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CEO of a Sports
Organisation
ACTIVATE YOUR AMBITION
2
Contents
Introduction ..................................................................................................................................................... 3
CMI Recognition.............................................................................................................................................. 4
The Course in Brief ........................................................................................................................................... 5
Programme Aims ............................................................................................................................................ 6
Our Partners ..................................................................................................................................................... 7
Course Content ............................................................................................................................................... 9
Course Dates ................................................................................................................................................. 10
Core Delivery Team ...................................................................................................................................... 11
What our Delegates Say ............................................................................................................................... 17
To Apply ......................................................................................................................................................... 18
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Introduction
VSI Executive Education aims to pioneer tomorrow’s leaders in sport. At VSI our vision is to deliver programmes
at Executive level that enhance knowledge but critically lead to improved performance. Since 2014 VSI has
run a very successful MSc in Sports Directorship, the first of its kind designed to develop all the personal,
leadership & management attributes to become a successful Sporting Director. Delegates on VSI
programmes are senior level individuals from across sport and business and include current and former
professional athletes, managers across sport and business and elite industry professionals. Delegates get to
meet and learn from top industry experts, to gain valuable real-world insights.
In the world of sport, the position of chief executive has never been as critical or as high profile, so in 2018 VSI
launched a new MBA for aspiring CEOs in the sports industry. The course is designed to provide executives
with the knowledge, understanding and skills to succeed in one of the most demanding positions in the sports
industry. VSI programmes are supported by leading professional bodies, in sport & business who support their
members across a range of programmes, and are very keen to see more of their members move into senior
executive roles.
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CMI Recognition
This programme is recognised by CMI (Chartered Management Institute), the only Chartered professional
body dedicated to management and leadership.
As a delegate on the programme you will receive free CMI membership for one year from the start of the
programme, membership benefits including access to ManagementDirect, an online multi-media
knowledge base for leadership and management. You will also receive a CMI certificate on completion of
the programme.
5
The Course in Brief
Designed for athletes and executives with aspirations to be chief executives in the world of sport, the CEO
programme will help transition those with sporting experience and others with leadership ambitions into the
highest roles, by marrying their experiences of competitive sport with an educational understanding in
business.
Managing huge financial growth, increasing corporate governance responsibilities and the demands of
challenging stakeholders, chief executives need advanced skills and knowledge to succeed in this
challenging but immensely exciting industry. Executives are often thrust into the role without any preparation
and this course will help with that.
The course is tailored to meet the real demands of leading sporting organisations. Covering leadership,
strategic planning, operational management, commercialisation, marketing and communications, the
programme will provide unrivalled preparation for the role of a CEO in a sporting organisation. The course is
delivered part-time over one year in eight blocks of two days, in a blended format which allows you to
combine study and work in a way that best suits your
working life.
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Programme Aims
By the end of the programme, delegates will be able to:
• understand the role of the CEO
• develop the leadership skills required to drive high performance
• recognise the fiduciary and financial responsibilities of a CEO
• understand the corporate governance and legal responsibilities of a CEO
• develop strategic and operational plans to grow the organisation
“I have spent years interviewing sporting leaders and they have always complained that
there is no ‘school for CEOs’. Having spoken to leaders from major corporations, sporting
organisations and even military leaders it became clear that it is a huge gap in the
market.”
Professor Chris Brady, Director for the Centre for Sports Business at the University of Salford
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Our Partners
Shoosmiths Elite Advisory
VSI is proud to work in collaboration with Shoosmiths Elite Advisory on the CEO programme. The collaboration
is designed to assist the strategic vision of VSI and Shoosmiths aligned to Executive Education in professional
sport.
Shoosmiths Elite Advisory is an innovative legal service that provides one house of experts catering to the
specific needs of clubs, associations and intermediaries.
“VSI are taking the lead with developing new education programmes at executive
level for strategic leaders in sport. As sport continues to grow across the globe
commercially and politically, organisations need people who have the ability to lead
these businesses. We look forward to a healthy collaboration that continues to pioneer
and strive to provide a service appropriate for the market of sport.”
Haydn Roberts, Head of Elite Advisory
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Elite Performance Partners
VSI is proud to work in collaboration with Elite Performance Partners
(EPP) on the CEO programme. The collaboration is designed to assist
the strategic vision of both VSI and EPP aligned to Executive Education
in professional sport.
Elite Performance Partners are performance and search specialists providing consultancy, recruitment and
coaching for sports organisations. Driven by helping teams and individuals reach their potential, EPP’s clients
range from elite football, rugby and cycling teams to national governing bodies and they have experience
placing high performing candidates at all levels from the boardroom to performance leads and their support
staff.
“Elite Performance Partners are lucky enough to have worked with some of the most talented individuals
in sport and, while they are all different, what they share is a sense of curiosity and desire to be always
learning. We are thrilled to work closely with VSI as they help to develop great leaders through practical
programmes with a real balance of theory and application.”
