Sports Business & Digital Innovation boot camp

Masters Blog

My Marketing & Digital Transformation journey is reaching its final – more tailored – phase. The past three weeks I dived into the world of Innovation & Digital Transformation in Sports Business with Professors Philippe Baecke & Frank Goedertier. We were pleased to welcome and learn from top professionals within the sports industry: Prof. Kenneth Cortsen (University College of Northern Denmark & Aarhus University), Bob Madou (Club Brugge), Willem Standaert (HEC Liège) and Niels Famaey (WAVE Agency).

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We had the chance to pitch strategic sponsor partnerships for Félix Denayer, one of the Red Lions’ key players in their quest for gold in Tokyo 2021 – and Tessa Wullaert, the leading lady in Belgian Football. We were put into the driver seat as a Wave Agency strategist. Bringing together the values of an empowering lifestyle brand with the values and characteristics of these top athletes.

Next, we visited my beloved KAA Gent where alumnus Tyas Kastelijn gave us insights into how they lead this top football club from a commercial side. Next, we got introduced to the KAA Gent Foundation by Wim Beelaert and their beautiful mission to make my hometown a better place for all and inspire other cities/clubs. In the business seats of the beautiful Ghelamco Arena we elaborated on 2 challenges and prepared for pitches. Winning a limited Ghent shirt prize was the cherry on the cake of what was an exciting day.

Last but not least we focused on a Flanders Classics challenge for CEO Tomas Van Den Spiegel: the revival of Team Time Trial. He believes the format has huge potential and he trusted our input in sport technical, women’s race, Marketing, Data and Financial matters. My team elaborated on an in-stadium concept that would pioneer a payed fan experience in the world of cycling. We are very curious to see which of our ideas will result into practice in the near future.

Now, I’m ready to devote myself to my In-company Consultancy Project: a digital transformation challenge for Neuhaus, the top Belgian Chocolatier. Exciting times ahead!

Written by Henri Wuyts, current Masters student in Marketing & Digital Transformation

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Sara Teuwen

Sara Teuwen

Senior Programme Advisor Masters