GBSB Global and Valencia CF Open the Playbook on International Sports Business
What happens when one of Spain’s most prestigious business schools meets one of its most iconic football clubs? You get more than just a lecture—you get a masterclass in the global business of sports.
On May 13, 2025, GBSB Global Business School hosted Pablo Pérez Jiménez, Head of International Business at Valencia Club de Fútbol, for a live session that drew students from all campuses eager to understand how football operates as a global enterprise. For future marketers, data analysts, entrepreneurs, and sports managers, this was a unique opportunity to explore scaling a legacy brand across borders.
Inside the Valencia CF Playbook
Founded in 1919, Valencia CF is one of LaLiga’s most celebrated clubs and a growing global enterprise. Behind that global vision stands Pablo Pérez, who has spent the past several years developing Valencia’s international strategy, focusing on markets across the Americas, the Middle East, and Asia.
In his talk, Pablo broke down the pillars of international expansion.
- Market Prioritization: A scoring system ranks countries based on fan base, sponsorship potential, digital engagement, and sporting relevance. The U.S., Mexico, and Canada are currently top-tier targets.
- Data as the Engine: Tools such as the LaLiga dashboard, Nielsen data, and internal analytics platforms inform every decision, from app development to ad campaigns.
- Localization Strategy: Whether it’s launching a youth academy in Saudi Arabia or creating TikTok content for Southeast Asia, regional adaptation is central to Valencia’s outreach.
- Monetization Tactics: Revenue streams include geo-targeted e-commerce, brand sponsorships, ticketing, and media rights, each of which is adjusted to fit the digital behaviors and buying habits of fans in each market.
Sports Business is Real Business
Pablo emphasized that today, football clubs operate like global corporations. Success is measured by more than just trophies; it’s also measured by growth in fan base, engagement metrics, and profitability.
This financial model demands innovation. As Pablo noted, the game is played not only on the field but also in boardrooms, on screens, and across global platforms.
His team at Valencia reflects this shift. Its members include business analysts, content producers, digital marketers, and brand managers. Multilingual skills, digital fluency, and an understanding of global trends are essential. Education also plays a key role. Pablo himself holds a master’s degree in sports management and emphasized the value of specialized studies in breaking into the industry.
Building a Career in the Industry
One of the most anticipated parts of the event was Pablo’s advice to students on entering and thriving in the sports business field. He shared that he began his career by volunteering and that curiosity, persistence, and adaptability are the most important assets.
Key takeaways for aspiring professionals:
- Build a global mindset. Think beyond your local market.
- Master digital tools. From Excel and PowerPoint to analytics dashboards and social metrics.
- Know your audience. Localization is everything.
- Be a storyteller. Clubs want people who can translate emotion into engagement.
The session concluded with a dynamic Q&A where students inquired about internships, project collaboration, and international academies. Pablo encouraged direct involvement, emphasizing that genuine interest and initiative often lead to long-term opportunities.
GBSB Global: A Launchpad for Global Talent
This event supports GBSB Global’s mission of linking theory with practice and offering students direct access to industry leaders. Through these sessions, students engage, connect, and envision their place in the future of global business.
At GBSB Global, business education is more than lectures—it’s a front-row seat to the global business arena.