Anna Edwards, Managing Partner
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Course Content
MODULE ONE – THE ROLE OF THE CEO
• The role of the CEO within the corporate structure
• Responsible for making major corporate decisions & managing stakeholders internal & external
• Understand your fiduciary responsibilities as a CEO
• Serve as the primary spokesperson and representative for the organisation
• Lead the development and implementation of the organisation’s strategy
MODULE TWO – THE PEOPLE GAME
• Creating, communicating and implementing the organisation’s vision, mission and overall direction
• Understand how to provide leadership to develop the senior leadership team
• The CEO as the Brand Ambassador
• The non-negotiables of a high-performing executive team
MODULE THREE – THE NUMBERS & GOVERNANCE GAME
• Effectively establish and have financial understanding for performance targets
• Maintain high standards of conduct and integrity aligned to compliance with best practice
• Understand the legal landscape relevant to your competitive market
• Identify new products, new events and initiatives that will align with strategic plans to grow the organisation
MODULE FOUR – WHAT SETS SUCCESSFUL CEOS APART
• Deciding with speed and conviction
• Engaging for Impact
• Adapting Proactively
• Delivering Reliability
MODULE FIVE – PREPARING FOR A CEO ROLE This module will be delivered bespoke to the needs and wants of delegates moving towards the end of the programme. It will be delivered by Elite Performance Partners.
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Course Dates
Module Date
The Role of the CEO in a Sports
Organisation 13 November 2019 14 November 2019 3 December 2019 4 December 2019
The People Game 15 January 2020
16 January 2020 19 February 2020 20 February 2020
The Numbers and Governance Game 18 March 2020
19 March 2020 15 April 2020 16 April 2020
What Sets Successful CEOs Apart 20 May 2020
21 May 2020 17 June 2020 18 June 2020
Preparing for a CEO Role 16 September 2020
17 September 2020
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Core Delivery Team
The Role of the CEO – Barry McNeill
Barry is an internationally experienced executive with a track record of building and
realising value for disruptive, high growth companies. Barry is a business savvy leader,
motivated to inspire, develop talent, commercial sustainability and create enduring
organisational health.
His career has focused on establishing and building visionary technology and
leveraging SaaS commercial models. Barry is well-versed in change management and
the creation of significant value both at revenue and EBITDA levels – plus private sale
and IPO transactions. He has established two of the most recognised brands within the
global sports/tech landscape.
Barry is a Chartered Director with the UK Institute of Directors and Australian Institute of Company Directors, has served
as a CEO/MD for over a decade with Prozone Sports and more recently Catapult Sports. Barry holds advisory and
consultancy roles under BPM Performance and has advised a
range of national governing bodies in the UK and Australia.
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The Role of the CEO – Dr Ian Lawrence
Ian is a sports business lecturer and industry consultant with over 25 years' worth
of experience of working with senior executives in both the UK and the US.
Currently, Ian leads on a number of research projects that explore the challenges
faced by leaders within professional sport. Ian's current research project for
Emerald Publishers (titled: The 'C-Suite' Executive Leader in Sport - Contemporary
Global Challenges for Elite Professionals) addresses the realities and 'lived
experiences' of 'C-Suite' executives within a range of global elite sports. The
research conclusions have far reaching implications for analysis of 'C-Suite'
effectiveness. Ian is a Senior Fellow of the Higher Education Academy.
Ian's previous publications include:
https://www.routledge.com/Football-Club-Management-Insights-from-the-Field-1st-Edition/Lawrence/p/book/9781138697751
https://www.routledge.com/Soccer-and-the-American-Dream/Lawrence/p/book/9781138697744
http://aassjournal.com/article-1-704-en.pdf
http://researchonline.ljmu.ac.uk/id/eprint/2983/1/Gary%20Neville%20Paper%20for%20IJSSC.pdf
https://www.entsportslawjournal.com/article/10.16997/eslj.16/
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The People Game – Chris Brindley MBE, Non-Executive Director (NED) & Executive Coach
Chris is one of the UK's foremost business leaders. He is Founder of Developing Winners in
Life, Board member of the Rugby Football League, Chair of the Board of the Rugby League
World Cup 2021, Senior Independent NED of the Manchester Football Association and Chair
of the Sporting House Group. From a coaching perspective, Chris is the Leadership Coach
at Metro Bank, an Executive Coach for Switch the Play, and Head of Mentoring for the
Athlete Inspire Programme, where Chris is the lead coach/mentor for elite athletes in their
transition journey from sport into business. As a Senior Associate of Raise the Bar, Chris has
coached executives from companies such as Heineken, Muller, Telent and Halfords to
name but a few. Chris is also a NED and Executive Coach for the leading Welsh Executive
Search firm, Goodson Thomas.
