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Business of Sport and Entertainment

The objective of the international minor Business of Sport and Entertainment (BSE) is to offer students the opportunity to develop more extended marketing- and business skills in the specialized industries of Sport and Entertainment. These global industries have become more and more interlinked. In order to achieve the objective an interesting programme has been put together with the following subjects: bidding and hosting of events, live music and dance events, sponsoring and media, ticketing, law, sustainability, research, finance and project management. Students will gain insights and knowledge regarding stakeholders and current developments and will be able to apply learnings while working for real clients in multi-cultural project teams. Literature of this minor is geared towards the latest trends. An international classroom (with English as standard language), a dedicated team of lecturers, guest lecturers, visits and a study trip abroad are key factors for the continuing succes of this minor.

The programme consists of:

70% lectures, guest lectures, workshops, assignments and visits

30% practical project activities, students work as junior consultants in a team for real clients on real assignments.

An educational 4 day trip (3 nights) will be organized abroad (f.e. London).


After successful completion of this minor students will have:

1. gained insights and knowledge regarding current developments, stakeholders and different business models as well as an understanding of the impact of the close relation between Sport and Entertainment

2. gained some practical international working experience

3. developed skills regarding international project management

4. gained experience working for an international client and experience servicing a client

5. gained knowledge and developed skills communicating in English (verbal as well as written) with both students and clients of whom English might not be their first language.

6. developed intercultural sensitivity towards students as well as clients.

7. developed a better understanding how to become a professional in the industries of Sport and Entertainment

8. developed a better understanding of the importance building and maintaining a relevant professional network.

Aanvullende informatie

Questions about the minor?
Contact Tinie Denton-Beeker,

Questions about the Kies op Maat-procedure?
Contact Ineke Odenhoven,


​Euro 200 is contribution to be collected during the kick-off week towards:

- study trip abroad (includes 3 nights hostel as well as educational programme)

- 1 or 2 local activities 

All other costs such as travel and transport, food & beverage are excluded.

Students are likely to spend around euro 500/600 (depending on their personal choices).

Note: students are expected to have a laptop as well as mobile.


​Command of the English language at minimum CEF level B-1, preferably level B-2.

Basic knowledge of subject Marketing (preferably minimum 2 years).

Students have already completed an internship or if this is not the case have gained relevant work experience (f.e. week-end summer jobs).

Students have to be available on a full-time basis.


1. Bidding and hosting of events - 3 ECTS - Written test (TS) and 1 paper (PA)

2. Live Music and Dance Events - 3 ECTS - Written test (TS) and 1 paper (PA)

3. Sponsoring and Media - 3 ECTS - Written test (TS) and 1 paper (PA)

4. Ticketing - 3 ECTS - Written test (TS) and 1 paper (PA)

5. Law - 3 ECTS - Written test and (TS) 1 paper (PA)

6. Sustainability - 3 ECTS - Written test (TS) and 1 paper (PA)

7. Research - 3 ECTS - Written test (TS)

8. Financial and Project Management - 3 ECTS - Written test (TS)

9. Project Studency - 6 ECTS - Project (PJ), Assignment (AS), Presentation (PS), Assessment (AS)


Project Management A Practical Approach, Roel Grit, 3rd Edition ISBN 9789001790929

TSE developing a winning sports event strategy

Extracts from:

Dance-onomics, Economic significance of EDM for the Netherlands, EVAR

Welcome the Experience Economy, B. Joseph Pine II and James Gilmore

Customer intimacy and other value disciplines, Michael Treacy and Fred Wiersema

Deloitte Technology, Media, Telecommunications predictions 2016

SportBusiness reports digital strategies for sports and sponsorship measurement and evaluation

Havas Sports and Entertainment trends 2016

Further relevant and current reports and articles will be shared on the dedicated minor BSE platform.


This is a full-time minor, attendance is compulsory for all classes as well as visits and study trip !

Lectures:             Monday - Tuesday - Wednesday - Thursday >>> mornings

Project activities: Monday - Tuesday - Wednesday - Thursdays >>> afternoons

Visits:                   some visits to clients, venues or events >>>  days/times may vary

Study trip of 4 days - 3 nights will be part of the programme >>> during first 6 weeks of semester