Scadenza iscrizioni: 9 dicembre 2024

Facoltà di: Scienze Bancarie, Finanziarie e Assicurative; Economia

Sports Management: Businesses, Communities, Territories


Anno accademico 2024/2025

Lingua Inglese

Tipologia Master Master di I livello

Frequenza Full time

The teaching and training plan is divided into five areas:

  • Strategy & Management
  • Accounting & Finance
  • Governance & Legal
  • Policies, Societies, Territories
  • Elective courses

Other activities

  • Testimonials and Corporate visits
  • Personal skills
  • Field Project work
  • Internship CFU 10

Total: hours 360 CFU 74


Managing a sport company

  • The politics of sport governance: national governing bodies and sports clubs
  • Understanding sport consumers
  • The industry specificities: combining winning on the pitch and running the business side of the club.
  • Regulation constraints

Sport marketing, branding and sponsorships

  • Strategic aspects of sports marketing
  • The integrated sports marketing mix
  • Building on a high degree of customers/supporters’ brand loyalty to sport clubs
  • Managing Integrated Sport Marketing Communications

Media and digital technology

  • Digital Disruption in the sports ecosystem
  • The fan engagement strategy (e.g.: leveraging digital marketing assets to grow and retain the fan base)
  • Big Data & Analytics in sports marketing strategies
  • E-commerce in the distribution policies of the sport industry.

Managing events

  • Event and Project Management
  • Strategies implemented by public authorities to host sports events and to launch participation campaigns.
  • Strategies by national and international federations to increase participation.
  • Risk management and crisis communication.

Managing infrastructures

  • The politics of sport stadium developments
  • National and international regulations for the quality design of sports spaces
  • Best practices in stadiums/arenas management security issues; analysis of the operations; maximizing the sources of infrastructures sources of income: merchandising, hospitality revenues; advertising; corporate events, etc.
  • Environmental balance, sustainability of buildings for sports and major sporting events

Human resources management

  • Players power
  • The role of the sports’ agents
  • Team building and team working
  • Personal Branding

Business models and innovation in sport

  • Contemporary K-issues in global sport management
  • Strategic and product innovation in the sport system
  • Managing organizational change in the sport business
  • Emerging business models: pros and cons

Financial Reporting

  • Financial reporting according to International Accounting Standards
  • Reading and interpreting a Balance Sheet, Income Statement and Cash flow Statement: case studies
  • Financial fair play: implications 
  • Non-financial reporting (press release, integrated and sustainability reporting) in Sports: case studies.

Financial Statement Analysis

  • A framework for the analysis of a sport business financial health
  • The tools for analyzing the financial health of a sport company
  • The assessment of the company’s liquidity, profitability, solvency and growth
  • Analyzing a financial statement: case studies  

Funding strategies and financial markets in sports

  • Sources of finance for sports companies
  • How to cope with investments in athletes and infrastructures
  • Why and how to list a sports company
  • Private equity in Sports

M&A and valuations in sports

  • The M&A industry in Sports: roles, players, strengths and weaknesses 
  • The driver of the value creation in a Sport Company
  • Valuing a sport company: standard of value and valuation approaches
  • Discounted cash flows and multiples approaches case studies

Sport Law

  • International Sport Law framework: institutions and roles
  • Sport Courts, Ordinary Courts and legal procedings 
  • Engagement contracts for individual athletes’ participation to event/competions
  • Standard contract models between club & athletes in team sports

Athlete and Labour Law

  • Standard Contract models for professional Athlete 
  • Sponsorship and endorsement contracts
  • Image rights of professional athletes 
  • Role and responsibilities of Athletes agents

Corporate governance of Sport Clubs

  • Standard By-Laws and Corporate governance
  • Mandatory corporate standards of sport entities 
  • National & international corporate controls and fines
  • Cases study analysis of precedents 

Licensing and broadcasting rights

  • Game day revenues and ticketing 
  • Image right & licensing contracts
  • Media rights definition (traditional & new media)
  • Media production and broadcasting of sport event

Managing Sport for Development Programs (inclusion, territories, networking)

  • CSR in Sport organizations
  • Social Sustainability in sport organizations
  • Sport organizations as part of a territorial network
  • Developing employability skills through sport

Sport Integrity, Ethics and Culture

  • The risky elements of sporting practice
  • Match fixing
  • Doping
  • Violence in sport

Managing Youth Sport Academies

  • Talent development in sport
  • Training sport coaches in Academy
  • Dual Career of sport persons
  • Residencial experiences for young athletes

Sustainability & ESG Reporting

  • Sport business and sustainability
  • Defining and communicating sustainable strategies to stakeholders and territories
  • Communicating ESG performances to the financial markets
  • Enabling external legitimacy through a sustainability strategy

E-sports management

  • Companies and eSports: strategies and investment plans;
  • Sports meeting eSports: strategies, digital/social contents and case histories;
  • The actors of the eSport world: stakeholders, publishers, event organizers, broadcasters, platforms, players, creators and influencers.




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