February 10, 2023
Eleven students and three faculty members from Amsterdam University of Applied Sciences (AUAS) in the Netherlands visited St. John’s University’s Queens, NY, campus on February 1 to participate in international collaboration and learning with undergraduate students in a Legal Issues in Sport class taught by Sungwon Kim, Ph.D., Assistant Professor, Division of Sport Management.
“This class was a valuable learning experience for both groups of students,” said Dr. Kim. “I believe that students not only enjoyed learning new subject matter, but also interacting with their peers from the Netherlands. This type of international activity is a tremendous benefit to students because it expands their horizons and helps them become tomorrow’s leaders in the global sport industry.”
In the morning, AUAS students and faculty attended a seminar led by David P. Hedlund, Ph.D., Associate Professor and Chair of the Division of Sport Management, where they explored how athletes can be successfully marketed and branded. They participated in activities focused on the implications of choosing different types of marketing messages and branding for athletes. They also discussed an athlete’s potential fit with different organizations that seek endorsements or a spokesperson.
“St. John’s University, The Lesley H. and William L. Collins College of Professional Studies, and the Division of Sport Management are always happy when we can open our doors and invite students from around the world to collaborate with us on learning and practical activities,” said Dr. Hedlund. “We hope these activities can continue to infuse our program with international diversity and opportunities for learning about sports from multiple perspectives. We also hope this type of program can open doors for more student exchanges, both at St. John’s and with universities like the Amsterdam University of Applied Sciences.”
In the afternoon, AUAS students were joined by students enrolled in the Division of Sport Management’s Legal Issues in Sport class. Robert J. Romano, J.D., LL.M., Assistant Professor, Division of Sport Management, and Dr. Kim led learning sessions on college athletics in the United States, followed by specific activities and opportunities to explore Name, Image, and Likeness (NIL) issues currently facing student-athletes. Finally, groups consisting of students from both universities prepared proposals and marketing messages for a variety of student-athletes, which included how they might be marketed.
“Collaboration is vital in this global marketplace,” said Prof. Romano. “Providing an opportunity to have students from two universities work together to create solutions crucial to the sports industry is essential for their success as they move forward into the workforce.”
According to Peter van Paassen, the group leader and a faculty member at Amsterdam University of Applied Sciences, the plan to bring students to visit the St. John’s campus originated approximately six months ago. “It was a joy to work together with Dr. Hedlund to actually make it happen,” he said. “It was great to see students from both universities work together on a case study and exchange ideas and insights. Hopefully this is the start of something enduring.”
The day concluded with the AUAS students and faculty attending a St. John’s Men’s Basketball game. “Our experience at St. John’s further helped our understanding of the American sports ecosystem,” said Lars Molenaar, a student from the Amsterdam University of Applied Sciences. “Thanks to Dr. Hedlund, Prof. Romano, and Dr. Kim, we understand more about college sports, the National Collegiate Athletic Association, and the rules and implications of NIL. By working together, we also had an opportunity to network with students. We enjoyed every single second we were on campus and loved the energy.”