The Young Reporters’ Programme (sports journalism and media school) presented at the XXIX World Winter Universiade 2019 in Krasnoyarsk was “a project within the project”. The study describes key conditions and methods for organizing the transfer of professional skills and defines key structural elements for organizing sports journalism and media school within a large-scale sporting event.

Special attention is given to solving two problems: creating high-quality media content by students during the Universiade; and identifying universal technological elements for designing a sports journalism and media school that would allow participants to master modern tools and apply them on completion of the Young Reporters’ Programme.

The approach of B.D. Elkonin and M.M. Mirkes to describing components of an educative event is the methodological basis of the study. The presented survey data are the result of implementing the Young Reporters’ programme in Krasnoyarsk in 2019. The professional media training format when covering a large-scale international sporting event was developed, implemented and described for the first time. The findings of this study may be used for designing internships and student practical sessions at universities, the main educational process being considered as a project.