Jamaiah chose the Master to learn how sport can create positive change in society. She wants to gain skills to shape long-term impact. Ivyanne joined the Master because she aims to support athletes and sport organisations. She values the practical learning and the consultancy project.

How earlier education supports strategic thinking in sport

Jamaiah: ‘The Sport Studies Bachelor's programme helped me find my direction in the sport industry. For my graduation project I created a community sport programme in St. Maarten. It helped me see how sport can support youth. After that, I wanted to move to a more strategic level. I now want to focus on sustainable projects with long-term impact.’

Ivyanne: ‘The Sport Marketing Bachelor's programme boosted my creativity. It also taught me to think strategically about branding, engagement and trends. These skills help me support sport organisations and create real impact for athletes.’

Helping Alkmaar Sport prepare for the future

Jamaiah: ‘I chose Alkmaar Sport for my consultancy challenge because I care about mass participation and reducing barriers. I saw how organisations work to make sport accessible to everyone. I used lessons from the Master such as vision, strategy, value creation, stakeholder relations and human resources. I focused on how Alkmaar Sport can improve its direction and support access to sport and physical activity.’

Ivyanne: ‘Alkmaar Sport wasn’t my first choice, as I’m more familiar with elite sport. But after a speed dating session I saw the value of learning about grassroots sport. It showed me how sport influences communities. My challenge was to help Alkmaar Sport become future-proof. I learned how important networking and collaboration are for long-term success.’

Sport as a tool for social integration

Jamaiah: ‘The Master helped me take a more strategic view. The consultancy showed me that purpose, governance, networks, finance and branding all support long-term change. I now see how business models, HR, stakeholder engagement and operations connect to create sustainable sport programmes.’

Ivyanne: '‘Grassroots sport creates community, inclusion and trust. My thesis on talent development in the Dutch Caribbean shows how young athletes need strong structures and guidance. This work strengthens my goal to build a system that helps athletes grow.’

Using sport to unite communities

Jamaiah: ‘For my Sport Studies graduation project, I created a community sport programme in St. Maarten. It taught life skills to youth with limited access to sport. I saw how sport brings young people from diverse backgrounds together and creates new opportunities.’

Ivyanne: 'Sport has a unique power to bring people together and help minority groups integrate by creating shared experiences and building trust. Back home, I was part of the Leo Club, where we organised basketball tournaments for high school students. The focus wasn’t on basketball skills but on uniting students from different schools and grades, helping them bond and work towards a shared goal through the common language of sport.’

Working toward stronger sport systems in the Caribbean

Jamaiah: ‘Since my Bachelor I wanted to improve sport in St. Maarten. This Master gave me tools to create real change. I want to make sport inclusive and use it for social development. It can offer equal opportunities for everyone on the island.’

Ivyanne: ‘As a young athlete in St. Maarten I lacked guidance, even though I competed in many events. After moving to the Netherlands I trained, competed and joined a regional team. These experiences led me to study Sport Marketing and this Master. My goal is to build better pathways for young athletes in the Dutch Caribbean.’

Plans for the next 5 years

Jamaiah: ‘I see myself in St. Maarten working in policy or grassroots development. I want to focus on girls’ and women’s basketball and improve access to safe programmes and resources. Policy work also interests me because it can support equal opportunities for everyone.’

Ivyanne: ‘I want to work in talent development, maybe in an international or national sport federation. I aim to create strong pathways for athletes through policy, programmes or direct support. I want to help young athletes get the guidance they need.'

Tips for success in the Master

Jamaiah: ‘Choose this Master if you want to lead in the sport industry. It supports your passion and helps you find your direction. You gain real-world experience, learn to think critically and develop strong leadership skills.’

Ivyanne: ‘Start with an open mind. You will learn many new topics. Be ready to embrace challenges. As our class said: gracefully embrace the struggle. These challenges help you grow and reach your diploma.’

Excited?

Curious if the Master Sport Business & Leadership is the right fit for you? Come and experience it for yourself! Get a feel for the programme, ask all your questions and see if this is the study for you.