On Thursday April 16, Seton Hall’s Stillman School of Business and College of Human Development, Culture and Media (CHDCM) hosted a group from Spain’s storied LaLiga professional soccer league to discuss the globalization of sport.
Leading the discourse was Alex Requena, a professional sports consultant with Requena Sports Management and PhD candidate at SHU’s CHDCM who brings expertise from leading brands like Olympique de Marseille, the NBA, the Basketball Africa League (BAL), Paris Basketball and the EuroLeague.
Before the presentation, the LaLiga group first toured the newly launched Innovation Hub, explore the South Orange campus, visited the basketball practice facility and walked through the Hall of Fame in Walsh Gymnasium. The group then reported to Jubilee Hall to begin the discussion.
In her opening remarks, Dean of Continuing and Professional Education Dr. Mary Kate Naatus said sports “has always been one of our most powerful languages.”
With both Spanish and English-speaking groups from LaLiga Business School attending the presentation, Seton Hall students and faculty were given a unique perspective and networking opportunity with current industry professionals and rising talent in Europe.
Esteve Barboza, an event executive at Octagon and soon-to-be-graduate with degrees in sports management and marketing, commented on the great timing of SHU hosting LaLiga.
“It’s the perfect timing to bring LaLiga Business School here,” Barboza said. “This summer, we have the World Cup, the world’s biggest soccer tournament, in America. We’re going to have more people and more fans of the sport.”
Manuel Bocio, an academic coordinator and strategic partner with LaLiga, sees the World Cup as an opportunity for people to be open-minded.
“We are here because you are going to host the World Cup,” Bocio said. “In LaLiga, we have a lot of knowledge to gain from you—all the knowledge in the United States—so, we are completely open-minded to know more about you.”
With over one hundred attendees that included SHU students, LaLiga business school students and current industry leaders, many opinions were shared regarding the best approach to making the sports industry global.
Requena opened discussion about topics such as viewing sports as brands, cultural differences in being passionate about sport and why brands are successful on the world stage. He has worked to spread and integrate sports in many different countries.
“I’ve been born and raised with a different kind of way the industry approaches sport,” said Requena regarding the difference in the European approach to tackling sports. “We tend to lean toward a more passionate and traditional way that is applicable here [in the U.S] too.”
Most LaLiga students shared his sentiment.
“We do have more of a passionate approach to sports,” said Sophie Severino, a graduate student at LaLiga Business School studying Global Sports Marketing. “We pour our heart and soul into our sport, almost like a religion. There’s a bit of a disconnect [in American sport] for sure.”
Requena also spoke about the isomorphism of teams, clubs and leagues, and the intent to develop into international markets. Because of the widespread adoption of this organizational mindset, Requena believes that sports has evolved into a “global brand integrated into our daily lives.”
With examples like the NBA’s streetwear significance, the fame of the New England Patriots and the recognizability of events like Wimbledon, Requena explained the success of these organizations and events that have pivoted into being brands.
In addition to establishing a sports entity as a global brand, Requena spoke about the importance of sharing a company’s messaging in all promotions and ensuring that “name and value” are communicated in all relationships. This integration of name and values in brand messaging is key in American sports marketing, with examples like Nike and Adidas cited by Requena.
Gabriel Herbelha, a native of Brazil and sports journalist studying at LaLiga said he believes that “U.S [sports] institutions are doing great in trying to export their view throughout the world.”
Several LaLiga students also had perspectives on what could be learned from America in terms of marketing sport.
“Europe, and a lot of different entities there, haven’t picked up what the U.S has in terms of sponsorships and activations,” observed Mariano Adame, a LaLiga Business School student pursuing a master’s degree in sports marketing.
“It’s interesting to see where the two [the U.S and Europe] can meet in the middle, build off each other, and help each other grow in that aspect,” Adame added.
Sean Emery, a data analyst with Welld Health originally from Virginia and now studying with LaLiga in Spain, noted that one of the biggest differences between Europe and the States is the “emphasis on social media” in America.
“With the rise of social media content in sports, people are able to choose players to support – random teams that they don’t have much of a personal connection to,” Emery said. “Over there, it’s much more of a cult following.”
To end a hallmark day of exchange between American and European sports, both SHU and LaLiga students spent time networking and shopping at the campus bookstore. Several lucky SHU students even went home with special LaLiga replica balls straight from Spain.
Requena’s presentation and the global exchange between The Hall and LaLiga solidifies the importance of open-mindedness and understanding in the months leading up to the 2026 FIFA World Cup. Sports has become a global phenomenon and will only continue to grow.
Christian Hui is the assistant editor of The Setonian’s Sports section. He can be reached at christian.hui@student.shu.edu.
