EMBE Included in the IOC’s Official List of Olympic-Related Postgraduate Programs

The Executive Master in Business of Events (EMBE) by SDA Bocconi School of Management has been officially included in the International Olympic Committee’s (IOC) list of Postgraduate Courses and MOOCs featuring Olympic-related content.

This prestigious recognition marks a strategic milestone for SDA Bocconi and positions EMBE as a globally relevant, high-impact program designed to prepare the next generation of leaders in the evolving events industry.

The endorsement is especially meaningful within the framework of Olympic Agenda 2020+5, the IOC’s strategic roadmap for the future of the Olympic Movement. With its five pillars—solidarity, digitalization, sustainability, credibility, and economic and financial resilience—the Agenda calls for more inclusive, responsible, and future-oriented models for organizing events, with a strong focus on legacy, innovation, and collaborative ecosystems.

EMBE was built on these very principles. Developed in collaboration with Fondazione Milano Cortina 2026, the program is part of the official legacy of the Olympic and Paralympic Winter Games Milano Cortina 2026. It aims to equip professionals with the skills and mindset needed to lead events in line with the ambitions of Agenda 2020+5.

Though born from the world of sport, EMBE’s reach goes far beyond. It speaks to the broader events ecosystem—including entertainment, exhibitions, and culture—which today represent powerful platforms for economic, social, and environmental impact.

“EMBE reflects the Olympic Agenda not just in spirit, but in structure,” says Dino Ruta, EMBE Academic Director.

“With a unique mix of strategy, creativity, academic insight, and hands-on experience, EMBE empowers professionals to rethink the purpose and potential of events in an increasingly complex world.”

From major sporting events to global expos and international festivals, EMBE trains participants to manage events as engines of value creation, embedded in broader urban, social, and economic contexts. The program promotes an understanding of events as catalysts for development, where global visibility meets local opportunity.

With a curriculum covering all strategic aspects of the business of events, EMBE prepares professionals to deliver long-term value for organizations, institutions, host cities, and society at large.

Its inclusion in the IOC’s official list not only confirms EMBE’s academic excellence and strategic relevance, but also highlights its role in shaping the future of the global events industry, in alignment with the most advanced international standards.

SDA Bocconi School of Management