Amsterdam, Netherlands

Business of Sport Events and Music Festivals

when 6 July 2020 - 17 July 2020
language English
duration 2 weeks
credits 4 EC
fee EUR 1250

Due to the coronavirus outbreak, all our programmes for 2020 have been cancelled. We will return in July 2021 with a brand new programme. Details will be available on our website.

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Get empowered to chase a future career in Sport Events and/or Music Festivals. This summer course will bring you up to speed with trends and developments. Your team of dedicated lecturers will equip you with knowledge, insights and skills and introduce you to experts from their network. Visits and a weekend field trip make this Summer Course a truly unforgettable experience.

The specialized industries of Sport and Live Entertainment are more and more interlinked. Global brands like Heineken and Mastercard associate themselves with both Sport Events and Music Festivals through sponsoring and partnerships. They aim to achieve marketing goals by connecting with fans. Global leader of live entertainment is Live Nation with amongst others a portfolio of venues and music festivals. Cities like Tokyo (Olympics 2020), Paris (Olympics 2024) and countries like Russia (World Cup 2018) Qatar (World Cup 2022) have put themselves forward to organise global sport events. Global specialists like Burson-Marsteller Sport advise cities and countries on bidding strategies. Global marketing agencies such as Endeavor (former WME/IMG), Octagon and Havas sports and entertainment are hired by brands and organizers on both sport events and music festivals.

We will take you places, you will meet industry experts via our extensive personal network and you will get hands-on experience via tasks and assignments. Our motto is co-creation. Enjoy the company of students from different cultural and study backgrounds. Amsterdam will be setting the scene for a truly unforgettable experience!

Course leader

Tinie Denton-Beeker

Target group

Student in a bachelor's or master's degree programme, or are a professional already working.

Course aim

After completion of this Summer Course you will be able to:

•Recognize and describe current developments, stakeholders and different business models of Sport Events. Apply learnings from above topics on Sport Events via practical assignments, demonstrate creative thinking and formulate your personal opinion.

•Recognize and describe current developments, stakeholders and different business models of Music Festivals. Apply learnings via practical assignments, demonstrate creative thinking and formulate your personal opinion.

•The course contributes to a pro-active and self-reflective role in your work, and will help you to develop successful professional multi-cultural relationships.

Credits info

4 EC
4 ECTS
6 ECTS - Extended version

Fee info

EUR 1250: 4 ECTS
EUR 1645: 6 ECTS