Planning and Organising Sports Competitions: Between Strategy, Education, and Performance

This paper highlights the strategic role of sports competitions in the academic environment, focusing on the Bucharest University of Economic Studies (BUES). It examines how the university integrates sports into student life through events like the Rector’s Cup, inter-faculty tournaments, and initiatives led by the university’s sports club (USC - UES). These activities promote physical health and values such as leadership, teamwork, and fair play. The study places ASE's approach within a broader national and international context, referencing frameworks like Romania’s Law on Physical Education and the European University Sports Association (EUSA). It also discusses the challenges of funding, infrastructure, and human resources in sports management. BUES’s partnership with the Romanian Football Federation to offer a Master’s in Sports Management exemplifies efforts to professionalise the field. Overall, the BUES model demonstrates how universities can drive sustainable sports ecosystems and contribute meaningfully to student development and the wider community.