At the end of March, students enrolled in MSc in Sports Business Management embarked on an enriching and immersive educational field trip to Italy. This international experience was carefully curated to expose the students to a variety of global sport business environments, blending motorsport, luxury branding, Olympic planning, and sporting heritage with business innovation, sustainability, and community engagement.
Exploring the Intersection of Sport, Culture, and Innovation
The journey began at the legendary Autodromo Nazionale Monza, one of the most iconic race tracks in motorsport history. They explored the historical significance of the circuit, the evolution of Formula 1 racing, and the business ecosystem that surrounds a global sporting event of this scale. Next, the group visited the International Broadcasting Center in Italy, where they gained firsthand knowledge of the infrastructure behind live sports broadcasting. The Franciacorta Porsche Experience Center offered the students a blend of luxury automotive experience and cutting-edge technology. During their visit, students attended a professional presentation that highlighted the growing role of simulation in driver training, fan engagement, and marketing. They got hands-on with advanced simulators, allowing them to experience racing from the driver’s perspective while learning how technology enhances both performance and entertainment. The group then visited Beretta, the oldest armory factory in the world, founded in 1526. Students were given an exclusive tour of the manufacturing where they observed the production and learned about Beretta’s role in sporting contexts.
Olympic Planning and Sustainability
One of the most forward-looking elements of the trip was the visit to the future site of the Milano-Cortina 2026 Winter Olympics. Students toured the Olympic Village district under construction and received detailed presentations on the logistical, architectural, and economic planning involved in preparing for such a massive international event. They were able to ask questions directly to the organizing team. The tour offered insights into long-term urban transformation, legacy planning, and how sporting events can serve as catalysts for economic and social regeneration. The field trip also included academic and industry engagement through the conference “How Luxury Meets Sport”, featuring renowned organizations such as Cavalleria Toscana, a brand known for high-end equestrian apparel, and the Laureus Foundation, which champions social change through sport. The conference emphasized themes of luxury branding, athlete welfare, and corporate social responsibility. It offered students an opportunity to engage in thought-provoking discussions on how sport can intersect with fashion, philanthropy, and wellness.
Conferences, Football, and Innovation
On the final days of the trip, students had the chance to visit the iconic San Siro Stadium. A guided tour allowed them to delve into the history of the venue, the commercial and fan engagement strategies of top-tier football clubs, and the role of legacy venues in shaping football culture. The tour was not only a celebration of football but also a deep dive into the business of sports marketing, ticketing strategies, sponsorships, and fan experience. The last stop of the Italian tour was at Pirelli, the global tire manufacturer and a major player in motorsport. Students were introduced to the company’s pioneering work in sustainability, innovation, and motorsport partnerships. Through presentations and interactive sessions, students learned how sustainability is becoming central in high-performance sports, from tire recycling programs to carbon-neutral production processes. .
A Transformative Learning Experience
This field trip to Italy was more than just an international excursion — it was a multi-dimensional exploration of the global sport business ecosystem. From historical heritage to future-forward innovations, the students of the MSc in Sport Business Management were given unparalleled access to the many faces of sport. The experience broadened their perspectives on how sport connects with diverse industries — from media and luxury to urban planning and sustainability — and provided valuable lessons that will shape their future careers in sport business management.
By engaging with leading professionals, visiting world-class venues, and participating in high-level discussions, students not only deepened their academic understanding but also built vital professional connections that will serve them well in the competitive world of global sport business.