The stage of Turin’s Allianz Stadium, the lights of SFS25 and the excitement of those who, for the first time, were in close contact with the great decision-makers of world soccer. The final lecture of the latest edition of the Social Media Soccer course, hosted at one of Europe’s most iconic venues, was not just a closing act, but tangible proof of how excellence training can shorten the distance between the classroom and the field.

It is from this very energy that Social Media Soccer starts anew, announcing the second edition of its 2026 Path of Excellence: Sport Event 360°. This year, the training proposal is made even more robust thanks to the direct participation of the managers of the Social Football Summit, who will take the chair to share their know-how behind the organization of an event that has now become an international benchmark in the B2B landscape.

Soccer as an entertainment Industry

Today the Football Industry is no longer just a sports discipline, but a giant entertainment industry. In this new paradigm, the ninety minutes is just the tip of an iceberg of innovative content, experiences and formats. Sports events – from international summits to fan experiences in stadiums – thus represent strategic marketing and branding tools capable of generating economic and reputational value for clubs, leagues, institutions and stakeholders involved.

In such a competitive market, communication is no longer just an accessory, but a key strategic asset. Knowing how to organize an event today means knowing how to coordinate a complex narrative that begins months before the gates open and continues to live on digital channels well after the event itself is over.

Sport Event 360°: designing the excitement, managing the business

The course was created to train professionals capable of moving nimbly in this ecosystem. Organizing a sports event today means governing a machine where strategic vision, sustainability and economic management must move in perfect synchrony.

The program is structured to provide soft skills: from budget planning to operational management to creating an unforgettable fan experience. Through a hybrid format involving 36 hours of online classes, participants will analyze the economic models and sponsorship strategies that make a large event sustainable.

In all of this, the Social Football Summit will be the central use case. Students will have the unique opportunity to study from the inside how a concept created for networking can be transformed into a global value asset by analyzing stakeholder mapping, branding and supplier coordination.

From theory to practice: the final Project Work in Rome

The whole thing does not end in simple lectures, but in an immersive firsthand experience. In fact, the course will culminate on June 5 and June 2026 in the offices of Social Media Soccer in Rome for the final Project Work (with related certificate of participation). Here, the trainees will test themselves by simulating real scenarios from the Football Industry: divided into teams, they will have to devise and design a complete event concept, demonstrating their ability to integrate positioning, ticketing, digital communication and operational management.

An elite pathway for tomorrow’s professionals

The course will start on April 10, 2026, and is aimed at graduates and professionals aiming for excellence in sports management. Registration is now open (by clicking here), but access is subject to a selection process aimed at ensuring classes of the highest profile, fostering valuable networking among participants. The question, rhetorically, arises: are you ready to take the field?