FIFA Master 15th edition: January summary

Fresh from a well needed Christmas break, during which the 15th Edition of the FIFA master spread across the world, enjoying sun, sand and snow with family and friends, the class headed to Milan, ready to start the Sports Management module at SDA Bocconi. This second module, following the Humanities of Sport module in Leicester, would make the central third of our journey, the final third being the Law module in Neuchâtel which commences in April. (Though at this point the FIFA Master Alumni would probably say that the FIFA Master journey never really ends, a brilliant feature of this Master’s programme).

During the first three weeks at SDA Bocconi, we have followed submodules on Sport Leadership and Organization with Professor Dino Ruta and Sport Finance with Professor Marco Morelli.

So far, we have had the opportunity to observe the unique applications of leadership, organization and finance within the sports industry; the different structures a sporting organization can adopt; and analyzed the key characteristics of leaders. Lessons are very interactive as we work in groups and discuss with professors key sport management challenges. This approach increases the quality of our learning process which is a priority for the Scientific Directors. This is further demonstrated by the international accreditations and rankings that SDA Bocconi has achieved

High calibre guest speakers such as Andrea Zorzi, one of the most influential figures in Italian Volleyball, complemented the theory learnt in class. Mr Zorzi, who shared with us the highs and lows of his career, helped us to contextualize theory into every day practice. We were also fortunate enough to visit Vero Volley, a great example of how a sporting organization can play an important role within the local community and be a reference point for youth development. Alessandra Marzari, who is the mayor of Monza and President of Vero Volley Consortium, the team and all the staff welcomed us at PalaIper, which is a state-of-the-art sport arena and home of the club.

Module guest speakers have also included a team from Inter Campus, led by Nicoletta Flutti who introduced us to their inspirational programme, which provides opportunities for children in 29 countries worldwide to play football and be part of the Inter Campus family.

We also had the opportunity to meet an alumnus of the FIFA Master, Alberto Zamboni, who now works for the Italian Football Federation (FIGC). His presentation explained the UEFA licensing system and financial fair play regulations.

Further classroom based sessions were followed by an astonishing experience at the Giuseppe Meazza Stadium in San Siro for the TIM cup game between AC Milan and Sassuolo. We had the amazing opportunity as special VIP guests to see the organization and management of AC Milan in action, literally just a few minutes before kick-off. Here, we could fully experience the tension inside the changing rooms and walk out onto the pitch and sit on the players’ bench! Furthermore, we visited the stadium museum, which includes memorabilia from both AC Milan and FC Inter. We were also privileged to be able to watch the match from one of the corporate boxes and speak with Marco Lomazzi who is the Stadium Director. He was extremely helpful and very kind in answering all of our many questions.

Next, we met Filippo De Gregorio, Human Resources manager of Dallara – a company of excellence in the Italian sports Industry. His session illustrated their programme for developing management skills and integration in the organization. This talk was highly instructive for us as we approach the corporate world in the future years.

If this was not already lucky enough the two clubs of Milan were not the only teams we had the chance to meet! ACF Fiorentina management came to visit the class and held an unforgettable session on how they had rebuilt the club from scratch following bankruptcy. Through vision, leadership and strategic direction the club has returned to the top sporting level.

Finally, less than a week ago we were able to visit Juventus at their new home. During this memorable trip we had the opportunity to speak with Sergio Spinelli (Human Resources and Organization Director), Francesco Gianello (Venue Director) and Federica Borin (Stadium Marketing & Sales), who gave us an insight into the significant impact investment in the new stadium had provided in terms of increased revenue and image for the club. The experience was truly unique and the welcome we received allowed us to really feel the atmosphere of working with a top club.

Despite such a hectic schedule of lessons, field visits and guest speakers, SDA Bocconi still managed to find time to organize a class guided tour around the wonderful city of Milan. The tour started at the magnificent Duomo, passed by Galleria Vittorio Emanuele II, stopped at the famous La Scala and finished at the Castello Sforzesco. Meanwhile a tour guide shared with us information about Milan and its history.

As we settle into our studies in Milan, it is clear that what brings us together and makes us such a great team, are not just the field visits, classes and guest speakers but also the famous Italian aperitivo. This is where we can enjoy the Milanese atmosphere, discuss different topics and really get to know each other.

The adventure continues!

Kirsty Burrows and Guglielmo Cammino

Class representatives