Inside the Court of Sports Business
At the International University of Monaco, education goes far beyond the traditional classroom. A defining pillar of the IUM experience is the experiential learning. This unique approach bridges academic theory with real-world industry insights, offering students direct access to the global decision-makers shaping the future of sports.
Recently, students of the Summer School’s Sports Business Management track attended an interesting guest lecture during Professor Frederique Reynertz’s class. The speaker was Noemi Giraudo, an IUM alumna, who now serves as the Registration Coordinator & Sales Assistant at Monaco Mediax for SPORTEL Monaco, the world’s leading Sports Content Media Rights and Technology Convention for more than 30 years.
SPORTEL: At the Core of the Global Sports Tech & Media Rights Market
During her masterclass, Noemi deep-dived into the inner workings of SPORTEL, a convention that has established itself as the premier global gathering for sports professionals for over 30 years. As the market-side powerhouse of the industry, SPORTEL provides a unique platform to explore the latest trends, establish strategic partnerships, and discover the innovations shaping the future of the business. Far from being just a transactional marketplace, it acts as the ultimate hub where broadcasters, marketing professionals, athletes, and major global decision-makers connect.
Rather than a static presentation, the lecture quickly evolved into a natural, high-level dialogue driven by targeted questions from Professor Reynertz and an engaging Q&A session with the Summer School students.
This interactive exchange allowed the class to explore some of the most pressing and visionary topics in the industry today:
- Next-Gen Fan Engagement: Prompted by curiosity about the massive potential of innovation in sports tech, Noemi highlighted recent technological advancements at Roland Garros, illustrating how cutting-edge tools are redefining the spectator experience and driving deeper audience involvement.
- A Networking Lunch Celebrating Women Leaders in Sports: The conversation then shifted toward crucial structural changes within the industry, particularly regarding diversity. Addressing the traditionally male-dominated landscape, Noemi emphasized a strong, conscious push toward female empowerment in sports management. She proudly showcased the “Women’s Lunch” initiative, organized by SPORTEL and promoted by AWS (Amazon Web Services), which is specifically designed to give women center stage, foster new leadership roles, and create an impactful network of professionals redefining the business.
- Athlete Welfare & The Post-Career Shift: Drawing from her personal background as a former professional tennis player, Noemi discussed the immense financial and mental pressure placed on athletes by elite clubs and international federations. This opened up a vital debate on athlete welfare and the growing importance of post-career development. Students explored how organizations help professionals transition into management, advertising, and entrepreneurship. A prime example discussed was the E1 Championship, where tennis legend Rafael Nadal owns a team, perfectly showcasing how modern athletes successfully diversify their brand and build a lasting business legacy after retirement.
From Professional Tennis to the Business of Sports
Noemi’s inspiring journey perfectly demonstrated how passion and a resilient mindset can transition a professional athlete into a successful sports business executive. Having played competitive tennis at a professional level, she brought a unique, practical perspective to the classroom. Her career at Monaco Mediax began in the administrative division of the event, moving up to become the Assistant to the Director, and today playing a pivotal role in coordinating sales and registrations for SPORTEL’s global community.
A sports background builds the foundation: a mindset driven by dedication. But to succeed in this industry, you must also be humble, start from the bottom, and gain hands-on experience before choosing your career path.
Noemi Giraudo
Registration Coordinator & Sales Assistant
The IUM Advantage: Where Education Meets Industry
This guest lecture perfectly embodies why the IUM Summer School is a transformative experience. By consistently inviting industry leaders and successful alumni back to campus, IUM provides students with unparalleled networking opportunities and firsthand industry knowledge.
For the Summer School students, hearing from someone who walked the same halls and now plays an active role in one of Monaco’s most prestigious sports business hubs. It reinforced a core truth of the IUM experience: to win in this industry, you need passion, an experiential mindset, and the courage to believe in yourself.
For more information about our MSc in Sports Business Management, check our website
If you have any questions, contact the admissions team at admissions@monaco.edu
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