AISTS SEMOS™ - Sports Event Management and Organisation Seminar (5 days)

Since 2001, the AISTS has been organising SEMOS™ - Sport Event Management and Organisation Seminar.  The AISTS SEMOS™ Open Module offers an overview of the key tasks that sports managers need to successfully plan, communicate and operate when organising sport events, providing a 360° view and behind the scenes look at the mechanics of sport events.

Bringing together leaders of International Sport Federations and other experts of the AISTS network, including the International Olympic Committee and sport event organisers, AISTS SEMOS™ is both pertinent and practical and recognises the increased expectations of spectators, media and sponsors at major events.

Download the AISTS SEMOS™ Brochure here


5 days of learning from the 8th to the 12th of October, 2018 at the Synathlon located on the University of Lausanne Campus. 


This newly revised SEMOS™ programme is being led by Ms Andrea Marcellini - Venue General Manager at the recent  2016 Rio Olympic Games.  With over 10 years of experience working in sport and 7 years of working in international sports organisations, Andrea has experience in managing large-scale events and teams and specialises in project management and communications.  She will also be lecturing throughout the week, providing participants with hands-on learning through numerous operational readiness exercises.  Once again we have revised and updated our programme and added new speakers. 

Focused on hands-on learning with constructive outcomes, these 5 days will explore topics, including:

  • Sport Competition
  • Venue management
  • Budgeting
  • Sponsorship
  • Security
  • Accreditation
  • Ticketing
  • Technology
  • Logistics
  • People Management
  • Accommodation
  • Press & Broadcasting
  • Protocol & Hospitality
  • Operational Readiness

Who should attend 

AISTS SEMOS™ participants are professional, part-time or volunteer managers and organisers of sports events, as well as staff from sports organisations looking to successfully lead and manage a complex sport event.



Quartier UNIL-Centre
Bâtiment Synathlon
Lausanne, Switzerland

Fee: CHF 1'980

IFs, NFs & NOC Discount: Employees of International and National Sports Federations and National Olympic Committees receive a discount off the AISTS SEMOS™ open module fee. Please email to register and to take advantage of the discount.
Fee includes:

  • Course materials
  • Daily lunch
  • Entrance fee to the Olympic Museum 
  • Certificate of Completion


Join an international class of 35 participants and a network of like-minded professionals to hear from industry experts from the IOC, FIFA World Cup, Peyongchang Winter Olympic Games, Geneva Open, Union Cycliste Internationale (UCI), World Rowing (FISA), International Volleyball Federation (FIVB) and more. See below for detailed biographies of each speaker.

The 2018 SCHEDULE and Speakers:

*This schedule is updated regularly and is subject to change. 

DAY 1 - Monday, 8 October

Introduction to Event Management

09:00 - 10:30    From Strategy to Operations by Gavin McAlpine, IOC

10:30 - 10:45      Break

10:45 - 11:15        Group Session with Gavin McAlpine, IOC

11:15 - 12:15         Panel Session on Sport Competition

12:15 - 13:45        Lunch Break

13:45 - 15:15        Venue Management by Clare Hartley, ARC Event Consultancy & Andrea Marcellini, AISTS

15:15 - 15:30       Break

15:30 - 16:30      Group Session with Clare Hartley, ARC Event Consultancy & Andrea Marcellini, AISTS

DAY 2 - Tuesday, 9 October

Financial Viability of Events

09:00 - 09:30    Event Cost and Revenues by TBC

09:30 - 10:15       Group Session

10:15 - 10:30        Break 

10:30 - 12:30       Business Development Case by Cyrille Jackobsen, UCI/ASO/Adidas

12:00 - 13:00       Lunch Break

13:30 - 15:30        Sponsorship by Mario Medeiros Azevedo, FIVB

15:30 - 15:45        Break 

15:45 - 17:00       TOP Sponsorsphip by Nalain Naidoo, AISTS

17:00 - onwards Networking Cocktail

DAY 3 - Wednesday, 10 October

Media and VIPs

09:00 - 10:30     Technology by Adrian Corcoran, AmberGlass

10:30 - 10:45       Break 

10:45 - 12:15         Press and Broadcast by Betony Garner, Freelance PR and Communications Consultant

12:15 - 13:45         Lunch Break

13:45 - 15:15         Protocol and Hospitality by Aurelia Ruetsch, Expo 2020 Dubai

15:15 - 15:30         Break

15:30 - 16:30        Panel Discussion with FIFA 2018 World Cup Managers

DAY 4 - Thursday, 11 October

Sales and Client Management

09:00 - 11:00      Ticketing by Paul Williamson, Sportts Ink Associates

11:00 - 11:15          Break

11:15 - 12:45          Accreditation by Francess Lusack, Lusack Logic & IOC Advisor

