The Master in Sport Business Strategy (SBS) was born in 2005, starting from the relationship between Verde Sport (the sport branch of the Benetton Group) and the University Ca’ Foscari in Venice.

The Master SBS aims at creating new managing positions for the Sports System Sales, Marketing and Business Communication areas: companies, sport clubs, leagues and federations, agencies of major sports events, media, communication and consulting companies that promote their brand through sport.

Mr. Gilberto Benetton with the students

The goal of the Master SBS is to give students a full and detailed picture of the sports system worldwide. Students come from different universities, with different skills and interests, but each one of them feels the strong will to build a career in the sports business market, always taking into account the basics, such as ethics and social responsibility, some of the most important issues at stake.

The Master in Sport Business Strategy takes place at “La Ghirada Sports Center”, a full equipped facility built by the Benetton Group in , the headquarters of all the sports teams of the Group (the Benetton Basket, Benetton Rugby and Sisley ), rare examples of winning tradition all over and .

Inside the Campus, open to all, there are: 5 rugby fields, 3 training halls, 3 and playgrounds, 2 beach volleyball fields, 1 course 9 holes, 1 fitness club, 1 pool, 1 restaurant, 1 sports shop.


Course objectives

Master in Sport Business Strategy allows students to: know positions and both the financial and strategical dynamics in the sports business; manage marketing and communication activities supporting the investments for the promotion through sport; learn the basics of a sport company, the features of the production process, distribution, logistics, marketing and internationalization; manage the trade and develop the most effective sales plan; increase the skills in order to select the best tools for a structural analysis, for an overview of the competitive scenario and the right product positioning in the sports business; learn how to build up a commercial plan; plan the right media mix, considering the features of the sport business; know the existing legal system of sport and exploit their bounds as strategical opportunities; improve self skills, personal and public speaking; develop capabilities for trading and teamworking activities.

Student profile

The Master SBS considers a number of 35 students per year at least: each student took a Degree or, at least, a three-year certificate in any matter, in Italian or foreign universities.

The profile required concerns a dynamic, curious, sports-oriented student, who already had experience in the sport system (not compulsory), and a top level professional and academics background, focused in work team and relations.

Profile example: graduates who wish to increase and develop specific practices in sport business; young managers still working in sports business who want to improve and strengthen their management skills; former professional athletes who want to become part of the sport management.


The Program

1 Strategies and sport business management

2 Corporate Marketing

3 Sport sales & marketing management

4 Events, facilities, sports and tourism

5 Media and sport communication

6 Team working The Master visited the Toronto Raptors NBA

TheT structure considers: direct teaching activities; testimonials from business communities, institutions and professional sport clubs; project works in collaboration with sport business companies; business game and work team activities; visits to sports companies and expo; self-learning activities.

Internship & placement

The Master in Sport Business Strategy lasts from mid September to the end of February and the learning process consist of 520 hours of lectures. Besides the lectures, time will be dedicated to study, project works, guided tours and corporate testimonials which give students about 1000 hours of training.

At the end of the classroom, the Organization of the Master SBS gives each students the chance to have an internship offer from companies and agencies involved in the sport market system. Before this time, students will be followed by SBS tutors and coach who will run a deep learning process to help them in the final decision.

Main companies which accepted interns and included SBS graduates in their structure: Benetton Basket, Decathlon, , Euroleague, F.C. Inter, Festival del Fitness, Gatorade, Ladbrokes, Lega Basket Maschile, Lega Volley Femminile, Lega Volley Maschile, , Luxottica Group, FGS Organisation, , Milano City Marathon, Nike, , OVS, PepsiCo, RCS Sport, Scorpion Bay, Sisley Volley, Sky, Tecnica Group, United Colors of Benetton, Venice Marathon, Verde Sport, Vicenza Calcio, Virgin Active, etc...



The Master in Sport Business Strategy offers a maximum of 6 scholarships, 3 of them reserved for foreign students following features:

"Silver" scholarship, including lunch and tuition fee; Two "bronze" scholarships, including lunch and accommodation (single room) c/o La Ghirada Sports Center.

La Ghirada Sports Center Tuition Fee & Facilities 1 Full, includes: textbooks; lunch at La Ghirada Sports Center; english course; computer science course; access to “Stefano Benetton” library (more than 5000 books and 1000 thesis topic sport); SBS branded stuff; guided tours to events, exhibitions and business of sport system; access to the sports facilities of La Ghirada: study rooms, computer room and wi-fi connection access; free access to all the league matches of the teams Benetton Basket, Benetton Rugby and Sisley Volley.

2 Premium includes, in addition to all the items above mentioned: a study trip Overseas, visiting facilities and top business and sports clubs managements; a slot of free tickets to attend national and international sports events.

Further more, each student after the admission will get (on July) the access to an Italian online course for foreigners provided by “De Agostini”, which must be completed by the beginning of the Master.


Lessons of the Master in Sport Business Strategy consists of a mix of direct teaching, testimonials from the business and pro sport worlds, and study trips: by this way, concepts are immediately learnt from men who had a successful experience in business and sport.

Andrea Tomat Giovanni Malagò Giovanni Petrucci Chairman and GM President of Committee Maurizio Gherardini President CONI Lotto Sport Italia 13th Fina Roma 2009 V.P. Toronto Raptors

Alessandro 'Billy' Costacurta Andrea Bargnani, NBA Player Lorenzo Bernardi Deborah Compagnoni A.C. Milan Alberto Tomba, Ski Volleyball Player Olimpionic Ski Champion

Ducati Corse, Bologna - Italy Eicma, Milano - Italy

Air Canada Centre, Toronto - Canada

Allianz , Monaco - Germany O2 Arena, Londra - UK


How to apply The selection process is made by tests and interviews that include an evaluation of the Curriculum Vitae, an Italian language test, a one to one interview (in case of considerable distance, it will be held by technological means: skype, netmeeting, etc.).

Priority requirements:

letter of reference; good knowledge of Italian language; previous working experience; being sports-world oriented; good knowledge of the main software applications.

For more information on Master SBS please visit the website or contact the Scientific Secretariat (University Ca' Foscari in Venice) at:

t + 39 041 2346940 f + 39 041 2346941 @ [email protected] w www.mastersbs.it a Dorsoduro, 3858 - 30123 Venezia - Italy

Abstract of the Master SBS - Academic year 2009-2010 - February 2009 The Master SBS may, at its sole discretion, the right to modify, supplement or delete at any time any content described in this document. It therefore invites you to frequently consult the site periodically to see if they are not changes.