International seminar in London: first-hand insights into sports & entertainment
The MSc in Sports, Entertainment & Lifestyle at emlyon business school is a program designed for a world where sports, entertainment, and lifestyle now overlap. Today, brands, athletes, artists, influencers, and media all help shape how people connect and consume. This specialized program teaches students how digital tools, brand strategy, and new fan expectations are transforming these industries. As part of the curriculum is the one-week international seminar, where students have the opportunities to discover another country’s sports and entertainment ecosystem while developing their international network.
Exploring the industry’s dynamics
In November 2025, students travelled to London for a full week of company visits, conferences, networking and practical workshops. They met organizations shaping the convergence of performance, media and lifestyle – including Salomon, Two Circles, Tottenham Hotspur Stadium, Twickenham & Six Nations Rugby, and Wimbledon.
At Salomon, students discovered how a performance sports brand has also become a lifestyle icon. Originally known for technical mountain sports products, the brand now influences lifestyle culture, urban fashion, and outdoor-inspired everyday wear. This evolution illustrates the program’s main idea: sports, entertainment, and lifestyle increasingly shape one another.
A closer look at data, media, and global strategy
The visit to Two Circles made a strong impression on the group. Thomas, a student from the MSc in Sports, Entertainment & Lifestyle, explained:
“First, we went to visit a very interesting company called Two Circles. What was most insightful was seeing the different kinds of work they do. Not only is it a data-driven business but they also work with broadcasting rights acquisitions between clubs, sports leagues and media companies. Personally, my favorite part was the visit at Two Circles. It really opened my eyes to what kinds of opportunities could be open to us upon graduation.”
The visit showed students how data, media rights, and international partnerships shape today’s sports and entertainment strategies.
Sports venues becoming entertainment destinations
At Tottenham Hotspur Stadium, students saw how modern venues are built for more than sport – hosting concerts, immersive experiences and large-scale events. Thomas shared: “We toured Tottenham Hotspur Stadium, which is brand new and features many never-seen-before amenities like a karting circuit below the pitch and custom-built changing rooms for NFL teams when they play their games in London.”
The visits to Wimbledon and Twickenham showed brand identity and year-round operations. “It was incredible to get to see these history-filled infrastructures first-hand. The sheer size of the facilities and the teams required to have them running smoothly means that there are many opportunities, career wise, that we hadn’t necessarily even thought existed before our trip.”
Meeting alumni and expanding their network
A key part of the week was meeting graduates from the same sector, who now work in major sports organizations. Thomas shared: “The networking we did by meeting two young women who studied our exact program and went on to work for sports companies upon graduation were very helpful in our future career. The networking we were able to do while in London really helped us to understand better how people who were in our exact shoes managed to get to where they are now, for example at Salomon or the Six Nations tournament.”
Understanding the global nature of the industry
Throughout the week, students realized how international sports and entertainment really are. Thomas explained: “I would say the international seminar did change the way that I visualized international business in the sense that it expanded my knowledge of what was possible between international companies. We realized that what’s at stake in the venues and businesses we visited often involves actors from all over the world, not just local ones”
Marie, another current student of the MSc in Sports, Entertainment & Lifestyle, joined the program with a background in hospitality and business administration. She was “expecting to gain deeper insights into how major sports organizations operate… and understand the current challenges and trends in the sports world.”
A key step in their professional journey
“The international opportunities offered by the program, like the seminars in London and the upcoming time in Canada, really appealed to me. These experiences align perfectly with my goal of developing a well-rounded, international career in the sports industry”, concludes Marie.
The seminar exceeded these expectations by showing how sports, entertainment, and lifestyle blend into one global ecosystem. By the end of the week, students returned with new knowledge, new connections, and a clearer vision of the international careers in sports & entertainment ahead of them.