Sports Management Studies
M.A. Sports Business and Communication

Sports Management Studies

Do you want to turn your passion for sports into a career? Are you also interested in business topics? With a sports management degree, you can combine both and equip yourself for a career in the exciting and dynamic world of sports.

Sports Management Studies Overview

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Sports Management Studies at Munich Business School

The Sports Management program at Munich Business School (MBS) is a master's degree program that offers students a thorough academic education in the fields of sports management, sports economics and sports marketing.


Duration of study:

3 semesters


Master of Arts, 90 ECTS

Start of study:

Annually for the fall semester

Study Designation:

Master Sports Business and Communication

Study language:



8.300 EUR per semester

Form of study:

In presence at the campus in Munich

Course objectives in Sports Management Studies

The program objective of the Masters in Sports Management is to provide students with a comprehensive understanding of the business and management of sport organizations. This includes aspects such as strategic planning, financial management, marketing, event management, human resource management and law.

Graduates of the program should be proficient in analyzing complex business problems in the sports industry and developing effective solutions. In addition, they should be able to understand and consider the needs of various stakeholders in the sports industry.

Another goal of the program is to provide students with skills in leadership, communication, teamwork, and intercultural competence. Graduates should be able to work effectively in a variety of roles and contexts around the sports industry, including sports teams, sports organizations, sports agencies and sports media.

In addition, students in the Masters in Sport Management will develop a critical perspective on the role of sport in society and the impact of sport on business and culture. They should be able to understand the importance of ethics and sustainability in the sports industry and incorporate them into their decision-making.

Studying Sports Management without doing sports?

It is perfectly possible to study sports management without actively participating in sport yourself. Sports management is a field that focuses on the business and administrative aspects of sports, and there are many degree programs that focus on this side of sports. Here are some reasons why it is possible to study sports management without being directly involved in sport:

Career in Management

A sports management degree prepares students for careers in sports management, where they can work in positions such as sports manager, event manager, marketing manager, financial analyst or administrator. These roles are more about organization and administration than active participation in sport.

Theoretical Aspects of Sport

A sports management study program can also cover theoretical aspects of sport, such as sports psychology, sports sociology or sports history, which do not require physical participation in sport.

However, it is important to note that the exact requirements and focus may vary depending on the university and degree program. If you are interested in studying sports management without active athletic participation, you should check the specific curriculum and requirements of each university to make sure it matches your interests and career goals.


Interested students who do not prefer practical sports activities can take an ideal course in sports management at Munich Business School, as the teaching is exclusively theoretical. Nevertheless, our GYM COOPERATION with FitX also offers a suitable option for those who are interested in physical activity.

What you will learn in the
Sports Management Study Program

Fundamentals of Business Studies Introduction to the basic principles of business studies applied to various aspects of the sports industry.
Sports Economics Analysis of economic aspects in sports, including market value analysis, financing of sports organizations and economic impact of sports events.
Sports Marketing Fundamentals of marketing in the context of sport, including brand management, sponsorship, event marketing and marketing of sports products.
Sports Law Legal aspects of sports, including contract law, sports event law, employment law in sports and legal frameworks for sports organizations.
Sports Management Principles Fundamental management concepts and practices specific to the sports industry, including organizational leadership, Human Resource Management, and strategic management.
Sport Ethics and Social Responsibility Examination of ethical issues in sport, fair play, social responsibility of sport organizations and ethical decision making.
Sports Event Management Planning, organization and implementation of sports events, from local games to major international events.
Sports Media and Communication Examining the role of media and communication in sport, including media law, sports journalism, PR and digital media.
International Sports Management Analysis of global trends and challenges in sport, international sports organizations, international business practices in sport and cultural aspects.
Sports Tourism Examination of sport as a tourism product, event tourism in sport and the impact of sporting events on tourism.
Financial Management in Sport Financial planning, budgeting, investment and financial analysis in the context of sports organizations.
Sports Psychology Basic concepts of sports psychology, motivation of athletes, team building and mental training.
Digital Sports Management Integration of digital technologies and social media in sports marketing, data analysis in sports and digital strategies for sports organizations.
Sports and Event Law In-depth consideration of legal issues related to sports events, including contract law, liability and trademark protection.

