Sport Marketing: From Classroom to Industry

Bridging the gap between academic learning and real-world application is a key part of our teaching approach at LUNEX. Recently, students from the International Sport Management and Sport & Exercise Science programmes had the opportunity to deepen their understanding of sports marketing beyond the classroom. Through two hands-on field trips, they explored how marketing principles are brought to life within the sports industry—learning directly from professionals and applying their knowledge in professional settings.

Second-year students visited the ORANGE Digital Center to explore sponsorship strategies in action. They had the chance to meet with Barbara Fangille, Head of Brand, Communication, and ESG at Orange Luxembourg, who shared valuable insights from the field.

Additionally, first- and second-year Sport Management students, along with second-year Sport and Exercise Science students, participated in a trip to the Nürburgring. The visit included a presentation on the history of the legendary motorsport complex by its former president, as well as a behind-the-scenes tour of the control room, media centre, podium, paddock, and other areas. In the afternoon, students presented marketing concepts to Nürburgring’s team, who provided immediate feedback—giving them a realistic glimpse into professional marketing evaluation.

Both visits offered a practical dimension to classroom learning, enabling students to experience how marketing concepts are applied across different sectors of the sports industry.

Students at the Nüurburgring track in Germany.