NewsStudent NewsLaLiga partners with University of the Thai Chamber of Commerce to organise sports management courses

Bangkok: 22nd November 2019 — The International School of Management of the University of the Thai Chamber of Commerce (ISM-UTTC) announced today that it has entered into a partnership with one of the biggest brands in sport, the Spanish Football giant LaLiga. Both organisations are trying to close in on the shortages of professionals by jointly developing an education programme in the region for students and professionals in the sports industry.

The partnership was announced at the Sports Authority of Thailand in a ceremony attended by Spanish Embassy diplomats, Thai football and sports authorities and media, where both parties signed a Memorandum of Understanding (MOU)

ISM-UTTC and LaLiga Business School (the educational project/department of LaLiga) will develop sports related courses for sport professionals of sport clubs in the Asian region. Early 2020 we will start with a sports marketing course and based on this further develop additional courses for middle level and top level management.

This sports marketing course introduces participants to marketing and sponsorship methods utilized by sports professionals and companies marketing their brands through sport. It also provides participants with an understanding of the role of sport media as a marketing communications tool. Topics include the synergistic relationship between sport and media, the different traditional and new media channels for sport marketing, integrated marketing communications.


The participants will gain insights about audiovisual improvements the reach, channels, contents and formats. The participants will also discover a unique model of the international expansion for LaLiga strategy of the social, business and territorial conquest. It will explore the global nature of sport and the role and importance of major sports and its impact on economic factors.  Participants will gain a deeper understanding of organization, governance of international sport structures also it examines issues such as the increasing commercialization of sport. Through interactive case studies, participants will acquire practical knowledge about the use of sport marketing.


Head of LaLiga Business School, José Moya spoke about the agreement with UTCC “We are once again thrilled to have the opportunity to spread the LaLiga expertise across Thailand and Asia. This agreement reasserts LaLiga’s commitment to professionalising the sporting sector and, in tune with our slogan, ‘It’s not football, it’s LaLiga’, this puts us at the forefront of all leagues, not just in sporting terms but in educational standards too”.


The sports business management sector continues booming globally, offering lots of opportunities to different segments of the sports business value chain. The partnership will help promote accessibility to quality education on sports management.


Dr.Sataporn Amornsawadwatana

University of the Thai Chamber of Commerce, said, “This is a very timely and important development for UTCC, and Thailand’s sports and educational sector as a whole”.


Mr Paul Schuttenbelt, expert and lecturer in Business and Sport of the International School of Management of the University of the Thai Chamber of Commerce, spoke on the agreement and said “UTCC is very passionate about organising and offering sports related courses because we understand the huge contributions sports business management can make in the society. However, we cannot do it alone and that is why we are grateful to have the support of the best league in the world, LaLiga lending its voice and resources to support us in the cause of sports management”.


LaLiga Thailand Delegate, José María Gotor, who also spoke at the event said “This is a strategic alliance which reaffirms our commitment to the development of not only football but education in this country. We are highly committed to each of our projects across Asia and partnering with UTCC to offer sport management courses is a good step forward and in the right direction towards the growth and development of sports management in Thailand. We couldn’t have found a better partner to do this with than UTCC”.


LaLiga Business School is an educational project of LaLiga, that aims to train talent in the sports industry sector. This agreement joins those that LaLiga has already implemented in other countries all over the world such as Mexico, Egypt or Colombia.

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About LaLiga

LaLiga is a global, innovative and socially responsible organization, a leader in the leisure and entertainment sector. It is a private sports association composed of the 20 teams in LaLiga Santander and 22 in LaLiga SmartBank, responsible for the organization of these national professional football competitions. In the 2018/2019 season, LaLiga reached more than 2.7 billion people globally. With headquarters in Madrid (Spain), it is present in 55 countries through 9 offices and 46 delegates. The association carries out its social action through its Foundation and is the world’s first professional football league with a league for intellectually challenged footballers: LaLiga Genuine Santander.


About UTCC

Founded in 1963, University of the Thai Chamber of Commerce (UTCC), ASEAN’s leading university in trade and services with a commitment to creating innovation driven entrepreneurship (IDE), offers innovative entrepreneurship courses to students in every faculty via the digital hybrid learning system. UTCC has been recognized as an Apple Distinguished School for 2015-2020. UTCC has also partnered with, China’s largest online shopping platform, to offer a certificate program in e-commerce for Thai entrepreneurs and UTCC students to create online business-minded entrepreneurs and help them expand businesses to a global level.