Czech Republic, Prague

Sport Management

when 30 July 2018 - 10 August 2018
language English
duration 2 weeks
credits 5 ECTS
fee EUR 750

The world of sport nowadays is much more than a regular viewer would expect. Beyond admirable performances and competence of both willpower and physique, there lies a massive business sector – in which you will get insight during this course. How to select the best talents, how to motivate them, how to keep them on track under the surveillance of the best trainers, and ultimately – how to lead them towards success and fame? You will find out a lot about this and more in this year’s course.

Just play. Have fun. Enjoy the game. (Michael Jordan)

Sponsors have taken over the world of sports! People don’t just play for fun anymore. Sponsors feel they are the reason for the continuity of events, therefore they are in the position to make demands. How can an event survive without the money from sponsors?

Not only events are constantly moving towards the needs of the sponsors, also the sport participants themselves feel they have to many obligations towards their sponsors. The growth from playing for fun to playing for money ensured a competitive game. Not only the actors we watch, but also the companies concerned with sport need to cope with the competitive sport world. This competitive world can best be described as (almost) impossible. How can you even get money to organize a sport event, let alone participants and supporters, when there are 2000 events that want the same… Managing sport organization, organizing events and event marketing has become a sport itself. How to cope with the competitive game? How can to be one step ahead of your competition? How to survive in the world of sport and sportevents?

Following this course you will learn all you have to know about managing sportevents, sportmarketing and branding of sportevents. With every day you will get one step closer to becoming the ultimate eventmarketeer. To goal is to create a marketeer that knows what it takes to organize, brand and market an upcoming sportsevent. You will act as a curious researcher to gain all the knowledge necessary to reach the goal. Together we develop all the skills necessary to organize, brand and market events.

Course leader

Jeroen Schoon (

Lecturer at Saxion University of Applied Sciences

Target group

Young professionals and university students with intermediary level of English

Course aim

- Gaining knowledge of all the steps necessary to organize sport events.
- Researching existing events and identify errors
- Branding events
- Creating experiences for customers, sponsors and participants
- Perfectly writing an event bidbook
- Presenting recommendations in a creative way


Day 1
General information
Course description
Event market characteristics
Correlation between marketing – events and branding
Research methods for event marketing

Day 2
Visiting the organization of the half marathon
Gaining information through field research
Visualizing data

Day 3

Day 4
Sport management
Target group
Brand driven events

Day 5
Safety and calamities

Day 6
How to organize the summer Olympic Games?

Day 7

Day 8
Marketing communication events
Branding events

Day 9
Experience marketing
Presentation skills

Day 10
Finalizing bidbook

Credits info

You will receive an official Certificate of Attendance upon completion of your course which you may use to show evidence of the skills you have learnt during the course and have the credits accepted by your home university.

Fee info

EUR 750: All courses take place in a new building of French Institute right in the center of Prague.
EUR 210: Accommodation fee for a 14-night stay at Botic Student House starts at 15 EUR/night.

Everyday afternoon or evening activities organized - sports, weekend trips, city tours, sightseeings, parties etc.

Register for this course
on course website