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Master Sports Business and Communication (M.A.)
You love sports and would like to use this enthusiasm for professional purposes? The MBS program Master Sports Business and Communication combines Sports Management and Sports Marketing in a unique way. It was developed by leading experts − both men and women − in the sports sector for those who themselves aspire to a career in the sports business.
Key Facts
Master Sports Business and Communication

Your Master's degree at Munich Business School
We at MBS believe that one does not really know the Sports Business until one has experienced its fascination firsthand. Hence the ideal training spot for future sports business professionals like you is a practice-oriented learning environment in which you develop leadership qualities as well as technical and personal capabilities.
Highlights

For your perfect career start: the most important reasons for the Master Sports Business and Communication.
To get insights into the sports business, you can further develop personally and professionally in projects with real tasks from companies in the sports sector. Business plan developments, presentations, case studies, projects and excursions are basic elements of the Master Sports Business and Communication.
You have the opportunity to apply for our exclusive mentoring program. Within the framework of this program, a professionally experienced person from the circle of MBS alumni will support you with words and deeds during the hot phase of your studies, help you to achieve your career goals and provide you with valuable contacts through their network.
At the beginning of your studies, you will receive more information about our mentoring program and can apply for one of the limited places until the end of September. In October, the mentoring committee makes its decision and in November, the selected mentees meet their mentors. The mentoring meetings will take place between November 2021 and August 2022.
The instructors in our program are renowned experts, most of whom are themselves active as managers or entrepreneurs in the areas of sports marketing, sports management and sports media. They come from companies such as adidas, BMW Group and the German Olympic Sports Federation. Not only do they impart theoretical basic knowledge, they also pass on their vast practical experience to the students − they can also facilitate your entry into the profession through their extensive network of industrial contacts.
You can begin to establish important contacts to companies in the sports business during your studies. The SBC Alumni Club connects alumni from a wide variety of industries and companies and offers a wide range of services with regular events such as the annual "Hoamcoming" at MBS and a local “Stammtisch” a platform for exchange and networking.
Potential employers in the sports business are: associations of the soccer, ice hockey, basketball or handball federal leagues, formula 1 racing drivers and teams, organizers of sports events, manufacturers of sports articles, consulting firms in the sports sector, organizers of sports fairs and conferences, consulting companies, sponsoring agencies, concerns, fashion and retail companies.
The sports business, which has worldwide revenues of over 80 billion euro, is a secure, continually growing sector of the economy. At the end of your studies, numerous attractive career options will be open to you in this sector and in the economy so that you will be able to make a profession out of your passion for sports.

'Managers in the sports business need a special qualification to operate the interface of sports, media/communication and economy. In the Master SBC, specialists from the sports business give you the necessary tools and offer you a valuable network for a successful entry into working life.'
Prof. Dr. Heiko Seif, Academic Director Master Sports Business and Communication
(starting fall 2021)

Our
Master SBC in Numbers

Contents
Program-specific Modules
The Program-specific Modules of the Masters Sports Business and Communication prepare you optimally for your successful career in the sports business. You acquire specific know-how and get to know all facets of sports management. By dealing with the topics sports communication and media, sports sponsoring and marketing, license and rights exploitation as well as digital sports and sports event management, you will qualify as a specialist for companies in the sports industry as well as sports clubs and associations. The optimal mix of theoretical basic knowledge and practical skills will prepare you perfectly for a successful career in an international environment.
Business Project
An integral part of the Sports Business and Communications program is the Business Project. On behalf of a real company such as adidas or an association such as the DFB or the DOSB, you will work together with your fellow students on a concrete, practice-relevant issue and will be able to apply and demonstrate your skills in practice. At the same time, you make important contacts with future employers.
Core Modules
In the Core Modules of the Master Programs you will acquire general business management knowledge. In courses on international management, business communication, responsible leadership and your freely chosen international focus, you will gain an understanding of economic interrelationships in a multicultural and globalized world and learn to consider and correctly interpret social and cultural aspects in your future business decisions. The promotion of a critical approach to various topics is just as important as learning practical methods and models.
In order to be able to act entrepreneurially with foresight, the Core Modules have an interdisciplinary structure. You will work on joint projects with students from the other Master's programs and exchange ideas and experiences, thereby broadening your range of experience and your toolbox with approaches and perspectives in the fields of Sports Business, International Business or Innovation and Entrepreneurship, for example.
COURSE OF STUDIES MASTER SPORTS BUSINESS AND COMMUNICATION
Semester 1
SPORTS BUSINESS AND COMMUNICATION MODULES
Sub-Modules:
Corporate Communication and Public Relations
Foundations of Communication Studies and Media Markets
Foundations of Media Law and Media Ethics
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- 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.
Sub-Modules:
Introduction to Sports Business
Innovative Leadership in Sports Management
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- 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.
- 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 & MANAGEMENT MODULES
Sub-Modules:
International Strategic Management
Organizational Behavior
Conscious Business
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- 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.
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.
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.
EXECUTIVE SKILLS
Sub-Modules:
Business Communication
Business Ethics
Negotiation Skills
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- 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.
Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.
Semester 2
SPORTS BUSINESS AND COMMUNICATION MODULES
Sub-Modules:
Sports Marketing
Sports Sponsoring
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- 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.
Sub-Modules:
Online Marketing
Digital Sports
Social Media Management
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- 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.
- 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.
- 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 and 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, and 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 and get to know how to design and analyze branding campaigns.
- 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 & MANAGEMENT MODULES
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.
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.
EXECUTIVE SKILLS MODULES
Sub-Modules:
Responsible Leadership
Business & Society
Master Thesis Preparation
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- 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.
Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.
Semester 3
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.
Last but not least: writing you Master Thesis
Business
Projects

