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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. Students will gain insights and knowledge regarding stakeholders and current developments and will be able to apply specialized learnings via practical assignments towards a personal portfolio. While working for real clients as junior consultants in multi cultural project teams students will experience what it takes to build and manage client relations, project manage, deliver and present recommendations.

An interesting programme has been put together with 4 pillars:

1 Bidding and Hosting of Sport Events

2 Live Music and Festivals

3 Sport and Entertainment Specials such as Sustainability, Law, Ticketing of Events, Sponsoring, Media

4 Project Studency

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 3 day trip (2 nights) will be organized abroad (f.e. London or Paris).


After successful completion of this minor students will be competent: 

 A)    to understand, recognize and describe current developments, stakeholders and different business models in the Sport and Entertainment industries and bring this into practice via the assignments Sport and Entertainment Specials  in a personal portfolio.

 B)     to work as a junior consultant in the Sport and Entertainment industries. As a team player the student can demonstrate skills regarding communications, client relations, project management, research, analysis, filter, creation, reporting, advising and presenting to a client.

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 2 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.



Keen interest in Business of Sport and Entertainment.

​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)


Extracts from:

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

TSE developing a winning sports event strategy 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 2018

Havas Sports and Entertainment trends 2018

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!

Project activities: Monday - Tuesday - Wednesday - Thursday

Lectures: Monday - Tuesday - Wednesday - Thursday

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

Study trip of 3 days - 2 nights will be part of the programme >>> during first 6 weeks of semester