Former Olympique de Marseille president Pablo Longoria is re-entering the European football conversation, but not from the director’s box. Longoria has accepted a position on the advisory board of the Center for Sports Business Tegernsee (CSBT), a new institute co-founded by Bayern Munich goalkeeper Manuel Neuer. The launch of the CSBT was officially announced recently through the Financial Times.
The CSBT aims to modernize governance and financial structures within European sports. Its approach centers around three core components: a board of experts drawn from business, sports, and academia; a dedicated research center focused on economic models within the sector; and an executive academy designed to cultivate the next generation of sports leaders. The institute, based in Bavaria, already counts Bayern Munich, the consulting firm Bain & Company, and the communications agency FGS Global as academic partners.
The advisory board brings together a diverse group of individuals, including Francesco Calvo, president of business operations at Aston Villa, and representatives from Deutsche Bank and Rothschild. Notably, Manuel Neuer is the only active footballer on the board and will also grab on a teaching role within the CSBT’s executive program. This move reflects a growing trend of athletes taking on leadership roles beyond the pitch, leveraging their experience and influence to shape the future of the game.
Longoria expressed his enthusiasm for the venture on social media, emphasizing the importance of creating platforms for dialogue between stakeholders in sports, finance, media, and academia. He believes these collaborative spaces are crucial for building more robust and sustainable models for European sport. This sentiment underscores a broader concern about the evolving landscape of European football and the require for proactive adaptation.
The formation of the CSBT comes at a pivotal moment for European sports. As City A.M. Reported, the influx of US investment into European leagues over the past decade, accelerated by the financial pressures of the COVID-19 pandemic, has raised concerns about the potential “Americanization” of the European model. Specifically, there’s a worry that the open competition characteristic of European football could be threatened by the closed-league systems prevalent in major US sports.
Neuer, a World Cup and Champions League winner, articulated this concern, stating that European sport needs “strong leadership, professional governance and a clear understanding of what makes European sport unique” to remain competitive in an increasingly globalized and capital-intensive environment. The CSBT’s mission is to address these structural challenges through its advisory board, applied research, and executive education programs.
The institute’s focus on governance is particularly relevant given recent debates surrounding financial fair play regulations and the sustainability of club spending. The involvement of financial institutions like Deutsche Bank and Rothschild suggests a commitment to rigorous financial analysis and responsible investment practices. The presence of Bain & Company signals an intent to apply best-in-class business strategies to the unique challenges of the sports industry.
Longoria’s participation is also noteworthy. After departing from Olympique de Marseille, he brings a wealth of experience in club management and a deep understanding of the complexities of European football. His insights will be valuable as the CSBT seeks to develop practical solutions for the industry’s evolving needs. His move signals a continued commitment to shaping the future of the sport, even outside of a traditional executive role.
The CSBT’s curriculum, designed for aspiring sports executives, will likely cover a range of topics, including financial management, marketing, legal issues, and strategic planning. The inclusion of Neuer as an instructor adds a unique dimension to the program, offering participants the opportunity to learn directly from a world-class athlete and leader. This blend of academic rigor and practical experience is intended to equip the next generation of sports leaders with the skills and knowledge necessary to navigate the challenges and opportunities ahead.
The Center for Sports Business Tegernsee represents a significant investment in the future of European sport. By bringing together experts from diverse fields, the CSBT aims to foster innovation, promote best practices, and ensure the long-term sustainability of the industry. The involvement of prominent figures like Manuel Neuer and Pablo Longoria underscores the importance of this initiative and its potential to shape the future of football and beyond.
Looking ahead, the CSBT is expected to announce the launch of its executive program in the coming months. The institute will also be hosting a series of workshops and conferences aimed at bringing together industry leaders and fostering collaboration. The first cohort of students is anticipated to begin their studies in early 2027, marking a significant step towards the CSBT’s goal of developing the next generation of sports business leaders.
Fans and industry observers will be watching closely to observe how the CSBT’s initiatives translate into tangible improvements in governance and financial stability within European sport. The success of the institute will depend on its ability to attract top talent, foster meaningful collaboration, and deliver practical solutions to the challenges facing the industry. The coming years will be crucial in determining whether the CSBT can achieve its ambitious goals and help preserve the unique character of European sport.
