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Do you want to combine your passion for sports with a career in marketing, media, sponsorship, or event management? At Munich Business School, you can choose sports management as a specialization in your bachelor’s program or focus specifically on the international sports industry with the specialized master’s program in International Business | Sports Management and Media.
At MBS, there isn't just "one sports management program"; rather, there are two distinctly different programs designed for different starting points and career goals.
The international business Bachelor's gives you the full business toolkit, from marketing to finance to digital business, while letting you specialize from semester 6 onward with the Sports and Event Management elective.
This specialized Master's prepares you for international leadership roles in sports management, sports marketing, sponsoring, media and digitalization – through business projects with partners such as adidas, DFB or Audi.
All course content at a glance: module by module, semester by semester.
6 Semesters · 210 ECTS · B.A. · German & English · Start: February & September
3 Semesters (Single Degree) · 4 Semesters (Dual Degree) · M.A. · English · Start: September
Thanks to FC Bayern Munich, Munich is one of the most important German cities in the world of soccer. Munich also offers a wide variety of unique sports and outdoor activities.
AACSB and FIBAA accreditation, as well as state recognition of the degree, enhance the recognition of an MBS degree.
Small cohorts with personalized guidance from instructors with practical experience.
Business partners and career partners such as adidas, DFB, DOSB, Allianz, Audi, Microsoft, Siemens, etc.
A resource center offering targeted placement in Big Four firms, corporate controlling, and investment banking, as well as regular events with companies.
A semester abroad at one of more than 70 partner universities worldwide, including dual-degree options, to gain an international perspective on real estate markets.
Sports management is a versatile but also competitive field. The figures below are based on current salary data for Sports Manager roles in Germany, since both programs are based in Munich and most graduates start their careers in the German/European market.
| Career stage | Avg. gross annual salary |
| Entry level (< 3 years of experience) | approx. €50,000 – 52,000 |
| 3–6 years of experience | approx. €54,000 |
| 7–9 years of experience | approx. €57,000 |
| Senior / > 9 years of experience | approx. €66,000 |
| Large companies (> 20,000 employees, e.g. sporting goods manufacturers, media groups) | up to approx. €79,000 |
Here you can learn all about some of the careers you can pursue after earning a degree in sports management.
Munich is one of Germany's most important sports locations – home to a density of companies, media organizations and federations rarely matched elsewhere in Europe. The city is home to record champions FC Bayern Munich, hosts the annual sports business conference “SPORT MARKE MEDIEN”, and is home to ISPO, the world's leading trade fair for sporting goods and sports fashion at Messe München. Add to that sports media companies, agencies, and the Olympic legacy around the Olympiapark – an environment that gives students direct access to internships, industry partners and a network of sports-industry professionals.
From data-driven fan engagement to AI-supported scouting and performance analytics, social-media-first marketing, and the growing esports market: digitalization is reshaping the sports industry at speed. Anyone studying sports management should therefore master not just classic marketing and event management, but also understand how digital tools, data and new media formats are shaping fan engagement, sponsorship and club management today. The Master's program addresses this directly through the “Digital Sports Management” module (online marketing, digital transformation, esports, social media management).
Find out which of our two sports management programs best suits your interests, goals, and preferred learning style. The self-assessment will give you an initial idea.
✓ Foundations of Business Administration with a Specialization in Sports Management
✓ Elective Courses & International Focus
✓ German- and English-language modules
✓ 3 years of full-time study in Munich
✓ Specific expertise and practical skills
✓ Abroad or Internship
✓ 100 % English
✓ Business Project
A university’s accreditations are one of the most important indicators of the quality and recognition of its degree programs. Government agencies and renowned international accrediting organizations evaluate the academic excellence, practical focus, and adherence to international standards of universities. This ensures that your degree is highly regarded and opens many doors for you.
A variety of approaches and perspectives on the Munich Business School's degree programs.
Sport is about teamwork – and that's exactly what Professor Dr. Heiko Seif brings to the Master Sports Management and Media. As Academic Director, he connects a sports mindset with business thinking and a network that speaks for itself: from Bayern Munich to Nike, from Sky to Adidas. Whether this is the right fit for you, he explains in the video.
Sports management combines business expertise with the sports industry: marketing, sponsoring, event management, media and communications work for clubs, federations, sporting goods manufacturers, agencies or media companies. Sports managers organize events, negotiate sponsorship deals, run marketing campaigns, or handle the media presence of athletes and competitions.
A university entrance qualification is required for the Bachelor's; a first academic degree is required for the Master's. You don't need a sports-related background to apply, enthusiasm for the sports industry and an interest in business are more important than specific prior knowledge.
No. As a private business school, Munich Business School uses its own multi-stage selection process instead of a strict grade-based numerus clausus. Your final school grade alone does not decide admission.
The Bachelor International Business takes 6 semesters plus a Bachelor thesis (7 semesters in total). The Master International Business | Sports Management and Media takes 18 months as a single degree, or 24 months with the dual degree option.
As a private university, Munich Business School charges tuition; the exact amount depends on the program you choose (see the Munich Business School FAQ page for more information). Merit-based and need-based scholarships of up to €4,000 are available. Details can be found on the scholarships page.
Both are possible, but in different ways: Munich Business School does not offer a standalone sports management Bachelor's, within the Bachelor International Business, however, you can specialize with the Sports and Event Management elective starting in semester 6. If you want to focus 100% on the sports industry from day one, the Master International Business | Sports Management and Media is the right choice.
The Master combines modules such as International Sports Business, Sports Communication & Media, Digital Sports Management and Sports Marketing and Sponsoring with core International Business content like Strategic Management and Responsible Leadership, plus electives such as Media Rights, Sports Event Management or Brand Storytelling.
In the Master's program, a dual degree is possible at selected partner universities, extending the program to 24 months. In the Bachelor International Business, a dual degree is not possible.
Graduates commonly start at sports clubs and federations, event and sports marketing agencies, sporting goods companies (e.g. adidas, Nike, Puma), athlete management, sports media, or public-sector sports promotion. According to current salary data, average entry-level salaries are around €50,000 gross per year.
Through business projects, internships and the Career Service, Munich Business School maintains connections with companies such as adidas, FC Bayern Munich, Sky, the German Football Association (DFB), the German Olympic Sports Confederation (DOSB), Audi, Allianz, Microsoft and Siemens.
Munich is one of Europe's most concentrated sports business hubs: home to record champions FC Bayern Munich, host of the sports business conference "SPORT MARKE MEDIEN", and home to ISPO, the world's leading trade fair for sporting goods. That means short distances to industry partners, internships and a network of sports-industry professionals.
Through partnerships, guest lectures and business projects with sports companies and media organizations based in or active in Munich, you build contacts during your studies that are directly relevant for internships and your later career start.
Both Munich Business School programs are delivered on campus in Munich. That means direct interaction with faculty and fellow students, on-the-ground access to industry partners, and closer mentoring.
A growing one: digital fan engagement, data-driven marketing, social media strategy and the esports market are among the fastest-growing areas of the sports industry. The Master's program addresses this directly through the Digital Sports Management module.
Sports management is a business-focused degree centered on marketing, management, sponsoring and media around sport. Sports science, by contrast, is rooted in natural science and pedagogy, covering training theory, movement science or sports medicine. If you're aiming for a business-facing career in the sports industry, sports management is the better fit.
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