With a global reputation for hospitality management and luxury tourism education established over more than seven decades, Les Roches is expanding its credentials in the world of sport under the acclaimed leadership of executive academic dean Dr Ivana Nobilo.
This September, the institution will launch an undergraduate Bachelor of Science (BSc) in Sports Business Management course to complement its Master of Science (MSc) in Sports Management and Events, which welcomed its first intake last year.
As the key architect of both programmes, Nobilo brings a wealth of knowledge to Les Roches’ growing focus on sports academia, with over a quarter of a century of experience in entrepreneurship, marketing consulting and executive coaching.
Indeed, having previously led a full-service marketing agency that delivered more than 1,000 events – many of which were sporting spectacles and brand activations – Nobilo is keen to ensure the courses’ principles of creativity, operational excellence, stakeholder management and commercial impact extend beyond theory and into reality.
“My vision for sports management education is to prepare future leaders who are capable of navigating the complexities of a rapidly evolving industry,” says Nobilo. “This means going beyond traditional management theories to include digital transformation, sustainability, athlete welfare and the growing influence of technology and data.
“We need to develop graduates who are not just managers but also strategists, innovators and change-makers. Sports management education must equip students with the agility to lead in a global, digital and socially conscious industry, ensuring they can create an impact both on and off the field.”
Global experience
Nestled in the heart of the Swiss Alps’ picturesque ski slopes in the Swiss canton of Valais, Les Roches’ Crans-Montana campus is a prime location to experience the value of sports tourism – a sector that is expected to expand at a compound annual growth rate of 10% to reach $1.33tn (£1tn/€1.2tn) globally by 2032, according to Global Market Insights’ Sports Tourism Market Report.
However, the new BSc in Sports Business Management extends far beyond Switzerland. Indeed, the four-year programme is based at Les Roches’ Marbella campus in Spain, whilst including two months at Crans-Montana and two months at the institution’s Abu Dhabi campus in the UAE.
“One of the programme’s greatest strengths is its global industry exposure, with students gaining hands-on learning experiences across our campuses in Marbella, Crans-Montana and Abu Dhabi—three distinct hubs offering a truly international perspective on the sports industry,” Nobilo explains.
The new BSc course will give students hands-on experience from the outset through the Les Roches Sports Lab concept, under which students manage sports clubs as professional organisations and handle responsibilities ranging from logistics, marketing and finance to event planning.
They will also be given the opportunity to forge direct links with key figures and organisations within the industry, with networking opportunities available through visits, meetings with professionals and workshops led by key partners, in addition to two scheduled sports business management internships.
Real-world projects
“From sports operations and marketing to event management and stakeholder engagement, students are involved in real projects from day one, ensuring they graduate not just with theoretical knowledge, but with practical, industry-relevant experience,” Nobilo adds.
“Our curriculum integrates business, marketing, technology and leadership to develop graduates who are ready to contribute immediately in a professional setting.
“Additionally, recognising the demands faced by professional and amateur athletes, we offer flexible hybrid pathways that allow them to continue their education alongside their sporting careers, ensuring they don’t have to choose between competing and preparing for their future.”
Meanwhile, based at the Swiss campus, the MSc programme’s two-semester course is followed by either a six-month internship or a master thesis, according to each student’s wishes.
The programme is designed to ensure that students are ready to step into leadership roles by focusing on governance, stakeholder management, financial stability and event operations at an advanced level.
With a strong emphasis on project-based learning and direct industry engagement, students apply their learning to real cases, helping to prepare them for real-world challenges.
Forging partnerships
Nobilo explains that graduates of both programmes are well equipped – and situated – to pursue a wide range of careers across the global sports industry.
With countless major sports organisations situated in Switzerland, Zurich-based FIFA and the International Olympic Committee in Lausanne are just two of the global bodies that have already received students from the Master’s programme.
“We have established a broad network of partnerships that spans the entire sports ecosystem, both locally and internationally,” Nobilo says.
“This includes collaborations with various international, European, national and regional sports federations, associations and clubs covering a wide range of sports disciplines. In addition, we work closely with sports marketing and event management agencies, media and broadcasting companies, and sports technology providers.”
These partnerships are established in the aim of giving students access to live projects, industry insights, professional mentorship and hands-on learning opportunities.
By maintaining close ties with stakeholders across the sports, media and technology sectors, Les Roches ensures its students experience the industry from multiple perspectives and are prepared to enter the job market with a well-rounded, practical understanding of how it operates.
Future goals
Nobilo and Les Roches aim to future-proof the sports management courses and their students by implementing forward-thinking strategies into the development of the programmes, addressing the industry’s most pressing trends and pertinent needs.
Through this strategy, there are modules on sports technology, esports, data analytics and digital marketing alongside topics like sustainability and athlete welfare. Hybrid learning pathways are also possible to support professional and amateur athletes who need flexibility to continue their education while training and competing.
“If you are passionate about turning your love for sports into a global career, our programmes offer you the perfect starting point,” she says.
“You will gain real-world experience, build meaningful industry connections and develop the business, leadership and digital skills needed to succeed in today’s sports industry.
“Whether you’re an aspiring manager, marketer, entrepreneur or athlete preparing for life beyond competition, you will graduate not just with a degree, but with the confidence and capability to make a real impact in the world of sports.”
To find out more about the course, head here.