Press Release - ENG

Wednesday, 21 March 2018

Master SBS and AC Milan Training School strengthen their partnership. The 2nd edition of the International Sports Marketing Management Summer School next July.

A top-level faculty and a program focused on the most relevant trends of global sports business, thanks to the partnership between AC Milan and Master SBS, the MBA in sports business powered by the Benetton Family and University of Venice Ca’ Foscari.

Milan, March, 21st, 2018

After last summer’s great success, the second edition of the International Sports Marketing Management Summer School is ready to take off, with 20 students coming from worldwide to attend the classroom at La Ghirada Sports Center in Venice, Italy. The project was born from the partnership between AC Milan Training School, focused on developing the professional skills of the figures working in sports organizations and the Sports Business Strategies MBA, the post-graduate project powered by Verde Sport (Benetton Family) and University of Venice Ca’ Foscari, leaders in sports management.

The 2nd edition of the International Sports Marketing and Management Summer School will take place next July, from 16th to the 27th, inside La Ghirada, a 220.000 sqm sports center next to Venice, Italy, managed by Verde Sport, the holding that manages the sports properties of the Benetton Group since thirty years.

Therefore, AC Milan Training School and Master SBS strengthen their partnership based on this project, the first of its kind in Italy: classroom will be in English and will be addressed to students worldwide, China and Far East especially, who will focus on the most relevant trends and best practices of an economic system, which is consistently developing and growing.

The students, people with a junior profile and managers already working in the sports scenario, will live a two-week full immersion experience at La Ghirada Sports Center, through lectures, project working and meetings, and, furthermore, the two-day “AC Milan experience”, in Milan, discovering AC Milan’s world: from Casa Milan (where Mondo Milan Museum is located) up to San Siro Stadium and Milanello Sports Center, the training facility of the club, together with some meetings with some of the Club’s top managers.

During the sessions at La Ghirarda Sports Center, the multifunctional center dedicated to sports practice, Sports business managers will give lectures on sponsorship strategies, rules and event organization, the role of social networks and fanbase engagement and the new digital communication opportunities, Esports phenomena and a lot more.

“AC Milan represents a particular case history in football’s world; The recent change of ownership has given further momentum to the development of the business and of management organization and new communication strategies within a football club. We are proud to continue this educational path to promote and hand over our know-how and to contribute to the enhancement of our sport’s prospectives” said Agata Frigerio, AC Milan Human Resources & Organization Director.

Alessandro Carrera, Master SBS Programme Director Alessandro Carrera, commented: “We are proud to be once again with such a high-profile partner like AC Milan in this innovative project: the Master SBS, which was launched 13 years ago with the University Ca’ Foscari of Venice is a reference point in Italy; the International Summer School enhances our cutting-edge training and executive offer serving sports business and allows us to exploit in the best way La Ghirada Sports Center, the exceptional sports facility very close to Venice”,

Students can apply for the International Sports Marketing Management Summer School within July, 2nd.

AC MILAN Training School

Over the years, AC Milan has developed training courses addressed to coaches and sports managers, structured over multiple levels. The purpose of these courses is to create a different sports culture and, at the same time, to increase the knowledge and skills of all the figures involved not only in sports organisation. Each stage of the course represents a more specific level within the various areas of the development of the Integrated Method.

The training school offers courses to all the players involved in sports organisation, giving them the opportunity to gradually become part of AC Milan world.

The school’s objective is to enhance the excellence of the historical, experiential and cognitive legacy - also at an international level - developed by the Club so that stockholder can take advantage of it. The school’s sports and managerial training method puts human resources at the centre of a dialogue-based relationship that identifies the educational needs of each participant and defines the most appropriate classes for each of them, both individually and in groups.


35 students every year graduate at the Master SBS and find wide space in sports world. The lessons take place in in Treviso at La Ghirada. More than 170 partners support the SBS project, a group of companies directly or indirectly involved in sports business, Clubs, Leagues, Sports Federations, media centres and all the main companies that organize Italian and international major sports events.

More than 400 students attended the previous 12 editions of the Master SNS and are now part of the exclusive Community Alumni SBS90% of the graduated students entered the labour market and 60% of them work in the sports system.

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