12:45 - 14:00        Lunch Break

14:00 - 16:00       Security by Andrew Amery, R3S Global

16:00 - 16:15         Break

16:15 - 17:00         Operation Readiness Exercise with Andrea Marcellini, AISTS

DAY 5 - Friday, 12 October

The Puzzle of Event Management

09:00 - 9:45      Sport Specific Knowledge by Paul Caccamo, Up2Us Sports

09:45 - 10:00     Break

10:00 - 12:00      Accommodation by Christina Tavares, EHL

12:00 - 13:30       Lunch Break

13:30 - 15:30       Logistics by Jose Dhooma, FIFA

15:30 - 15:45       Break

15:45 - 16:45       People Management by Paul Caccamo, Up2Us Sports



Andrew Amery - Director, R3S Global Ltd

Andrew is a recognised major events professional with a proven track record in delivery and oversight across 24 years; including 10 years’ operating at a strategic level on the London 2012 Olympic & Paralympic Games when he was recognised as one of the most influential people in the global security and fire industries. He was a major stakeholder in the development of the multi-agency governance structure for the London games and has a unique understanding of the pressures of both the public and private sector providers in the major event security environment. More recently he has provided strategic consultancy services Rio 2016, Tokyo 2020 Olympic Games and other high profile events as well as providing security consultancy to a number of UK based entertainment companies in respect of current and emerging threats to the sector.

Paul Caccamo - Founder & Chief Executive Officer, Up2Us Sports

Paul Caccamo is a 25-year veteran of the non-profit sector and one of the founders of the Sports-Based Youth Development Movement. He has helped to establish numerous non-profits that focus on youth development, sports and physical activity, and education. He lectures and writes on the impact of sports on youth and community development. He founded the America SCORES national office in 1999 and Up2Us Sports in 2009. He received his Master's Degree in Public Policy from the John F. Kennedy School of Government at Harvard University and his Bachelor's Degree at Georgetown University's Edmund Walsh School of Foreign Service. Paul has received numerous academic awards and citations for leadership, including one of Harvard's most prestigious graduate awards for innovation in the design of social service programs.

Adrian Corcoran - Director, Amberglass Ltd

Adrian’s connection with major sport events stretches back to 1984 when he designed the production talk-back equipment for the BBC’s coverage of the Sarajevo Winter Olympics. Twenty three years later he joined the London 2012 team as Head of Venue Technology, a period which also included 18 months as interim CIO establishing the technology foundation. Since then Adrian has worked on a number of high profile sporting events including; reviewing technology for Rio 2016; working with the LA 2024 Olympic bid team; establishing the England 2015 Rugby World Cup technology team and strategy; working for 2 years as Director of Technology for Baku 2015 to deliver the First European Games in a very compressed timescale; as a technology advisor and Games Operations Director for the Baku 2017 Islamic Solidarity Games; technology advisor for the Glasgow 2018 European Championships; and currently amongst other things as a member of the European Olympic Committee's Coordination Commission for the Minsk 2019 European Games.

Jose Dhooma – Head of Event Logistics, FIFA

Jose is responsible for all Game Operations Including Logistics for the 5th Asian Games. Previous roles have included the Head of Logistics for the Rio 2016 Olympic and Paralympic Games, Head of Logistics for the Glasgow 2014 Commonwealth Games and operational management for the London 2012 Olympic and Paralympic Games. Jose is also the Head of Logistics for a humanitarian aid charity. Jose holds a Masters in Logistics and Supply Chain Management and is a founding partner of Auriol Event Leadership. He has worked within Logistics and Supply Chain for more than 20 years and is experienced in retail supply chains, humanitarian logistics as well as event logistics.

Marion Duvillard - Event Operations Manager of the Banque Eric Sturdza Geneva Open

Marion has been working in sports for seven years and on the Banque Eric Sturdza Geneva Open since the first edition in 2015. After graduating with a Socio-Economics degree, she first worked in a football club before moving on to the world of tennis and events. Marion's current position with the Banque Eric Sturdza Geneva Open has her working on the marketing, technique & infrastructure, sponsoring and financial aspects of the event with a small team.

