Programme & Dates

The International Summer School in Sport Marketing 2017 “kicks off” on Monday, the 24th of July and finish on Friday, the 4th of August.

Lessons are given every day (Monday to Friday) from 9.30am to 4.30pm; lessons end at 12.45 fridays.
Lunch is served at the ISS "La Ghirada Campus" Restaurant, from 12.45pm. Afternoon session starts at 2pm.
Mid-term exam will take place on Friday, the 28th of July and a final exam will take place on Friday, the 4th of August.

The "AC Milan Experience" consist in a trip to Milan, (departure from Treviso on Friday the 28th morning and return on Saturday evening, transfers and overnight included) with meetings with top managers of the Club and visits to AC Milan facilities, such as:

  • Casa Milan & Mondo Milan Museum;
  • San Siro Stadium;
  • Milanello Sports Center.

We remember that the program could be modified.

Monday 24/7
9.30 – 10.45 Introduction and Organisation of the Course & Project Work Kick Off. (Federico Fantini)
The detailed program of the course will be presented, along with a visit to the host facilities. The classroom will be broken down to working groups which will be involved in projects during the school.
11.00 – 12.45 The international sport business scenario: moving fast to globalisation-1. (Phil Savage)
Introducing the global sport landscape: key players, economics, trends, emerging markets. A big picture on what is at stake in sports and which is the real social, media and economic impact.
14.00 – 16.30 The international sport business scenario: moving fast to globalisation-2. (Phil Savage)
Morning’s topics will further addressed and analyzed in the afternoon with the support of executives and industry’s experts.
Tuesday 25/7
9.30 – 12.45 Iconic or functional? New generation stadia and arena will be both. Probably. (Ben Veenbrinck)
Stadia and arena are the modern temples where the sport religion is celebrated today. They often represent the symbol of their communities and location. And they are becoming destination, multifunctional districts and huge real estate deals with relevant legacies and social impacts. At the center of the show stadia and arena are now pillars of sport marketing strategies. We’ll go deep in this to understand what’s going on and what are the lessons learned from the best practices.
14.00 – 16.30 Media rights, broadcasting and the power of television in sports. (Giuseppe Sampino)
Sporting events are more and more dominating the media and media are more and more driving the economic sustainability of sports. Where is the balance between going live and being broadcasted? Which will be the “killer media application” for sports”? Is TV rights’ value growth never-ending? This and more will be touched by our lecturers.
Wednesday 26/7
9.30 – 12.45 United Nations of Sports. Working inside global sportmakers. (Francesco Ricci Bitti)
Global sport as an indipendent and souveran Entity. IOC, FIFA, Federations are the summit of an international pyramid which is the global governance of sports. With its own diplomacy and politic power. And, often, a huge amount of money. Working for these Institutions represents an unique opportunity to experience the very backstage of how it works. And, sometimes, don’t
14.00 – 16.30

Social media and sport: with passion to the market. (Luca Massaro)
Share! This is the keyword in sports and contents development is key to every successful strategy of fans engagement. Passion & emotion is what matters for brands and new sporting communities are the most required targets of consumers.

Thursday 27/7
9.30 – 12.45 Defending the king's rights. Athletes' management in global sports. (Maurizio Gherardini)
Sports are nothing without the athletes and they play the vital role in the circus. From iconic stars and billionaires down to the grassroots heroes and the army of amateurs every individual drives the growth and the evolution of the most universal phenomenon of the planet. And deserves a special treatment.
14.00 – 16.30

Global sport marketing: management science or creativity? (Roger Mitchell)
Marketing sciences is at the hearth of sport business management nowadays. Brands and properties are competing on the markets for the ultimate goal: the fanbase. We will cover marketing strategies and understand what is needed to win in global sports arena.

Friday 28/7 AC Milan Experience.
9.30 – 12.45

Casa Milan & Mondo Milan Museum

14.00 – 17.30

Milanello Sports Center

Saturday 29/7 AC Milan Experience.
9.30 – 13.00

San Siro Stadium

Monday 31/7
9.30 – 12.45 Knowing your customers. Big Data & CRM strategies in sports. (Marco Nazzari)
Data are changing our patterns of behaviours and are driving marketing plans for brand s and rightholders. Data scientists will probably become the most reuired job in sports soon as nothing like sporting events are able to pruduce tons of data to be applied for improving perfomances as well consumptions.
14.00 – 16.30 Football brands management: successfully sustainable. Combining the impossible? (Luca Bertarini)
Global football is exploding? The most beloved global sports is a the forefront of a new era, where emerging powers will lead the changes. Mega brands, mega salaries, mega events. All appear to be mega in football, yet we need to avoid that it will fall down under its own weight. Finding the receipt of the sustainability of the global football is the next challenge.
Tuesday 01/8
9.30 – 12,45 Sponsorship marketing: from "boss toys" to business strategy. (Paolo Bedin)
Sponsorships keep on being the leading engines of the sport business. They are growing faster than other investments and revenues streams in sports and show the relevance of passion and emotions for brand enrichment and fans engagement. That’s why they are becoming a dedicated marketing science.
14.00 – 16.30 Welcome home! The marketing challenge of state-of-the art stadia and arena. (Paolo Bedin)
Once you got your home, your challenge starts: advertising, ticketing, merchandising, hospitality, restoration, data collection, entertainment: these are only few of the issues affecting the commercial side of the modern venues. That can be turned out in cash-cows, eventually.
Wednesday 02/8
9.30 – 12.45 The show must go on. Selling the experience. (Enrico Mambelli)
Is it sport or entertainment? This is the question. It is a matter of fact that new generations of fans are used to a multiple choice on how to spend free time. And the spectacularization of sports is the emerging trend and a “must have” for your customer retention strategy.
14.00 – 16.30 International Open Workshop: North America vs Europe best practices. (Matteo Leoni, Gianni Pascucci, Maurizio Gherardini)
A panel of experts from both the coasts of the Ocean will discuss and address key topics on what is still making the difference between the leading global sporting business systems
Thursday 03/8
9.30 – 12,45 Skilled and competent. The new-generation sport manager. (Will Lloyd)
The complexity of the global sports requires skilled management to cope with the emerging challenges. The global labor market is dynamic and the old fashion profile of the former star involved in the organization is not enough anymore.
14.00 – 16.30

Getting more complex. The evolution of global sports law framework. (Jacopo Tognon)
Difference between practice and sport is the application of rules to the latter. The growing complexity of sports and its global governance requires the continuos evolution of the law environment to ensure integrity, fight the illegal practices and enable that the show will be always fair.

Friday 04/8
9.00 – 10.00 Final Examination
10.00 – 11.30 Project Work Final presentations