EMBE’s international journey: insights from the Riyadh module

The Executive Master in Business of Events connects five major cities through real-world perspectives

Sports, Entertainment & Events

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From February 2 to 6, 2025, SDA Bocconi's Executive Master in Business of Events (EMBE) held an intensive module in Riyadh, hosted in collaboration with the Leaders Development Institute (LDI) at the Saudi Ministry of Sport. This immersive week was an opportunity for participants to deepen their understanding of sustainable event management in one of the world’s most rapidly evolving entertainment and live experience landscapes.

The Riyadh module, focused on “Delivering a Sustainable Event Experience,” has seen SDA Bocconi Faculty sharing managerial tools and techniques to better interpret and systematize the concepts of event experience, venue management, and event sustainability.

Beyond the classroom, the week featured expert-led discussions, interactive sessions with key stakeholders, and site visits to some of Riyadh’s most significant venues and organizations, experiencing first-hand the ambition of the Kingdom to become a leading destination for global events and entertainment.

As part of their immersive experience, participants gained insight into key entities shaping Saudi Arabia’s dynamic event landscape, among others:

Royal Commission for Riyadh City (RCRC): Leads Riyadh’s urban evolution, integrating Expo 2030, boosting event infrastructure, and solidifying the city’s global events industry prominence.
Saudi Olympic and Paralympic Committee (SOPC): Champions elite sports growth, inclusivity, and international partnerships, embodying Vision 2030’s commitment to sports development and global sporting excellence.
Saudi Pro League (SPL): A model for sports commercialization and growth, demonstrating Saudi football’s expanding global influence and Vision 2030’s industry transformation.
Qiddiya: A pioneering entertainment, sports, and culture hub shaping Saudi Arabia’s leisure industry and providing a visionary framework for future event planning.
Kingdom Arena: A world-class, multipurpose venue showcasing Saudi Arabia’s investment in event infrastructure, reinforcing Riyadh’s role as a global entertainment powerhouse.

Dino Ruta, SDA Bocconi EMBE Academic Director and Rector Delegate for the Olympic Movement at Università Bocconi, commented on the collaboration with LDI: “EMBE has been conceived as a global platform to serve the world of sports and events. This collaboration between SDA Bocconi and the Saudi Minister of Sport starts from state-of-the-art research and education. And it is also about creating strong connections between Milan, Europe and the Middle East, building bridges for the development of human capital in the events industry. We learn from KSA strategies and viceversa, growing together for a truly impactful transformation.”

Dr. Mezna Al Marzooqi, Director General of LDI, emphasized the significance of this partnership as well:

“The inclusion of Riyadh in the EMBE program highlights Saudi Arabia’s rapid rise as a global hub for major events. This collaboration not only showcases the Kingdom’s innovative approach to event management but also advances sustainable practices in the industry, reinforcing our commitment to Vision 2030.”

The Executive Master in Business of events, structured across five major cities—Milan, Paris, Riyadh, Lausanne, and Rome—blends academic excellence with real-world exposure. Developed in academic collaboration with Fondazione Milano Cortina 2026 as part of the Olympic and Paralympic Games legacy, the program offers a global perspective on the evolving dynamics of the international event industry.

SDA Bocconi School of Management