The UAX Education Group, Atlético de Madrid and Live Nation have formalised a strategic partnership to promote training and research in the sports, music and entertainment industries. The UAX Group thus becomes an academic partner of these leading organisations in their respective fields and strengthens its model of cooperation with major organisations by involving professionals from Atlético de Madrid and Live Nation in the academic development of its students.
Thanks to this collaboration, Alfonso X el Sabio University (UAX) becomes the official university of Atlético de Madrid and Live Nation, and, together with XTART FP, the group’s vocational training institute, will create vocational training and postgraduate qualifications in health and sports management in collaboration with Atlético de Madrid, as well as in management and technology applied to the music and entertainment industry with Live Nation. Furthermore, following the UAX Group’s model, professionals from the football club and Live Nation will play an active role in the students’ academic development through masterclasses and UAXmakers projects, which they will carry out alongside the university’s students.
The scope of the agreement extends internationally, with the possibility of developing training programmes at the Atlético de San Luis (Mexico) and Atlético Ottawa (Canada) franchises.
“For the UAX Group, practical training linked to the business world is the cornerstone of our model, so this major project with Atlético de Madrid and Live Nation brings it to life. They provide us with insights into the skills in demand, professionals with practical experience to act as tutors, and work placements for our students, whilst also enabling us to offer employees and players the training necessary for their future professional development. At the UAX Group, we believe in the comprehensive and continuous training of professionals as a driver of economic and social development, and through this partnership we are creating new avenues to transfer knowledge to the sports and entertainment industry by training the best future professionals,” said Domingo Mirón, CEO of the UAX Education Group.
“Atlético de Madrid is a club that always looks to the future with optimism, and training is a fundamental pillar for building that future. Having the UAX Group as our academic partner provides us with the expertise to offer new growth opportunities to our players and staff, whilst also enabling us to play a direct role in training the industry’s future professionals, ” explained Óscar Mayo, Managing Director of Revenue and Operations at Atlético de Madrid.
“Our industry needs a diverse range of professionals who are equipped to lead innovation in a rapidly evolving global environment where an ever-increasing number of stakeholders are interacting. Through this partnership, we are reinforcing our commitment to developing talent across all roles within the industry—talent capable of transforming music and entertainment whilst understanding today’s sector, drawing on Live Nation’s international experience and combining it with the academic excellence of the UAX Group so that students can develop skills that make a difference in an increasingly connected and dynamic market , ” said Ana Gómez de Castro, Director of Education and CSR at Live Nation Spain.
UAX Group students will also have the opportunity to undertake work placements at Live Nation and Atlético de Madrid and will benefit from experiences throughout the academic year to enrich their education. These measures aim to boost the employability of UAX Group students through a comprehensive and highly practical education.
Furthermore, The Valley Business & Tech School, the group’s business school, will be responsible for in-company training programmes for the club’s players and staff in the areas of business and technology – two fields with high employability rates. For its part, The Valley Talent will provide headhunting and recruitment services for the sports organisation, which will benefit from selection processes tailored to its needs.
The agreement also includes funding for high-achievement scholarships for players and continuing professional development programmes for staff, with the aim of facilitating access to qualifications with high employability and high-quality programmes at vocational training, undergraduate and postgraduate levels, as well as executive programmes, micro-credentials and certifications.
The UAX Group, Live Nation and Atlético de Madrid also seek to promote the generation of knowledge and accelerate its transfer to society, thereby acting as a driver of economic growth and social development. To this end, the collaboration agreement they have signed provides for the promotion of scientific research projects coordinated by UAX, with the participation of professionals from the UAX Group, the developer and the club as principal investigators or co-investigators.
