FIFA Master Milan Module: Living the Olympic Experience

February brought a truly unique dimension to the FIFA Master journey, one unlike anything experienced by previous cohorts. Being in Milan during an Olympic year meant students weren’t just studying sport management, they were immersed in it. With Bocconi University playing a key role in measuring the impact & legacy of the Milano Cortina 2026 Winter Olympics (Prof Dino Ruta leading the way), the campus became a hub for Olympic-related events and discussions.

The month began with the opening of Bocconi’s exhibition “sPark of Change”. Shortly after, students witnessed a truly historic moment as the Olympic Flame Relay passed directly in front of SDA Bocconi, bringing the spirit of the Games to their doorstep. This was followed by an unforgettable Olympic Night, combining a conference with a live screening of the Opening Ceremony. Through the Bocconi Talks for the Olympic Movement series, students engaged with some of the most influential voices in global sport. Sessions explored topics such as sustainability, tourism, partnerships & sponsorships, legacy, and governance, featuring leaders including Johan Eliasch, Adam van Koeverden, Kate Gordon and Alberto Uncini Manganelli. In parallel, classroom sessions welcomed experts from organizations such as the International Olympic Committee, PwC, Infront Sports & Media, Adidas, and Game Changers. A key highlight was the deep dive into the International Broadcast Centre, both through lectures and a dedicated field visit, giving students a behind-the-scenes understanding of how the Games are broadcast to billions worldwide.

Beyond the classroom, the Olympic experience became deeply personal for many students.

Nata and Alwin had the unique opportunity to meet key figures of the Olympic Movement, including Papua New Guinea’s IOC Member Auvita Rapilla and ONOC President Baklai Temengil of Palau. They gained first-hand insight into how the IOC supports its members and their families during the Games, while also attending events such as men’s figure skating and multiple ice hockey clashes. Alwin, in particular, made full use of access to the Olympic Family lounges, strategically ensuring his stomach and backpack never left empty.

Across the cohort, Olympic attendance quickly became a shared passion. Léonie led the way with an impressive multi-sport itinerary, attending more events than anyone else in the cohort, from the Opening Ceremony to multiple ice hockey matches with Lalaina and Ashley, as well as freestyle skiing, snowboard cross, and figure skating with Eliú. Martin similarly packed his schedule with events ranging from Italy vs France in women’s ice hockey to men’s clashes like France vs Germany, alongside figure skating and snowboard competitions at the fan zone.

Meanwhile, Toni combined Olympic action with travel across key venues, making stops in Anterselva and Cortina to experience events in different settings such us Biathlon and Bobsleigh. Zack flew the flag for Team Canada in women’s hockey, celebrating wins over Germany and Switzerland, while enduring a couple of hard-fought losses against the USA and even making a TV appearance! Luca, Ale, Xav, and Paolo stayed loyal to the rink, focusing primarily on hockey throughout the tournament.

Some students stepped behind the scenes. Amr and Omar contributed as volunteers in the Olympic Village, handling guest passes for IOC and NOC members, supporting daily operations, and overseeing athlete recreational spaces. Guillermo attended the presentation of the national flag at the Uruguayan Consulate in Milan, where several important representatives were present, including authorities from Uruguayan sports institutions, members of the Uruguayan Olympic Committee, the Snowboarding Federation, as well as the Ambassador and Consul representing Uruguay in Italy. This occasion marked only the second time an athlete has represented Uruguay in the Winter Olympics which is a significant milestone, as Uruguay is a country without mountains or snow, making participation in the Winter Games particularly challenging.

Amid the Olympic excitement, academic life remained as intense as ever. The month began with the Sport Finance exam before transitioning into two new sub-modules: Sport Marketing & Digital Strategy and Sport Event Management. With the Olympics unfolding around them, students were able to directly connect classroom concepts to a live global event, an experience that brought an entirely new level of depth to their learning.

February also delivered its share of lighter moments. We celebrated Daniel’s birthday on Valentine’s Day, fittingly for someone clearly born speaking the language of love. Meanwhile, Rita and Nata took on the Bergamo Half Marathon, both setting new personal bests along the way. It was more than just another academic month, it was a rare opportunity to witness, study, and experience the Olympic Games from the inside. From lecture halls to global arenas, from strategy discussions to live competition, the line between learning and living sport has never been finer.

FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 13 times by SportBusiness.

Organised by CIES in cooperation with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).

"CIES, 30 years of impacting how sport is managed worldwide" & "FIFA Master, 25 years of Excellence in Sport Business Education"