Sport & Entertainment Marketing

If you are a resourceful, creative, ambitious, determined and internationally minded individual with a passion for marketing - and sports marketing in particular - our minor programme Sport & Entertainment Marketing is for you.

Sport & Entertainment marketing is a subdivision of marketing which focuses both on the promotion of sports, events, games, music and films, and the promotion of other products and services through sports and entertainment. You will work with and learn from top (inter)national professionals from the industry, as well as your fellow students.

Useful to know

Start date February, September
Number of ECTS 30 Dutch Education System
Programme level Minor
Programme code MC-SEMMARK-14
Language of instruction English
Year of study Year 3 or 4
Location Utrecht Science Park

Course content

What do you need to enter this programme? And what can you expect when you apply? In this section you'll find all you need to know!

Sport & Entertainment marketing is a subdivision of marketing which focuses both on the promotion of sports, events, games, music and films and the promotion of other products and services through sport and entertainment. You will be actively working on real cases provided by the industry. Through these projects, you can apply your theoretical knowledge, provided by our lecturers and guest lecturers, all with a background in the sports and entertainment industry.

This year, for example, students are actively involved in the organisation of the KLM Curacao Marathon for their International Exchange Project. As a part of the project, most of them will travel to Curacao to actively participate in the organisation of this event.

Would you like to know more about this programme or do you have a specific question? Please contact the programme coordinator, Martijn Gregoire or Nerko Hadziarapovic.


The programme takes place during one semester and contains the following courses:

Course title


Event Marketing


Entertainment Marketing


Sports Marketing


SEM in International Perspective (International exchange trip)




Please note that the programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. It is not possible to combine (two or more) programmes in one single period.

In our Course Guides you can find all relevant information about the programme in one practical document. Download them here for your convenience.

You can find other, interesting information in the following documents:

When applying for this programme, you are expected to have mastered the basics of marketing and to have a foundation of introductory course(s) in marketing management.

English CEFR level B2.

Please note: You may be asked to take a language assessment test before the start of the programme. If your English language skills are below the required level, you may not be able to enter the course, as you need to be able to actively participate in (parts of) the programme. In all cases, the programme manager makes the final decision.

Practical information

When you move to a different country to study, there are lots of things to arrange. For instance, where will you live, how much are the costs? Visit the practical information site. Read here for more info about how to arrange housing. A student living in the Netherlands needs about € 800 - 1000 a month to cover living expenses, such as housing, food and transportation. This includes insurances – health insurance is mandatory.

Find out how to apply

Ready for an international adventure?

Why choose HU?

  • A growing and thrilling industry

    Our Sport & Entertainment Marketing programme gives you wonderful career opportunities. It teaches you how to create an experience, how to market a sports or entertainment event and how to make the most of this exciting marketing combination.

  • Inspiring international setting

    HU supports your ambitions. Our lecturers will tutor and assist you in making the most of this international programme. During your time in Utrecht, you will meet students from all over the world and make connections to last a lifetime.

  • Utrecht Science Park Campus

    Studying at HU University of Applied Sciences Utrecht means you get to enjoy all the benefits of our modern campus, Utrecht Science Park (USP). A miniature city with the universities' buildings, student housing, restaurants, cafés, a sports centre, and much more, it enjoys excellent transport links to Utrecht and beyond.

  • Vibrant university city Utrecht

    Beautiful Utrecht has lots of young people and excellent facilities for student life. It has a mediaeval city centre which is small enough to explore by foot or bicycle. Enjoy a drink next to the quaint canals or dine in one of the converted wharf cellars.

Study in Utrecht

Interested in our Sport & Entertainment Marketing programme?

Want to know more?