Creating valuable learning experiences for students by building partnerships and connecting with the sport and event industry.

1. Minor the Business of Sports and Events
The Minor the Business of Sports and Events is part of the
School for Economics and Management, Hogeschool van
Amsterdam / University of Applied Sciences.

2. 2
The Minor the Business of Sports and Events focuses on sport and
entertainment events on a global scale.
During this minor you will receive in-depth information on global sport
events from various angles and we will take you into the world of live
music and dance events.
We have a high standard line-up of guest speakers who will motivate and inspire you with their
stories and vision on their area of expertise. We will visit and experience a few events first
hand. In one semester we hope to inspire you and add knowledge and experiences which will
last you a lifetime.
students the experience of working as a
Junior Consultant with real life clients and
exiting assignments.
The client portfolio of STUDENCY consists of
companies such as Right to Play, ID&T,
Olympic Ambition Holland / NOC*NSF, EC
BMX 2011 as well as a few international
clients such as USTA, dance4life, EC Lacrosse
2012 and others.
As a Junior Consultant you will work in a
team on a assignment for one of our clients.
You will meet with the client, interact with
the people involved and together with your
team you are responsible for delivering the
objectives related to the assignment. Your
project team will be coached by one of the
Senior Consultants (lecturers) who all bring
experiences related to the work field.
The Minor the Business of Sports and Events
consist of two parts, a theoretical part and a
practical part. The theoretical part of this
minor offers the students theoretical courses
in Sports Sponsoring, Sports and Media, CSR
and International Sports and Events. The
majority of these courses are part of the
International Timetable of the School for
Economics and Management, Hogeschool van
Amsterdam / University of Applied Sciences,
and as such will be in English.
The practical part is an innovative practical
environment called STUDENCY (a student
consultancy company) which offers the

3. 3
The theoretical courses which are offered during this
Minor are Sports Sponsoring, Media and Sports, Corporate
Social Responsibility and International Sports and Events.
Besides these courses we will have workshops during the
semester related to Consultancy skills.
Sport Sponsoring & Media
The international sport industry is developing rapidly. Major companies such
as Coca Cola and Vodafone spend major budgets on sponsoring worldwide
sport events, such as Olympic Games and World Championships, as a part of
their company goals and strategies as well local sport events. There are,
however large differences between countries, differences in types of sports
but also in company goals and strategies. The industry is influenced by
economic developments, also the increasing influence of internet plays an
important role. Standard sponsor contracts no longer meet the expectations
of sponsors. The sports marketing manager of today needs to understand
these mechanisms and incorporate them within the company strategies. The
course Sponsoring & Media introduces the student in this complex market.
Corporate Social Responsibility
The Sports and Events Business operates in a globalised world with specific
new challenges.
The theme CSR (Corporate Social Responsibility) is about the fact that
companies have a responsibility towards society and to their environment.
Today every company or organization has to find a balance between the 3
P’s: People, Planet and Profit. But how can they do that? Is it possible to
build stadiums green? How can we organize a green event? And how can
sponsors use that concept in their exposure?
We will also pay attention to Fundraising and Sports for Development with
organizations such as Right to Play and Dance4life.