Betony Garner - Freelance PR and Press Consultant

Betony is a freelance PR and Press Consultant who after recently returning from Rio 2016 a press attaché for Team GB, is now focusing on her work as media officer for the British Ski and Snowboard teams. Betony has excellent major events experience after previously working as the Venue Media Manager for Road Events at London 2012, as part of the Press Operations team for Rugby 7s at the Glasgow 2014 Commonwealth Games and with Alpine Skiing at Vancouver 2010 Winter Olympics. Betony prides herself in being at the cutting edge of PR & social media, whilst at the same time being able to deliver world-class press operations at both local level and international sports events.

Thierry Grin - Banque Eric Sturdza Geneva Open

Thierry is the co-founding partner of Alpenrose Wealth Management AG. Alpenrose is a leading Swiss independent wealth management company with offices in Geneva, Zurich and Bach/Wollerau and holds a Master of law from the University of Lausanne. He has been a professional tennis player and a member of the Swiss Davis Cup team. Thierry is the founder and president of the “ProRea Médecine d’Urgence” foundation and the President of the International Lawn Tennis Club of Switzerland.

Clare Hartley - Director, ARC Event Consultancy Ltd

Clare has worked in major sports events for 17 years across Olympics, Paralympics, Commonwealth, Special Olympics World Games, mass participation charity events and national level school games and Special Olympics. Working across large multi-sport events to single sport world championships and charity events she has a breadth of knowledge in delivering events across the spectrum of scale, budget and complexity. At London 2012 Clare was the Venue General Manager for the Road Events and worked in the venue management team for 3 years. Since 2012 Clare has worked as a Director for ARC Event Consultancy, supporting national and international events across the UK. Clare is a strong advocate for equality in the sports events industry and passionate about women’s sport.

Cyrille Jacobsen - Head of Marketing, UCI

Cyrille has always been a sports passionate and he even was part of the National French Team in Modern Pentathlon during 10 years. He then graduated from ESCP Europe and soon became a sport business specialist with already close to 20 years of experience within several industry-leading companies (sports equipment, media, events organizer, agency, international federation). He started his professional career at adidas’ headquarters in Germany working on the communication plan of the Sydney 2000 Olympic Games. Soon after this, he spent four years as Sales Marketing Executive for the pan-European broadcaster Eurosport where he was mainly supporting the sales teams with ad-hoc audience and sports fans behavior analysis in more than 100 different sports. In 2004 he joined the events organization company A.S.O. as Head of Strategic Marketing. During the five years he spent in this role, he had the opportunity to be involved in very different major projects such as the cycling Tour de France, the Dakar Rallye, the Paris Marathon or the Golf French Open. In 2009 he was recruited by Lagardère Sports as Vice-President Strategy and Development, with the main objective of implementing synergies between the newly acquired different subsidiaries and creating value from organic and external growth, mainly based on sponsorship and TV rights trading as well as through the creation of new events and assets. By the end of 2014 he then joined the UCI in the position of Head of Marketing with the responsibility of handling all the sponsorship and TV rights of this international federation which is rights owner of more than 50 cycling events per year. In two years he raised the yearly marketing revenues by 50% and secured long term deals.

Francess Lusack - Managing Director, Lusack Logic & IOC Advisor

Francess has been involved in Major Events since 2001. She is an experienced and respected leader within the Games industry, with an excellent track record of working across senior roles within challenging and demanding international environments, ranging from the Commonwealth Games (Manchester 2002 & Melbourne 2006) to the Olympic and Paralympic Games (Vancouver 2010, London 2012 and Rio 2016). Over her career, she has held positions as the Head of Accreditation (Rio 2016 Olympic and Paralympic Games) and Advisor for the International Olympic Committee supporting Future Organising Committees with their strategic planning. Born and bred in Manchester, when Francess is not involved in events, she likes to spend her spare time mentoring young adults and supporting local community projects.

Andrea Marcellini - Project Manager, AISTS

Andrea Marcellini graduated from AISTS in 2009. She was the Women's Cycling Coordinator at the UCI (International Cycling Union) and during her time there she launched a new Women’s World Tour and gave more weight behind TV and social media coverage for women, to just name a few things. Most recently Andrea was the Venue General Manager for the Organising Committee for the Rio 2016 Olympic and Paralympic Games. She’s currently managing a global women’s cycling community called STRONGHER.CC.

Gavin McAlpine - Head of Games Operational Readiness, IOC

Gavin leads the strategic planning and delivery of programmes which drive integration, build capability and readiness across multiple stakeholders. His experience includes twelve years with two global consulting firms and has performed a number of long-term secondments in organising committees for the Olympic Games including Vancouver 2010 and London 2012. As Director of Operational Capability and Readiness for Baku 2015, Gavin was central to compressing 7 years of planning into 18 months and building capability of national talent through the innovative Games Academy. He supports the IOC as an advisor which includes projects with Sochi 2014, Rio 2016 and PyeongChang 2018.