A sports management study program provides knowledge and skills in the field of business administration and management, specifically geared towards the sports industry. The exact course content can vary depending on the university and degree program. These are just some of the general topics that can be covered in a sports management study program.

The exact structure of the sports management study program can vary depending on the course, university and geographical location. A practice-oriented approach, for example through internships, projects and case studies, is often an integral part of a sports management study program.

Qualification Profile Sports Management

A sports management qualification profile includes a combination of expertise and skills required for a successful career in the sports industry. Here are some of the most important qualifications:

✓ Analytical Skills: An understanding of data analysis, research methods, and market analysis plays a substantial role in making informed decisions in the sports industry.

✓ Creativity: Sports managers often need to find creative solutions to solve problems and identify new business opportunities. Therefore, the ability to innovate is also important.

✓ Ethics and Sustainability: An understanding of the importance of ethics and sustainability in the sports industry is essentially relevant to ensuring that sports operations are conducted in a responsible and environmentally friendly manner.

✓ Multicultural Competence: The ability to work with people from different cultures and backgrounds is of serious value to be successful in the global sports industry.

Sports Management vs. International Management

The Sports Management degree program has some definite advantages over a regular International Management degree program. Here is a comparison of the two programs:

  Sports Management International Management
Concrete practical relevance ?
Short study time
Lots of learning material
Concrete future prospects
Turning passion into profession ?
Contact with people of similar passion ?

What does a Sports Manager do?

A sports manager is responsible for the business management and administration of sports organizations, clubs, teams or events. The duties of a sports manager may include the following activities:

Human Resource Management:

The management of personnel, such as coaches, players or other staff, is the responsibility of a sports manager. This may include hiring, firing, or training the staff.

Event Management:

The organization and implementation of sports events, such as tournaments, competitions or championships, lies within the scope of a sports manager's duties.

In summary, a sports manager is responsible for ensuring that a sports team or organization is run effectively and efficiently, both on a business and sporting level. This also involves promoting the brand and reputation of the team or organization and ensuring that fans and supporters associate a positive feeling with the team.

Sports Management Studies
at the MBS in numbers

Students per group

international partner universities


Age range

57 %
international students

Why should you study Sports Management in Munich?

There are many good reasons why you should study Sports Management in Munich:

  • International Environment: Many foreign students and companies are attracted by Munich's multinational character. Therefore, there are many opportunities to establish international contacts and get to know different cultures.
  • Research Opportunities: Numerous opportunities to participate in research projects in various disciplines make Munich an ideal research location.
  • Sports and Recreation Facilities: Munich offers many sports and recreational options, including hiking, skiing, biking and water sports. There are also many cultural events and festivals that take place throughout the year.

NC values for the Sports Management Degree program

The NC values for sports management studies vary annually and depend on various factors such as the number of available study places, the number of applicants and other conditions. The following is a general overview of some of the universities that offer degree programs in sports management.

University/College Degree Program NC (WS 2023/24)
Heilbronn College Business Administration and Culture, Leisure and Sports Management NC 3.3
University of Leipzig Sports Management NC 2.2
Cologne Sports College Sports Management and Sports Communication NC 1.6
Munich Business School Sports Business and Communication No NC

The contents of a sports management study program at MBS

Admission requirements Sports Management Studies

Academic Requirements

The main requirement for admission to the Master International Business study program is a successful Bachelor's degree (180 ECTS or more). Applicants with a degree in Business Studies/Management/Economics are entitled to apply for the program directly, applicants without a degree in economics can qualify for the program by completing the Pre Master Program. Upon request, we will gladly verify your documents in advance. Please contact your Program Advisor.

Language Requirements

English Proficiency

Applicants must proof their English language skills by passing one of the following language tests:

  • TOEFL iBT & Home Edition: min. 85 (min. of 22 in writing band, min. of 20 in all other bands; MBS TOEFL Institution Code: 5772)
  • IELTS & IELTS Online: min. level of 6.5– Academic Module
  • ELS English for Academic Purposes: Advanced Level 112
  • Duolingo English Test: Overall Score 115 or higher
  • Pearson PTE Academic: Overall Score 56 or higher
  • Cambridge: Min. 173 or Grade B or higher

Note: If the test is also used to apply for a visa, please check the requirements of the respective embassy in advance.

Test results can only be accepted if achieved within the last two years. If you are unable to obtain your test results before handing in your MBS application, please inform us about your planned test date.

The English proficiency test can be waived by the following candidates:

  • Applicants having completed their schooling in English (i.e., High School Diploma, IB)
  • Applicants having completed their first academic degree in English

Field report of an alumnus

Combining professional sports career with studies ★★★★★

"The topics and different subjects helped me with many real life examples to build up my own company meanwhile/directly after finishing my master thesis as I was able to apply my knowledge. A broad spectrum of subjects always held me staying focused, curious and eager to study."

Anna on StudyCHECK

Course of Sports Management Studies at MBS

Semester 1


Sports Communication & Media


Corporate Communication and Public Relations

Foundations of Communication Studies and Media Markets

Foundations of Media Law and Media Ethics


  • Learn how to assess corporate messages and plan efficient and strategically viable PR measures while using different media.
  • Get a profound understanding of the German and international media market.
  • Get to know potential tasks in media in sports business and learn how to apply their knowledge to industry specific projects and challenges.
  • Learn how to critically assess and apply the possible uses of media while taking legal and ethical viewpoints and limitations into account.

Sports Business und Leadership


Introduction to Sports Business

Innovative Leadership in Sports Management


  • Understand the principles of leadership and apply teamwork and leadership skills in the workplace.
  • Explain the primary similarities and differences comparing the sports industry and other industries including the unique attributes of the sports industry and the implications for executing business in the sporting industry.
  • Get to know the relationship between amateur and professional sports (sports participation pyramid) and their unique characteristics with respect to sports business.
  • Learn the difference between how sport is organized in the US and Europe and their relative advantages and disadvantages.
  • Learn and discuss the products and services of sport, their nature and their relative financial contribution.
  • Differentiate between sports management and (athletic) performance.
  • Develop and analyze business strategies in a sports business context.
  • Learn innovative and entrepreneurial thinking and acting and how they differ to managerial thinking and acting in the sports industry.

Business Project

  • Learn how to apply project management tools and methods on a real-life business problem.
  • Plan, organize, conduct and control a project for a business partner and gain insights into the company.
  • Assess the quality and reliability of existing data / research findings based on their source, data collection method and analysis / interpretation of the findings.

International Business and Management


International Strategic Management

Organizational Behavior

Conscious Business


  • Learn about the drivers of globalization, related strategic models, and how to apply them in business operations.
  • Study the relationships between individual, organization, and society and reasons for behaviors in organizations.
  • Develop an understanding for alternative business practices compared to traditional profit orientation as the core goal of a business based on the four tenets of Conscious Capitalism as well as best practices in the field of Conscious Business.

International Focus

Choose 1 out of 3

  • Business in Germany
  • Business in Latin America
  • Business in China

Gain insights into business practices and current business topics in the chosen region based on an understanding of the social background as well as the economic and political system in the respective region.


Languages (Optional)

Choose 1 out of 3:

  • Spanish
  • Chinese
  • German

Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.


Communication in International Business


Business Communication

Business Ethics

Negotiation Skills


  • Identify and master the challenges of business communication particularly in an international and intercultural context.
  • Study and discuss topical and controversial business ethics issues as well as the philosophical origins of ethics.
  • Learn how to use effective communication skills as well as manage the human behavior dynamics in the negotiation process.

MBS Engagement

Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.

Semester 2


Sports Marketing and Sponsoring


Sports Marketing

Sports Sponsoring


  • Learn the nature of sports marketing and sports sponsoring and their unique aspects.
  • Discuss the theoretical frameworks and concepts of sport marketing and sponsorship and apply them to real-life situations.
  • Get to know the various skills and demands on a sports marketer or sponsorship manager, including communication, sales, and negotiation skills.
  • Learn to apply the various techniques for sports marketing and sponsorship, including the analysis, conception, execution, and review of marketing and sales activities.
  • Explore and understand the workings of each of the elements in sports marketing with focus on sponsorship and advertising in sport.
  • Discuss the international nature of sports marketing and sponsoring and how to prepare marketing and sponsorship plans in an international concept.

Digital Sports Management


Online Marketing

Digital Sports

Social Media Management


  • Learn the characteristics and diverse forms of digitization of the sports industry and apply them.
  • Expand your marketing expertise to the areas of online and social media marketing and utilize the appropriate terminology in order to interact and network with specialists of the field.
  • Get to know the special characteristics of E-Sport, its congruencies and differences to conventional sports business and its strengths and limitations as new component of the sports industry.
  • Understand the workings of Social Media, how a social profile is managed and which are the most important success factors in social media marketing with emphasis on social communities and influencer marketing.
  • Apply your knowledge critically and independently in the ever faster developing digital environment and get to know how to address stakeholders in a target group-oriented and adequate manner.

Electives (optional)

  • Sports Rights and Licenses
    • Learn about the characteristics and particularities of the multidisciplinary sports rights industry with all players involved, such as agencies, media companies, leagues and clubs/associations.
    • Evaluate promising ideas and problem-solving approaches and create and develop them autonomously.
    • Study all important trends of the industry and critically evaluate them and assess their significance.
  • Sports Event Management

    • Get to know the nature of event marketing and its relation to the sports business.
    • Discuss the theoretical frameworks and concepts which have been developed to explain event marketing and management in sports.
    • Study the various skills and demands on an event manager in sports including the technical and soft skills required.
    • Learn how to plan and execute an event, following the process from analysis, concept, execution to review.
    • Evaluate and apply various techniques and tools for event marketing.
    • Transfer the knowledge regarding event marketing and management into an international context.
    • Learn to understand the characteristics and nature of mega events including important elements in review of impact of mega events.
    • Get to know crucial elements in engaging fans as well as the relationship of events management with media rights, merchandising and sponsorship.
  • Success Factor Happiness
    • Personally experience the concepts of happiness, mindfulness, higher purpose, compassion, and gratitude through specific exercises.
    • Learn from best practices how to apply them in a work environment to increase (among others) subjective well-being, health, productivity, and satisfaction and decrease stress.
  • Brand Storytelling:
    • Learn to understand key principles of human behavior.
    • Gain insight into branding, advertising, and sales techniques.
    • Learn how to design effective branding strategies based on consumer insights.
  • Psychology of Marketing:
    • Learn to understand the basics of storytelling and communication mechanisms.
    • Be able to discuss brand strategies.
    • Get to know how to design and analyze branding campaigns.

Business Project

  • Learn how to apply project management tools and methods on a real-life business problem.
  • Plan, organize, conduct and control a project for a business partner and gain insights into the company.
  • Assess the quality and reliability of existing data / research findings based on their source, data collection method and analysis / interpretation of the findings.

International Focus

Choose 1 out of 5:

  • Business in Europe
  • Business in Latin America
  • Business in China
  • Business in USA and Canada
  • Business in Emerging Economies (India, Africa)

Use case studies, business simulations, in-depth reports as well as expert knowledge to understand the complexities of the business environment in the chosen region from a cultural, economic, social, political, and legal perspective.


Languages (Optional)

Choose 1 out of 3:

  • Spanish
  • Chinese
  • German

Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.


Responsible Leadership in a Global Context


Responsible Leadership

Business & Society

Master Thesis Preparation


  • Learn how to lead and manage people in business in a responsible way, including how to motivate and support people depending on the given circumstances, personality, and culture.
  • Get familiar with the origin and development of different cultural core beliefs, value systems and how they define business practices from a top management perspective.
  • Learn how to collect, evaluate, assess and present the state of the art in the academic discipline regarding a specific research question.

MBS Engagement

Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.

Semester 3


Semester Abroad or Internship

Students in the Master Sports Business and Communication gain comprehensive international experience by studying one semester at one of the numerous international partner universities of MBS. Alternatively, students can spend two semesters at selected universities and complete their studies with a dual degree

Have you already studied or worked for at least one year in a non-German-speaking country? Then you have the alternative option of completing a subject-specific internship in a company in Germany, Austria or German-speaking Switzerland. The duration of the internship is at least 15 weeks.


