Jet completed a Bachelor in Sport Marketing at the Johan Cruyff Academy. She chose that programme to focus on a career in judo. When she did not reach the level she hoped for, she stopped competing. She discovered new career paths, built confidence and worked on real challenges with organisations in the sport world. 

A different approach

‘The Johan Cruyff Academy focuses on sport marketing and personal support for athletes. This Master looks at the broader sport sector and how you can create impact. Both views were important for me. I always consider the athlete’s view when I make decisions. The Master helped me see the sport sector in a wider way. Hard work and resilience are key lessons I bring from my sport background.’

Consultancy challenge for FC Utrecht Women

Jet worked with fellow student Marcha on a consultancy challenge for FC Utrecht Women. ‘Marcha has a football background and I worked with other sport organisations. We both believe women’s sport needs more attention and support. Their message ‘From the heart’ felt right for us.

Our goal was to improve visibility and support inside and outside the club. We did analyses, interviews, focus groups, workshops and presentations. We worked with many partners to prepare long-term improvements.’

Why sport brings people together

‘‘For me, the most important thing is making sport more accessible and appealing to everyone. Everyone should have the opportunity to see, play, and learn through sport. Politics often influences sport, so long-term focus is important. The Master helps me work towards positive change in the future.’

Embracing the Master as a challenge

‘One of the biggest challenges has been believing in myself throughout this Master’s degree. Initially, I was nervous about presenting in English. However, I’ve learned that practice truly pays off. By embracing the programme as a challenge, I’ve grown significantly and am now much more confident when presenting in English. This Master helped me see myself in a more positive and professional way.'

‘I am still exploring my career path. I want to work in an organisation that combines sport and social impact. I enjoy working with people and helping create positive change with strong leadership.’

Creating positive change in the sport industry 

‘I am still exploring my career path. I would love to work in a organisation that combines sport and social impact. I am fascinated by the sociological side of sport and marketing. I’m still figuring out whether I’m best suited for a commercial organisation or a sport federation, but what matters most is working with people and helping create positive change in the industry with new leadership. I believe strong leadership can truly drive meaningful progress.’

Advice for future students

‘If you want to grow beyond your Bachelor and make a difference in sport, this Master is a good choice. The year goes fast and you learn a lot. And to future female students: please apply. We need more representation in sport.’

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.