SAY and Master SBS together for an “Olympic” week

The 2025/2026 class of the SBS Master’s Programme – Strategies for Sport Business – was welcomed by SAY S.p.A. at its Padua headquarters for a training morning focused on marketing and communication within the Sport Business sector.

The event marked the conclusion of an “Olympic” week, which began on Monday 1 December when Anna Volz Got, Senior Manager for Strategic Partnerships & Promotion at The Olympic Museum – Olympic Foundation for Culture and Heritage – joined SAY and the Master’s class for a session dedicated to Olympism, and to the cultural and heritage dimensions of the Olympic Movement.

Volz Got, who has worked for the International Olympic Committee (IOC) for over fifteen years, presented the Museum’s activities, highlighting to the 38 students the importance of preserving memory and promoting the cultural and intangible heritage of the Olympic Games as a means of transmitting Olympic values. These activities reflect the mission of the IOC, an international, non-governmental and non-profit organisation composed of volunteers, which redistributes over 90% of its revenues to support athletes and sports organisations at all levels worldwide.

The following day, Tuesday 2 December, SAY welcomed Maria Teresa Squillaci, Head of Media Relations and Digital Communication at Fondazione Milano Cortina 2026, who took part in an open Master’s lecture titled Communicating the Olympics. The lecture, held at SAY’s headquarters, featured contributions from Marco Dalla Dea, Managing Partner at SAY, and Enrico Beda, PR Director and Head of the Relations division, and was streamed live as part of a training webinar.

Squillaci, who has been part of the Milano Cortina 2026 Organising Committee since its foundation between late 2019 and early 2020, shared her professional journey, the commitment required, and the challenges of communicating one of the world’s most significant sporting events, especially now, with only two months to go before the Opening Ceremony on 6 February 2026.

​​Finally, today, SAY welcomed the Master’s class to its Padua office for an in-depth session on the company’s service offering. SAY currently employs over seventy professionals across its Padua and Milan offices, with around 300 active clients and ongoing assignments across various sectors in Italy and Europe, with a particular focus on the Sport Industry.

Throughout the morning, the students heard contributions from Paola Pitzus, Social Media Manager, Creativity division, Aurora Zotto, SEO & Digital Analytics Specialist, and Michela Terrazzin, Advertising & Strategy Specialist, both part of the Performance division, Sofia Brusamolin, SAY Marketing team.

The event concluded with two testimonials from SBS Master alumni, Chiara Ferrante and Lorenzo Pestugia, now respectively Client Manager and Sales Account Manager at SAY. Their professional paths, spanning collaborations with major sport organisations, numerous events, federations, institutions, and companies in the sports equipment and apparel sectors—offered participants a concrete source of inspiration.

“We were delighted to host Anna Volz Got and Maria Teresa Squillaci for these training sessions with the SBS Master,” commented Enrico Beda. “These opportunities allow us to showcase our daily work in service of the sport industry and Olympic values, sharing experiences and perspectives with today’s and tomorrow’s professionals.”

“The SBS Master’s Programme is not only a valuable opportunity for its participants but also for the companies within the Sport System (particularly in our region, which is home to many sport-focused businesses) that can rely on a serious, accredited institution training motivated and well-prepared professionals,” comments Marco Dalla Dea, speaking about the Master’s Programme organised by Verde Sport Srl (Benetton Group) in collaboration with Ca’ Foscari University of Venice. “It represents a bridge between the academic world and the professional sphere, also through direct engagement with key players in the sport business. It is always a pleasure to collaborate with the SBS Master’s Programme and to play our part in supporting the development and growth of both the class and the wider system.”