A sports business and ticketing professional currently working at the FIFA World Cup Qatar discusses his path into the business of sport, and how his Football Industries MBA helped him score his role
Shah-Zeib Ahmed found his passion when he worked in ticketing for the Brazil World Cup in 2014. Eight years later, with the help of a football industry-focused MBA, he has crafted a career in sports, which led to him launching his own consultancy and which now takes him to Qatar for the FIFA World Cup.
After his first taste of working in soccer, Shah set out to build his skill set and knowledge base, seeking out the Football Industries MBA at The University of Liverpool School of Management. There he gained an invaluable network of contacts that catapulted him into his dream profession, where he plays an essential role in world's largest sporting events, including this year's FIFA World Cup.
Discovering a dream career at the FIFA World Cup in Brazil
Shah's journey to a career in sporting events was a slow burn. An Austrian Native, Shah (pictured) was first exposed to the world of sport during his mandatory military service when he was involved in hosting the winter military games. Then, during his undergraduate degree, he worked on a project with Red Bull on a market entry plan for Southeast Asia, focused on extreme sports.
However, he was still set on a career in Big Four Consulting, and it wasn't until he was working on the 2014 Rio FIFA World Cup that he decided that the sports industry was his passion.
MATCH Hospitality, the designated ticketing services for the 2014 FIFA World Cup, recruited Shah to take care of several key clients during the event, including the German Football Association (DFB) – whose team lifted the trophy that year.
This position took him to Rio De Janeiro, Brazil, where part of assignment saw him working closely with DFB's disabled supporters. During the France versus Germany quarter-final match, Shah checked to see if the disabled fans had made it into the historic Maracanã Stadium.
"I approached the section where the disabled fans were seated as Mats Hummels scored the winning goal that sent them to the semis. I was embraced by random people all around, and one of those supporters said, ‘If it wasn't for you, we wouldn't have made it to the game’.
"At that point, I realized this is much more than what it appears on television. And I wanted to make it a career," Shah explains.
Finding the Liverpool Football Industries MBA
After deciding that he wanted to launch a career in the sports industry, he took a step back to understand how to navigate it.
"My long-term aim was always to equip myself with an MBA because it gives you more leadership acumen, networking skills, and strong academic fundamentals to proceed with your career in a higher managerial position," Shah says.
Many factors led to his decision to join the Liverpool Football Industries MBA over other sports management programs and generic MBAs, he says.
"First, the program was the only one worldwide geared toward the sports industry while providing a Russell Group Certified Masters in Business Administration.”
"Also, the strong alumni network proactively supports prospective applicants," Shah says. “They were very helpful in answering questions, talking about their journey, and how it helped them
The program’s global accreditations also drew Shah to apply. The Football Industries MBA is ranked 25th in the SportBusiness Postgraduate Course Rankings for 2021.
Gaining experience and resources at the Football Industries MBA
The Liverpool Football Industries MBA provides students with a transferable skill set and invaluable resources, such as a robust professional network.
Shah prioritized networking with guest speakers, alums working in the industry, and industry veterans.
"I made sure that everyone from the groundskeeper at Celtic Park knew my name all the way to Richard Masters [chief executive of the Premier League], who I met during my time at the university," Shah explains.
Curating his sports industry career
Shah credits landing his first role as a ticketing manager for the 2018 FIFA World Cup to the extensive network he expanded at Liverpool and his academic achievements, particularly his work-based project.
The MBA's work-based project allows students, over the summer, to apply the knowledge and skills acquired during the program to an organization. Using management research and data collection methods, they explore an area of interest with their chosen organization.
Shah worked with FIFA and tapped into a research subject that was becoming increasingly popular at the time—women's football.
"I used that opportunity to meet previous colleagues who told me about a job that was coming up. I ended up applying for it and landing it before lifting my [MBA] scroll."
His new role took Shah to Switzerland for over two years; he then relocated back to the UK and joined the Rugby League World Cup. Before the tournament began, FIFA approached him.
"FIFA called me and said, ‘We need you. Do you want to come?’ I said absolutely.
This also led to him launching his own sports business consultancy, glosancon-sports, specializing in ticketing.
Shah finds the skills he gained at the Football Industries MBA a constant asset, from critical thinking to professionally formulating arguments, and writing concisely. Liverpool also equipped him with an understanding of the dynamics of the sports business industry, which depends on adaptability and flexibility.
"It's like no other industry because it depends on the competitive outcome of what happens on the pitch."