Until August 2015, Chris served as Managing Director of Metro Bank, the first high street bank to open in the UK for over
170 years. Here, he grew the business to 36 stores, £4bn deposits and £2.5bn lending, with customer service scores being
some of the highest seen globally.
He is not a theorist, but a skilled and experienced practitioner. He is a leading authority on Sales Management,
Customer Experience, Employee Engagement & Satisfaction; particularly within organisations where change is a
feature. His strengths include building high performing teams, enhancing productivity through employee engagement
and situational leadership. He inspires change through his comprehensive knowledge of the practice of Coaching and
Leadership and utilises a Balanced Business scorecard approach to build compelling visions of the future for both
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organisations and individuals alike.
His success is a result of a unique set of experiences including working with Olympic athletes and using sport as the
inspirational learning model to inspire success within business. He has also worked extensively with academics from
leading business schools as well as executives, managers and team leaders within global PLCs. Chris is passionate about
creating a long-term sustainable performance culture that will continue long after he has completed his work with the
organisation or individual. His accolades include Britain's Best Boss, Most Outstanding Workplace at the National Business
Awards (judged by IiP), Sales & Marketing Director of the Year (3 consecutive years), Sales Leader of the Year at the
National Sales Awards and in 2017 was awarded United Kingdom, Non-Executive Director of the Year by the Institute of
Directors.
In June 2018, Chris was awarded an MBE for his services to sport.
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The Numbers and Governance Game – Dr Rob Wilson
Rob is the Head of Department for Finance, Accounting and Business Systems at
Sheffield Hallam University and an expert in sport finance. With 20 years' experience in
Higher Education in a variety of roles, ranging from Quality Enhancement to External
Relations, Rob has significant teaching and research experience in the sport business
field. To that end, his main teaching and research interests are in the finance and
economics of sport with his PhD focussing on the factors affecting financial performance
in professional team sports.
He has published five books including two on finance: 'Finance for sport and leisure managers: An introduction' and
'Managing Sport Finance'; as well as numerous chapters on finance and financial management in sport and more
than 30 peer reviewed outputs. He serves on the editorial boards of a several international journals and, in addition to
his academic commitments, Rob has a prolific media profile and is a regular commentator in the national and
international media (including; BBC, Al Jazeera, Bloomberg and ESPN) providing expert analysis for public
consumption on all sport finance-related news stories.
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What Sets Successful CEOs Apart – Michael Caulfield
Michael is one of the country’s most experienced sport psychology consultants and runs his
own consultancy www.justcaulfield.com
He was Chief Executive of the Professional Jockeys Association from 1988-2003 until retraining
as a sports psychologist and working across a range of sports, businesses and performance
environments. Fortunate achievements include working alongside Gareth Southgate in his
formative leadership years at Middlesbrough FC, assisting the ICC in developing the
emerging nations in cricket, and helping to build the leading consultancy, Sporting Edge
from 2009-2019. He has presented around the world on building teams and people and is
currently consulting at Northampton Saints RUFC, Brentford FC and Hampshire CCC.
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What our Delegates Say
“This course has given me a great opportunity to continue the process of developing my own
skills. The challenges of leadership and governance in sport are unique in so many respects and
I am really getting a lot out of both the formal learning and the group of other sports
professionals in the cohort. Learning from how they manage in their sport and picking their
brains is fantastic. Maggie Alphonsi, England Rugby
“We have people from sporting backgrounds and outside the sporting world from corporate
backgrounds. I’ve also been given the opportunity to network with top-drawer people who
have delivered the content. For example, on the very first learning day we had over two hours
with Rick Parry. The learnings I’m able to take from this course and the skills I’m able to
develop will definitely help me in my quest to build a bright future for the team.” Dave Callan, Team Sky
“Not only do you get taught by high-calibre exponents in their field, but you also get to meet
and interact with people on the course who come from different backgrounds. There are
people from rugby union, rugby league, cycling, football and other sports and it’s been
invaluable to talk across our professions and seek common ground. You learn as much outside
of the classroom as you do inside.” Lawrie Sanchez, Former Northern Ireland Manager
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To Apply VSI are looking for self-starters who possess a combination of skills, experience and ambition. You will already
be working in sports management and looking for the next crucial step in your sporting career. Or you may
be in a high-level business role and want to make the move into sport to use your business skills in a new way.
Ideally, delegates should have a degree or be able to demonstrate sufficient business experience. However,
as many of our delegates are ex-players and sports professionals who spent their youth playing rather than
studying, the course application process takes this into account.
It's time to put the future of sport in your hands. If you're ready to take on your next challenge, then apply for
the VSI CEO of a Sports Organisation today.
For more information and how to apply, contact us:
Email: [email protected]
Call: 0345 459 9765
Visit: www.vsiee.com
Twitter: @VSIExecEd