The International Master Program in Sports Marketing and Communication (Masmacom) gives students the chance to witness first-hand what it takes to stage an elite-class sporting event like the Turkish Airlines Euroleague Final Four.
Students in the year-long course -- based on a previous post-degree program created by Ca’ Foscari University and Euroleague Basketball -- receive a behind-the-scenes tour of the Palau Sant Jordi and attend talks on sports marketing, arena management and other topics. Some 98 students from 26 different countries have enrolled in the program in Masmacom in previous years. The master’s program provides a solid organizational and educational background aimed at training students for a variety of careers in sports-related companies.
“I am a firm believer in sharing experiences with people from all over the world, and this is what Masmacom has been able to deliver,” said Leroy Raynald, a student in the program. “This (coming to the Final Four) gives you a chance to check how much enthusiasm sports can generate, but also the opportunity to go behind the scenes and take note on how much work it takes to organize an elite event, with people sitting down and writing a plan and executing so that the fans enjoy their experience.”
The four days of activities during the Turkish Airlines Euroleague Final Four will provide students with an intensive exposure to the sports world. In addition to a wide range of activities, they can attend the symposium Leading to Perform: Leadership Learning From High-Performance Sport with Euroleague champion head coach Ettore Messina and ESADE Business School Associate Professor Lluis Martinez-Ribes. Of course, the high point of the experience for the Masmacom students will be the games themselves -- the Final Four semifinals and finals. And then, of course, there is Barcelona itself.
“Barcelona is just a charming city,” Raynald said. “It’s everything you want to make it. It’s actually my fourth time here, but every time it seems like the first time.”