Business Projects – for Your Perfect Career Start
The practical project is a real highlight: For two semesters, you and your fellow students will work for a company and solve a real, current problem. You will process tasks for companies such as Audi or adidas and associations such as the German Football Association (DFB) or the German Olympic Sports Federation (DOSB). During these practical projects, some students are able to establish important contacts to prospective employers.
Students of the Master Sports Business and Communication benefit from the MBS network. Excursions - for example to adidas, Sky or the FC Bayern Munich football club - deliver exciting impressions of actual practice. On the other hand, you can investigate current trends by visiting the ISPO Munich sports fair, which is just as much a fixed part of the Master program as is access to pertinent sector media such as, for example, SPONSORs.
Your Trainers - The MBS Lecturers
The MBS Sports Business and Communication Master’s program is characterized by the large number of lecturers coming directly from the practice and providing students with important skills for their entry into the sports business. Some of these lecturers introduce themselves in the following interviews.3rd Semester:
Semester Abroad or Internship

You define your focus
Semester abroad: Students of Master Sports Business and Communication have the opportunity to spend their third semester abroad at one of numerous international partner universities. During your semester abroad, you will gather extensive international experience and expand your intercultural skills. Students can also choose to spend two semesters at selected universities and complete their studies with a dual degree.
Internship: If you have already studied or worked abroad in a non-German-speaking country, you will also have the option of completing an internship specific to your subject area at a company in Germany, Austria or the German-speaking part of Switzerland. Internships run for at least 15 weeks.
Internationality
Studying at Munich Business School is an international experience, because internationality is not only taught but also lived. This is why studying abroad is an integral part of our programs. MBS maintains partnerships with over 60 universities worldwide and is continuously expanding its international network. The cooperations range from classic programs such as ERASMUS+ and exchange programs to over 20 dual-degree agreements with partners in Europe, Asia, Australia, and the USA.
Dual Degree
With the dual degree option, you acquire an additional, specialized Master's degree from one of our partner universities.Munich Business School's cooperation with renowned international universities gives you the opportunity to acquire two different master's degrees within two years. For a dual degree, you will normally spend two semesters at MBS and then two semesters at the partner university, followed by the Master's thesis.
Application

In order to qualify for the Master Sports Business and Communication study program, you must fulfill academic, linguistic, and to some extent professional requirements.
You may submit your application documents at any time. Since the places are limited, we advise you to apply for your desired study start as early as possible.
Admission Requirements
The main requirement for admission to the Master Sports Business and Comunication 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.
English Proficiency
Applicants must proof their English language skills by passing one of the following language tests:
- TOEFL ibt: minimum 85 (min. 22 in writing and min. 20 in all other bands; MBS TOEFL Institution Code: 5772)
- IELTS: minimum level of 6.5 – Academic Module
- ELS English for Academic Purposes: Advanced Level 112
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
Application Process
When submitting your online application, please provide the following mandatory documents:
- Answering questions of motivation (various questions are available for selection during the online application process)
- Résumé/CV
- Copies of your graduation certificates* and/or current university transcripts*
You may also upload the following additional documents:
- recent photo of yourself (professional, in color with bright background)
- Copy of the school leaving certificate (e.g., Highschool Diploma, IB, Abitur)*
- Proof of English language proficiency (TOEFL, IELTS or ELS)
- Reference letters (if available)
- When applying for a scholarship: personal statement (1 page)
*Please provide the original documents or certified copies when you gain admission and matriculate to the program.
Online Application Master Sports Business and Communication
Alternatively, you can also submit your written application.
Qualified applicants will be invited for a personal interview on site in Munich or online via Microsoft Teams (approx. 30 - 45 minutes). The interview may include the processing of a case study.
As soon as you are an admitted student, you have the opportunity to get to know MBS even better – before making your final decision whether to join Munich Business School.
Our study advisors will of course be available for all kinds of potential questions and personal consultations.
Once you have successfully completed the application process, Munich Business School will provide you with an acceptance letter as well as two copies of your study contract. Please sign one copy and return it within two weeks to secure your spot in the program. The other copy needs to be kept for your own records.
The acceptance to the study program requires an enrollment fee of 690 Euro (EU/EFTA) respectively 1,490 Euro (non-EU) and a deposit of 1,000 Euro due upon signing the study contract. The deposit will be deducted from your first tuition fee installment.
If you are a non-EU national, you are required to apply for a student visa in order start your studies in Germany. To obtain a visa invitation letter from Munich Business School, which is necessary to apply for the visa, please add a copy of your passport details page when handing in your signed study contract.
Munich Business School offers attractive scholarships. These are 20 - 40% for the 1st and 2nd Master semester. Students who show particular commitment can continue to receive support after the second semester.
The application for one of the scholarships is made together with the application for a study place. Further information can be found under "Scholarships and financing".
Tuition
Fees
The tuition fee is payable in three semester installments à 8,000 Euro or 18 monthly installments. The first rate is due upon the beginning of your studies and can be paid via bank transfer or PayPal.
Books, travel costs and accommodation are not included in the overall tuition fee.
The non-refundable processing fee is due upon application, the one-time enrollment fee is due upon signing of the study contract. Both is be paid via bank transfer or PayPal.
Additional costs can incur for the semester abroad, depending on the partner university of your choice and depending on your choice to complete a dual degree.
Munich Business School offers attractive scholarships. Detailed information can be found here.

Tuition Fees Master Programs
Other Fees
Master Sports Business and Communication Alumni
What do our Master Sports Business and Communication Alumni actually do after their studies at MBS? To answer this question, MBS regularly conducts the MBS Alumni Survey. Our graduates:Events
