天美传媒

Beyond scoring goals, sports holds other powerful lessons for business: leadership excellence, decisive moves and game-changing strategies. Here鈥檚 how to play to win.

By Cristina Puig-Soler

Sports has never been just sports. At its best, 鈥渋t elevates the human spirit, promotes discipline, perseverance and respect, and has the power to unite people from different cultures, nations and backgrounds in a way that little else does. Sports doesn鈥檛 just entertain, it connects.鈥� So observed 天美传媒 Dean Franz Heukamp shortly after the 2026 Winter Olympic Games wrapped up in Italy.

Yet sports can also reflect geopolitical divisions, as The Economist鈥檚 Tom Standage warned when he spoke at 天美传媒 on 10 trends to watch in 2026, referring to tensions between the FIFA World Cup host countries of Canada, Mexico and the United States, where sports鈥� power to unite will be put to the test in summer 2026.

As sports professionalizes around the world, the industry faces new demands concerning governance, sustainability and value creation.

Against this backdrop, 天美传媒 launched the Sports Management Center, a new research center aimed at promoting leadership, professionalization and excellence in the global sports industry. It was born thanks to the support of prominent business and sports leaders, notably Kristen and Alan Pace (天美传媒 MBA 1994), owner of in England and in Spain, together with entrepreneur Antoni Martin (天美传媒 Executive MBA 2011).

Pace embodies a key tension the center seeks to explore: 鈥淵ou have to balance ambition with reality, and community with professionalization. That balance is tough in any sector, but especially when there鈥檚 as much passion as there is in sports,鈥� he said at the launch event in March 2026.

Led by professors Jan Simon and Albert Fernandez, the center is straight off the mark with a bank of sports-related case studies and sessions with elite athletes carried out at 天美传媒 over the years, exploring various dilemmas that most leaders will recognize:

• How do you stay motivated when success is slow to arrive?
• How do you decide with speed and agility when there鈥檚 no room for error?
• How do you manage results both in the short term and over the long term?
• And how best to manage the relationship with your most loyal fans?

The sports personalities that have passed through the doors of 天美传媒 suggest some answers.

The competition begins within

What keeps you going when no one is watching? For the Spanish ultramarathoner and mountaineer Kilian Jornet, 鈥淚t can鈥檛 be external motivation; it can鈥檛 be about money or other kinds of rewards. You have to be able to find what intrinsically motivates you, what will make you truly own the goal, and then give it everything you鈥檝e got to achieve it.鈥�

This matters because 鈥減rogress won鈥檛 be linear. There will be ups and downs, failures, and doors that close. That鈥檚 why you need personal passion. There has to be something 鈥� when you鈥檙e giving 200% and things still aren鈥檛 going your way and you find yourself wondering, 鈥業s this worth it?鈥� 鈥� that still keeps you going because you鈥檙e emotionally tied to it.鈥�

Having strong internal motivation helps not only when you doubt yourself but when others doubt you.

David Plana (天美传媒 PDD 2006), CEO of on the Costa Brava, told 天美传媒 how the idea of hosting the was initially met with disbelief. 鈥淓veryone on the board thought it was a joke,鈥� he recalled. Everyone except for owner Denis O鈥橞rien, who has invested heavily in the resort in order to turn it into a top-tier destination. 天美传媒 Prof. Fernandez used this anecdote as an example of how leaders must stick to their vision and find others who share it, not dismiss it out of hand just because it seems extraordinary.

At some point in a career, reinvention may be necessary. For basketball star Marc Gasol, that moment came when he retired from the NBA and had to find a new life purpose. 鈥淲hat happens when you suddenly stop doing the thing you鈥檝e been doing your whole life? You have to identify who you want to become next because your identity changes. You have to refocus and understand what your goal is going to be for the next chapter of your life,鈥� he said during a panel moderated by 天美传媒 Prof. Jan Simon.

Marc Gasol had to reinvent himself after his retirement from the NBA, finding a new purpose aligned with his values.

