Watch Intro Video

The Price of Football Online Course

with Kieran Maguire

Course Features

  • Develop the ability to understand financial reports, analyse the financial health of any sports organisation, and forecast for future success.

  • Receive coaching and expertise from the world’s #1 football finance guru - Kieran Maguire - and other leading sports finance experts.

  • Interact with industry experts through weekly Q&A sessions. Develop your network and improve your job prospects for your career in football finance.

  • Flexible Learning.

    The course is 100% online and can be taken at any time of day, giving you the flexibility you need to combine it with your busy schedule. The course features weekly modules for which you’ll dedicate ~6 hours of study time, including your programmed live weekly tutoring session. and sessions from industry experts.

  • 6 Week Course

    This course is specific to football finance: not finance, not sports marketing, sports finance. You’ll develop and hone your financial acumen throughout these 6 weeks, studying everything from “what’s a balance sheet?” to the ins and outs of player trading and amortisation, all broken into easily digestible chunks.

  • Industry Experts

    Your course will be delivered by leading sports finance lecturers with guest speakers from the industry providing expert insights on specific topics. Expect to hear from people working at the apex of the industry every week in a live session which will build on the knowledge you’ll have gained from that week’s course material.

Testimonials

A fantastic starter course.

Mika Tapio, Inspector General FAO, United Nations

A great introduction into the fascinating world of football finance, taught by no one less than the guru of football finance Kieran Maguire. The guest speakers were a fantastic bonus.

Perfect for my transition from finance to football

Euan McIntyre, recent graduate in BA Finance

I absolutely loved the course and now, having completed it, I feel much more confident taking my first steps in football finance having gained clarity on my career path. The online material was great and I've been able to develop my network due to the fantastic guest speakers.

Very interesting and worthwhile.

by Adam Barrett, recent graduate in MSc Marketing

The course was a great opportunity to learn all things surrounding football finance, and a very rewarding experience too!

Previous Guest Speaker Companies

FIFA Logo

Previous Guest Speakers

Antonio di Cianni

Football Benchmark

Antonio has been pivotal in the maintenance and commercial development of KPMG Football Benchmark, an interactive platform providing in-depth understanding and analysis of the business performance of hundreds of football clubs and an estimation of the market values of more than 8,300 football players. He is also in charge of the production of “Football club’s valuation: The European elite”, the KPMG Sports Advisory's flagship report measuring the Enterprise Value of the 32 most prominent European clubs, that receives extensive media coverage worldwide on an annual basis.

Daniel Martin

Redbird Capital Partners

Daniel joined the Price of Football online course as an industry expert having spent years working in a number of football finance roles. A chartered accountant (ICAS) with training at Deloitte and PwC, Daniel currently serves as Vice President of Finance and Corporate Development for RedBird Capital. Previously, Daniel was group financial controller at Celtic FC, CFO and COO at Al Jazira FC in Abu Dhabi and worked at Portas Consulting as part of the Saudi Arabian Football Federation’s transformation project, as well as offering them expertise in their other football industry projects.

Ornella Bellia

FIFA

Ornella Desiree Bellia joined the Price of Football Online Course as a bona fide industry expert. Ornella is FIFA’s Head of Professional Football, a role in which she manages the various football stakeholders including clubs, players and leagues. There is perhaps no one in football better-placed to examine and explain the intricacies of football government and how it impacts money flow. An esteemed lawyer with years of experience working with some of football’s top clubs and leagues, Ornella brought executive insight and knowledge of the global game: from transfers, player contracts and agents to commercial influences, league/club revenues and plans for expansion.

Francesca Whitfield

Manchester United

Francesca Whitfield, Financial Planning and Analysis Manager at Manchester United, joined the course as a bonafide expert of the inner workings of top clubs’ financial departments. Having started at Ernst & Young, where she was tasked with auditing her local team, Newcastle United, Francesca discovered her passion for sports finance. She moved to Manchester and joined Deloitte, which included working on football club clients in the North West, to develop her experience in this space before then moving in-house to Man Utd where she’s been a key part of a large finance team for the last seven years.

Tom Hammond

Deloitte Sports Advisory Group

Tom is a Manager in the Sports Business Group where he has completed a number of socio-economic impact studies for clubs and venue owners, and has been involved in buy-side and sell-side due diligence projects for football clubs in the EFL Championship, Premier League and Serie A. Tom is a key contributor and author of the Deloitte Football Money League and the Deloitte Annual Review of Football Finance – the Group’s two industry leading publications. He also manages Deloitte’s Football Intelligence Tool, developed to present the wealth of data in an online, visual and functional format.

Course Info

  • When?

    Sessions with Kieran will take place on Mondays, while Thursdays will be reserved for the guest speakers. The Live Sessions start at 6pm GMT and last an hour and a half. Live sessions will be recorded and available for catch up.

  • Course Demands

    The time you dedicate to the course each week will vary depending on previous experience and level of engagement and attention to detail. On average, you will dedicate 2-3 hours to the online content each week.

