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Digital Strategy and the Innovation Dilemma in European Football
by
Mon, Jan 26, 2026
5 PM – 7 PM (GMT+1)
Private Location (sign in to display)
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Details
Drawing on real-world industry experience, the session will introduce key strategic concepts such as the innovation dilemma and apply them to clubs, leagues, and media rights holders. Designed as an interactive masterclass, it will encourage student participation and critical discussion around the strategic implications of digitalization for the future of football and sports media.
Discussion Points:
• Business basics in European professional sports (the football case).
• Structural reasons behind football’s slow digital transformation.
• Theoretical explanations: the innovation dilemma in the business side of football.
• Strategic implications for the main revenue driver: football broadcasting rights.
Oscar Ugaz is Strategy Director at Atomikal, a digital consultancy advising organizations in sectors such as sports, real estate, country branding, and e-government. He has extensive experience at the intersection of strategy, digital transformation, and media-driven business models. He previously served as Digital Business Manager at Real Madrid C.F., where he led the development of the club’s e-commerce operations, multilingual digital platforms, online video strategy, and social media monetization. His career also includes senior strategy roles at Wunderman Latin America and Young & Rubicam. Oscar holds an MSc in Economics and Innovation Management from Universidad Autónoma de Madrid and an MBA from Universidad del Pacífico (Peru), including an academic residency at the Wharton School of the University of Pennsylvania focused on management and marketing strategy. He has completed executive education at Harvard Business School in Entertainment and Sports.
Dress Casual (jeans ok)
Speakers
Oscar Ugaz
Atomikal
Oscar Ugaz is Strategy Director at Atomikal, a digital consultancy advising organizations in sectors such as sports, real estate, country branding, and e-government. He has extensive experience at the intersection of strategy, digital transformation, and media-driven business models. He previously served as Digital Business Manager at Real Madrid C.F., where he led the development of the club’s e-commerce operations, multilingual digital platforms, online video strategy, and social media monetization. His career also includes senior strategy roles at Wunderman Latin America and Young & Rubicam. Oscar holds an MSc in Economics and Innovation Management from Universidad Autónoma de Madrid and an MBA from Universidad del Pacífico (Peru), including an academic residency at the Wharton School of the University of Pennsylvania focused on management and marketing strategy. He has completed executive education at Harvard Business School in Entertainment and Sports.