From Breda to Bundesliga

From Breda to the Bundesliga: Paul Wetenkamp's journey from NHTV/BUas to Hannover 96. When Paul Wetenkamp applied for a job that didn't exist at his hometown football club, he had no idea he'd end up pioneering esports in German professional football. 

The Perfect Match: Finding BUas
Picture this: You're in Australia on a working holiday, unsure about your future. You type "sports events culture management" into a search engine, and a Dutch university programme pops up that checks every box. That's how Paul discovered BUas (then NHTV) in 2009.

"I didn't even know the word 'leisure,'" Paul laughs. "But when I saw 'sports, events, culture management', it was perfect."

Paul enrolled in the fast-track programme, and while the application was easy, the first ten weeks were intense. But the real education, that came from professors like Marco Bevolo, whose legendary seven-word, seven-slide presentation taught Paul that less is more, a lesson he still uses today.

"Nobody was typing on their laptops or playing on their cell phones because everybody got caught by his way of presenting things. Later in my career, I understood his way of thinking, it had such an impact on my working life."

The Global Education
BUas took Paul across three continents in three years. Sweden for Erasmus. New Zealand for an internship where he was "thrown into the cold water" with a one-man company. Poland for his thesis project. Each experience pushed him beyond his comfort zone.

"The way of studying in the Netherlands, the small groups, the real-life clients like the Trafford Centre in Manchester, the intercultural studies, my German colleagues are sometimes jealous," Paul reflects. "It's not something they have, and they struggle in international environments." 
What started as "basic" intercultural studies courses became Paul's secret weapon in the global sports industry. The project-based learning with international teams became his entire working philosophy.

From Luxury Cars to Football Revolution
After graduating in 2012, Paul jumped straight into the luxury automotive industry, organising road trips for Bugatti owners through European mountains. Three years and two kids later, he moved to Hannover and made a bold move: he applied for a non-existent position at Hannover 96.

"I just thought, let me bring myself in," Paul explains. "They needed someone who understood brand values and project management. I said, 'That's what I studied.'"

Nine years later, Paul is Head of Esports and Brand Management, but getting esports accepted in a 130-year-old football institution, that was the real challenge. 

Building the Bridge: Esports Meets Tradition
"The acceptance rate was really low," Paul admits. "We're a football club. The core product is football."

However, Paul saw what others missed: a generation of fans aged 15-30 who want more than matchday experiences. They want participation. They want a digital connection. They want to engage with their club on Instagram and Twitch, not just from the stands.

The generation between 15 and 30 is way more digital than any other generation. They want something they can participate in."

Paul co-founded Hannover 96's esports department, operating at break-even while proving its value through engagement, content, and new revenue streams. The ultimate validation came in 2023: esports became a license requirement for all German first and second division football clubs. Paul's pioneering work literally changed the rules of professional football.

The challenges are real”, traditional media sometimes blames esports when players underperform. But so are the opportunities. Professional footballers love connecting with esports players. Younger fans can now participate in tournaments and become the next talent for the club.

Leading the Next Generation
When Paul looks ahead, he sees his role as a guide, not a boss. "My boss from Berlin never said, 'I'm your boss.' He said 'I'm your colleague,'" Paul reflects. "That's something I want to carry forward, guiding people through their challenges."

This philosophy shapes his entire approach. "The newspapers say the next generation doesn't want to work anymore. I don't believe that. They just need a person who guides them through their challenges."

Paul even brings this back to education. He runs projects with university students where Hannover 96 doesn't just commission work, they actually implement the ideas. "It's not about cheap labor. It's about getting the next generation's ideas into the club. When you add international students from different cultures, you get ideas from all continents, that's massive."

What advice do you give to our current students
Paul's advice for BUas students is clear:

• “Say yes to opportunities, even if they don't exist yet”. Paul's career started with applying for a job that wasn't posted.
• Communication is key. "You can have whatever skills you want, but you have to be able to communicate."
• Don't underestimate international collaboration. Those small group projects with students from across Europe, they're preparing you for the real working world.
• Stay open to learning from everyone, regardless of age. The best ideas come from staying curious and respectful of all perspectives.

And here's his invitation: "If BUas students want to work on real projects that will actually be implemented at a professional football club, let's do it. Bring your fresh ideas, your international perspectives, your digital native mindset, we want to learn from you." 

Paul Wetenkamp
Head of Brand Management/ esports

[email protected]