A graduate of Johan Cruyff Institute‘s Master in Sport Business Online, Tom Pedersen-Smith shares his academic experience and how he balanced his studies with his role as Director of Strategy and Development at EuroHockey
EuroHockey is the governing body of field hockey in Europe. Founded in 1969, it develops, promotes, manages, and supports all levels of field hockey across the continent. During his seven years as Director of Strategy and Development at EuroHockey, Tom Pedersen-Smith has led strategic support for 42 countries, tackling topics such as digital transformation, development, and education.
Tom, a graduate of the Master in Sport Business Online, notes that the flexibility of the program was crucial in successfully managing both his work and studies. In this interview, he reflects on his time at Johan Cruyff Institute and emphasizes the program’s practical approach, which allowed him to apply tools and knowledge directly in his professional life.
How did the flexibility of the online program help you balance your studies with your personal and professional life?
The flexibility of Johan Cruyff Institute’s online programs was perfect for me, exactly what I needed. I am a family man, with two children and a wife who also has a successful career, in addition to my full-time job at EuroHockey. Flexibility was a key element I sought in the Master in Sport Business Online. Being able to catch up on webinars and having pre-planned deadlines allowed me to integrate my studies into my lifestyle. The flexibility of the online program is ideal for athletes and sports industry professionals.
What strategies did you use to manage your work and studies simultaneously?
No matter how many strategies you have, their success depends on the understanding of those around you. In my case, working in sports management, it was essential that the organization, my boss, and the board understood my circumstances. On a personal level, it is important for your family and children to understand what you are doing, as it demands time and commitment. Additionally, I always had the support of the professors in the master’s program. Being able to communicate with the leaders and teachers of each module and address any work-life balance issues helped me plan deliverables and get support when needed. For this, I would like to express my gratitude to the entire academic team at Johan Cruyff Institute.
How did the Master in Sport Business Online prepare you for challenges and opportunities in your career?
One of the most important lessons I gained from the master’s was learning to reflect more on the impact of sport. I am now more conscious that, as a sport manager and guardian of the field, I need to consider the broader impact, not just KPIs and spreadsheet figures. This realization has led me to rethink where I want to direct my career in sports, and I believe this approach will be invaluable for future program participants.
Tell us about your Master’s Final Project—how did you apply what you learned, and what impact did it have on your understanding of real-world challenges?
My project was both academically and professionally relevant as it was connected to my work. It involved the planning and launch of the Euro Hockey Institute, which I was able to review and develop as part of my Master’s Final Project. This was extremely beneficial, as I could apply strategic models in a real-world context. Thus, the knowledge and strategies I acquired during my time at Johan Cruyff Institute were directly reflected in my professional work.
credits cover photo: World Sport Pics.
