Young and Curious NBA Players return to SDA Bocconi for the 6th time

SDA Bocconi School of Management and the National Basketball Players Association (NBPA) delivered the sixth edition of the “Branding in the Global Economy” course, for sixteen NBA players who represent the youngest group ever come to Milan, with an average age of just under 25 years old.

This experience, also known as "One Court Milan", where current players (on-the-court) delve into topics relevant to their lives (off-the-court), integrating the path that players take while playing with the one they face as investors, entrepreneurs and ambassadors of their communities.

The young age of this edition confirms that the NBPA is finding an ever-increasing following among players who want to invest in their skills while they still in the prime of their careers as athletes. Branding is a natural framework that can facilitate the players’ growth.

Players were able to learn from top fashion and luxury experts, that have founded or spearheaded successful brands. Among the speakers were Toni Belloni, President of LVMH Italy, Cristiano Fagnani, CEO of Off-white, Gianluca Toniolo, CEO of Dolce & Gabbana Beauty, Michele Tacchella, Gruppo Armani, Stella Jean, Founder & Fashion Designer of Stella Jean, Giordano Calza, Co-Founder and CEO of GCDS, Giovanni Micucci, Marketing Director for FAY of Tod's,  Pietro Terzini, Artist.

Emanuela Prandelli, co-director of the program, highlights that “there is such a special energy in the class when you bring together the best talents from two different worlds and you discover there are so many connections and opportunities, leveraging the extraordinary entrepreneurial verve of so many professional players”.

The 16 NBA players who attended SDA Bocconi to participate in this edition were: Bruno Fernando, Ivica Zubac, Onyeka Okongwu, Dalen Terry, Collin Sexton, Jaime Jaquez Jr., Torrey Craig, Blake Wesley, Troy Brown, Toumani Camara, Luka Garza, Immanuel Quickley, Julian Champagnie, Sandro Mamukelashvili, Jaren Jackson Jr., Tari Eason. Each player was accompanied by a guest, helping forge their path off the court together.

“The NBPA is excited to be returning to Milan and partnering with SDA Bocconi for what is now the sixth edition of our One Court Milan experience” says Matteo Zuretti, Chief Players Experience Officer (NBPA), “we are committed to excellence for our players and this experience provides that through unique access to top executives of global brands.” 

The learning environment was designed in such a way that the players have an active role, with the final goal of writing an individual action plan that can be executed after the initiative.

Dino Ruta, program co-director and Sport & Entertainment Knowledge Center (SEKC) Leader, explains, " professional athletes like NBA players learn differently from C-level corporate. Players of this profile receive a lot of contacts and opportunities from different people. For this reason, the experiential dimension and the supportive climate presented in class are essential to generate learning, which goes beyond simple satisfaction. Generating an impact entering in players’ mind and day to day life is our real aim”.

This newly signed four-year strategic partnership between SDA Bocconi and the NBPA will allow the continued professional development of players through thoughtful business education. The players are ambassadors of excellence in sport for fans around the world, and a culture of excellence is what characterizes every single aspect of this experience.

The experience falls under the SECK activities, which aim to emphasize the world of athletes and events. The goal of the center is to promote an advanced managerial culture, which can be applied in the international sporting context, offering a unique development platform for the athletes and executives involved.

SDA Bocconi School of Management