  • Assessment

    The course includes quizzes and some assignments, for which feedback will be given in the live sessions. We don't offer passing grades, as the idea is that you learn as much as you want to. The more you put in, the more you get out!

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Course curriculum

  • 1

    Welcome to the Price of Football Online Course

    • Introduction

    • Start Networking

    • Questions

    • Week 1 Objectives
  • 2

    Week 1 Live Sessions: Replays

    • Week 1 Live Session with Daniel Martin (RedBird FC)

    • Week 1 - Live Session with Kieran -(24/01/2020)
  • 3

    The Ecosystem of Football

    • The Ecosystem of Football

    • Stakeholders

    • Football Industry: Money Flow

    • Ecosystem Quiz
  • 4

    Financial Reports: Balance Sheet

    • Financial Reporting

    • Financial Reports: Balance Sheet

    • Balance Sheet: Assets

    • Quick Test!
  • 5

    Balance Sheet: Non-Current Assets

    • Non-Current Assets Video

    • Tangible vs Intangible Assets

    • Intangible Assets - Philippe Coutinho Case Study

    • Amortisation Intro

    • Amortisation Video

    • Quick Test

    • Feedback

    • Quick Test: Tangible vs Intangible (EPL)

    • Your Club's Assets

    • Case Study: Non-Current Assets
  • 6

    Balance Sheet: Current Assets

    • Current assets

    • Current Assets: Inventory

    • Current Assets: Trade and Other Receivables

    • Current Assets: Cash and Cash Equivalents
  • 7

    Balance Sheet: Equity

    • Intro to Liabilities and Equity

    • Equity

    • Equity Case Study: Barcelona
  • 8

    Balance Sheet: Non-Current Liabilities

    • Liabilities

    • Non-Current Liabilities

    • Non-Current Liabilities: Bonds and Other Marketable Debt Securities

    • Non-Current Liabilities: Payables to Sporting Entities
  • 9

    Balance Sheet: Current Liabilities

    • Current Liabilities

    • Current Liabilities: Bank Borrowings

    • Current Liabilities: Payable to Sporting Entities

    • Current Liabilities: Sports Personnel

    • Current Liabilities: Current Accruals

    • Multi-Year Contracts Video

    • Multi-Year Contracts: FC Barcelona

    • Accounting Principles in Balance Sheet - Summary
  • 10

    Week 1 Test

    • Week 1 Test
  • 11

    Week 1 Summary

    • Week 1 Summary Files
  • 12

    Welcome to Week 2

    • Week 2 Intro

    • Week 1 Summary: What's a Balance Sheet?

    • Week 2 Objectives
  • 13

    Income Statement (Profit and Loss)

    • What is an income statement?

    • Income Statements

    • An important note...
  • 14

    Income Statement: Income (Revenue)

    • Income

    • Income Case Studies

    • Mini Assignment: Income Grouping

    • Accounting For Income
  • 15

    Income Statement: Expenses

    • Expenses and Profit

    • Gross Profit

    • Operating Profit

    • Operating Profit and Player Trading

    • Impairment

    • Financial Costs

    • Pre-tax profit

    • Net Income
  • 16

    Income Statement Case Study: FC Barcelona

    • Income Statement Case Study: FC Barcelona
  • 17

    Income Statement Summary

    • Income Statement Quick Quiz

    • Income Statement Summary
  • 18

    Cash Flow Statement

    • Why is cash important?

    • What's a cash flow statement?

    • Cash from Operations

    • Cash from Investing

    • Cash from Financing

    • Income Statement vs Cash Flow Statement

    • Cash Flow Summary
  • 19

    Financial Reports Case Study: Manchester United 2021

    • Financial Reports Case Study: Manchester United 2021

    • Manchester United Financial Report
  • 20

    Week 2 Summary

    • Week 2 Summary and Downloads
  • 21

    Week 2 Live Sessions: Replays

    • Week 2 - Live Session with Kieran (31/01/2022)
  • 22

    Welcome to Week 3

    • Week 3 Intro

    • Revenue Streams for Football Clubs

    • Week 3 Objectives
  • 23

    Match Day Income

    • Match Day Revenue

    • Rising Living Standards

    • Football Addiction

    • Football Tourists

    • Ticketing Agencies: Primary vs Secondary Market

    • Ticket Resellers: Illegal?
  • 24

    New Trends in Match Day Revenues

    • Always-On Stadia

    • Hospitality

    • Enhancing the Stadium Experience

    • The Match Day Experience of Tomorrow

    • Match Day Revenue Case Study: Tottenham Hotspur

    • EPL Infrastructure Spend

    • EPL Infrastructure Spend 2011-20

    • The Challenge for Other Clubs

    • Match Day Revenue: Summary
  • 25

    Broadcasting

    • Broadcasting

    • Commercialising Football Rights

    • English Premier League: Domestic Rights

    • English Premier League: International Rights

    • English Premier League Revenue Distribution

    • Parachute Payments and Solidarity Payments

    • Video: How do Champions League TV Rights Distributions Work?

