Work on sports projects with Puma, Decathlon & Salomon in Shanghai – Prof. Bruzzone tells us more!

sports projects

As a student of the MSc in Sports Industry Management you will spend 4 months studying at EMLYON’s Asian Campus in Shanghai and complete an In-Company Sports Project with a leading sports brand in China. Gaining industry work experience in China, a booming world region in the sports industry, as well as demonstrating your ability to apply academic knowledge to a real-life business challenge will be a great asset to your sports management resume.

Decathlon, Oakley, Puma, Salomon, SGI Europe, EDM Publications and Fred & Farid Shanghai are among the international companies that previous Sports Management students have had the privilege of working with. Topics of In-Company sports projects could include developing the market strategy of an organisation in Asia, building qualitative market research on consumers or recommending strategic plans for business expansion. You will also have the unique opportunity to build a professional network in China, critical for your future international sports management career.

EMLYON’s Professor Bruzzone shares more about sports projects in China

EMLYON Professor Eric Bruzzone is the coordinator of the MSc in Sports Industry Management during the student’s semester in Shanghai, China and an expert in sports management in China. We catch up with Professor Bruzzone to tell us more about the exciting In-Company sports projects of this year’s cohort!

sports projectsProfessor Bruzzone, could you tell us how you came to teach sports management at EMLYON’s Asian campus?

I have been teaching at EMLYON since 2010. In 2012 I finished my MBA with a specialization in Sports Management. In 2012 I created my own company which specializes in Chinese social media in sports with a strong emphasis on marketing and sponsorship for sports “brands”. This includes teams and clubs related to football, cycling and Formula One.

By a great coincidence, EMLYON launched the MSc in Sports Industry Management shortly after and I was invited to create a class based on my experience in my company, as well as to invite industry experts in China.

Could you tell us more about the In-Company sports projects in Shanghai?

In-Company projects (ICP) are part of the main added value of the student’s semester in China. emlyon business school‘s, Co-founder of the programme and sports industry expert, does a great job at using his longtime personal connections in Asia and Europe to provide us with very best sports projects for our students. Students of the MSc in Sports Industry Management this year are working on 8 In-Company projects in China for adidas, Puma, Decathlon, Salomon, The North Face, Oakley and two for Julbo, a leader in high-end performance sunglasses.

As the coordinator of the programme in Shanghai, I am the permanent tutor for all the Sports In Company Project’s so during my classes, I create a discussion on the main issues that students are experiencing with their companies as well as how other companies have resolved similar issues by using landmark case studies. To complete the mix, I invite top sports managers in China to our class so students can exchange of ideas with them.

sports projects

What benefit do students get from studying sports management in China itself?

The China experience! It’s not only the opportunity to have a first-hand exchange with industry experts in class, but also to start creating their own network. Living our EMLYON motto of “Educating entrepreneurs for the world”, the period in Shanghai extends the possibility for students to create and develop their own “guanxi” (Chinese cultural concept of “network”) which will greatly benefit them for their future career in the sports industry.

Discover more about the booming sports industry in China

Could you share some examples of the types of sports companies the students can meet during the semester in Shanghai?

This year cohort of the EMLYON Sports Management programme had the opportunity to meet China’s top management for:

  • National Football League (NFL)
  • Redbull
  • Kia World Extreme Sports Games
  • SportsMaster retail
  • PUMA China
  • Decathlon Asia
  • Fulljet (Consulting and Management services for sports and fashion brands in China)

Discover the cohort’s Induction Week in Shanghai here

Have any students remained in Asia for a job position / internship in the sports industry?

Visa regulations in China are quite strict now, so it’s quite tough for students to get an internship in China. That said, we have one of our former students developing his own sports products company from last year. And we may have two students from this semester opening offices in China for two sports companies very soon!

Discover more about studying Sports Management in China

sports projects


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