From Professional Sport to the Classroom: Meet ESEI Professor Julia Roca Valverde
At ESEI International Business School in Barcelona, all of our professors are active professionals in their fields, bringing real industry experience directly into the classroom. Julia Roca Valverde, lecturer in Events and Facilities Management on the Master’s in Sports Management, is a clear example of this approach.
Originally from Costa Rica, Julia moved to Barcelona to study and has built her career in the sports industry here. With more than 20 years of experience in sports events and operations, she continues to work on major international competitions while teaching ESEI students how the sports industry works in practice.
From Athlete to Sports Management Professional
Julia’s journey into the sports industry began as an athlete. As a teenager, she hoped to become a professional tennis player. When it became clear that this would not be a long-term career path, she chose a different route.
“I’m a big planner, and I knew I wanted to live from sport, from the industry, because I love sport and it’s my passion,” she says. “So that’s when I decided to change and study business, then sports management, and make my way through the industry.”
A Career Built in the Sports Events Industry
Over the past two decades, Julia has worked mainly with agencies across a wide range of sports events and competitions. Like many people in the sector, her career did not follow a straight line. In time, she found her specialisation in an area that is essential to major events but often overlooked: ticketing.
“I started in sports production, which is what most people do,” she explains. “But I found a niche, or the niche found me, which is ticketing.”
Since 2018, Julia has worked as a freelance consultant, specialising in ticketing strategy, pricing, and operations for major sporting events. Today, around 90 per cent of her professional focus is on the FIBA Basketball World Cup, which will take place in Qatar in 2027.
“This is probably my biggest project and where 90 per cent of my focus is,” she says. “I was already the ticketing lead for the 2023 World Cup in the Philippines, Indonesia, and Japan, and they called me back.”
Alongside this, she continues to work on a variety of projects, including ticketing for an ATP Challenger tournament in Menorca, organising a 10 km race in Girona, and supporting multi-sport events in Barcelona.
“I like to keep some smaller events during the year where I can also do production,” she adds.
What the Sports Industry Teaches You
After 20 years in the field, Julia is clear about what it takes to build a career in sports management.
“The sports industry is tough and smaller than it looks, so it’s not easy to get in,” she explains. “You have to be proactive. You need to volunteer at sports events, take internships, and get out there.”
She also believes strongly in saying yes to opportunities. “Even now, I never say no to any job. You never know what’s going to happen. If you say no now, maybe they won’t call you next year, and maybe next year you will need that opportunity.”
She also points out that the industry remains challenging for women. “It’s a very tough industry for women because it’s still mostly men in leadership positions. You have to demonstrate your value, probably more than men.”
Bringing Real Industry Experience into the Classroom
Julia’s professional work strongly shapes how she teaches at ESEI. “I really enjoy teaching, especially because I still work in sports events, so I can teach from experience. I think that’s the most important thing,” she says.
She regularly invites guest speakers, not only senior executives, but also freelancers and young professionals. “I never want to bring only CEOs. That’s very far from where the students are. I like to bring freelancers or young professionals who can explain how the industry really works.”
She also makes a point of showing students how varied careers in sports management can be. “You might study marketing and end up working in transport or facilities. The industry changes all the time.”
In class, she shares real stories from her own work. “When I’m explaining something, I always tell them what actually happened in a real event. Just my day-to-day life.”
The Skills and Mindset She Wants Students to Develop
For Julia, mindset is just as important as technical skills. “I really want them to have critical thinking. They should question everything,” she says.
She also insists on proactivity. “This is not an industry for lazy people. Sometimes you have to work 20 hours a day. And when something happens, everybody helps. I’ve been in events where even the general director takes a broom and starts helping.”
She encourages students to leave their comfort zone and take every opportunity to get experience.
Advice for Future Sports Management Students at ESEI
Her advice to new students is practical and direct. “First, read the material I send before class. Come prepared and come with questions,” she says.
For international students who want to stay in Spain, she also highlights the importance of language. “If you want to stay in Barcelona or Spain after, try to learn Spanish. Be very conscious about the language. It’s important.”
Finally, she encourages students to keep an open mind about their future careers. “Most people who go into sport are thinking about football. But you’re probably not going to work at Barça. You’ll probably work somewhere else. So be open-minded and give sport the opportunity.”
Learning Sports Management in Barcelona at ESEI
With professors like Julia Roca Valverde, who combine teaching with active professional careers, ESEI’s Master’s in Sports Management offers students direct exposure to the reality of the industry. Through practical projects, real cases, and contact with professionals working in the field, students in Barcelona gain the skills and experience needed to start building their careers in international sports management.
Explore ESEI’s Programmes
👉 If you’re considering starting your own journey in Barcelona, explore ESEI’s Short Courses, Bachelor’s and Master’s and MBA programmes and see how we can support you on your study abroad journey.
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