping fan experiences and venue success. This course introduces core systems like mobile ordering, kiosks, POS, and frictionless markets, while exploring their impact on efficiency, revenue, and data insights. You’ll gain a framework to evaluate options, integrate tools, and manage change with confidence
Duration
2 Hours
30 Minutes
Level
Beginner
Target Audience
Venue operations, F&B management, partnerships, and fan experience roles
partnerships
The fundamentals of selling and managing partnerships, as well as leveraging data and insights to drive revenue growth and maximize value
partnership analytics
Leverage data and insights to drive revenue growth and maximize partnership value. This course equips professionals with the skills to analyze partnership performance, measure ROI, and develop data-driven strategies that enhance longterm value. Participants will learn how to navigate both tangible and intangible metrics to optimize partnerships and drive business success.
Duration
3 Hours
45 Minutes
Level
Beginner
Target Audience
Business analysts, partner/account managers
the fundamentals of partnership & activation
This course breaks down the fundamentals of partnerships and activation in the sports industry—from understanding how deals are structured to executing highimpact activations that drive brand results and enhance the fan experience. You'll gain practical insights on onboarding partners, aligning internal teams, creating meaningful brand moments, and building long-term relationships that lead to renewals and growth.
Duration
2 Hours
45 Minutes
Level
Beginner -
Intermediate
Target Audience
Partnership marketing coordinators, activation managers, brand strategy teams
Sports Partnership101
Understand the strategy, structure, and value behind sports partnerships. This course equips professionals with the foundational knowledge to navigate the full partnership lifecycle—from identifying brand objectives to pricing assets, negotiating deals, and executing activations. Participants will learn how to differentiate their property, align with brand goals, and create impactful partnerships that drive revenue and deepen fan engagement.
Duration
2 Hours
30 Minutes
Level
Beginner
Target Audience
Partnership managers, sponsorship sales reps, and brand or activation leads.
marketing
Delivers targeted training for sports marketing professionals, focusing on launching impactful campaigns, building fan engagement through email and digital channels, and aligning messaging with organizational goals to maximize reach and brand impact.
Hype VideoEssentials
Craft hype videos that move fans, inspire teams, and drive revenue. This course equips sports creatives and content professionals with the tools to build highimpact videos that align with team branding, excite key stakeholders, and generate results. Learn the anatomy of a great hype video—from scripting and editing to music, visuals, and storytelling—and discover how to create compelling content for launches, playoff pushes, and social media campaigns.
Duration
2 Hours
30 Minutes
Level
Beginner
Target Audience
Content creators, video editors, social media managers, and marketing professionals
Marketing journeys
Turn email into a powerful revenue and engagement engine. This course teaches you how to build smart, automated journeys that move fans through the lifecycle from first purchase to loyal advocate. Learn to identify key triggers, personalize content at scale, and align messaging with both sales goals and brand voice. You’ll be equipped to launch highperforming email automations that drive ROI, deepen fan relationships, and create new value for your partners.
Duration
2 Hours
30 Minutes
Level
Beginner - Intermediate
Target Audience
Email marketers, CRM managers, digital campaign strategists, and revenue operations teams
performance marketing
Drive real business results with performance marketing built for sports. This course empowers marketing professionals to create, launch, and optimize campaigns that connect directly to revenue—whether you're selling tickets, generating leads, or supporting partnerships. From aligning strategy with sales to mastering channel selection and attribution, you’ll learn how to plan with purpose, act on data in real time, and report impact with confidence.
Duration
2 Hours
15 Minutes
Level
Beginner - Intermediate
Target Audience
Marketing managers, digital strategists, revenue-focused marketers, and crossfunctional team lead
Global strategy & Marketing
Explore how sports organizations expand their reach, engage new audiences, and grow revenue across borders. This course introduces the fundamentals of international strategy—from identifying market opportunities and understanding cultural differences to developing longterm growth plans and localized marketing campaigns. Learners will gain practical tools to assess readiness and build meaningful global connections that align with team and league goals.
Duration
4 Hours
Level
Intermediate
Target Audience
Sports marketing, partnership managers, and business development teams
management
The fundamentals of selling and managing partnerships, as well as leveraging data and insights to drive revenue growth and maximize value
first time manager
Step into leadership with confidence by mastering the fundamentals of team management and performance optimization. This course provides new and aspiring managers with essential leadership skills, strategic goal-setting techniques, and practical frameworks for fostering team success. Participants will gain the tools needed to lead effectively and drive team performance in the sports industry.
Duration
2 Hours
30 Minutes
Level
Beginner
Target Audience
Project managers, team leaders, HR professionals, and business analysts
advanced management
Enhance leadership effectiveness with advanced communication, team-building, and strategic management skills. This course equips professionals with the tools to navigate crucial conversations, foster collaboration, and optimize financial planning for team growth. Participants will develop the expertise to drive organizational success and lead highperforming teams.
Duration
4 Hours
30 Minutes
Level
Intermediate - Advanced
Target Audience
Team leaders, HR professionals, project managers
project management 101
Lead projects with confidence and clarity across any team or department. This course equips professionals with essential project management techniques to effectively plan, organize, and execute initiatives—ensuring goals are met on time and within scope. Learn how to navigate challenges, manage stakeholders, and apply practical frameworks that drive consistent, successful outcomes in the fast-paced sports industry.
