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
Practical Matters Housing and Immigration
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-life business 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.

The purpose of the program is to introduce you to the business of sport and entertainment (which is a growing aspect of marketing these days), while giving you the opportunity to speak with and learn from top (inter)national professionals in the industry in a professional but relaxed (classroom) environment.

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 coordinators, Martijn Gregoire or Nerko Hadziarapovic, or the academic coordinator, Arjan Schellinkhout.

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

Course unit title ECTS
Project Sport and Entertainment 10
Event Marketing 5
Entertainment Marketing 5
Sports Marketing 5
SEM in International Perspective (International exchange trip) 5

Please note that the programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. By choosing this package you will have to participate in ALL the courses included. It is not possible to combine (two or more) programmes in one single period.

In our course guide 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 a foundation of introductory course(s) in Marketing Management. You should also have a background or strong interest in the Sport and/or Entertainment business.

English CEFR level B2.

During the first week (or on the Introduction Day), you will take a compulsory English proficiency test in order to check eligibility to participate in the courses.

Please note: If your English language ability proves to be insufficient to participate actively in (parts of) the courses you have chosen, we cannot be bound to the Learning Agreement, neither can we guarantee to offer you the required amount of Study load (EC’s). Teachers might request you to take a diagnostic test at the start of the course to check if your English language ability is sufficient to successfully participate in that specific course. In all cases it is up to the programme manager, to decide if your English language ability is sufficient to be eligible for the programme/course.

For the international trip you should expect an extra contribution of around € 750 for travel and accommodation. In case you cannot afford the costs, there is an alternative assignment to finish this course. However, we encourage you to start saving for this trip, so you will not miss out on a great experience.

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.

Students in front of the HU building at Padualaan 99

Interested in our Sport & Entertainment Marketing programme?

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