Master SBS and AC Milan Training School present The first edition of the International Sports Marketing Management Summer School


A top level faculty will run an educational project on the most relevant matters of the sports business, thanks to the cooperation between AC Milan and Master SBS, the MBA in sports business powered by the Benetton Group and University of Venice Ca’ Foscari.


Milan, April 4th, 2017

The first edition of the International Sports Marketing Management Summer School is ready to take off. This project is the result of the cooperation between the AC Milan Training School, focused on building up the professional skills of the people working in a sports organization and the Sports Business Strategies MBA, the leading course in sports management powered by Verde Sport (Benetton Group sports company) and University of Venice Ca’ Foscari since 2005.

The International Sports Marketing and Management Summer School will take place from July, 24th up to August, 4th, in Treviso, Italy, inside La Ghirada, a 220.000 sqm sports center managed by Verde Sport, the company that manages the sports properties of the Benetton Group.

This kind of project is the first one to be run all over Italy, lessons will be in English and will be addressed to students worldwide, China and Far East expecially, who will focus on the most relevant matters of the sports system, which is consistently growing up.

Students, people with a junior profile and managers already working in the sports scenario, will live a two week experience made by lectures, project working, visits to facilities, meeting with sports companies and clubs representatives and, further more, the “AC Milan experience”, two days in Milan discovering the AC Milan world: from Casa Milan (the place of the Mondo Milan Museum) up to the San Siro Stadium and Milanello Sports Center, the training facility of the club, and meetings with some of the Club’s top representatives.

During the classroom at La Ghirada Sports center, the issue at stake will consider sponsorship strategies, event organization, the fanbase engagement and the new digital communication opportunities, the E- Sports world and much more.

“AC Milan still represent one of the best practices in the world of sports, in terms of management, organization and business development. This new cooperation with one of the best Italian MBA in sports management is a great chance to teach our skills and capabilities to young people willing to increase the sports system scenario”, AC Milan HR and Organization Manager Agata Frigerio said.

“We are proud to build up a new project with a unique Sports Club like AC Milan: the Master SBS is one of the leading MBA in sports business in Italy, thanks to the support by University of Venice Ca’ Foscari and this International Summer School will represent a new mission for our educational program and the best way to exploit La Ghirada Sports Center, a sports facility like no other all over Italy”, Master SBS Programme Director Alessandro Carrera reported.

Students can directly apply for the International Sports Marketing Management Summer School on the official website: within June, 24th.




AC MILAN Training School

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

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

The school’s objective is to enhance and bring to benefit of the stakeholders the excellence of the historical, experiential and cognitive heritage - also at an international level - which has developed within the Club. The school’s sports and managerial training method sees the human resources at the centre of a dialogic relationship that identifies the educational needs of each participant and defines for each of them the most appropriate classes, both individually and in groups.


Master SBS


The Master SBS, a 2005 brainchild of Verde Sport (Benetton Group) and Ca’ Foscari University of Venice, is supported by CONI and sponsored by a lot of Clubs, Federations and Sport Companies.

The SBS takes place in Treviso at La Ghirada every year, from September to the beginning of March. More than 400 students, coming from Italy and worldwide, have attended previous editions and now, most of them, work in the International Sport System.

The SBS is characterized by a very unusual combination between a private subject , Verde Sport (Benetton Group) and a very important public Corporation, Venice Ca’ Foscari University. The great organization skills brought by Verde Sport and the scientific knowledge brought by the University created the right mix which made the SBS to be considered one of the best postgraduate Sports Course in Europe.


More information on
phone: +39.0422.324313


Master in Strategie per il Business dello Sport
Verde Sport Srl, C.F. - P.IVA 03707630269, mail:
uffici di Venezia: tel: +39 041 2346853, fax +39 041 2346941 - sede di Treviso: +39 0422324313
capitale sociale € 8.000.000,00 - REA 291790 TV

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