On 17 June, alumni of the Legia Sport Business Programme had the opportunity to meet again during the Black Eyed Peas concert at Legia Warsaw Stadium.
The event was not only a great opportunity to reconnect and enjoy an unforgettable evening together, but also a practical lesson in one of the most important trends shaping the modern sports industry – sportainment, the intersection of sport and entertainment.
Throughout the Legia Sport Business Programme, participants explore topics such as event management, sponsorship, marketing, communications, fan engagement and venue operations. This time, they had the chance to experience firsthand how a large-scale stadium event is delivered behind the scenes.
The success of an event of this magnitude depends on the coordinated work of numerous teams responsible for logistics, security, production, catering, ticketing, partner servicing and customer experience. Seeing these operations in action provides valuable insight into how modern sports venues function beyond matchdays.
Today, the world’s leading stadiums are evolving into year-round entertainment destinations, hosting concerts, conferences, corporate events and community initiatives alongside sporting competitions. These activities create new revenue streams, strengthen commercial partnerships and maximise the value of sports infrastructure.
The Black Eyed Peas concert offered another example of how learning within the Legia Sport Business Programme extends beyond the classroom. It also demonstrated the strength of the Programme’s alumni community, which continues to create opportunities for networking, knowledge exchange and shared experiences long after graduation.
Applications for the 6th edition of the Legia Sport Business Programme remain open until the end of September 2026.
APPLY today.