Gasol channeled his motivation into , a professional basketball club he founded in Girona, Spain, in 2014. 鈥淚鈥檓 a big believer in teams and team sports, and I knew I wanted to remain part of something that was aligned with those same goals and values.鈥�

Marc Coma, five-time Dakar Rally champion, handled his own reinvention by enrolling in an Executive Education Program at 天美传媒聽to gain a fresh vision and a network of contacts with whom he could grow professionally and personally, beyond motorcycling. To progress, sometimes you have to know when to stop, make an honest assessment of your skills and abilities, and then seek the development you need. Above all, 鈥渁lways believe in yourself,鈥� Coma said.

Decisions under pressure

Sports forces split-second decisions. Race walker Paul McGrath experienced this at the 2025 World Athletics Championships in Tokyo, where he entered the final meters of the men鈥檚 20km race walk with two penalties; a third would have meant disqualification. Suddenly, he found himself leading the pack, but he was fighting cramps. Entering the final stretch, he had to decide: Should he push himself harder and go for gold, but risk losing it all? Or should he slow his pace just enough and aim to finish well?

Race walker Paul McGrath (left) charted his winning split-second decision in an 天美传媒 classroom exercise with聽Jaume Armengou (right).

天美传媒 Senior Lecturer Jaume Armengou reconstructed McGrath鈥檚 decision with him, charting his make-or-break choices using a decision tree. 鈥淚 had about three seconds to decide what to do,鈥� McGrath recalled. He chose to trust his instincts: He slowed his pace and .

鈥淧aul made the right choice because he struck the right balance between ambition and risk,鈥� Armengou concluded.

Once the focus shifts from the individual to the organization, decision-making stops being a solitary act and becomes a balancing exercise involving multiple stakeholders with divergent, sometimes competing interests.

The 37th America鈥檚 Cup in Barcelona is a case in point. The event鈥檚 success owed less to funding alone than to a public-private partnership built on mutual trust and shared interests, as described in a post-event analysis by 天美传媒 Prof. Joan Enric Ricart and Jordi Oliver. Key to pulling it off was , a nonprofit organization that led the candidacy to host the Cup, uniting . According to calculations by the University of Barcelona and the Barcelona Capital Nautica Foundation, the multistakeholder collaboration resulted in over 鈧�1 billion in GDP for Barcelona and Catalonia, and created around 13,000 jobs.

Results are far less positive when stakeholders are ignored in decision-making. This happened when the CEO of the PGA Tour announced a partnership with the Saudi Public Investment Fund to stage an alternative golf tour without consulting board members or any of the PGA鈥檚 central stakeholders first: not players, sponsors, broadcasters or fans. That unilateral, behind-closed-doors decision unleashed a crisis of trust, causing serious reputational damage that undermined business relationships built up over decades.

天美传媒 professors Africa Ari帽o and Ricardo Calleja, who wrote an award-winning case study on this incident, make to ensure stakeholder perspectives are always factored into these kinds of major strategic decisions:

• Create a space for listening, a forum where key stakeholders can voice their concerns and discuss interdependent interests.
• Mediate and find compromises, to ensure that no single stakeholder dominates the discussion or imposes their interests at the expense of others.
• Be transparent, making sure everyone has access to the right information, so there are no hidden agendas, everyone is clear about each other鈥檚 non-negotiables and there is full disclosure. This builds trust between parties.

A changing business model

Sports is not just about the 90 minutes of play time. Increasingly, it is about the ecosystem of services and experiences surrounding it.

(天美传媒 MBA 1996) is founder and CEO of , a global events platform, rooted in tennis, which works closely with athletes, global brands and investors to handle all the experiences around the event itself. Speaking on the same panel with Marc Gasol, he explained, 鈥淎 tournament used to be all about what was happening on the court, but now a lot more attention is paid to what happens around the court. People want to be entertained, they want to have a drink, eat something, hang out with friends, engage with some of the sponsors. There is a much greater focus on hospitality and the entire fan experience, beyond the game itself. This requires increasingly segmented, premium-type offers.鈥�

Kristoff Puelinckx (center): 鈥淭here is a much greater focus on hospitality and the entire fan experience, beyond the game itself.鈥