Lecturers

Ruben CANO’s profile

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Ruben CANO

Senior Associate at Baker McKenzie

Rubén Cano is an Intellectual Property and Technology Senior Associate at Baker McKenzie in Madrid, where he advises leading brands and rights holders on the legal and commercial exploitation of their intangible assets. His practice sits at the intersection of contract law, media, sports, entertainment and new technologies, giving him a comprehensive view of how IP-driven revenue streams are structured, protected and monetised.

Specialised in intellectual property and IT law, Rubén Cano has extensive experience drafting and negotiating complex commercial agreements, including sponsorship deals, licensing arrangements and collaboration contracts. He regularly works on high-profile sponsorship and endorsement structures, ensuring that the allocation of rights, obligations, exclusivities and termination mechanisms reflect both the commercial objectives of the parties and the regulatory framework of the relevant sport or sector. In naming rights operations, he focuses on the long-term protection and use of brands associated with venues, events and competitions, addressing issues such as brand integrity, activation rights and multilayered stakeholder involvement.

Rubén Cano is also deeply involved in the design and implementation of image rights and merchandising strategies. He advises on the contractual and regulatory treatment of personality rights, the licensing of players’ and talents’ images, and the distribution of revenues arising from the sale of branded products and digital content. His work frequently covers cross-border projects, online platforms and emerging technologies, which require nuanced contractual solutions for e-commerce, fan engagement and content distribution.

With a strong academic background in IP and technology and a growing track record of publications and speaking engagements, Rubén Cano combines technical excellence with clear, business-oriented advice. This allows clients in football and other industries to build robust sponsorship, naming rights, image rights and merchandising programmes grounded in solid contract law and future-proof IP strategy.

Excellence meets
Expertise

The combination of the best academic professors and renowned active experts in Law, Economics and Geopolitics in sports is the ideal formula for you to be in contact with professional and up-to-date reality.

The pedagogical skills of the lecturers of this program, together with their knowledge and professional profile, are key to their selection in this educational team. And they ensure you the best possible training.

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This Executive Program is NOT about packaging up information. This Executive Program is about career transformation and game-changing results.

The WHY of this Executive Program is: Master the key rules of the sports industry. Use them. Or change them.

It will equip you with a sense of anticipation—the ability to discern what is likely to come next—enabling you to stay ahead of the curve and lead rather than follow.

The curriculum has been carefully identified and developed to cover the knowledge and skills participants need to achieve their professional goals in the sports industry.

The lecturers are not just university professors or academics but also and mainly, each one in his field, among the most respected, renowned and successful professionals in the sports industry. They practise what they teach, at the highest level, every day.

The lecturers represent all stakeholders in the sports industry which ensures you learn all sides of law, economics and geopolitics in sport, and not only the one inspired by the interests of sports governing bodies. You learn all points of view.

Hence, our aim is to provide you with the tools that will enable you to learn more objectively, to think more accurately and to act more effectively. Our final ambition is to enable you to flourish in a complex but exciting sector.

If this is what you are looking for, this Executive Program is right for you.

We think so and have designed it to be so. There are many “masters in sports law”, which usually include one economics subject or another. Some of these masters are excellent. But those that are worthwhile generally last one academic year and represent a considerable investment of time and money.

“Law, Economics and Geopolitics of Professional Sports: How to be successful, globally and locally” is a very high-quality, time and cost-effective alternative to the traditional approach: in 44 hours of curated online Lectures and 4 hours of Live Group Sessions, world-class lecturers and key players in the sector will highlight and summarize for you the essentials of their knowledge and expertise.

In addition, at the end of each module, they will provide you with a detailed list of the best readings and sources, which will enable you - if you wish - to delve deeper into a particular aspect of the subject.

In short, in 48 hours of curated, dense and practical Masterclasses, you will acquire a comprehensive and effective knowledge of law, economics and geopolitics applied to professional sport. At the highest level. Faster.

This Executive Program has been designed so that each participant has strong chances to reach their desired end outcome:

  • Get a job within the sports industry
  • Obtain a senior/executive level position
  • Get a salary increase
  • Manage people and projects
  • Change job function/occupation
  • Change job industry
  • Be self-employed/entrepreneur
  • Expand network

As long-time professionals in this sector, we have already gone through these challenges and know from firsthand what is necessary to succeed in them.

  1. Career Trajectory

One way this Executive Program provides a return on investment is the expansion and acceleration of your career. The program provides the hard and soft skills to be an effective contributor and leader in sports business. You’ll learn how to solve complex problems and make decisions. These skills are highly valued in leaders and can not only help you land roles with increasing responsibility but lead your team through difficult challenges.

  1. Earning Potential

Along with career acceleration comes increased earning potential. There’s an investment on your part, but the return on investment from a purely financial standpoint can be compelling. Especially in an industry that’s used to managing important amounts of money. The program sets you up to earn more than you would without it.

  1. Connections

Finally, this Executive Program provides immense value in the form of connections. It is a transformative experience. Any time you go through a transformative experience with others, it creates bonds that will last a long time. The connections you’ll make in this Executive Program, both with participants and lecturers, can enhance your personal life and lead to professional opportunities to advance your career.

So yes, if you aim to accelerate your career and become a well-connected professional in the sports industry, this Executive Program will definitely help.

If you don’t enjoy the program, you will enjoy our love it or leave it unconditional money-back guarantee! We are so confident that this Executive Program does what it is supposed to do for you that if you eventually decide that it is not for you, no hard feelings. If you are not happy, we are not happy.

For any reason whatsoever, if you want to cancel your inscription and get 100% of your money back, you just have to let us know by email before starting the fourth module of the program.

We will pay you back without asking questions and without conditions.