These skills and knowledge have put Shah in the best position possible as he heads to Qatar and roots for the English team to bring home the biggest trophy of all.
"I think the combination of both the academic programs and networking opportunities—and quite a bit of a self-initiative—allowed me to equip myself with strong [business] fundamentals, allowing me to prosper."
Well I won't tell you about all the great things about this university. But I'll just tell you my honest experience about it.
I have visited almost all the places here. This university knows how take care of their students. Be it any aspect, be it career and placement department, be it societies, be it organising committees, they know what all issues a student can face and they are ready with the solutions already.
Professors here are so welcoming. You can literarily bother them ample number of times but they will still be so nice with you. They actually put a lot of efforts to make letures more fun. They try their best to focus on each and every student and check if they are comfortable or now.
Coming to the offerings. They know that there will be a lot of international students and there will be a lot of issues they will face in adjustment over here. So they organised a lot of events, distributed a lot of free vouchers just to make students feel welcomed over here.
Trust me if you are looking for a Uni for yourself or for someone, do add this one on your priority list.
Hani
Verified
26/09/2023
On Campus
Fantastic school
The lecturers are incredibly experienced in their field of study, and it shows when they teach. They know what they are talking about, and that instills a level of trust that you have made the right choice coming to this university. They are supportive and charismatic - exactly how lecturers should be!
The accommodation is all fantastic too. Homely, comfortable, so close to campus. Even Greenbank, which is a 15 minute bus journey from campus, has its perks (heavily discounted bus pass - from £400 to £60 and free gym membership).
There are so many societies too! Literally one for everything. During the society fair, they were all so welcoming which is so great to see.
The lecture theatres are all top-notch too. It feels so modernistic. It really feels like I have had a big step up from sixth form to university. I made the right choice by coming to UoL!
Keira
Verified
10/09/2023
On Campus
Original RedBrick Review!!
The Marketing Course at this uni a great course with exceptional industry connections - for example a brand assessment centre from The Hut Group and an assessment centre at Anfield Football Stadium! The campus is great as it is all connected and everything can be found there - so whether you are a Starbucks or Cafe Nero kind of person the campus has everything. Freshers is great with campus tours, city walks and course talks to connect you with fellow coursemates. Halls was also a great experience - I loved the halls packs where you can get free tshirts, baking kits and we even got free dominoes pizzas!!
Francesca
Verified
5/09/2023
On Campus
Enjoyed every aspect of it!
My experience studying Marketing at the University of Liverpool has been amazing! All the lecturers and students have been so lovely and helpful. The management school building is my favourite place to study. I would recommend studying Marketing at the University of Liverpool because the content is so engaging and the assignments are creative.
Ramy
Verified
11/07/2023
Online
Quality
Perfect learning methodologies and curriculums, the most i liked about my learning experience with University of Liverpool is the professionalism, in delivering the subjects and helping the students gaining more knowledge.
Jessica
Verified
30/04/2023
On Campus
Amazing course
The marketing course at UOL is great the lecturers are helpful and provide in-person and online resources to succeed in assignments, and the careers department is extremely helpful. The modules are all relevant and have expanded my understanding of the marketing industry and consumer behaviour, social media and so on
Imogen
Verified
30/04/2023
On Campus
The Best Experience
Currently in my Second Year studying Marketing at the University of Liverpool. Due to the big student culture in Liverpool, you soon feel completely at ease and at home. Staff are extremely helpful - there is always opportunities to ask for additional support/guidance. Each module is clear and well organised - this definitely helps in first year when it can be easy to feel overwhelmed with the new workload. It’s very easy to find your way around due to it being a campus university as everything is in close proximity. I lived at Greenbank accommodation in my first year and the staff are so helpful and make you feel very well settled. There is a huge community feel and the modules are interactive meaning making friends is much easier and a lot less intimidating. If you’re considering attending this university and I honestly couldn’t recommend more - you’ll have the best experience!
Student
Verified
6/02/2023
On Campus
Culture
One of my favourite things about this university is the diversity of its people. I met so many different people during my time here, from all different backgrounds and experiences. Not only did these people provide me with insight and knowledge into their own cultures and beliefs, they also allowed me to learn about and understand different ways of life that I would have otherwise never been exposed to. The tutors were also incredibly supportive on this course and allowed me to excel.
India
Verified
29/11/2022
On Campus
Great university!
