It’s a game changer’: Manchester City Sports Business School’s Next Gen, and its revamped offering for students

For the last three years, the City Football Leadership Institute (CFLI) has been making inroads for aspiring professionals into the sport industry.

In 2022, Manchester City owner City Football Group (CFG) joined forces with educational programming specialists BrandEd to establish the organisation, which would set out to ‘demystify’ the sector, disrupt the nebulousness of the industry, and make it more accessible for the next generation.

Since its inception, the institute has run programmes, provided work experience opportunities, and hosted bespoke networking events such as this year’s CFLI Leadership Forum.

Building on the successes of CFLI, CFG and BrandEd are now launching the Manchester City Sports Business School (MCSBS), as part of a revamped offering.

This move sees CFLI become MCSBS, which will focus on young professionals looking to enter the industry.

“At MCSBS, we’re providing an industry-focused, global learning experience for students passionate about sports business,” says Jenny Morris, Director of the Manchester City Business School.

Speaking to Sport Industry Group ahead of the school’s launch, Morris outlines the key objectives going forward.

“Our mission is to empower the next generation of leaders in the sports industry, using Manchester City’s world-class expertise and BrandEd’s innovative educational approach,” she clarifies.

Morris, who has stood at the helm of the organisation since its inception, reflects on the evolution of CFLI to MCSBS.

“Previously, our flagship Next Gen programme was an all-encompassing kind of 360 look at the sport industry,” she explains. “Whilst it was fantastic in terms of giving students exposure to all the different areas, it didn’t give us the opportunity to delve in depth.

“We see there’s this huge opportunity as the as the sport continues to grow,” says Morris. “It’s a billion-dollar industry worldwide that it needs that talent, and it needs that talent to be aware of the opportunities to so we can attract it into the industry.

“MCSBS serves to benefit those individuals themselves, these young people, but also to benefit the industry in terms of sport being a recognisable career choice.”

Morris elaborates on how the school will cater to the skills and aspirations of its students, such as providing opportunities for mathematically driven pupils in data analysis, kit design or social media marketing experience for creative-minded students and writing experience for prospective media professionals.

Next Gen

For summer 2025, MCSBS has confirmed the return of Next Gen Man City, a residential programme which invites students aged between 14 and 17 to Manchester.

Next Gen, which saw its participation more than double for last summer’s instalment, forms a key component of MCSBS’ strategy, as Morris outlines.

“Next Gen Man City is a game-changer for young aspiring professionals,” she affirms, adding that the school is hoping to once again double its number of signups for next year.

“Now we’re three years of running the programme under our belt. I think one of the things we’re incredibly proud of when it comes to Next Gen in particular is the diversity of those students as well,” Morris adds.

Next Gen Man City has drawn students from 21 countries across five continents since its launch, with some travelling all the way from Perth, Western Australia to attend the programme.

“We’re building a truly global community of aspiring sports professionals,” Morris says.

“It just shows the reach of Manchester City and CFG as a brand, and a recognisable destination if you want to learn about the sport industry

“It also shows that growing interest about learning about the industry and possible careers,” she continues, citing the intangible benefits of the programme such as the journeys they begin, and the lasting friendships they make.

For next year’s programme, MCSBS is adding new modules – Athlete Management and Development, Marketing and Business and Media and Content Creation – to its syllabus, offering an insight into some of the fastest-evolving areas of the sport industry.

Summer Collegiate

Alongside Next Gen, MCSBS is also installing a brand-new programme aimed at university students, the Manchester City Summer Collegiate programme, which will delve into the industry of football in greater depth.

The programme will offer four key modules on Governance and Finance, Commercial Operations, Marketing and Community Engagement, and Media and Broadcasting.

For Morris, offering direct access to an industry often perceived as being shrouded in ambiguity is what makes the school unique.

“What sets MCSBS apart is our ability to offer students direct exposure to the entire sports industry, not just football.

“They’re learning from the real-world experiences, insights, and mentorship of people who are actively shaping the future of the entire sports business landscape.

Leveraging Manchester City’s global reach, and the Premier League champions’ international network of sports business executives, MCSBS offers the chance for prospects to engage with industry leaders.

With the launch of the MCSBS, the return of Next Gen Man City, in addition to the Summer Collegiate programme, the school is setting its sights on expansion in 2025 and beyond.

“This is just the beginning for MCSBS,” Morris tells Sport Industry Group.

“We’re committed to growing the school and continuing to offer the most innovative and relevant education for the next generation of sports business leaders.

“Our ultimate goal is to help our students excel in the sports industry and make a meaningful impact in their careers.” 

You can find out more about Manchester City Sports Business school by clicking here