International Sports Business

September, February
20 weeks
Contact hours
15-20 hours per week
  • International Sports Business
  • About this minor
  • Courses
  • Projects
  • Admission
  • Minor regulation
  • Contact

Fascinating and inspiring

Sports connects and engages athletes, teams, fans and businesses. Sports fascinates and inspires. That is why the sports business is a very interesting industry, also from a commercial point of view. Are you passionate about sports, media & marketing? Is it your dream to work in a marketing or media job in the international world of sports?

Head start

The new minor International Sports Business will give you a head start into this field. It offers students with a suitable background* and a passion for sports the best of our Sports Marketing and Sports Communication Bachelors at the Fontys University of Applied Sciences in Tilburg, the Netherlands.

* preferably a background in marketing / communications / media / events / management

Sports marketing & communication professional

This unique minor helps you become a sports marketing & communication professional. It offers you specialized knowledge and skills in fields such as sponsoring, (social) media, (fan) marketing, communication, and managing big sports events. You will work in multidisciplinary and multicultural teams on real life assignments. Some key words are:

  • Fan engagement (how to understand and involve your fans)
  • Data analysis
  • Fan behavior
  • The role of mega events in city marketing
  • Social media strategies
  • Conversation management and media production

Personal Branding program

In this minor we try to see organizations in the sports business as a part of an ecosystem which goal it is to create value for active participants and fans. In addition to that, our Personal Branding program will help you develop a range of professional (research, consulting, media design, presentation) skills. Team up with our lecturers, specialists in the various disciplines, with valuable professional experience and connections. Join our network of (international) sports companies, clubs and media organizations!

“The International Sports Business Minor is about developing your knowledge and management skills in the challenging world of sports marketing and sports communication, finding new and exciting ways of engaging participants and fans and creating market value for all kinds of sports organisations and clubs”
Robert Kok, lecturer Sports Marketing and Sports Sponsoring

Introduction in sports business

This course aims to introduce students to commoditization of sports and helps students understand the intersect between commercial, political and social benefits to sports. The unit provides a general background to the history of international sports and the evolving role it plays. Students will analyse evolving opportunities for sports as a business and comprehend and apply the principles of using sports for commercial and entertainment value.

Introduction in sports sponsoring

Sports sponsoring is well and truly a phenomenon of modern sports. Sponsoring deals are a powerful marketing and communication tool for brands, which enables even more developments and commercial opportunities for professional as well as recreational sports. In this course, students look at sports sponsoring especially from the sponsor point of view, and will learn more on sponsoring processes, matching models and sponsoring activation.

Introduction in sports marketing communications

The central subject of this course is integrated marketing communication. After an introduction into marketing communication we will cover all elements of the marketing communication plan within the international sport context. Students will be able to use these elements in order to develop an integrated marketing communication plan.

Changes in sports media

The world is rapidly changing in terms of owned, earned and paid media in the world of sports. This course gives student insights on recent trends and developments in (social) media, more specifically within the sports organization that produces its own media. 

These 4 introduction courses represent 4 ECs in a combined test.

Project 1 Fan Engagement (7 ECs)

Fan engagement is an important theme within the sports business. Students learn about the social and psychological processes that influence the level of engagement of a fan. Data analysis is used to get a better understanding of fan behavior. Fan based marketing and communication is used to reach the fans and increase their engagement with the club. Students will, in teams, advise a well-known football club on how to engage their fans.

Project 2 Mega Sports Events (7 ECs)

Cycling is a very popular sport in this part of Europe. In this project students will learn about the impact and power of cycling in a professional as well as recreational context. Students will gain knowledge on the process of international sports events and how to use these to reach commercial goals from different perspectives, such as city marketing and sponsoring. In small teams, students will develop a bidbook with a concept for an international event and finding suitable business partners.

Project 3 Conversation Management (7 ECs)

In this project, students will develop social media strategies and produce accompanying social media products for an international sports channel or program. Students gain insights on how to build a relationship between sports fans and media companies by using conversation management. They can develop their ideas into different digital visuals by using media production skills.

Personal Branding (5 ECs)

Our students will not only work on real-life projects and gain new knowledge, but they will also develop themselves personally and professionally. Every student is unique and has his own talents and ambitions. We coach our students to find theirs and to excel even further in order to reach their goals. Students will also explore their future work field, will get more experience, and they will broaden their networks. They need to build a personal branding portfolio on which they will reflect in an assessment.

Who for

This program has been designed for Bachelor degree students who are in their 2nd or 3rd year and have a basic knowledge of marketing or communications, and an English proficiency equivalent of 6.0 IELTS or CEFR B2. The student's major should be business related.

Are you a Dutch student?

Applications should be submitted via for Dutch students.

Are you an international student?

International students should be nominated by their home university first. We would like to receive a motivational letter in English, in which the following questions will be answered:

  • Who are you?
  • What are your strenghts?
  • What are your ambitions?
  • Why are you applying for the minor International Sports Business?

You will also have to  send in a certificate or reference letter from your institute, in which it is stated that you have a minimum level of B2 (or similar) in English. You can address it to:

Deadline for applying:

Dutch students: June 30, 2018
Erasmus (exchange) students: April 30, 2018
Due to the limited number of places available a selection will be done after the application deadline.
A Skype interview could be part of the selection process.
Fontys School of Economics has the right to decline a student based on motivation or level of English.
Students will be advised of their acceptance or refusal within 10 working days, after the receival of the motivational letter and certificate of the English level.

Here you can download the minor regulation for the academic year 2018-2019.

The purpose of the minor regulation is to inform you about the subjects within the minor, how the testing is set up and when you have finished the minor. Students can derive rights out of the text of the minor regulation.

The minor is under the responsibility of Fontys School of Economics, Tilburg.

More information?

Please send an e-mail to Catelijne Netten, minor coördinator of this minor.