Sport Management

The world of sport nowadays is much more than a regular viewer would expect. Beyond admirable performances and competence of both willpower and physique, there lies a massive business sector – in which you will get insight during this course. How to select the best talents, how to motivate them, how to keep them on track under the surveillance of the best trainers, and ultimately – how to lead them towards success and fame? You will find out a lot about this and more in this year’s course.

Course Fee: 750€

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Category: 2 30.7. - 10.8. O Online Marketing and Business Development

Course description


Jeroen Schoon

Saxion University of Applied Sciences lecturer
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Just play. Have fun. Enjoy the game. (Michael Jordan)

Sponsors have taken over the world of sports! People don’t just play for fun anymore. Sponsors feel they are the reason for the continuity of events, therefore they are in the position to make demands. How can an event survive without the money from sponsors?

Not only events are constantly moving towards the needs of the sponsors, also the sport participants themselves feel they have to many obligations towards their sponsors. The growth from playing for fun to playing for money ensured a competitive game. Not only the actors we watch, but also the companies concerned with sport need to cope with the competitive sport world. This competitive world can best be described as (almost) impossible. How can you even get money to organize a sport event, let alone participants and supporters, when there are 2000 events that want the same… Managing sport organization, organizing events and event marketing has become a sport itself. How to cope with the competitive game? How can to be one step ahead of your competition? How to survive in the world of sport and sportevents?

Following this course you will learn all you have to know about managing sportevents, sportmarketing and branding of sportevents. With every day you will get one step closer to becoming the ultimate eventmarketeer. To goal is to create a marketeer that knows what it takes to organize, brand and market an upcoming sportsevent. You will act as a curious researcher to gain all the knowledge necessary to reach the goal. Together we develop all the skills necessary to organize, brand and market events.

Schedule: Monday - Friday, 9:00 - 14:00

Credits: You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.

Price: Course fee includes the application fee, study materials and afternoon / evening social activities and events, welcome and goodbye drink. Other expenses, such as transportation, meals, accommodation, insurance, personal expenses, extra activities (such as trips outside town, entrance fees, some of the sport activities and rentals), and required equipment (i.e. personal laptop) are not included in the price.

Accommodation: For accommodation options, please visit the dedicated page here.

This course is new to our Summer school course selection. However the lecturer has years of experience in the field. He has organized more than 30 events varying in target group, size and type of sports.
  • Gaining knowledge of all the steps necessary to organize sport events.
  • Researching existing events and identify errors
  • Branding events
  • Creating experiences for customers, sponsors and participants
  • Perfectly writing an event bidbook
  • Presenting recommendations in a creative way
B1 CEF absolute minimum, B2 and above strongly recommended

This course is designed for students enrolled in a relevant bachelor’s course or students wishing to learn more about organizing sport events, branding and event marketing in sports. Knowledge (or passion) of sports is recommended.

A laptop (or a tablet) is strongly recommended

Each day there are several assignments about the subject that is was taught. They vary from written assignments and reflective assignments to presentations. Each individual assignment accumulates to the final grade. The final assignment is a presentation in which the half marathon of Prague is analyzed and recommendations are given. The recommendations are written down in a Bidbook which will be given to the organization of the half marathon. The final presentation and recommendations is 75% of the final grade, the other 25% are the individual assignments made during the two weeks.

Day 1
  • General information
  • Course description
  • Event market characteristics /li>
  • Correlation between marketing – events and branding
  • Research methods for event marketing
Day 2
  • Visiting the organization of the half marathon
  • Gaining information through field research
  • Visualizing data
Day 3
  • Organization
  • Theme
Day 4
  • Sport management
  • Target group
  • Brand driven events
Day 5
  • Location
  • Safety and calamities
Day 6
  • How to organize the summer Olympic Games?
Day 7
  • Suppliers
  • Entertainment
  • Side-events
Day 8
  • Marketing communication events
  • Branding events
  • Creativity
Day 9
  • Experience marketing
  • Presentation skills
Day 10
  • Finalizing bidbook
  • Presentations
Relevant literature will be downloadable from internet databases and will be given at the start of the course.
Do you have any questions? Let us know!

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