Shaping the future: the Executive Master in Business of Events redefines the role of major events.

The Executive Master in Business of Events (EMBE) kicked off with an opening that set the stage for an exploration of the evolving role of the business of events in the global arena. The session brought together diverse perspectives, ranging from the complexities of managing large-scale events to the enduring impact on society and local communities.

Dean Stefano Caselli and Associate Dean for Master Division Vincenzo Baglieri welcomed the participants, drawing on the School’s heritage and values to underline the strategic importance of SDA Bocconi as a hub for advanced management education. They traced the School’s evolution and emphasized the value of events as catalysts for economic and cultural growth, connecting their significance to the core mission of nurturing leaders who can shape the future of industries through innovation and vision.

This broader institutional perspective seamlessly integrated with the specific focus of the program: Dino Ruta, EMBE Academic Director, articulated its vision and the importance of understanding the business of events not only as isolated occurrences but as intricate networks that shape and are shaped by the broader context in which they operate. “EMBE is a new platform that unites managers, institutions, companies and investors with the aim of growing human capital to support the events system” – commented the Director. “We imagine a future where events are measured on economic, social and environmental parameters, and where an event is created and sold as a company. This would enhance the value of the industry and all its components”. His remarks were echoed throughout the day, highlighting how major events can transcend their immediate context, becoming catalysts for change and drivers of innovation following 5 key concepts: city events hub, ecosystems, creativity, sustainability and legacy, global leaders.

During the event, Dean Stefano Caselli and Francesco Billari, Rector of Bocconi University engaged in a conversation with Giovanni Malagò, President of the Italian National Olympic Committee (CONI), President of Fondazione Milano Cortina 2026, IOC Member and Chairman of the EMBE Advisory Council, reflecting on the strategic potential of events like the Olympics, and other major sporting and entertainment global events, which redefine the cultural and economic landscape of the cities that host them. Malagò’s concluding remarks underscored the power of such initiatives to create a lasting impact that endures long after the spotlight has faded.

Contributions from international experts and industry representatives—members of the EMBE Advisory Council—further emphasized the importance of creativity, sustainability, and leadership in navigating today’s event ecosystems. The presence and support of the donors—Caltagirone Group, Deloitte, Elettronica, Enel Foundation, Esselunga, Fondazione Dompé and Intesa Sanpaolo —reinforced the shared commitment to fostering a new generation of leaders capable of shaping the future of the events industry.

The opening was more than an introduction to a program; it was an invitation to reimagine what the business of events can represent in a world where sport, entertainment and exhibition industries often interconnect, and their influence extends touching upon sustainability, legacy, and the growth of human capital as tools to redefine urban spaces as dynamic hubs for global communities.

SDA Bocconi School of Management