Adal Sport Management
Adal Sport Management — Strategy, Structure & Sustainable Growth
A modern sports entity is part media company, part high-performance lab, and part community movement. Adal helps clubs, leagues, federations, academies, and venue operators build winning strategies, future-proof operating models, and measurable commercial growth—across the UAE, GCC, Africa, and Europe.
Sport Management: Up-to-Date Methodologies
Adal Sport OS™ (Operating System)
⊙ Diagnose → Design → Deliver → Diffuse: A four-stage cycle that moves from evidence to execution to institutionalization. ⊙ Double-Helix Planning: Strategy track (markets, rights, products) runs in parallel with Operating-Model track (people, process, tech, data), syncing at monthly decision gates. ⊙ Agile PMO for Sport: 2–4-week sprints, OKRs at portfolio/department levels, benefits tracking, and issue/risk burndown.
Operating-Model & Org Design)
⊙ Target Operating Model (TOM): Governance, structure (spans & layers), roles, RACI, policies, and service levels. ⊙ Centers of Excellence (CoEs): Data & Insights, Performance & Sports Science, Commercial & Partnerships, Matchday & Venue Ops, Fan Experience. ⊙ Job Architecture: Competency frameworks for technical (analytics, coaching, medical) and business roles (sponsorship, content, legal).
Data, Digital & Productization
⊙ Fan Data Stack: CRM/CDP, ticketing, membership, retail, OTT/streaming, social analytics; unified identity and consent. ⊙ Decision Science: Demand forecasting, dynamic pricing, yield management, churn/CLV models, sponsorship valuation, injury-risk analytics. ⊙ Product Factory: Design and iterate rights packages, memberships, content series, grassroots programs, and women’s sport propositions using test-and-learn.
Governance, Integrity & ESG
⊙ Good-Governance Code: Board charters, committee terms, conflict-of-interest, safeguarding, anti-doping/anti-corruption, data privacy. ⊙ ESG in Sport: Inclusive access, gender equity pathways, environmental footprint of events/venues, community impact metrics.2. Sport Strategies (What We Design & Deliver)
Growth Strategy ⊙ Market prioritization (domestic vs. regional expansion), internationalization pathways, partnership ecosystems, and brand architecture. Commercial Strategy ⊙ Revenue mix optimization: media & digital rights, sponsorships (tiering, assets, pricing), ticketing & hospitality, memberships, retail/licensing, academies & camps, events/IP creation. ⊙ Sponsorship Science: Asset inventory, valuation models, packaging, go-to-market, and sales enablement. High-Performance Strategy ⊙ Performance model linking coaching, sports science, medical, recruitment, and pathway (academy → first team → national teams). ⊙ Evidence-based load management, return-to-play protocols, and scouting/recruitment analytics. Fan & Community Strategy ⊙ Audience segmentation (families, ultras, women, youth, corporates), matchday and non-matchday journeys, CRM-driven lifecycle (acquire, engage, convert, retain), loyalty. Women’s Sport & Pathways ⊙ Tailored propositions (competition formats, media windows, brand tone, community programs), equal-access facilities, safe-sport standards, and commercial models. Venue & Event Strategy ⊙ Masterplanning, utilization uplift (365-day activation), premium products (hospitality, suites), safety & security, and transport plans. Policy & Federation Strategy ⊙ Competition pyramids, calendar optimization, club licensing, integrity frameworks, grassroots-to-elite alignment, referee development, and education.
3. Ten Steps to Transform Your Sport Entity (Adal Playbook)
1.Board Mandate & Vision Reset
Clarify ambition (performance, community, commercial), success metrics, risk appetite, and governance upgrades.2.Diagnostic & Benchmark
Assess strategy, org, finances, facilities, and culture; benchmark against peers and best practice; identify performance gaps.3.Value Architecture
Map stakeholders and value flows: athletes, fans, partners, media, community; surface unmet needs and monetizable outcomes.4.Target Operating Model (TOM)
Redesign governance, structure, decision rights, and service model; define CoEs and shared services; update policies.5.Commercial Engine Build
Inventory & value assets, redesign tiers/packages, set pricing and sales playbooks, implement CRM and sponsorship pipeline.6.Data & Digital Core
Implement CDP/CRM, data governance, dashboards; launch dynamic pricing, CLV models, and personalization; integrate ticketing/OTT/shop.7.High-Performance System
Align coaching, sports science, medical, scouting; codify methodology and pathway; invest in analytics and wearable tech.8.People & Culture
Job architecture, competencies, career paths, incentives, DEI; leadership development and change-ready culture.9.Facilities & Safety Excellence
Venue readiness checklist, SOPS, incident command, accessibility and sustainability upgrades; 365-day activation plan.10.Execute via Agile PMO
Roadmap, sprints, OKRs, benefits realization; quarterly portfolio reviews; publish an annual Sport Impact Report.4. Services & Packages
A. Strategy Sprint (6–8 weeks)
⊙ Diagnostic, stakeholder interviews, revenue scan, fan analytics, risk heatmap. ⊙ Outputs: Strategy map, priority plays, 12-month roadmap, board deck.B. Operating Model & Org Transformation (10–16 weeks)
