Applied data analysis for sound sport-business decisions

In recent years advances in computing and communication technologies have led to a data explosion. As Marr (2016:2) pointed out “We have created more data in the past two years than in the entire previous history of mankind”. This “big data” revolution has important implications for organizations – and for entrepreneurs. It allows them to be more efficient, to save costs, to implement novel business models, to create new markets and to understand customers better. Organizations were data-driven decision management are intrinsic have indeed been found to be more productive and more profitable.

Applied data analysis is the term that is used to refer to the use of quantitative methods and technology to gather, store and analyze multi-structured data in order to make sound business decisions.

Increasingly, applied data analysis is important for sports management.

 “All Premier League clubs have data analysts, as do many in the lower divisions, with stats crunched on everything from the distance covered by a player in a game to the number of crosses played with either foot.” - Extract form BBC article Manchester’s City’s data driven vision for players and fans by Bill Wilson.

This quote describes the omnipresence of data analytics at major football teams in the UK. They do this to enhance the performance of an individual player to the best current composition of the current team. Using data analytics in sports is not limited to the UK, for instance football teams such as New York City FC (USA), Melbourne City FC (Australia) and the Yokahoma Marinos (Japan) use data analytics for as well enhancing the sport performance of the team as increasing the fan base and hence the business performance of the team.

Applied Data analytics is also not limited to football, but also omnipresent in other sports such as F1, baseball, athletics, cycling, and even useful for improving personal fitness.

The Digital Economy

Certificate (diploma optional)


Course date
2018 (TBC)

5 days

Wynand E.J. Bodewes, PhD
Associate Professor of Entrepreneurship
Wynand E.J. Bodewes, PhD

Your profile

The program is designed for:

  • Managers and entrepreneurs in the sports industry.
  • Business analysts and consultants wishing to understand more about data analytics.
  • Decision-makers in sport promotion bodies and sport departments.
  • ICT service providers and app developers who wish to support decision making in the sports industry.


Each participant receives a certificate of attendance on the last day of the course. Only for those who will complete an additional assignment will receive a diploma. In case you would like to have more information you contact

Wynand E.J. Bodewes, PhD

Wynand Bodewes (1966) is an Associate Professor of Entrepreneurship at Maastricht School of Management where he teaches several Entrepreneurship courses in the Master in Management, MSc in Management and Engineering, MBA and Executive MBA programs, both in Maastricht and abroad. He is also the Academic Coordinator of MSM’s growing portfolio of Executive Education programs. He holds an MSc in Business Administration from the School of Management and Organization at the University of Groningen (1993) and a PhD in General Management from the Rotterdam School of Management at Erasmus University (2000). Although initially destined to become a Chemical Engineer Wynand later switched to Business Administration. Before pursuing his PhD in General Management at the Rotterdam School of Management (RSM), Erasmus University, he was briefly affiliated with Maastricht University to work on his master thesis.

Dr. Bodewes co-authored several papers and books, and he regularly acts as an ad-hoc reviewer for the Academy of Management Journal, Organization Science, Long Range Planning and other scholarly journals. He was one of the founding fathers and the initial academic director of the degree program that later evolved into the current Entrepreneurship MSc program at RSM. In 2009 Wynand returned to Maastricht University to help build and deliver an outstanding portfolio of entrepreneurship courses to students in many of the university’s degree programs. During his tenure with Maastricht University Wynand also taught at the KU Leuven as a Visiting professor of Entrepreneurship. At the KU Leuven he was instrumental to the introduction of a MSc track in (Technology) Entrepreneurship.

In November 2016 Wynand joined Maastricht School of Management to help expand its portfolio of Entrepreneurship courses and programs. At MSM Wynand hopes to create new teaching cases, expand MSM’s European engagement in short Executive programs, and he looks forward to co-create new and relevant scholarly insights with DBA and PhD candidates at MSM. Wynand is keen on collaborating with ambitious entrepreneurs. For him, smallness is only but a temporary characteristic of true entrepreneurship. Wynand is married, a proud father of two, and a true gadgets afficianado.

Academic interests:

  • Scalability and Growth
  • Business modeling
  • Opportunity discovery and development

The full tuition fee

The tuition fee of this course is € 2,499.

Tuition fee includes all course materials and study materials. Tuition fee does not include housing, food and living expenses. Participants are required to arrange their own housing facilities. MSM can assist in finding hotel accommodation.


Scholarship opportunities can be combined up to 50% of the full tuition fee.

Corporate Discount:
15% for 2 participants coming from the same organization within 1 academic year
25% for 3 participants coming from the same organization within 1 academic year
40% for 4 - 6 participants coming from the same organization within 1 academic year
For > 6 participants we will offer a tailor made program

European Star Scholarship:
50% for European citizens and long term residents. Submit a 2 - 3 page essay on the topic: "What will be the positive change for my organization and me after participating in this course?"

Alumni Lifelong Learning:
15% discount for Maastricht School of Management registered Alumni

Dean's Development Fund:
Select your country below to see the actual price of the program (full tuition fee-/-DDF scholarship)

The tuition fee of this course is (select country).

Cancellation policy

MSM reserves the right to postpone or cancel the program in case the number of participants does not meet the MSM requirements for minimum number of participants. Any payment made to MSM for tuition fee will be refunded. In the case of postponement or cancellation of the program MSM will inform the enrolled candidates at least six weeks before the planned start of the program.

By the participant:

If an admitted participant decides against participation after the tuition fee has been paid, cancellation costs are €200,- (administrative costs)

In case cancellation is done after the program has started no money will be refunded.

No cancellation charges are incurred if the enrolled participant, with written consent of MSM, will be replaced by another participant before the start of the course. Refunded tuition fees will only be reimbursed to the sponsoring party and cannot be forwarded or redeemed by any other party.

Participants who were not granted a visa to enter The Netherlands, can be fully reimbursed if written official documentation is provided of such visa denial.

Application deadline

292018 (TBC)

Admission requirements

Applicants should have the ability to function academically and professionally at Bachelor level and should have an adequate level of spoken and written English.

Reasons to follow the Big Data Analytics for Sport course

  • To get to know what data analytics is and recognise different types of data.
  • To know how data analytics can improve sport performance of individual sportpersons, teams and clubs.
  • To learn about collecting and exploring data to gain first insights.
  • To get to know the key concepts in data management.
  • To appreciate presenting  and visualizing data to make a case .

Learn how big data can help you improve the sport performance

Open enrollment programs

MSM offers a wide portfolio of short open enrollment programs. Our skills-oriented programs will help you to enhance your management and professional knowledge and skills, broaden your mind and develop your personal skills. Additionally we offer policy-oriented programs providing you with the tools and instruments that can help you in developing effective policies for your organization.

Custom made programs

Apart from the Open Enrollment executive programs, MSM offers custom training programs, for the public and private sector, and for the higher and vocational education sector. MSM’s custom programs are tailored to the specific needs and challenges of your organization, making them the perfect tool to strengthen the leadership skills and expertise of the professionals of your organization.