ABOUT THE AUTHORS PAOLO GUENZI is Associate Professor in the Department of Marketing at Bocconi University, and Professor in the Department of Marketing at SDA Bocconi School of Management, where he is the director of the courses on sales management. He teaches sales force management in the Executive Master in Marketing & Sales and in the Executive MBA. He has published several books and more than thirty articles in leading academic journals. His primary research interests are sales force management & leadership, marketing & sales relationships, and sports and entertainment marketing. He is on the Editorial Board of the Journal of Personal Selling & Sales Management, and the International Journal of Sport Marketing & Sponsorship. He is the track chair of the Sales Management & Personal Selling Track of the European Marketing Academy. DINO RUTA is Professor in the Department of Organization and Human Resource Management at SDA Bocconi School of Management. He is Scientific Director of the FIFA International Master in Humanities, Management and Law of Sports. He leads the Sport Business Academy and the Sport Innovation Laboratory at SDA Bocconi School of Management. He is also Director of the Master in Organization and Human Resource Management at Bocconi University. His research activities are focused on leadership, human resources and sport management, integrating cultural and business results. He teaches People Strategy and Metrics, Leadership, and Cultural Event Management. He has published in leading academic journals as well as publishing books for several international publishers.