4. 4
International Sport Events
This course focuses on large global sport
events. Whether single sport or multi sport,
World Championship or Grand Slam, the
impact of large scale sport events is something
which attracts millions of dollars in sponsoring,
attracting high attention value through various
kinds of media and have a big impact on our
society.
Metropolitan cities and emerging countries use
global sport events as a means to rejuvenate
cities and/or fast-track the implementation of
changes needed to bring a country forward.
The bidding process related to large global
event is an industry by itself, having ‘leaving a
lasting legacy’ as leverage for millions of
dollars needed for investments. What are
these legacies and do legitimize those
investments.
During the course ‘International Sport Events’
we will take a closer look at global events such
as World Cup Soccer and the process of the bid
for the World Cup Soccer 2018/2022
Holland/Belgium. We will look at the London
2012 Olympic Games, the 2016 Olympic Games
in Rio de Janeiro and we will look into the
Dutch Olympic Ambitions for 2028.
Other events such as the Grand Slams of
tennis, the US Open and/or Roland Garros, will
also be examined.
Live Music & Dance events
The event part of the lecture series is
dedicated both to the live music sector as to
the dance business. It will cover
characteristics and structure of both
domains. No prior or specialized knowledge is
required to enter this course. Lectures are
structured around the following themes.
I.Why do we like events? In this introductory
meeting we will look into the sociological and
psychological background of the striking
popularity and commercial success of events in
the Netherlands.
II. Mapping the international scene. A closer
look at the live entertainment industry will not
do without considering role and position of
agencies and artists, changing business models
and some traits of touring.
III. The business of Dance. This class offers a
treaty of scope and depth of dance as a field
of enterprise in the Netherlands.
IV. Branding, Identity & Event
Marketing. Within this topic we will be
profiling some of the major Dutch events by
alternately switching from birds-eye-view to
looking-glass-view.
Literature
All courses have their own literature via
presentation and slides and specific document
files which are created. These will be
accessible through our intranet and available
during the Minor.
The following book by Simon Chadwick and
Dave Arthur is used in courses:
- International cases in the business of sport.
Sport Sponsoring
Sports and Media
Corporate Social Responsibility
Live music and Dance events
International Sport Events
The Courses

5. 5
About the minor “My experiences are in line with my
expectations. This minor is very active and I am very pleased
that we visit events outside school. We have interesting guest
lectures and lessons. I also have an interesting assignment,
where you have to think out of the box, which makes the
minor more interesting.”
About the assignment “Our team works for Dance4Life. This is
a charity to prevent aids. Our assignment is to create and
execute a communications strategy to collect used mobile
phones. At the moment we are developing a Dance4Life Week.”
Jorinde Hehanussa, current student Minor the Business of Sports and Events.
About the minor “The whole minor is breathing sports,
and that is what I like about this minor. We have courses
about sponsoring, media & sports and International music
& sport events. The lecturers that lead this minor are
trying to organize a lot of guest lectures for us”.
The assignment “For Right to Play, a worldwide
fundraising organization, we are analyzing how to raise
funds within the fitness industry”.
Aschwin Wijnands, current student Minor the Business of Sports and Events.
About the minor “Even though we had more than 2 days of
classes which I didn’t expect, and the fact that we had to make
exams, after the first day I was enthusiastic.”
About the assignment “I liked the method of conducting
project teams by strengths and interests of the students”.
About events “I got a kick out of the Sponsor Conference. 2
students were selected, because of their work attitude, to visit
the yearly ‘Sponsorcongress’. In business clothing and together
with people from the business I had a very interesting day.”
Marieke Houtsma, former student Minor the Business of
Sports and Events (2009). Graduated Sports marketing September 2010.
About the minor “I chose for this Minor because of two reasons:
1: We would do a project that is real. All the projects that I did
so far were fictive. In this minor we work with real companies
and those companies would use our plan.
2: There is a possibility to work with international companies
and that was something that attracted me very much”.
About the assignment “Our assignment is to write a marketing
plan for the European Championship Lacross 2012 in
Amsterdam. The objective of our marketing plan: is to set up a
strategy that will make the European Championship Lacross
2012 in Amsterdam the biggest lacrosse event ever on the
mainland of Europe.”
Philipp van Benthem, current student Minor the Business of Sports and Events.
Read what students say about the Minor
the Business of Sports and Events.

6. These lecturers are involved in the Minor the Business of Sports and Events:
Marjolein van Vlaanderen
Hermine Aarnink
Milica Zolak
Eric Boot
Peter de Baare
Tinie Denton
Rob Spierings
Contact information:
For further inquiries about this Minor please send an email to
Mrs Tinie Denton: h.m.a.denton@hva.nl.
Hogeschool van Amsterdam / University of Applied Sciences
School for Economics and Management
Fraijlemaborg 133
1102 CV Amsterdam Zuidoost, The Netherlands
Minor the Business of Sports and Events