Why Sport, Business & Leadership

Jamaiah: ‘I chose this programme because I wanted to gain more insight into sports from a societal perspective and acquire the skills needed to make a long-term social impact through sports.’

Ivyanne: This Master's programme aligns with my ambition to support athletes and companies in the sports industry. Its emphasis on practical learning, especially through the consultancy project, is particularly valuable.’

How earlier education fuels strategic thinking in sport

Jamaiah: ‘The Sport Studies Bachelor's programme helped me identify my direction in the sport industry and fuelled my passion. I focused my graduation project on developing a community sport programme in my home country, St. Maarten, which sparked my interest in moving to a more strategic level. I now aim to focus on sustainable initiatives with long-term impact, going beyond just programme implementation.’

Ivyanne: ‘The Sport Marketing Bachelor’s programme fostered my creativity, which I now apply to this Master’s. It also taught me to think strategically about branding, engagement, and industry dynamics, which I use to help sport organisations grow and create real impact for athletes.’

Helping Alkmaar Sport become future-proof

Jamaiah: ‘For my consultancy challenge, I chose Alkmaar Sport due to my interest in mass sport participation and reducing barriers to access. It’s been a great opportunity to see how organisations work to make sports accessible to everyone. In my consultancy, I’m applying key lessons from the Master's, such as vision and strategy, value creation, stakeholder relations, and human resources, to assess how Alkmaar Sport can improve its strategic direction and drive change to ensure broad access to sports and physical activity.’

Ivyanne: ‘Initially, Alkmaar Sport wasn’t my first choice for my consultancy challenge, as I’m more familiar with elite sport. However, after a Speed Dating Session with my top choices, I realised the importance of gaining insight into grassroots sport and its societal impact. Alkmaar Sport offered a valuable opportunity in this area. The key challenge is helping Alkmaar Sport become future-proof. So far, I’ve learned the importance of networking and collaboration in driving long-term success.’

Using sport to promote social integration

Jamaiah: ‘The Master’s programme shifted my perspective to a more strategic approach to using sport for social integration. The consultancy at Alkmaar Sport highlighted the importance of purpose, governance, networks, finance, and branding in driving strategic change. I now see how sport business models, human resource management, stakeholder engagement, and operations are interconnected in creating sustainable initiatives for social integration.’

Ivyanne: ‘Through my consultancy with Alkmaar Sport, I’ve seen how grassroots sports can drive community engagement and inclusion. Additionally, my thesis research on talent development in the Dutch Caribbean will reinforce my belief in the importance of proper structures and guidance for young athletes. These experiences strengthen my commitment to creating a system that develops talent and ensures sport is accessible and impactful for all.’

Developing sport in the Caribbean

Jamaiah: ‘From the start of my Bachelor’s, my goal has been to make a difference in Sint Maarten through sport. This Master's programme has equipped me with the tools to create positive change back home. For me, it’s more than a career - it's an opportunity to make sport inclusive for all and use it as a tool for social development, which would benefit everyone on the island.’

Ivyanne: ‘Growing up in Sint Maarten I was an aspiring athlete in various sports before choosing Taekwondo. Despite competing locally and internationally, I lacked the right guidance to pursue a professional career. After moving to the Netherlands, I took matters into my own hands by joining a club, competing in tournaments, and training with the Eindhoven regional team. This experience led me to study Sport Marketing and now Sport Business & Leadership, so I can provide the guidance I once needed. My goal is to create better pathways for young athletes in the Dutch Caribbean to reach the next level.’

Sport as a tool for community engagement 

Jamaiah: ‘For my Sport Studies graduation project, I developed a community sport programme in St. Maarten to teach life skills through sport for youth with limited access to sporting opportunities. I saw firsthand how sports unite young people from diverse backgrounds, foster community engagement, and create opportunities for those who might otherwise be excluded.’

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.’

Plans for the next 5 years

Jamaiah: ‘I can see myself in St. Maarten working in policy or grassroots development roles as they align with my passion for making sports more inclusive and accessible for everyone. At the grassroots level, I am passionate about developing girls'/women's basketball and ensuring equal access to structured programmes, resources, and pathways. From a policy perspective, I see myself in a role that uses research to shape sports for all policies, ensuring everyone has equal benefits/opportunities regardless of gender, background, or financial situation.’

Ivyanne: ‘I see myself working in athlete talent development, hopefully in a leadership role within an international or national sports federation. My goal is to create structured pathways that help athletes, whether through policy making, programme development, or direct athlete support. I want to contribute to a system that ensures young athletes receive the guidance and opportunities they need to succeed.'

Key tips for success in this Master's programme

Jamaiah: ‘Pursue this Master’s if you're motivated to lead in the sport industry. It will fuel your passion, whether you have a clear goal or are still finding your direction. The programme offers the chance to gain real-world experience, think critically to develop strategic solutions, and strengthen your leadership skills.’

Ivyanne: ‘Start with an open mind. The programme covers a range of topics relevant to the sport industry, and an open mind will help you grasp new concepts and perspectives. Be prepared to 'gracefully embrace the struggle', a slogan we created as a class. You’ll face challenges but overcoming them will help you achieve your diploma.’