LazoGanadores de Champions LeagueOtro
Acto de graduación de la XII promoción de la Escuela Universitaria Real Madrid-Universidad Europea

Real Madrid Graduate School-European University and UCLA Anderson launch leadership programme focused on global sports industry

NEWS | 24/05/2021

This first global education experience is the result of the collaboration agreement signed by the two institutions.
The UCLA Anderson School of Management’s Center for Media, Entertainment & Sports (MEMES) and the Real Madrid Graduate School-European University have announced the launch of an exclusive virtual learning experience for executives and rising business leaders in global sports.
The programme will explore the key aspects of Real Madrid and how technological advances, inter-industry collaborations and innovations in entertainment and social media are transforming the sports ecosystem. The course participants will learn and share experiences gained with UCLA Anderson and the Real Madrid Graduate School-European University, as well as the leading executives who represent the companies that drive the sports sector.
"The step we took last year into the digital world has offered us a unique opportunity that allows all of us to reconsider the part we want to play in the business community. We're delighted to welcome our first cohort of business leaders and hope to share some of the experiences and knowledge that has seen Real Madrid become a prestigious international brand", commented Emilio Butragueño, director of the Real Madrid Graduate School-European University.
For his part, Eric Johnson, director of MEMES, declared: "The sports industry is experiencing a really exciting transformation in which new opportunities are emerging and true globalisation is amongst the priorities of all leaders. The partnership between two big brands, in the shape of UCLA and Real Madrid, involves elite executives coming together to learn about the successful trends amongst the industry's main driving forces and promote leadership in terms of knowledge and opinions". 

Participants will share experiences offered by UCLA Anderson and the Real Madrid Graduate School-European University.

The sessions to be held in 2021 will be available globally in a virtual environment and consist of three courses over a five-month period:

- Building a World-Class Brand (7 June - 2 July)
- Technology's Transformation of the Sports Industry (23 August - 23 September)
-Fan Engagement in a Digital World (18 October 18 - 12 November)

The programme is designed to fit around the working schedules of the executives, both in America and Europe. Participants will receive two to three hours of formal teaching per week and a period of time for work between colleagues and to establish contracts. Each of the courses, which last four weeks, will culminate with group presentations focusing on the key concepts and strategies which will be presented before a panel of experts in the particular field.
Collaboration agreement
This programme represents the first-ever global educational experience and is the result of the collaboration agreement signed between UCLA Anderson and the Real Madrid Graduate School-European University in 2020. Although the link-up was originally designed as an in-person training experience, "the pandemic has given us the opportunity to consider a new experience for the executives", explained Jay Tucker, executive director of MEMES.
Further information about the programme is available at: