James is currently undertaking his placement as a Sports Marketing Assistant and Professional Tennis Coach at CF Teddy Tennis in Dubai, as part of his BSc (Hons) Sport Management degree.

“The benefits of the placement thus far are working for the market leader for tennis coaching in the Middle East, based at a venue that hosts the Dubai Duty Free Tennis Championships, an essential part of the ATP and WTA circuit. With over 60 coaches from a vast range of nationalities I am improving my cultural understanding as well as my team work,” James explains.

He is gaining experience in many aspects of the business during his time in Dubai, covering everything from people management to sales. However, there is one area he’s especially focused on: “Marketing is a vital part of managing a business and promoting the company as a whole. It allows you to understand fully what customers want and how best to provide them with this.”

The real highlight of his placement has been getting the opportunity to work in a field that he loves.

“I have a passion for tennis and aim to educate others in the sport of tennis.

CF Tennis Academy was recently awarded the ‘commitment to sport, health and wellbeing’ award from Time Out Kids magazine, highly recognised in Dubai as a true mark of quality. The company was one of 10 nominees in the category and came out as winners. I was fortunate to be there to collect the award on behalf of the company and was responsible for sending their full portfolio to the officials for the award and coordinating special offer vouchers to be used in the Time Out magazine,” James enthuses.