The three-week academic journey to Canada has wrapped up for students of emlyon business school’s MSc in Sports Industry Management, offering a powerful mix of theoretical insight and practical experience across two key North American cities.

Québec · Université Laval

• At Université Laval in Québec City, students gained a deeper understanding of North American sports culture, with a strong emphasis on cross-cultural comparison between European and North American models. Highlights included:
• Cross-Cultural Perspectives on Sport: A critical look at the differences between European and North American sports ecosystems—exploring their respective strengths, challenges, and the impact of these differences on European perceptions of North American sports.
• Finance & Budgeting in Sports: Hands-on practice with ticketing strategies and budget allocation based on North American industry standards—training students in modern, data-driven sports management tools.
• Facility Visits: Students toured cutting-edge athletic facilities, including Université Laval’s PEPS Sports Complex, where they were impressed by the scale and professionalism of the infrastructure.

Montréal · HEC Montréal

The second phase of the program took students to HEC Montréal for an in-depth exploration of sports management and industry engagement:

• Corporate Field Visit: A highlight of the trip was a visit to Centre Bell, home of the Montreal Canadiens, where students were welcomed by Vincent Lucier, Senior Vice President of the team.
• Academic Sessions: Students explored human resource management in sports with Charles Baribeault, MBA, CRHA (HEC Montréal), and studied key trends in sports marketing and management with Professors Sébastien Arcand and Geneviève Harbec.
• Local Sports Culture: To round out the experience, students attended live games of the Alouettes de Montréal (Canadian football) and the Montréal Roses (women’s rugby), immersing themselves in the passion of local fan communities.

From lecture halls to stadium seats, this immersive international experience gave students not only practical exposure to the North American sports industry but also a critical global lens on cross-market dynamics—equipping them to lead the future of sports management with both international awareness and local sensitivity.