How do you build a modern sports club? Through transfers and infrastructure? Increasingly, the answer is: through people. The fifth session of the Legia Sport Business Programme, held on February 7, 2026, at Legia Training Center, demonstrated that people strategy is becoming one of the most important areas of competitive advantage for sports organizations. It was inspiring, insightful, and highly practical – exactly what professional sport business looks like today.
One of the key topics of the session was the role of multi-section clubs and their impact on the development of entire organizations. Europe’s biggest brands clearly show that sports diversification is not just about prestige – it delivers real business value.
A case in point? Real Madrid surpassed €1 billion in revenue in the 2023/24 season, becoming the first sports club in the world to reach this milestone. The club’s basketball team consistently competes for the EuroLeague title while strengthening the global recognition of the brand. Meanwhile, FC Barcelona generates hundreds of millions of euros beyond its first football team, with sections ranging from basketball to handball creating economies of scale and deepening fan loyalty.
The diversity of sports sections translates into:
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new revenue streams
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a stronger, more versatile brand
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higher community engagement
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reduced business risk
Marcin Sobczyk, Organizational Development and Human Resources Manager at Legia Warsaw, emphasized that an organization’s true strength begins with a cohesive work culture.
Even the best strategy will not succeed without people who understand it and are committed to executing it. Integrating multiple sections makes it possible to build shared standards, develop competencies, and manage talent more effectively.
An additional perspective was provided by Raoul Tondini, Head of People and Culture at European Football Clubs, who highlighted the growing professionalization of HR across the sports industry.
Just a decade ago, many clubs operated in a largely intuitive way. Today, the most successful organizations:
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design structured career paths
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invest in employee development
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leverage data in HR processes
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build a culture of feedback
This is not a trend – it is a necessity. According to industry reports, the sports sector employs more than 2 million people across Europe, and competition for top specialists continues to intensify.
A unique value of the session came from the stories of leaders who have followed real career paths in sport – with Legia Sport Business Programme playing an important role along the way.
Amanda Moura Pietrzak (COO) and Radosław Niwiński (CEO) spoke about building the structures of Legia Ladies – from an ambitious vision to an increasingly professional management model.
Key takeaways?
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women’s sport is growing at a record pace
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organizational professionalism is just as important as on-field performance
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conscious leadership attracts talent
UEFA predicts that by the end of the decade, women’s football could become one of the fastest-growing segments of the global sports market.
Bartosz Piątkowski, Marketing Manager at Legia Rugby, addressed communication strategies and demonstrated how to build the brand of a sports section in a world overloaded with content.
The most important lesson? Don’t try to be someone else.
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authentic messaging builds trust
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communities want stories, not just results
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marketing starts with identity
This approach is increasingly visible in modern clubs – fans expect proximity, transparency, and emotion.
Today, a modern sports club is a complex organization – part well-managed technology company, part educational institution, and part lifestyle brand.
And its greatest asset remains its people.
Want to help shape the future of the sports business?
If you see your career in sport, want to better understand how clubs operate, and learn from industry practitioners on the front line, the next edition of the Legia Sport Business Programme could be your next step.
We kick off this October.
Register HERE for the sixth edition and step inside the world of sport.