I did my undergrad in film studies at LJMU and I honestly could not recommend it enough. It has the perfect mix of practical and theory work that prepares you for any job possible in the film industry, from lighting tech to AD. The university lecturers were also very attentive, and I felt comfortable enough with them to seek their help if I ever had an issue or concern, academic or personal. LJMU gave me experiences I would not have got anywhere else, offering summer placements completely free that broadened my horizons. The fact the campus is interspersed around the city also makes it very convenient.
Student
Verified
27/12/2023
On Campus
Law Program
UoL has been a great school to attend so far. I attend UoL's campus in the Cayman Islands, Truman Bodden Law School. Being on such a small island, it has been great with the personal face-to-face with lecturers in understanding topics.
Karan
Verified
28/09/2023
On Campus
My experience in UOL
Well I won't tell you about all the great things about this university. But I'll just tell you my honest experience about it.
I have visited almost all the places here. This university knows how take care of their students. Be it any aspect, be it career and placement department, be it societies, be it organising committees, they know what all issues a student can face and they are ready with the solutions already.
Professors here are so welcoming. You can literarily bother them ample number of times but they will still be so nice with you. They actually put a lot of efforts to make letures more fun. They try their best to focus on each and every student and check if they are comfortable or now.
Coming to the offerings. They know that there will be a lot of international students and there will be a lot of issues they will face in adjustment over here. So they organised a lot of events, distributed a lot of free vouchers just to make students feel welcomed over here.
Trust me if you are looking for a Uni for yourself or for someone, do add this one on your priority list.
Hani
Verified
26/09/2023
On Campus
Fantastic school
The lecturers are incredibly experienced in their field of study, and it shows when they teach. They know what they are talking about, and that instills a level of trust that you have made the right choice coming to this university. They are supportive and charismatic - exactly how lecturers should be!
The accommodation is all fantastic too. Homely, comfortable, so close to campus. Even Greenbank, which is a 15 minute bus journey from campus, has its perks (heavily discounted bus pass - from £400 to £60 and free gym membership).
There are so many societies too! Literally one for everything. During the society fair, they were all so welcoming which is so great to see.
The lecture theatres are all top-notch too. It feels so modernistic. It really feels like I have had a big step up from sixth form to university. I made the right choice by coming to UoL!
Keira
Verified
10/09/2023
On Campus
Original RedBrick Review!!
The Marketing Course at this uni a great course with exceptional industry connections - for example a brand assessment centre from The Hut Group and an assessment centre at Anfield Football Stadium! The campus is great as it is all connected and everything can be found there - so whether you are a Starbucks or Cafe Nero kind of person the campus has everything. Freshers is great with campus tours, city walks and course talks to connect you with fellow coursemates. Halls was also a great experience - I loved the halls packs where you can get free tshirts, baking kits and we even got free dominoes pizzas!!
Francesca
Verified
5/09/2023
On Campus
Enjoyed every aspect of it!
My experience studying Marketing at the University of Liverpool has been amazing! All the lecturers and students have been so lovely and helpful. The management school building is my favourite place to study. I would recommend studying Marketing at the University of Liverpool because the content is so engaging and the assignments are creative.
Ramy
Verified
11/07/2023
Online
Quality
Perfect learning methodologies and curriculums, the most i liked about my learning experience with University of Liverpool is the professionalism, in delivering the subjects and helping the students gaining more knowledge.
Jessica
Verified
30/04/2023
On Campus
Amazing course
The marketing course at UOL is great the lecturers are helpful and provide in-person and online resources to succeed in assignments, and the careers department is extremely helpful. The modules are all relevant and have expanded my understanding of the marketing industry and consumer behaviour, social media and so on
Imogen
Verified
30/04/2023
On Campus
The Best Experience
Currently in my Second Year studying Marketing at the University of Liverpool. Due to the big student culture in Liverpool, you soon feel completely at ease and at home. Staff are extremely helpful - there is always opportunities to ask for additional support/guidance. Each module is clear and well organised - this definitely helps in first year when it can be easy to feel overwhelmed with the new workload. It’s very easy to find your way around due to it being a campus university as everything is in close proximity. I lived at Greenbank accommodation in my first year and the staff are so helpful and make you feel very well settled. There is a huge community feel and the modules are interactive meaning making friends is much easier and a lot less intimidating. If you’re considering attending this university and I honestly couldn’t recommend more - you’ll have the best experience!
Student
Verified
6/02/2023
On Campus
Culture
One of my favourite things about this university is the diversity of its people. I met so many different people during my time here, from all different backgrounds and experiences. Not only did these people provide me with insight and knowledge into their own cultures and beliefs, they also allowed me to learn about and understand different ways of life that I would have otherwise never been exposed to. The tutors were also incredibly supportive on this course and allowed me to excel.