Master Thesis

Last but not least: writing your Master Thesis

Salary after studying sports management

Salary after a sports management study can vary greatly depending on a number of factors, including experience, industry, position, company size, location and individual negotiation skills. Here are some rough guidelines for possible salaries after a sports management study, based on different positions:

  1. Sports Manager:
    • Entry level: On average between 35,000 and 50,000 euros per year
    • With experience: Depending on experience and responsibility, the salary can rise to 50,000 to 80,000 euros or more.
  2. Event Manager in Sport:
    • Entry level: Around 30,000 to 45,000 euros per year
    • With experience: Salary can rise to 45,000 to 60,000 euros or more.
  3. Sports Marketing Expert:
    • Entry level: On average between 35,000 and 50,000 euros per year
    • With experience: Depending on the position and experience, the salary can rise to 50,000 to 80,000 euros or more.
  4. Sports Media / Sports Journalism:
    • Entry level: around 30,000 to 45,000 euros per year
    • With experience: Salary can rise to 45,000 to 60,000 euros or more.
  5. Sports Agent:
    • The income of sports agents can vary greatly and often depends on the athletes they represent. Sports management alumni may start with a base salary, but much of their income may come from commissions.

It is important to note that these are general estimates and actual salaries of sport management study alumni depend greatly on individual factors. In addition, international differences in salary structures and cost of living can be taken into account if you work in different countries.

It is advisable to research current salary data of sport management study alumni in your region and industry to get more accurate information. This can be done through salary surveys, industry reports or talking to recruiters and professionals in the industry.

Career opportunities and future prospects after studying sports management

The career prospects for a sports management study alumni are varied and depend on a number of factors, including individual skills, experience, chosen industry and location. Overall, however, the future prospects are positive as the sports sector continues to grow and offer various opportunities for sports management study alumni.

It is important to note that competitiveness in the job market depends on various factors. Therefore, it is important for Sport Management study alumni to continuously develop their skills and qualifications, follow relevant industry trends and actively network to improve their career prospects. Internships, networking and further education can also help to strengthen their chances on the job market.

Here are some aspects that can influence a sports manager's career opportunities and future prospects:

Growing Sports Market The sports industry is a growing market globally. Sports teams, federations, sports marketing agencies, sporting events and other organizations are continuously looking for qualified sports managers to lead and improve their activities.
Diverse Career Opportunities Sports Management study alumni have the opportunity to work in a variety of fields, including sports teams, sports federations, sports marketing agencies, event management, sports media, sports facilities and more. This diversity offers broad career opportunities.
International Perspectives With the globalization of sport, international career opportunities are increasingly opening up for sports managers. Sports organizations are collaborating on a global scale, increasing the demand for professionals with international experience.
Digitalization and Technology The integration of technology and digital platforms in sports management is creating new career fields and increasing the demand for professionals who are familiar with the latest trends and innovations in sports technology.
Sports marketing and Sponsorship The importance of sports marketing and sponsorship has increased as companies invest more in marketing their products and services through sports investments. Sports managers with expertise in these areas are in demand.
Sports Tourism The demand for sports events and tourism is growing, increasing the need for sports managers trained in the planning, organization and management of sports events and tourism projects.
Sustainability and Social Responsibility Sports organizations are increasingly focusing on sustainability and social responsibility. Sport management study alumni who specialize in these topics could be in demand in this evolving industry.

FAQ about Sport Management Studies

What kind of job can you get with Sports Management?

A degree in Sports Management can lead to careers in a variety of areas within the sports industry. Here are some of the possible career paths:
  • Sports Business: In this field, you can work in different areas of sports, such as marketing and sponsoring sports teams and events, merchandising, ticketing, or sales.
  • Sports Event Management: This industry includes the organization and implementation of sports events, such as the Olympic Games, World Championships or concerts.
  • Sports Agency: Here, services such as contract negotiations, career counseling and marketing for athletes are offered.
  • Sports Journalism: A degree in Sports Management can also lead to a career in sports journalism, both in print and online media.
  • Sports Law: A sports manager has the opportunity to work in the field of sports law, advising sports organizations or athletes on legal matters.
  • Sports Tourism: This is an emerging field that combines travel and sports activities. A sports manager designs and offers travel packages for sports fans and enthusiasts in this industry.

