On the morning of May 27, 2025, the University of Economics and Business – Vietnam National University, Hanoi (UEB) held a conference to evaluate the quality of its Bachelor of Business Administration (BBA) program designed specifically for Sports Talents. Launched in 2021, this pioneering program represents a strategic initiative by the University to fulfill its mission of cultivating high-quality human resources who possess both academic excellence and outstanding athletic abilities, in response to the growing demands of the economy and the sports industry.

The conference was chaired by Assoc.Prof.Dr. Le Trung Thanh – Rector of UEB, with the participation of Ms. Ngo Thi Thu Ha – Acting Head of the Academic Affairs Office; Assoc.Prof.Dr. Phan Chi Anh – Dean of the School of Business Administration; Assoc. Prof. Dr. Nguyen Thu Ha – Vice Dean of the School of Business Administration; along with other academic leaders from across the University. Also in attendance were academic advisors and student representatives from the Sports Talent BBA program.

In his opening remarks, Assoc.Prof.Dr. Le Trung Thanh emphasized that the program was specifically designed for professional athletes and talented high school students in sports, with the objective of equipping them with essential knowledge and skills in business environment analysis, strategic planning and execution, enterprise management, and entrepreneurial development in both sports and other business sectors.

At the conference, various academic units presented a comprehensive evaluation of the program, covering aspects such as admissions, curriculum implementation, faculty quality, academic advising, extracurricular activities, and student support throughout the learning journey. As of May 2025, the program has admitted four cohorts, with 201 students accepted and 138 currently enrolled. These students include high school athletes with outstanding achievements as well as professional sportspeople. Feedback collected from current students in the program reflected strong satisfaction with the quality of instruction, academic advising, and the supportive services provided by university departments. However, students also expressed a desire for enhanced practical learning experiences, including internships, guest speaker sessions, scientific research opportunities, and career development support. During discussions, leaders from the School of Business Administration expressed their aspiration for the University to further invest in the program to enable its expansion and increase its impact. 

In response, University leadership reaffirmed their commitment to partnering with sports institutions at both central and local levels to identify and support young sports talents in their academic and personal development. The Rector also expressed satisfaction with the program’s anticipated graduation rate of nearly 80% for the inaugural cohort QH-2021, with 19% expected to graduate with distinction, 28.5% with merit, and 52.5% achieving good academic standing.

The conference also featured open sharing from student representatives of the Sports Talent BBA cohorts.

Student Nguyen Mai Anh shared that students in the program had received enthusiastic support and guidance from the University and faculty, particularly in the flexibility of class scheduling and timetable arrangements. 

Student Nguyen Thi Hang expressed her desire for greater practical application within the curriculum, including opportunities to visit sports enterprises to gain insights into real-world operations and business models in the sports industry.

With a focus on delivering optimal value to learners, UEB pledged to continue reviewing and enhancing the curriculum, renewing course syllabi and case studies, and strengthening learner support services. In the near future, the University may consider piloting a “Program Director” model to provide dedicated guidance and connections tailored to the needs of Sports Talent students.

In his closing remarks, Assoc.Prof.Dr. Le Trung Thanh affirmed: "With its integration of academic rigor and practical relevance, the Bachelor of Business Administration program for Sports Talents at UEB – VNU is gradually establishing itself as a distinctive and pioneering model in the training of elite athletes. This program not only empowers athletes to pursue academic excellence but also contributes meaningfully to the development of the national sports sector."

With continuous innovation in curriculum content, pedagogical approaches, and strong partnerships with sports organizations at all levels, the program is expected to become a premier choice for aspiring athletes who seek sustainable, structured, and professional development through higher education.