Master’s students stepped into one of sport’s most famous venues as they picked up business advice and insight from a world-leading name in football.

Members of Lancaster University Management School’s MSc Management (MiM) programme experienced a day at Manchester United’s Old Trafford ground – a venue known throughout the game as the Theatre of Dreams.

The students – selected through MiM’s Golden Ticket initiative, which recognises cohort members for their outstanding academic performance in class – enjoyed at behind-the-scenes masterclass at the home of the 20-time champions of England.

They enjoyed a premium stadium tour, and the highlight was an exclusive in-depth question and answer session with Manchester United’s technology leadership team, Lee Forster, Ian Shepherd, and Eddy Griffiths.

Dr Bingbing Ge, MiM Programme Director, said: “It was wonderful to be able to take out students behind the curtain at Old Trafford. The initiative perfectly highlights how our programme goes beyond the classroom and bridges academic theory with real-world industry leadership.

“The visit showed us that a world-leading brand is not run on glamour; it is sustained through operational discipline and constant innovation. While the premium stadium tour, dining experience, and the thrill of sitting in the press room (pictured below) and standing by the directors’ box gave us an unforgettable sense of the club's scale, the true treat was the incredible privilege of sitting down with the management and leadership team to talk about the immense grit behind that glamour.

“By bringing our top-performing MiM students face-to-face with the leadership team at Manchester United to debate digital transformation and global strategy, we are shaping agile leaders who do not just study business history, but who also know how to create it.

“We want to thank Manchester United, and our Lancaster alumnus Simon Green, for hosting us and giving us a truly unforgettable experience.”

Key themes covered by the students across the visit included managing a global brand, digital transformation (including using machine learning to combat ticket scalping), the fine line of deploying AI in real business scenarios, and aligning corporate strategy with sporting passion through shared KPIs.

Simon Green, Senior Digital Project Manager at Manchester United, and a Lancaster graduate, said: “I really enjoyed meeting everyone. The students were well engaged during the sessions and asked thoughtful questions not only about the brand and football but also about the way the business operates and how we use technology to deliver part of the success.

“As an alumni, it is great being able to pass on some of the experience I’ve gained since graduating. I wish the students all the best with their studies and their future careers.”

Students who took part took a lot from the experience.

Sitong Zhou said: “The trip not only explored the mysteries of the stadium, but now I also understand the AI dilemma and the real challenges faced by managers. It was very beneficial.”

Fellow cohort member Zenwin Yang added: “The trip was fun and informative. I learned a lot about the strategies managers use to maximise personalisation and help create better emotional touch points.”

Other members of the MiM programme recently visited Booths Supermarkets and Dewlay Cheesemakers, also as part of the Golden Ticket initiative. Those visits encompassed an immersive, behind-the-scenes industry engagement session, with leaders from both organisations sharing their expertise and experiences.