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Aldana Daurova is a GBSB Global Business School alumni now working in the sports industry, blending her passion for sports with a strong foundation in PR, event management and freelancing. Hailing from Kazakhstan, Aldana has transitioned from her local roots to the international arena, armed with a bachelor’s degree in Sports Management from GBSB Global Business School. In this interview, Aldana shares her inspiring journey from student to the world of work, detailing the lessons she’s learned, her relentless curiosity and determination to drive forward her career in sport.
When I was in high school, I started researching universities in Europe that offered degrees in sports management and business. Given my love for Spain - its language, culture, and climate - I always knew that my final choice would be a school there.
I was looking for innovative universities that didn't rely on traditional education systems where knowledge is only measured by final exams on paper. I also wanted to study in a diverse and international environment for cultural exchange, to make new friends, and to build professional connections for the future. GBSB Global was the perfect fit.
So I chose the GBSB Global BBA in Sports Management program and looking back, I can say it was a very fortunate decision as it provided me with a solid foundation in both business and sports management.
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At GBSB Global, our studies focused primarily on sports business and management topics, and this approach was incredibly beneficial to me because it didn't limit me to the sports industry. The strong understanding of finance, accounting, human resources, talent management, marketing, entrepreneurship, business communications, business law, ethics, customer relationship management, and other disciplines is essential for anyone who wants to work in sports. Without this comprehensive business education, navigating the complexities of the sports world would be much more difficult.
There's no doubt that the program met my expectations. I really liked that in some courses, our final exams at the end of each semester were often group or individual projects that we presented in class. This approach allowed us to combine both theoretical and practical knowledge. We had many in-class activities and group discussions, which made it interesting to share and exchange ideas with classmates and professors from different backgrounds. We learned a lot from each other.
I will always be grateful to my professors. They taught us how to adapt to different environments and effectively manage teams and employees, whether we want to start a business or reach a top management position. I developed and improved soft skills such as negotiation, teamwork, problem-solving, public speaking, and creative thinking, as well as many industry-specific skills.
My academic background greatly enriched my internship experience. My internships were invaluable experiences that significantly shaped my understanding of the sports industry. I got opportunities to work in diverse sports organisations, eager to learn about their operations and gain practical experience.
For example, the insights I gained from my marketing and event management classes enabled me to create projects for a Kazakh hockey club. Another memorable experience was my internship with the National Olympic Committee of Kazakhstan. I assisted the head of the winter sports department with administrative tasks and helped sports managers prepare for the Tokyo 2020 Olympic Games. I also worked with sports federations across Kazakhstan to organize an outdoor advertising campaign to support our national athletes.
Through hands-on work and exposure to industry professionals, I gained valuable insights into the challenges and rewards of a career in sports.
These experiences provided me with a deeper understanding of the industry, from marketing and event management to athlete development and operations. Internships also helped me develop essential skills, such as teamwork, problem-solving, which have been invaluable in my professional journey.
I've always enjoyed writing about sports and found that I could combine my passion for sports with copywriting. I started my sports blog on Instagram, @itsasportsmindset in 2022. The goals of the blog are to empower women in sports, provide industry insights, talk about sports that are overlooked, and various issues in the industry. I've been interviewing athletes as part of this project. I share stories to promote athletes and inspire readers, as each athlete has a unique journey. Their experiences show that hard work pays off and it's important to keep going and believe in yourself no matter what – they motivate others to face their own challenges.
What's next? The world offers so much in terms of knowledge, and I am always striving to learn something valuable that will help me grow professionally and personally. I would like to move abroad and explore new opportunities. I am also considering a Master's degree in PR or Sports Journalism. I think the most important thing is to trust the process and see where it leads.
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