Duration
1 Hour
30 Minutes
Level
Beginner
Target Audience
New managers, team leaders
event day project management
Step into event leadership with confidence by mastering the fundamentals of game day planning and execution. This course equips aspiring professionals with practical tools to manage people, align departments, and make fast, strategic decisions under pressure. Participants will gain the skills needed to deliver smooth, high-impact events in the dynamic sports and entertainment industry.
Duration
1 Hour
30 Minutes
Level
Beginner - Intermediate
Target Audience
Aspiring sports professionals, event coordinators, game day staff
Sales
Master the art and science of sales in sports. From prospecting and relationship-building to closing deals and leading high-performing teams.
season ticket & Suite sales Essentials
Step into sales with confidence by mastering the fundamentals of communication, relationship-building, and the season ticket sales cycle. This course equips early-career professionals with the tools to prospect effectively, engage potential buyers, and close with impact— laying the foundation for long-term success in the sports industry.
Duration
2 Hours
30 Minutes
Level
Beginner
Target Audience
Sales representatives
hustle mindset
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Develop the mindset and sales fundamentals needed to grow a lasting career in sports. Inspired by Travis Apple’s proven principles, this course equips aspiring and current professionals with the tools to prospect effectively, build strong relationships, and track performance with purpose—establishing a foundation for long-term success in sports sales
Duration
2 Hours
30 Minutes
Level
Beginner - Intermediate
Target Audience
Sales professionals, current reps, career changers, and team leaders coaching sales talent.
Membership Service
Step into membership services with confidence by mastering the core strategies that drive fan satisfaction and retention. This course equips professionals with the tools to manage high-volume communication, deliver personalized outreach, and navigate the season with clarity and organization—building strong relationships that power long-term loyalty and revenue in the sports industry.
Duration
1 Hour
45 Minutes
Level
Beginner
Target Audience
Membership service representatives, season ticket service staff
B2B Sales
Develop the mindset and sales fundamentals needed to grow a lasting career in sports. Inspired by Travis Apple’s proven principles, this course equips aspiring and current professionals with the tools to prospect effectively, build strong relationships, and track performance with purpose—establishing a foundation for long-term success in sports sales.
Duration
2 Hour
30 Minutes
Level
Beginner - Intermediate
Target Audience
Sales professionals, current reps, career changers, and team leaders coaching sales talent.
The3 R’sof Retention
Go beyond renewals and learn what it truly means to retain fans for life. This course equips membership and service professionals with the mindset and strategies to build trust, personalize fan experiences, and confidently drive renewal conversations all year long. From CRM best practices to proactive outreach and emotional loyalty, you'll master the habits that turn everyday service into lasting fan relationships and revenue.
Duration
2 Hour
30 Minutes
Level
Beginner
Target Audience
Service and retention reps, membership account executives, and fan experience professionals
Foundations | community relations
Delivers targeted training for community and foundation professionals, focusing on building authentic relationships, managing impactful programs, and aligning outreach with organizational values to strengthen community engagement and social impact.
Synergy Between Foundations & Community Relations
Gain a clear understanding of how community relations and team foundations work together to drive impact. This course explores the distinct roles of each function, best practices for engagement, and strategies for alignment. Participants will learn how to plan events, engage players, manage donations, build partnerships, and measure success— ensuring a cohesive approach to social responsibility.
Duration
3 Hours
45 Minutes
Level
Beginner
Target Audience
Community relations professionals, current CR team members, and partnership teams
defining success in
community impacT
Learn how to design and measure purpose-driven initiatives that go beyond the scoreboard. This course covers the foundations of community work in sports, shows how to align goals with organizational strategy, and equips you with tools to build trust, foster loyalty, and capture meaningful results. You’ll also explore real-world examples of authentic initiatives that create lasting value for both organizations and communities.
Duration
2 Hours
45 Minutes
Level
Beginner
Target Audience
Community Relations Managers, Foundation Staff, and Partnership Professionals,
general
Delivers targeted training for sales professionals, focusing on cultivating relationships, driving revenue, and mastering strategies for success across ticketing, memberships, premium services, and cultivating a results-driven mindset.
sports entrepreneurship I
Turn your passion for sports into a successful business venture. This course equips aspiring sports entrepreneurs and professionals with the foundational tools needed to launch, grow, and sustain a business in the competitive sports industry. Participants will explore key business fundamentals, industry dynamics, and proven approaches to building a thriving sports enterprise
Duration
3 Hours
20 Minutes
Level
Beginner
Target Audience
Community relations professionals, current CR team members, and partnership teams
sports entrepreneurship II
Take your sports business to the next level with advanced strategies for securing funding, driving revenue, and building a strong brand. This course equips entrepreneurs and business leaders with the tools to attract investors, develop compelling marketing strategies, and monetize their ventures. Learn how to refine your pitch, identify funding sources, and position your brand for long-term success in the competitive sports industry.
Duration
4 Hours
Level
Beginner - Intermediate
Target Audience
Aspiring sports entrepreneurs, marketing professionals
sports entrepreneurship III
Lead your venture with vision and confidence through every phase of growth. This course equips sports entrepreneurs and business leaders with practical strategies to scale operations, raise capital, and plan successful exits. Learn how to overcome leadership challenges, prioritize strategically, and maximize business value in the competitive sports industry
Duration
2 Hours
15 Minutes
Level
Intermediate
Target Audience
Aspiring sports entrepreneurs
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