In this month’s What’s Up student column, Kinga Gaal, an EUSA intern, shares her story and journey through her goals and the world of sports. 

Kinga Gaal is currently completing the final semester of the Erasmus Mundus Master’s in Governance and Administration of Leisure and Sports (GOALS). This unique program, jointly offered by five universities across Europe, has allowed her to study in France, Lithuania, and Portugal—equipping her with both a global perspective and hands-on experience in the sports industry. With a background in International Business from the University of Groningen and a passion for basketball, Kinga has combined her academic journey with hands-on experience, actively contributing to organizations such as the European University Sports Association (EUSA), FIBA - International Basketball Federation, and Transforming Basketball.

Now, as she wraps up her master’s journey and prepares to launch her professional career, she reflects on the experiences, insights, and opportunities that have shaped her along the way.

How It All Started
Before diving into my master’s studies, I completed my Bachelor's in International Business at the University of Groningen in the Netherlands. While I loved the international environment and business insights, I knew I wanted to work in the sports industry, especially in the basketball industry. That decision led me to an incredible 7-month volunteering opportunity at the European University Sports Association (EUSA) through the European Solidarity Corps program in 2023.
At EUSA, I was introduced to every aspect of how a major sports organization operates, from managing European Union projects to coordinating sporting events like the European Universities 3x3 Basketball Championship. This experience solidified my passion for sports governance and communications and gave me a deep appreciation for the hard work behind the scenes of sporting events.

The GOALS Experience
My GOALS journey began back in January 2023, when I applied to the Erasmus Mundus Master’s in Governance and Administration of Leisure and Sports. The program stood out because of its international scope, academic quality, and real-world application in the sports sector. With over 500 applicants from across the globe, I knew the competition would be fierce—so when I received my acceptance email in April 2023, I was overwhelmed with joy. Being selected as one of only 22 students, and additionally receiving the prestigious Erasmus Mundus scholarship, was a huge milestone that confirmed I was on the right path.

The program brings together students from 16 different countries, creating a truly multicultural and inspiring environment. We all started our studies in Lille, France, at the University of Lille. This semester laid the academic foundation of our program, where we explored topics such as international sports governance, ethics, and public policy. Beyond the classroom, we also had the chance to visit iconic institutions like the French Football Federation in Paris, which gave us a deeper look into how national sports bodies function at the highest levels. We also visited the European Parliament in Brussels, Belgium, where we had a chance to discuss the European Sport Model. The atmosphere in Lille was intellectually demanding, yet exciting—it was our first taste of what this master’s would be all about. Also, I got nominated by my fellow classmates after the first semester to be the student representative of the Sports Industry specialized track, which was a great honor to also promote and represent the students’ voice throughout the program.

After Lille, I chose the Sports Industry Track as my specialisation, which took me to Vilnius, Lithuania, for the second semester at Mykolas Romeris University. This part of the journey was particularly close to my heart because it allowed me to align my academic path with my passion for basketball. Two of our professors were closely connected to the Lithuanian National Basketball Federation, and my thesis supervisor herself was a former professional basketball player. This proximity to the heart of Lithuanian basketball—one of the country’s most beloved sports—made the experience incredibly enriching. We didn’t just study sports—we lived and breathed them. One of the standout moments of the semester was attending a EuroLeague game between Zalgiris Kaunas and Real Madrid, which was not only thrilling but also deeply educational in terms of observing fan culture, event organization, and live sports communication in action.
For the third semester, I moved to Lisbon, Portugal, where we studied at the University of Lisbon. This stage of the program offered more flexibility and independence, allowing us to focus on our individual interests and pursue professional development through internships and project work. I used this time to dig deeper into digital marketing and basketball communications, areas I had already been involved in through my earlier internships. Lisbon was also a great place to reflect, grow, and plan ahead—it gave me the space to connect the dots between everything I had learned and experienced so far. Whether it was preparing for my master’s thesis, developing new ideas, or seeking out new basketball-related opportunities, this semester gave me both the time and the freedom to take ownership of my specialization.
Each city, each semester, and each university contributed something unique to my personal and professional growth. Together, they created a learning journey that has been as diverse and international as the field of sport itself.

Internships
Throughout my academic journey in the GOALS program, I have been intentional about gaining as much hands-on experience as possible—particularly within the world of basketball. Each stage of the program has been complemented by professional experiences that have shaped not just my skill set, but also my understanding of the global basketball ecosystem.
During my first semester in Lille, alongside classes and field trips, I began my internship with Areus Sports Agency, a global sports agency offering athlete representation services including marketing, contract negotiations, career planning, and more. This was my first real introduction to the business side of basketball, and I was involved in a variety of marketing projects, from social media strategies to event support. Working at Areus gave me valuable insight into how agencies represent athletes, manage sponsorships, and build brand visibility, particularly in European markets.
When I moved to Vilnius for the second semester, my proximity to Lithuanian basketball culture allowed me to immerse myself even deeper. I attended numerous professional games and basketball-related events, and thanks to the strong industry ties of my professors—many of whom are affiliated with the Lithuanian National Basketball Federation—I had the chance to connect with key figures and expand my understanding of basketball governance and operations. These months were pivotal in confirming that I wanted to pursue a long-term career in this sport.
My third semester in Lisbon marked a new phase of professional growth. With a bit more flexibility in our academic schedule, I was able to join Transforming Basketball, a company founded by the recent Director of Player Development for the NBA’s Cleveland Cavaliers. I joined the team as a Digital Marketing Assistant, where I continue to contribute to content creation, campaign coordination, and digital storytelling with a strong focus on player and coach development. Being part of this innovative team has broadened my global perspective on basketball and allowed me to contribute to projects that could be connected to NBA-level operations.

Beyond my formal internships, I also had the opportunity to work at several FIBA - International Basketball Federation - events, including in Switzerland and Turkey, where I gained practical experience in event operations and media coordination. In Berlin, I contributed to the EuroLeague Final Four, one of the most prestigious basketball events in Europe. These opportunities were intense but incredibly rewarding, offering a front-row seat to the execution of elite-level competitions.
In December, I was selected to be part of the FIBA Media Operations Freelancer Program, which provides structured training for future media professionals working at international basketball events. After completing the program, I will be officially qualified to work as a Media Operations Freelancer, which means I can now support the coordination of press and media activities at FIBA competitions worldwide. It’s a role that perfectly combines my interest in basketball, media, and international event management.
In January, I joined the FISU Rhine-Ruhr 2025 delegation services team, focusing on European countries in preparation for the World University Games. My role involved supporting delegations, managing communication with national university sports federations, and contributing to the logistical planning ahead of the games. 
Most recently, in April, I had the chance to return to where it all began—EUSA, the European University Sports Association. Returning to EUSA in a new, more experienced role felt like a full-circle moment. I am currently working at the Sports Department as a Sports Events Intern, helping in organizing the upcoming European Universities Championships in 2025 and the European Universities Games in 2026.

What's Next?

As I am finishing the final phase of the GOALS Master’s program, which involves completing an internship and focusing on my thesis, which explores fan engagement in the digital era, specifically within EuroLeague Basketball. This topic brings together everything I’ve learned—academically and professionally—about how fans connect with the sport in today’s digital world.
As I move forward in my career in international sports, I know that the foundation laid by EUSA, the GOALS international master's program, my internships, and the people I’ve met will guide me every step of the way.
Let’s see where the next game takes me!