Sport & Management: Sport as Business and Business as Sport

Verbredende minor
10 weken


The starting point of this minor is that sports and management have a lot to learn from each other: on the one hand the business of sports offers some unique complexities for management of sports organizations and teams, on the other hand the extreme performance environment of elite sports can offer great lessons for management in general. The course strikes a balance between these two lenses by offering an integral perspective on multiple facets of sports management from Big Data in sports to fan engagement to coaching and leadership.

  • Coaching and leadership
  • Big Data in sports
  • Teamwork
  • Strategy of sports organizations
  • Sports marketing and new media
  • Fan engagement
  • Societal function of sports and the role of government
  • Sports finance
  • Talent identification and talent management
  • Organizing mega-events such as Olympic Games
  • Sport sponsoring
  • The role of sports federations
  • Ethics and corruption in sports
  • Supply chain management
  • Mental aspects of performance

Learning objectives

The goal of the minor is three fold:

First, to enable students to analyze and solve business challenges in sports. These challenges are uniquely complex in that they require the integration of multiple disciplines and therefore the minor particularly emphasizes this multidisciplinary thinking among students through various assignments and teamwork. Guest speakers from practice also play a key role here.

Second, as many business challenges in sports arise from new technological developments (including, but not limited to wearables, Big Data and sports analytics), the minor will focus especially on enabling students to evaluate how technological developments affect the sports industry and its different stakeholders.

Third, to enable students to draw lessons from sports that help to understand management in general, but also to be critical in applying those lessons. This will require students to establish a link between general management theory and sports practice in order to analyze which lessons learned from sports may or may not apply and why.

The course stimulates students to establish these links between the science and practice of sports management through the use of guest speakers from organizations such as Nike, EventsIT, the Royal Dutch Rowing Association, Excelsior, Ahoy, Two Circles and the Dutch Olympic Committee.

Special aspects

The course will be taught in English, assignments and exam will also need to be done in English.
The minor is can be done by non-business students, provided that you are willing to invest the extra time needed to learn the basic management theories that will be used (but not explained) during class.
All RSM minors have mandatory attendance.

Overview content per week

Each session will cover one of the previously mentioned topics. The exact sequence will be announced closer to the course start date once all guest speakers have been confirmed, since the guest speakers will be linked to specific topics.

Assignment deadlines will be at the end of the 2nd week (individual assignment), 4th week (first team assignment), 6th week (second individual assignment) and 8th week (second team assignment).

Teaching methods

Guest lectures
In-class case discussion
Teamwork (teams of 3)
Site visits of sports organizations

Teaching materials

The course will use the following book: “When Sport Meets Business”, Ulrik Wagner, Rasmus K. Storm & Klaus Nielsen, Sage Publishing, ISBN: 9781473948051
Additional academic articles and video material will be used and made available on Canvas at a later stage.


Method of examination

One individual assignment on technological developments in sport

One team assignment (team of 3) on sport sponsoring and marketing

One individual assignment on teamwork and coaching

One team assignment (team of 3) on sport strategy & investment proposal

A written, closed-book exam, mix of open and MC questions, if exams ‘on location’ are possible again. If this is not possible due to the corona situation, the exam will be replaced by an individual essay assignment (of the same weight for the overall grade).

Composition final grade

Individual assignment: 10% (first one), 20% (second one)

Team assignments: 20% (both of them)

Written test: 30% (if the written test is replaced by a third individual assignment, this will also have a weight of 30%)

Grade floor: in line with RSM Examination rules, if the written test does not score at least a 4.5, the course cannot be passed, regardless of the assignment grades. In order to pass the minor a score of 5.5 is required for the overall final course grade.


Written feedback on assignments will be provided, perusal hours for the exam will be scheduled.

Contact person Otto Koppius
room: T09-49 (Mandeville)

Faculty website

Verbredende minor
10 weken
Rotterdam School of Management, Erasmus University
Studiepunten (EC)

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