A one-year investment for the rest of my life

'I wanted to deepen my understanding of the sport industry and develop the leadership skills necessary to contribute to its growth. The intersection of business and sports fascinates me. How organisations leverage strategic leadership, innovation, and commercial opportunities to drive success. This programme aligns perfectly with my ambition to play a key role in the business side of sports, helping organisations maximise their potential and impact.

Additionally, I see this Master’s as a one-year investment for the rest of my life. By pursuing a higher degree in sports, I am differentiating myself from other sport students and positioning myself as a leader in the field. My goal is to help sport businesses thrive by implementing innovative strategies and driving sustainable success.’

Essential skills for a career in sport

‘The Bachelor's programme Sportkunde provided a comprehensive foundation in sport management, policy, and innovation, offering a broad perspective on the role sports play in society. Additionally, the programme's focus on practical learning through internships significantly shaped my professional identity.

From the first year, I engaged in internships with various sport organisations, allowing me to apply theoretical knowledge in real-world settings. These experiences honed my skills in teamwork, strategic thinking, and adaptability - qualities crucial in the fast-paced world of sports business. The hands-on experience also enhanced my ability to position myself effectively in the Master's and in my consulting role, enabling me to contribute meaningfully to client projects from the outset.’

Insights from top executives in sport

‘One of the most valuable insights I have gained is how sport businesses operate at the intersection of passion and commercial success. Understanding how organisations balance financial sustainability with fan engagement, innovation, and leadership has been eye-opening.

Another valuable learning opportunity was the guest lectures given by executives from major corporations and sports organisations. These experts share their specific knowledge, real-world insights, and practical applications, teaching us how to implement these strategies in our consultancy projects. These lectures have been very helpful in understanding the complexities of leadership and business in sports.

My personal highlight was our trip to Lausanne, the capital of sports. We visited the International Olympic Committee, FIBA, ECA and UEFA, giving us direct insight into how global sports governance works. Engaging with current leaders of the sports world, hearing about their experiences, and learning how decisions are made at the highest levels was truly inspiring. Additionally, travelling with fellow students strengthened the group dynamic, fostering greater cohesion and making the experience even more enjoyable.’

From student to consultant: a steep learning curve

‘Team Visma | Lease a Bike is a Dutch cycling team that is active as a World Tour team. We work in pairs on the consultancy project; I am partnered with Jorden. It is an amazing experience to gain real-world consultancy experience while still being a student. The learning curve is steep, and making mistakes is part of the process. Unlike an internship, where the focus is often on learning from observation and assisting with tasks, this consultancy requires me to take full responsibility for my own work. I am not just a student shadowing professionals, I am treated as an expert in the topic and expected to contribute meaningful insights.

I am responsible for key tasks such as conducting research, managing projects, and attending and leading meetings. This level of responsibility is a significant step in my development, as it requires me to think critically, manage my time effectively, and present my findings in a professional setting. It has also strengthened my ability to communicate effectively with industry professionals, make informed decisions, and adapt to the fast-paced nature of the sports business world. 

One of the most important lessons has been understanding how a company operates from within, not just as an observer but as an active contributor. Being involved in strategic discussions and decision-making processes has given me a deeper appreciation of how sport organisations navigate business challenges. This experience has been instrumental in shaping my ability to work independently, build confidence in my expertise, and contribute meaningfully to the success of a high-level sport organisation.’

Becoming a strategic leader in sport

‘One specific area I am focusing on during this Master is effective communication, which includes conveying ideas clearly, negotiating with partners, and motivating teams. I also aim to refine my strategic thinking skills. The sport industry is evolving rapidly, and leaders must anticipate trends, adapt to market changes, and implement long-term growth strategies. This involves understanding financial models, brand positioning, and the integration of digital transformation in sport organisations.

Another crucial aspect of leadership is resilience and adaptability. Working in sports means dealing with high-pressure environments, unexpected challenges, and fast-paced decision-making. I want to develop my ability to remain composed under pressure, make informed decisions quickly, and lead teams effectively during critical moments.

Finally, I am focused on building a leadership style that fosters collaboration and innovation. The best sports leaders know how to bring people together, create an inclusive environment, and empower others to contribute their best ideas.’

Challenging the status quo within sport organisations

‘My thesis is on how sport teams with low media coverage can attract sponsorships and partnerships, which has given me a deep understanding of the challenges and opportunities within this area. My goal is to apply this expertise to help organisations unlock new revenue streams and establish meaningful corporate relationships. In 5 years I want to be at the forefront of change, challenging the status quo within organisations and driving innovation in the way sport businesses operate.’

My advice to future Master’s students

‘Embrace the journey with an open mind and a proactive attitude. This Master offers an incredible mix of academic knowledge, practical experience, and industry exposure. It’s a programme that challenges you to think critically, push boundaries, and develop leadership skills that are essential in the sports industry. 

The opportunity to work with top sport organisations, engage with professionals, and tackle real-world business problems makes this programme unique. If you’re passionate about sports and want to make an impact beyond the field, this Master’s is the perfect stepping stone toward a dynamic and rewarding career.’