Turning athletes into entrepreneurs: the power of project-based learninig in sports management. The case of FIFA CIES international programme at Cairo University, Egypt

Purpose – This paper examines the influence of perceived desirability and perceived feasibility on entrepreneurial intentions within a project-based learning environment. By focusing on students enrolled in the 17th edition of the CU FIFA CIES International Programme in Sports Management, the study aims to explore how these psychological constructs shape students' aspirations to pursue entrepreneurship in the sports industry. Design/methodology/approach – A mixed-methods approach was adopted. Ten in-depth interviews were conducted with students participating in the program to gain qualitative insights into their perceptions. Additionally, survey data were collected from all 110 students in the edition. Reliability and validity analyses were performed, and a T-test was applied to examine the relationships between perceived desirability, perceived feasibility, and entrepreneurial intentions. Findings are discussed in detail. Practical and social implications – This research offers valuable insights for educators and program designers on leveraging project-based learning to enhance entrepreneurial intentions. By identifying key psychological factors that influence entrepreneurship, the findings can guide curriculum development to better prepare students for entrepreneurial careers, particularly in the sports industry. Originality/value – This study provides empirical evidence from a unique educational setting in sports management, offering valuable insights for academia and industry stakeholders.