⊙ TOM design, structure & roles, RACI, policies, competencies, workforce plan. ⊙ Outputs: Org blueprint, job descriptions, governance code, change plan.C. Commercial Engine Uplift (8–12 weeks)
⊙ Asset inventory/valuation, tiered packages, pricing, sponsorship GTM, sales toolkit. ⊙ Outputs: Prospecting lists, sales scripts, KPI dashboard, partner reporting.D. Data & Digital Foundation (8–14 weeks)
⊙ CRM/CDP design, integrations (ticketing, retail, OTT, social), analytics models. ⊙ Outputs: Single fan view, dashboards, dynamic pricing, personalization playbook.E. High-Performance Program (12–20 weeks)
⊙ Methodology, sports-science model, injury & load management, recruitment analytics. ⊙ Outputs: Performance framework, protocols, talent pathway, tech stack.F. Venue & Event Excellence (6–10 weeks)
⊙ Matchday operations, safety/security, hospitality, 365-day venue strategy. ⊙ Outputs: SOPs, stewarding plan, premium products, utilization uplift.5. Operating Model & Organization Structure (What “Good” Looks Like)
Governance & Decision Rights
⊙ Board → CEO → Performance, Commercial, Operations; independent committees for Audit/Risk, Integrity, and Safeguarding.Core Divisions
⊙ Performance & Pathway, Commercial & Partnerships, Fan & Brand, Operations & Venue, Finance & Legal, Data & Technology.Centers of Excellence
⊙ Data & Insights CoE: analytics, research, pricing, valuation. ⊙ Performance CoE: sports science, medical, performance analysis. ⊙ Commercial CoE: packaging, pricing, partner success. ⊙ Event Safety CoE: security, crowd modeling, incident response.Job Architecture & Competencies
⊙ Role families, levels, competencies, and progression; incentive alignment to OKRs and fair-play/integrity goals.6. The Commercial Engine (From Assets to Outcomes)
Revenue Pillars
⊙ Media & digital rights; sponsorship & partnerships; ticketing & hospitality; memberships & loyalty; retail & licensing; academies & camps; events/IP.Pricing & Yield
⊙ Dynamic pricing by opponent, window, seat class; bundling with memberships/retail; premiumization of hospitality.Partner Value Realization
⊙ Measurable KPIs: reach, engagement, conversion, sentiment; co-created assets (content series, grassroots programs, women’s initiatives).Sales Enablement
⊙ ICPs and territory plans, sales playbooks, pipeline stages, objection handling; partner health-score dashboards.7. Data, Tech & Digital Blueprint
Stack Overview
⊙ Source systems (ticketing, OTT, POS, e-commerce, social, app) → CDP/CRM → analytics/BI → activation (email, push, ads, on-site personalization). ⊙ Data Governance: ownership, privacy/consent, quality SLAs. ⊙ Models: demand & price elasticity, CLV, churn, content affinity, sponsorship valuation, injury risk, training load.Fan Experience
⊙ Single identity, seamless journeys, smart membership tiers, real-time offers, and post-event engagement.8. High-Performance & Pathway
Performance Model
⊙ Integrated coaching–science–medical–analysis; KPIs from academy to elite. ⊙ Recruitment model: player profiles, role archetypes, data scouting. ⊙ Sports-science protocols: testing battery, load management, recovery, return-to-play.People & Culture
⊙ Leadership standards, learning pathways, performance reviews, and wellbeing.9. Governance, Integrity & Risk
Codes & Policies
⊙ Board & committee charters, conflicts policy, whistleblowing, anti-bribery, safeguarding, data privacy, social-media code.Risk Management
⊙ Enterprise risk register (strategic, operational, financial, reputational, EHS), controls and contingency playbooks; event-day incident command.ESG & Community
⊙ Inclusive access targets, gender-equity metrics, environmental footprint (energy, water, waste), and community programs.10. KPIs & Dashboards (Adal Scorecard™)
Performance: win %, player availability, academy progression, coach development hours. Commercial: revenue/seat, sell-through %, partner renewal rate, CPM/CPL, CLV. Fan: NPS, attendance growth, membership retention, app MAU/DAU. Operations: incident rate, ejection ratio, queue time, cost/event. ESG: gender representation, accessibility score, waste diversion %, community hours. Dashboards update weekly (ops), monthly (commercial/fan), and quarterly (board).
11. Delivery Approach & Timeline (Example)
⊙ Days 0–30: Diagnostics, stakeholder interviews, asset inventory, data audit, quick wins. ⊙ Days 31–90: Strategy maps, TOM & org design, CRM/CDP blueprint, commercial packaging, performance framework. ⊙ Days 91–180: Pilot sprints (pricing, membership, partner success, return-to-play), change enablement, policy rollout. ⊙ Day 180+: Benefits realization, capability transfer, and continuous improvement cadence.
12. Why Adal
⊙ Strategy-to-Impact: We connect board ambition to matchday reality and budget outcomes. ⊙ Human + Data: Evidence-based methods with practical change management. ⊙ Regionally Fluent: UAE/GCC execution standards, with Africa & Europe reach. ⊙ Secure & Responsible: Governance, integrity, and safeguarding embedded by design.
Call to Action
Ready to build a winning, modern sports organization? Let’s run a 2-week Strategy Sprint to quantify your upside and lock the transformation roadmap
have anything to ask ? Contact us any time.