How much does a sports manager earn?

The salary of a sports manager can vary depending on location, industry, experience and position. Here are some benchmarks for the salary of sports managers in different industries:
  • Sports Business: Starting salaries of around 30,000 to 40,000 euros per year can be expected in Sports Business. With increasing experience and responsibility, the salary can rise to 50,000 to 100,000 euros per year.
  • Sports Event Management: In this field, the salary can vary greatly depending on the size and type of event. An event manager can earn between 30,000 to 60,000 euros per year, while an event director at large events such as the Olympics or the World Cup can receive a salary of several hundred thousand euros.
  • Sports Agency: Here, too, the salary can vary greatly, as it depends on the size and success of the agency as well as the quality of the clients. A beginner can earn about 30,000 to 40,000 euros per year, while a successful agent with many high-profile clients can get a salary of several hundred thousand euros per year.
  • Sports Journalism: Press representatives in the sports field can range in salary from about 25,000 to 50,000 euros per year for entry-level journalists, to 100,000 euros or more for experienced journalists.
  • Sports Law: Salaries in the field of sports law can vary greatly and also depend on the position and experience in this area. A lawyer can earn a salary of about 50,000 to 100,000 euros per year, while a senior lawyer at a large sports organization or a partner in a law firm can receive a salary of several hundred thousand euros.


These figures are for guidance only and can vary widely by location and industry.

Is Sports Management a good profession?

It depends on a variety of factors, including your interests, skills and career goals. For example, as a sports manager, you can work in a variety of settings, including professional sports organizations, college athletic departments, nonprofit organizations, marketing agencies, and more.

One advantage of Sports Management as a career is that there is usually a high demand for qualified professionals, especially in a world where sports are playing an increasingly important role. Another plus is that you get to experience a fast-paced, exciting industry and work with talented and passionate people.

One downside might be that competition for popular jobs in the sports industry can be very high, and it might be difficult to find a position that meets your expectations. In addition, the workday can be stressful and often requires long hours and a high degree of flexibility.

If you have an interest in sports and a talent for business and management, becoming a sports manager can be a rewarding and exciting career path. However, it is important to learn about the specific requirements and expectations of the industry and gain solid education and experience in the field to be successful. The recommended education is a Sports Management degree.

Should I study Sports Management in presence?

Although online or distance learning can be attractive because of flexibility and convenience, face-to-face study still offers some advantages that make it an attractive option. Some of the reasons why it is worthwhile to study in presence include the following:
  • Direct Interaction: Studying in presence allows students to interact directly with instructors and fellow students. This creates an interactive learning environment where students can ask questions and discuss issues. In addition, it trains communication skills that will be essential later in one's career.
  • Sense of Community: On-site study also provides a sense of community and cohesion among students. Students can build friendships and networks that can benefit them later in life.
  • Personal Support: Instructors can also offer individualized support to students in face-to-face settings to meet their academic needs. Face-to-face contact also allows them to better address the needs and challenges of individual students.
  • Access to Facilities: Students also have on-site access to facilities such as libraries, laboratories, and athletic facilities to help them learn and develop their skills.
  • Better Focused Attention: Face-to-face study can also help keep students attentive and motivated, as they are forced to be present and actively engaged in class.
  • Personal Growth: The on-site study experience can also help foster personal growth and self-confidence as students develop skills such as time management, organization, and the ability to establish and maintain interpersonal relationships.

Intrigued? Apply without any obligation!

Still undecided? Our other master's programs.

International Business
International Business
International Marketing and Brand Management
International Marketing and Brand Management
Sports Business and Communication
Sports Business and Communication

Would you like to learn more?

Studienberater MBS: Uttamdeep Kaur, B.A.
Program Advisor Master Uttamdeep Kaur, B.A. +49 89 547678 227 +49 178 2304275
How can we help you? Next Steps Schedule Appointment Request Info Apply Online
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