How to create impact in the sport industry

‘Before starting this Master’s degree, I completed my Bachelor’s in Sport Marketing at the Johan Cruyff Academy. I chose that programme because I wanted to fully dedicate myself to my sport career. Unfortunately, I didn’t reach the level I aspired to in judo and eventually stepped away from competing at a higher level. 

The approach at the Johan Cruyff Academy (JCA) was very different from this Master’s. The JCA focuses on the field of sport marketing and is heavily on supporting athletes individually and providing the tools they need from an athlete-centric perspective. In contrast, the Master’s programme is geared more toward understanding the broader sports industry and how to create impact within it. I believe both perspectives were essential for me: one focusing on the internal, athlete's viewpoint, and the other on governance and external impact.’

The value of hard work and resilience

‘The insights I gained during my time at the JCA mean I always consider the athlete’s perspective when making decisions. Now, through this Master, I’ve been able to expand my outlook, which I’m truly grateful for. One key lesson I bring from my being an athlete is the value of hard work and resilience. I believe sport is an incredibly powerful industry, and that if you work hard, you can achieve anything.’

Getting a complete overview of the sport industry

‘My favourite moment has been the field trip to Lausanne. We visited the IOC Museum, ECA, and FIBA headquarters. It was incredibly insightful to gain an international perspective and see how these major organisations operate and influence the sport world. It shifted my understanding of the industry to a more complete view.’

FC Utrecht Women: a perfect match

‘I am currently working on a consultancy challenge with the FC Utrecht women’s team alongside my fellow student Marcha. We both felt a strong connection with this organisation. Marcha comes from a football background and is very passionate about the sport, whereas I had no prior football experience but had worked with other sport organisations.

We are both deeply committed to promoting women’s sport and believe it deserves more recognition and support. Being from the Utrecht region, we also resonated with the FC Utrecht women’s team’s ‘Vanuit het hart’ (From the heart) approach.

Getting the attention and funding women’s football deserves

‘The goal of our consultancy is to increase both the internal and cultural visibility of the FC Utrecht women’s team. Football can be quite traditional, and we want to ensure the women’s team receives the attention and funding it deserves. As part of our consultancy, we conducted in-depth analyses, interviews with experts, focus groups, workshops, and several presentations. We engaged with key stakeholders to lay the groundwork for meaningful and lasting change.’

Sport can be a powerful unifying force

‘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. In today’s world, with so many challenges, sport can be a powerful unifying force. While positive change is vital in every industry, sport is increasingly affected by politics, making it even more crucial to maintain focus across all levels—from elite to grassroots. I believe long-term vision is key to creating real impact. This Master’s programme has been one of the steps I’ve taken to ensure that I can make a difference 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. I am grateful for this positive change in how I see myself as a professional and my presenting skills.’

Creating positive change in the sport industry 

‘I’ve always found it hard to say where I’ll end up in 5 years. Right now, I would love to work in a sport organisation focused on both sports and sociological 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 to future Master’s students

‘If you’re passionate about sport, ready to take your education beyond the Bachelor’s level, and eager to make a difference, this Master is the place for you. One year goes by so fast. It might just make you a more complete person. And to female students considering it – please do apply! We need more representation in the world of sport.’