Insights from the International Seminar in London – the business of sport in action
Current MSc in Sports Industry Management student Keivan Santoli recounts the background from which he arrived at emlyon business school and the vital insight he has already gained via the month-long International Seminar held in London during the first term of the program. Editor’s note: This program is evolving into the MSc in Sports, Entertainment & Lifestyle for the 2025 intake.
What was your educational background before joining emlyon business school?
“I studied Business Administration in Italy in Bologna, went on a five-month study placement to Montpellier (France) and also embarked on an exchange in Argentina. Whilst writing my thesis for my final year in Bologna I started thinking about a change of direction. A Master in Management was definitely my intention and then it was the personal passion I had for sport that led me to applying for this MSc in Sports Industry Management. In short, this was my chance to continue to develop and apply my business knowledge to something I loved.”
What influenced your choice of school and program?
“Good rankings results definitely played a part as they reflect well on your CV in the eyes of recruiters. I was also attracted by the international nature of the school and program, working alongside classmates from France, China, India, Canada, and Lebanon to name a few. You can only learn from studying with people with differing experiences, backgrounds and points of view. The recent International Seminar in London and the time we’ll be spending later this year in Canada were also strong selling points of the MSc for me.”
What were your expectations of the International Seminar?
“The seminar was held in November, the UK being the choice of destination for the size of its sports economy. Football and London are probably the biggest and best examples of this trend. In light of this, I was looking forward to networking with the industry representatives that we would meet during the trip and also strengthening ties with my fellow students over the month we’d be spending together abroad. In a nutshell, I was really keen not only to the learn new things but also getto bond with the rest of the cohort.”
What did the seminar comprise?
“We had a packed and very well organized schedule, attending iconic events, meeting the CEO of Two Circes (a data-driven sports marketing agency) and, the icing on the cake for a football fan such as myself, visiting the Tottenham Hotspur and Chelsea FC football stadiums. This was especially interesting as we got to see up close just how these two clubs are balancing performance on the pitch with financial results off it. The Tottenham stadium is world famous for the technological innovations used to build it and hosts large-scale concerts as well as its core activity of football, whilst Chelsea went through a change of ownership and business model in recent years. Consequently, we learned very different but equally fascinating things from these two contrasting cases."
“We also spent a day at The Oval, an international and county club cricket venue that has also proven commercially successful. I arrived there with zero knowledge of cricket, so this represented a very different learning experience trying to grasp the business model behind a sport that I knew nothing about.
“We also met with Sports Pro Media, a major player in UK sports coverage. The media market in the UK is huge, so the insight we got into their way of working and the sector as a whole was a vital part of the seminar.”
What were the key takeaways?
“We came away with all kinds of new insights – how sports are managed in a different country with a very different market, how such areas as sponsorship, ticketing and marketing are handled and so much more besides. Overall, the seminar was very much about participation, meeting and greeting, and establishing direct connections with people and businesses. The approach to the trip was very hands-on and less about taking notes or producing written work.”
What previous professional experience did you bring with you to emlyon and the seminar?
“My previous experience reflects my passion for innovation and building something of my own in the business world. Early on, I founded a sports association where I not only managed sponsorships but also took charge of designing uniforms and overseeing financial operations. Later, at the University of Bologna, I created a finance association, further expanding my entrepreneurial and organizational skills. I also gained experience in handling large teams through my work with Riot Investment Society. My internship at KPMG allowed me to develop strong hard skills, particularly in financial analysis and strategic management. I have always been, and continue to be, deeply curious about where the leaders of this industry are headed, constantly seeking innovation and new opportunities.”
What recommendations would you give to prospective students considering such a learning experience?
“The sports industry is relatively new within the business school education landscape, so now is a great time to take such a direction as it’s a very fertile territory. Sport is the biggest market in the world, so do not be afraid of getting into such a line of business. The International Seminar certainly gave me an invaluable look into how sports industry operations are managed elsewhere in the world, so an opportunity not to be missed. I can’t recommend this and the overall program strongly enough.”
In 2025, the MSc in Sports Industry Management will become the MSc in Sports, Entertainment & Lifestyle, a two-year program focused on sports and entertainment marketing. Combining digital technologies and strategic insights, it prepares students for careers in the evolving sports, entertainment, and lifestyle industries.
