Master Sport Business & Leadership

About this programme

The 1-year Master Sport Business & Leadership (MSBL) enables you to grow your sport leadership and 21st century business skills. Join us on our sport campus in Amsterdam; a city with a track record of hosting major international sport events and being home to some of the biggest sport brands. You will further develop the sport industry and help make it more sustainable and socially impactful.

Enrolment deadline: 15 June 2026

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Students about the Master Sport Business & Leadership

Are you starting the Master Sport Business & Leadership after the summer? We have listed all the important info for you.

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Stories

Thom did his consultancy challenge for Team Visma | Lease a Bike
'The chance to work with top sport organisations and tackle real-world business challenges makes this Master unique'
Jamaiah and Ivyanne share a clear goal: developing sport in the Caribbean
'I want to acquire the skills needed to make a long-term social impact through sport'
Jet worked on a consultancy challenge with the FC Utrecht women’s team
'Everyone should have the opportunity to see, play, and learn through sport'

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Curriculum

The MSBL programme consists of 7 practical modules with supporting theory and reflection. During your study, you will work as a consultant for a real sport organisation where you will define a strategy to make the organisation more sustainable in terms of people, planet, profit, performance and passion.

Modules 1, 2 and 3: Modules 1, 2 and 3 combine vision and strategy in sport, value creation and business models in sport, and stakeholders and politics in sport. You will be able to influence key stakeholders in sport, define a sustainable strategy and design a new innovative business model having impact socially and financially.
Modules 4 and 5: Modules 4 and 5 combine operations management in sport and human resources in sport. You will be able to professionalise a group of people in a sport organisation and structure the business operations of a sport organisation to create more impact.
Modules 6 and 7: Modules 6 and 7 combine your thesis with personal professional profiling. You will research complex real-world challenges within a sport organisation and develop your unique signature in the sport industry.

Check the complete MSBL curriculum

Secondary education

Admission

To be admitted to this Master you need to have a Bachelor’s degree specifically Sport Studies (or the Dutch translation Sportkunde), Sport Management, Sport Business or Sport Marketing. You must also be proficient in English, fit in terms of motivation, and have knowledge and experience in the sport industry.

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40 hours per week

Study load

You have 20 contact hours per week at our Amsterdam campus. In addition, you will spend about 20 hours per week working with your consultancy client and on projects, research, assignments, or self-study to prepare for classes and exams.

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Fees and expenses

Tuition

In addition to the annually determined tuition fees, you should also take into account housing and living costs - and approximately €1.000 for a field trip and books (required).

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Why the Master Sport Business & Leadership at AUAS?

Get the chance to build a quality (inter)national network in the sport industry by consulting for real sport organisations such as 3x3 Unites.
Study at the leading sport management university in the Netherlands and learn from sport industry experts and renowned professors.
Seize the opportunity to have a positive impact on your colleagues, sport organisations, and the sport industry as a whole.
Enjoy Amsterdam with its track record of hosting major sport events, being home to most major sport brands (Under Armour, Brooks, adidas et cetera) and city of the 1928 Olympics. And more recently, hosting European championships of multiple sports.
Grow personally and professionally – build your leadership skillset and define your sport leadership style.

For whom?

You are interested in developing your leadership profile and business skills.
You want to enhance your understanding of the (inter)national sport landscape and build your network.
You want to leave a positive impact in the world of sport by making a difference.
You want to build on your previous experience and knowledge of the world of sport.
You are open minded and eager to learn.

Study in the Netherlands

Studying in Amsterdam at AUAS is an unforgettable experience. Our information for international students helps you to prepare for your new life in the Netherlands and get the most out of your time in Amsterdam.

Information for international students

Discover your possibilities after graduation