Ulster University Business School (UUBS) has welcomed the first cohort of professionals from the European Arenas Association (EAA) onto a sector-specific pathway through its MSc Business in Technology (MBT) – a significant milestone for leadership development within the international arena and live entertainment industry.
Meeting for the first time at Ulster University’s Belfast campus, the cohort represents the first group of arena professionals to undertake a tailored postgraduate route through the MBT – an established, industry-aligned programme adapted to reflect the strategic, technological and operational realities of modern venue management.
The collaboration reflects Ulster University Business School’s commitment to working closely with industry to co-create executive education that directly addresses emerging skills needs, supports innovation and contributes to long-term economic growth. As Europe’s arena sector continues to evolve at pace, the European Arenas Association has identified a growing need for structured leadership development to equip professionals to lead complex organisations through transformation.
Professor Gillian Armstrong, Pro-Vice-Chancellor and Executive Dean of Ulster University Business School, said:
“This partnership with the European Arenas Association demonstrates our commitment to meaningful collaboration with industry. By adapting a proven postgraduate programme to meet the specific needs of the arena sector, we are supporting the development of confident, future-focused leaders and contributing to the long-term resilience and growth of this important industry.”
Designed for working professionals, the MSc Business in Technology is delivered on a part-time, blended basis, enabling EAA members from across Europe to continue in post while undertaking postgraduate study. The programme builds strategic insight, leadership capability and transformation expertise through applied, practice-focused learning.
Helen McKenna, Programme Director and Senior Lecturer at Ulster University Business School, said:
“Developed in close collaboration with EAA, the MBT curriculum has been carefully tailored to the arena sector. The programme strengthens leadership capability and business acumen while exploring how data, technology and innovation can be applied to create strategic value. Its practice-focused approach equips professionals to address sector specific challenges and deliver sustainable impact across their venues.”
The partnership is supported by Robert Fitzpatrick, President of the European Arenas Association and Visiting Professor at Ulster University Business School, who has played a key role in shaping the sector pathway and ensuring it reflects the evolving needs of arena operators across Europe.
Robert Fitzpatrick said:
“Education is fundamental to the future of our industry. Through our partnership with Ulster University Business School, we are building a new pathway for leadership development at a European level. This programme is a long-term investment in senior talent, ensuring our arenas remain culturally relevant, operationally innovative and economically resilient well into the future.”
Siim-Sander Ammon, CEO of Unibet Arena in Talinn, Estonia, and a member of the first MBT cohort said:
“I’m proud to be part of this initiative and to see the European arena industry investing collectively in education. Opportunities like this simply didn’t exist earlier in my career, and that makes the programme especially meaningful.
“I signed up to deepen my strategic perspective and learn alongside peers facing similar challenges across Europe. The combination of industry relevance and technological focus is exactly what our sector needs, and I’m looking forward to applying these insights to drive more sustainable, innovative arena operations.”
By adapting established postgraduate provision to meet specific industry needs, Ulster University Business School continues to strengthen its position as an engaged, entrepreneurial business school delivering education that is relevant, impactful and closely aligned to industry priorities.
For further information on courses or partnership opportunities with Ulster University Business School, please contact engage@ulster.ac.uk.
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