Mario Medeiros Azevedo - Commercial Director, FIVB

Mario, a Brazilian national who was previously the Strategic Sponsorship Sales Manager for the Rio 2016 Organising Committee for the Olympic Games for four years, responsible for the main sponsorship deals of the 2016 Games, such as Automotive, Sports Apparel, Beer, Telecommunications, and others, joined the FIVB as its Commercial Director in 2014 with a focus on the sponsorship and sales strategy around the FIVB´s key events including the FIVB Volleyball Men´s and Women´s World Championships and the FIVB Beach Volleyball World Championships. Mario has extensive international experience in major events, speaks five languages and has a MAS in Sport Administration from the AISTS, a bachelors in Communications and Law and a Strategic Negotiations degree granted by Harvard Business School.

Nalain Naidoo - Head of Business Development, AISTS

Nalain is an entrepreneur currently heading up the Marketing and Sales businesses for AISTS. She holds over 17 years of senior marketing experience such as her most recent role as Global Director Olympic Development at The Dow Chemical Company and earlier roles leading/overseeing key Global partnerships on behalf of McDonald’s and Coca-Cola with the International Olympic Committee (IOC); the National Olympic Committees; UEFA and FIFA. Nalain is one of a select few who have worked directly for three of the major TOP’s (Top Olympic Partner) specializing in the International activation of both Olympic and World Cup Football events at the highest level. Her experience spans working with various stakeholder groups from building relations with local host city governments, NGO’s, engaging youth, legal negotiations on contractual rights and internal stakeholders through the various contractual partnership agreements.

Gemma Roura - Head of Events, Formula E Operations Ltd.

With over 19 years of experience in Sports Management, Gemma offers a strong hands-on background in the Motorsports and Events Industries. This includes serving as Project Manager of the BMW Motorrad Championship support race during World Motorcycle Championship – MotoGP , as Event Director for the European high-level motorsport event World Series by Renault and as Driver’s Manager for the prestigious Race of Champions. Gemma joined Formula E Operations in 2013, in the efforts to create the first ever Electric Single-Seater Championship. As Head of Events for ABB Formula E Championship, Gemma has the overall responsibility for the Event Management and Branding Implementation Teams, organising events located in major City Centres such as New York City, Beijing, Hong Kong, Paris, Miami, Moscow, to name a few. She is a key person in the organisation of the company.

Aurelia Ruetsch - Head of Protocol Planning, Expo 2020 Dubai

Aurelia is a large-scale global event professional with over fifteen years of experience across many countries and organisations. She specialises in international relations, VIPs and protocol project design, planning and delivery. Her knowledge also spans across translation, language services and media operations, and she has a deep understanding of organising committees, stakeholder management and client relations. Recently, Aurelia looked after Games Family and VIP client groups for Rugby World Cup England 2015 and UEFA EURO France 2016. She was also Head of Protocol Operations and Games Family Services for the inaugural Baku 2015 European Games, returning to Azerbaijan for the Baku 2017 Islamic Solidarity Games. Aurelia has recently branched out of the sporting sphere. After bringing her protocol and hospitality expertise to WorldSkills Games Abu Dhabi 2017 and Expo Dubai 2020, she is now Head of International Relations with WorldSkills France and jointly leading the bid team to win the rights to host WorldSkills Competition France 2023.

Christina Tavares - Senior Lecturer, EHL

Christina holds a master in quality and strategy since 2010 and teaches courses in Room Division at the Ecole Hôtelière de Lausanne since 2002. She brings with her over a decade of experience in the hospitality industry, within a wide spectrum of establishments ranging from 5-star deluxe hotels to camping grounds. Her career experience also includes working for a Destination Management Company specializing in the upscale market. Her experience from both sides, from the supplier side and as an intermediary between hotels and end customers, has given her a thorough knowledge in group management. During her masters project she focused on quality in SME Hotels and developed a tool to assist owners/managers in viewing his/her operation strategically. Apart from teaching at the Ecole Hôtelière de Lausanne, Christina has also been actively involved with consulting and training projects supported by the Ecole Hôtelière de Lausanne.

Paul Williamson - Managing Director, Sports Ink Associates

Paul has worked on ticketing projects for many major sports events, including World Cups, Rugby World Cups, Cricket World Cups and Commonwealth Games. He was Director of Ticketing at London 2012, which sold 10.99m tickets, value $1bn and most recently was Ticketing Director at Rugby World Cup. He currently leads a consultancy focusing on reducing ticketing risk and improving revenues at major events.

AISTS Founders