• University of York

Business History of the FIFA World Cup

Trace the historic development of the FIFA World Cup as a business entity to build expertise in sports business and management.

422 enrolled on this course

A selection of football shirts hanging on a washing line

Business History of the FIFA World Cup

422 enrolled on this course

  • 3 weeks

  • 3 hours per week

  • Digital certificate when eligible

  • Open level

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Trace the historic development of the World Cup with the University of York

As one of the most prestigious sporting events on the globe, the FIFA World Cup has taken on a level of scholarly significance. Analysing the tournament as a cultural and commercial phenomenon can help illuminate the role sporting mega-events play in our economies and societies.

On this three-week course from the University of York, you’ll trace the business history of the FIFA World Cup. Acknowledging the broader cultural, political, economic and social context of the tournament, you’ll examine its status as a business supported by a system of increasingly powerful monopolies

Analyse the World Cup as a mega-event and a product

After an overview of the history of the World Cup, you’ll begin digging into the commercial value of the tournament. You’ll analyse how the FIFA World Cup functions as a global mega-event and a marketable product.

Weeks 2 and 3 of the course will cover key trends and developments in the business and management of the World Cup, including sponsorship deals, media coverage, and the proliferation of other tournaments using the FIFA World Cup identity.

Build skills in sports business and management

This course will prepare you for further study within sports business and management. We hope you enjoy learning about the phenomenal success of the FIFA World Cup, and that it serves as a platform for advancing your interest in the field.

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Skip to 0 minutes and 7 seconds The FIFA World Cup has become internationally prestigious, and has now taken on a level of scholarly significance. Together on this fascinating course, we will study the historic development of the FIFA World Cup as a business entity, while recognising the broader cultural, political, economic and social context to the event. The development of the World Cup tournament has been remarkable, supported by a system of increasingly powerful monopolies. These monopolies have worked with forces of global political and economic change to shape the evolution of the FIFA World Cup. From the very first iterations of the tournament through to its most recent staging, this course will highlight key events, patterns and trends in the business and management of the World Cup.

Skip to 0 minutes and 58 seconds We’ll look at the early history of the tournament, through to the more recent themes of the introduction of sponsorship, broadcasting and other media developments as the World Cup has become a global sporting mega-event. You will also explore the proliferation of other tournaments using the FIFA World Cup identity.

Syllabus

  • Week 1

    The World Cup in Historical Perspective

    • Introductions

      Meet Kevin and Alex and find out why we study the FIFA World Cup!

    • Why a historical perspective?

      This section introduces the study of the World Cup from a historical perspective.

    • Early history of the World Cup

      This section introduces the early development of the tournament from its creation until 1974.

    • "They think it's all over..."

      The end of the week approaches, but here is a quick chance to test your learning and reflect on the week

  • Week 2

    The World Cup as a Megaevent

    • Introduction

      Learn about what a megaevent is.

    • Development of megaevents

      Learn about the development of megaevents as a category

    • Scale and Profitability

      Learn about the increasing scale and profitability of mega-events

    • Into injury time

      We're almost at the end of this week's game, but just time for some last-minute action

  • Week 3

    Product Development

    • Introduction

      Learn about the ways in which FIFA have broadened the World Cup as a product.

    • The Women's FIFA World Cup

      From a competition held in China in 1991 to its most recent edition in Australia/New Zealand in 2023, find out here about the expansion of this version of the tournament.

    • Other versions: under 17, under 20 and Beach Football

      Find out here about how FIFA have used age group and beach versions of the World Cup to grow the product to new markets.

    • Conclusion

      We sum up and give you a chance to test your knowledge of the FIFA World Cup!

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore the history and development of the World Cup as social and commercial phenomena
  • Discuss the theory of a sports product
  • Explore the theory of a global sporting mega-event
  • Develop the academic skills required for studying sport business

Who is the course for?

This course is designed for anyone interested in football, sport, or sports management.

Learners do not need any prior knowledge or experience to join this course.

Who will you learn with?

Alex Gillett

I am Senior Lecturer in Marketing and co-author of the book ‘Foundations of Managing Sporting Events’, and of the book chapter ‘A Brief History of the FIFA World Cup as a Business’.

Kevin Tennent

Kevin Tennent is a Reader in Management. He is a management historian whose research focuses around the development of strategy, purpose and governance with especial focus in sport and transport.

Who developed the course?

University of York

The University of York combines the pursuit of academic excellence with a culture of inclusion, which encourages everyone – from a variety of backgrounds – to achieve their best.

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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$349.99 for one year

Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$104/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible
Continue & Upgrade

Limited access

Free

Sample the course materials

  • Access expires 18 May 2024

Find out more about certificates, Unlimited or buying a course (Upgrades)

Find out more about certificates, Unlimited or buying a course (Upgrades)

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