Student
Verified
30/09/2024
On Campus
MA Philosophy at UoL
The program so far is great, the staff and teachers are super helpful. They help from making your CV to helping you with writing PhD proposals to basic English Language to be able to write good essays for assessment.
Abhishek
Verified
29/09/2024
On Campus
A Friendly City ~ Liverpool
The University of Liverpool is nestled in a city known for its friendly and welcoming nature. The people of Liverpool, often referred to as "Scousers," are known for their warmth, humor, and helpfulness, making it easy for students and visitors to feel at home. The city's roads are well-maintained, and public transport is easily accessible, with buses and trains connecting various parts of the city efficiently. Walking around Liverpool is enjoyable, with plenty of green spaces, parks, and historical sites to explore.
The environment is a mix of urban and scenic, with the River Mersey providing a beautiful backdrop and the city offering a blend of modern and historic architecture. The climate is typically mild, with cool winters and pleasant summers. Rain can be frequent, but it's usually light, adding to the city's lush greenery. Overall, Liverpool offers a comfortable and vibrant living environment with a friendly atmosphere, making it a great place for students and residents alike.
Student
Verified
26/09/2024
On Campus
Employability skills
ULMS Extra provides you with workshops and talks about employability.
I feel prepared for the working world.
I am doing an industry year which i feel fully prepared for and know i will be supported throguhout.
Student
Verified
26/09/2024
On Campus
Employability skills
ULMS Extra offers great workshops and talks about employability.
The University itself is great with making sure you are prepared for the working world post-graduation.
I am doing an industry year which I feel I will be fully prepared for and supported.
Student
Verified
23/09/2024
On Campus
10
The MSc Finance program at the University of Liverpool offers a well-rounded and challenging curriculum designed for students who want to excel in the financial sector. The course covers essential topics such as Corporate Finance, Portfolio Theory, Financial Econometrics, and Security Analysis, equipping students with both theoretical knowledge and practical skills.
Student
Verified
22/09/2024
Blended
A100Medicine
Year leads are very receptive to new ideas always looking to improve the course. In person session like clinical skills and HARC are interactive and staff are friendly and always very helpful. However, there should be more resources made available to help learn and understand online lectures.
Student
Verified
22/09/2024
On Campus
A Dynamic Learning Environment
The University of Liverpool has been an incredible experience so far. The campus is vibrant, with a strong sense of community that makes it easy to feel at home. What stands out the most is the high quality of education, with professors who are not only knowledgeable but also approachable and willing to offer support beyond the classroom.
I’ve enjoyed the diverse range of extracurricular activities, which provide ample opportunities to develop personally and professionally. The university also offers fantastic resources for student support, including career services that help you prepare for life after graduation.
I would absolutely recommend the University of Liverpool to anyone looking for a dynamic and inclusive environment that nurtures both academic growth and personal development. It’s a place where you can truly thrive.
Student
Verified
18/09/2024
On Campus
Its awesome
University of liverpool is too good to study in and you will definately build your career from it and gain some great technical and soft transferable skills to your full time and part time job or internship
Student
Verified
9/10/2024
Blended
The University of Liverpool: A unique experience
Studying History and English Literature at the University of Liverpool was an enriching experience. I had the chance to engage in vibrant societies, meet diverse students, and benefit from excellent facilities and support services.
If you want an institution that stands on principles whilst embracing modernity, look no further!
Student
Verified
13/10/2024
On Campus
Loving it so far!
I would 100% recommend UOL to all the candidates who want to pursue MSc Advanced Marketing. The modules are so accurate, involving and designed to make you industry ready. The lectures, seminars and sessions are very engaging and interesting.
Student
Verified
15/10/2024
On Campus
university review
A wonder institution, love the faculty and would highly recommend other students to join it. The education system is great and the buildings are designed in such a way that they are easily accessible
Student
Verified
22/10/2024
On Campus
Excellent Degree Programme
I do Media and Culture and love the course modules. They're all super interesting and clear, as well as the lecturers being extremely helpful. There is a good amount of workload that is challenging yet manageable. The University resources are also very helpful alongside a lovely campus.
Student
Verified
25/10/2024
On Campus
I would highlight the professors.l.
There are so many things I love about the University of Liverpool. For instance the incredibly friendly and welcoming community. Moreover, the atmosphere is supportive and full of life making it easy to find friends and feel as if you are at home.
