From tennis courts to Adidas: how Lucas Bollé launched his sports career
Lucas Bollé
MSc in Sports, Entertainment & Lifestyle (2024 cohort)
Breaking into the sports industry requires more than passion. Lucas Bollé learned this after spending two years working in the US following his undergraduate degree as a student-athlete on a tennis scholarship. Today, he works at Adidas headquarters in Nuremberg, Germany—a position he credits directly to his MSc in Sports, Entertainment & Lifestyle at emlyon business school.
Understanding the challenge
The reality of entering the sports sector is daunting. The industry combines widespread appeal with limited entry points—major brands, professional clubs, and agencies receive hundreds of applications for single positions. Many roles require not just relevant education, but also industry connections and practical experience that can feel impossible to gain without already having a foot in the door. This is particularly pronounced in sought-after areas like marketing, brand management, and sports business operations. Lucas knew he needed a strategic approach that would provide both credentials and real-world exposure.
"I know it's not an easy industry, especially to get your first step in. It's really hard," he admits. "In my opinion, it was important to apply for a Master related to the sport industry."
A strategic return to France
After his American experience, Lucas sought a specialized program that wouldn't require multiple years of commitment. The two-year MSc in Sports, Entertainment & Lifestyle at emlyon offered exactly what he needed – the program is accessible directly in year 2 for students with a 4-year Bachelor’s degree or a Master’s degree. The program is delivered in Paris, on emlyon’s Parisian campus, located near gare de Lyon.
"I just didn't feel like living in the US, even though I had an amazing experience over there," he explains. "I wanted [to study] something related to sports, and also something that was not going to last for two or three years."
The program focuses on future-ready capabilities including strategic thinking, data analytics, and AI marketing—skills applicable across the evolving sports and entertainment landscape.
The Adidas connection
The program's standout feature is hands-on collaboration with major sports organizations. During his academic experience, Lucas worked in a five-person team on an Adidas business case, presenting their findings at the company's French office before senior leadership.
"There was quite a lot of managers and board members from Adidas France—important people with a lot of experience," Lucas recalls. "To be able to get the first step in of what the culture of Adidas is, how the company works, definitely helped."
This project became his entry point. "If you are applying for an internship at Adidas, and they already see that you have done a great project for three, four months related to, and for, Adidas—it helps a lot."
Beyond technical skills
While the curriculum covers essential technical competencies, Lucas emphasizes the value of soft skills developed through constant presentations and networking.
"While we were doing our Master of Science, we had to do so many presentations. Now, I see it when I'm working: I don't have this fear of presenting, or of communicating with people," he reflects. "The way you are presenting yourself, how you communicate with people – it might sound super basic, but at the end of the day, it's important."
The program's reach extends across the sports ecosystem with many career outcomes. Alumni now work at Chelsea FC, The North Face, TikTok, and Paris Saint-Germain. According to program data, 83% of graduates secure positions before completing their degree, often through mandatory internships.*
Looking forward
As Lucas completes his six-month internship in product marketing for rugby, his perspective is clear. "For the moment, the only thing that I know is that I would like to stay at Adidas, but the department I'm pretty open about—maybe a different role in marketing."
His final assessment? "There are a lot of positive things about this MSc, and I still believe that if I didn't do this program, I wouldn't have got this job at Adidas."
*The employment data in this article comes from questionnaires completed in 2025 by 2024 graduates. This data is indicative, and cannot be guaranteed for any candidate/participant in the program.