    • Champions League Revenue Distribution

    • La Liga Revenue Distribution

    • Revenue Distribution Summary

    • Revenue Distribution Assignment
  • 26

    New Trends in Broadcasting

    • New Consumers of Content

    • Streaming Services Assignment
  • 27

    Week 3 Summary

    • Broadcasting and Match Day Revenues: Summary
  • 28

    Week 3 Live Sessions: Replays

    • Week 3 - Live Session with Kieran

    • Extra Session with Kieran - FC Barcelona Income Statement (09/02/2022)
  • 29

    Half-time Report

    • Tell us how it's going

    • Half-Time Report
  • 30

    Welcome to Week 4

    • Peeeeep

    • Week 4 Objectives
  • 31

    Commercial Revenues

    • The Commercial Revenue Landscape

    • Which EPL clubs have generated the most commercial revenues?

    • A History of Football Kit Sponsorship

    • Who are the Sponsors?

    • Kit Manufacturers

    • How are Kit Deals Structured?

    • Players as Brand Ambassadors

    • Case study: Man Utd’s Kit as Marketing Real Estate

    • Diversification of Sponsorship

    • The Potential Ban on Betting Sponsorship

    • Commercial Revenues: Retail

    • Accounting for Multi-Year Contracts in Financial Statements: Video

    • Traditional Commercial Revenues Summary
  • 32

    New Trends in Commercial Revenues

    • The Winds of Change

    • Key New Trends in Football Sponsorship

    • The Digital Opportunity

    • Digitalisation and New Revenue Streams Case Study - Royal Antwerp FC

    • Fan Tokens

    • Commercial Revenue Analysis
  • 33

    Player Trading (Part 1)

    • Transfer fees

    • The Value of a Player: Introduction

    • The Value of a Player: Supply and Demand

    • The Value of a Player: Contract Length

    • The Bosman Ruling - Video

    • Player Valuation: Release Clauses

    • Release Clauses vs Buy-out Clauses
  • 34

    Week 4 Summary

    • Week 4 Summary
  • 35

    Week 4 Live Sessions: Replays

    • Live session with Antonio Di Canni (KPMG Football Benchmark)

    • Week 4 Live Session with Kieran: Commercial Revenue and Player Trading
  • 36

    Welcome to Week 5

    • Week 5 Intro
  • 37

    Player Trading (Part 2)

    • Players' Registration Rights: Introduction

    • Contingent Fees

    • Contingent Fees to the Selling Club

    • Transfer Fees: Summary

    • Player Sign-on Bonuses

    • Contract Extensions

    • Player Sales

    • Paying in Instalments

    • Video: Budgeting of Players' Wages

    • Football Players' Wages

    • Player's Contract Content

    • Video: Player on loan

    • Agent Fees

    • FIFA - Agent Commissions Cap

    • Player trading - Assignment 1

    • Player Trading - Assignment 2
  • 38

    Measures to Restrict Spending

    • Measures to Restrict Spending: Intro

    • Financial Fair Play: Origins

    • Salary Caps: Video

    • LaLiga Economic Cost Control

    • LaLiga - Salary caps 2021/2022

    • Financial Fair Play: Video

    • Financial Fair Play Quiz

    • Premier League Profitability and Sustainability Rules

    • FFP Case Study: Manchester City

    • FFP applied - Everton case
  • 39

    Week 5 Summary

    • Week 5 Summary
  • 40

    Week 5 Live Sessions: Replays

    • Keith Wyness

    • Week 5 Live session with Kieran: Player Trading Part 2
  • 41

    Welcome to Week 6

    • Week 6 Intro
  • 42

    Valuation of a Club

    • Video: Valuation of a club 1

    • Video: Valuation of a club 2

    • Valuation of a club: Introduction

    • Valuing Newcastle: Balance Sheet Value

    • Valuing Newcastle: Comparative Sales

    • Valuing Newcastle: The Markham Multivariate Model (MMM)

    • Valuing Newcastle MMM - Part 1

    • Valuing Newcastle MMM - Part 2

    • Valuing Newcastle MMM - Part 3

    • Valuing Newcastle MMM - Part 4

    • Valuing Newcastle: MMM - Final Value

    • KPMG's Club Valuation

    • Other valuation techniques
  • 43

    Owning a Football Club

    • Owning a Football Club

    • Trends in Football Club Ownership
  • 44

    Multi-Club Ownership

    • Multi-Club Ownership: Introduction

    • Video: Multi-club Ownership

    • The Case for Multi-Club Ownership

    • Red Bull: A Football Empire

    • MCOs: Legal Operation

    • MCO Research
  • 45

    Week 6 Summary

    • Week 6 Summary Mind Map
  • 46

    Week 6: Live sessions Replays

    • Live Session with Martijn Bakx (Media Rights at MediaPro)

    • Week 6 Live session with Kieran