You love sports and would like to use this enthusiasm for professional purposes? The MBS program Master Sports Management and Media 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.
We at MBS believe that one does not really know the Sports Management until one has experienced its fascination firsthand. Hence the ideal training spot for future sports management professionals like you is a practice-oriented learning environment in which you develop leadership qualities as well as technical and personal capabilities.
For your perfect career start: the most important reasons for the Master Sports Management and Media.
Practical Relevance
To get insights into the sports management , 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 Management and Media.
Mentoring Program
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.
Renowned Trainers from Sports Management
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.
SPO Alumni Club
You can begin to establish important contacts to companies in the sports management during your studies. The SPO 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.
Career in the Sports Management: possible employers
Potential employers in the sports management 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.
Studies with Competitive Character
The sports management , 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 International Business | Sports Management and Media, specialists from the sports management 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 International Business | Sports Management and Media
Our Master SPO in Numbers
Quick Facts zum Master International Business | Sports Management and Media
The Program-specific Modules of the Masters Sports Management and Media prepare you optimally for your successful career in the sports management. You acquire specific know-how and get to know all facets of sports management and media. By dealing with the topics sports communication and media, management of sports organizations and the sports value chain, sports sponsorship and marketing, as well as digital sports and international sports business, 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 Management and Media 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, management 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 Marketing, International Business or Innovation and Entrepreneurship, for example.
Electives
You round off your profile by completing the electives, your personal elective courses. Here you have the opportunity to enrich your Sports Management & Sports Marketing Master's degree with an individual component. You can choose from a varied pool of courses and take, for example, Brand Story Telling, Media Rights and Digital Sports Management or work on an individual research project.
COURSE OF STUDIES MASTER SPORTS MANAGEMENT AND MEDIA
Semester 1
SPORTS MANAGEMENT AND MEDIA MODULES 3ECTS
International Sports Business
Sub-Modules:
Introduction to International Sports Business
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Introduction to International Sports Business: Explore the global landscape of the sports industry, including key players, market dynamics, and the economic significance of sports on an international scale.
Innovative Leadership in Sports Management: Learn about cutting-edge leadership practices and management strategies that drive success in sports organizations, focusing on innovation, adaptability, and strategic vision.
Specialties of the Sports Industry: Understand the unique characteristics of the sports sector, such as fan engagement, media rights, and the influence of cultural and regional factors on sports business practices.
Entrepreneurial Approaches in Sports Business: Discover how entrepreneurial thinking and business models are applied within the sports industry, including startup ventures, investment opportunities, and the development of new sports-related products and services.
3ECTS
Sports Communication & Media
Sub-Modules:
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.
3ECTS
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 & MANAGEMENT MODULES 3ECTS
International Service Marketing
Learn how to design, implement and monitor the relevant marketing and management strategies in a service context.
Participate in a digitalization workshop and apply the concepts learned in class to program a website for a service marketing concept.
3ECTS
Corporate Finance
Learn the basics of financial derivatives on interest rates and how to assess their effectiveness and values.
Gain insights to core issues of international financial business management with a focus on hedging interest rate risks.
6ECTS
International Business and Management
Sub-Modules:
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.
3ECTS
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.
EXECUTIVE SKILLS 6ECTS
International Business Communication
Sub-Modules:
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.
1ECTS
MBS Engagement
Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings. The module can be taken in either the 1st or 2nd semester.
Semester 2
SPORTS MANAGEMENT AND MEDIA MODULES 6ECTS
International Sports Management
Sub-Modules:
Managing Sports Organizations
Sports Value Chain
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Managing Sports Organizations:
Organizational Structures in Sports: Understand the various ways sports organizations are structured, including hierarchical, flat, and matrix models, and how these structures impact efficiency, communication, and overall performance.
Strategic Planning in Sports Organizations: Learn how to develop and implement strategic plans tailored to the unique needs of sports organizations, focusing on long-term goals, market positioning, and competitive advantage.
Decision Making in Sports Contexts: Explore the decision-making processes within sports organizations, including the use of data analytics, stakeholder input, and scenario planning to make informed and effective decisions.
Operational Management and Performance Metrics: Gain insights into the operational aspects of managing sports organizations, including the use of performance metrics to monitor and improve organizational effectiveness.
Sports Value Chain:
Value Generation in Sports Media: Understand how sports media creates value through broadcasting, digital platforms, and content creation, and explore revenue models such as advertising and subscription services.
Monetizing Sports Rights: Learn about the business of sports rights, including the negotiation, sale, and licensing of broadcasting and digital rights, and their impact on revenue streams for sports organizations.
Business Opportunities in Professional Clubs and E-Sports: Examine the financial models of professional sports clubs and e-sports organizations, focusing on ticket sales, merchandising, sponsorships, and digital engagement.
Selling Sports Gear: Explore the market for sports equipment and apparel, including branding, retail strategies, and the role of innovation in product development and sales.
6ECTS
Sports Marketing and Sponsoring
Sub-Modules:
Sports Marketing
Sports Sponsoring
-------------
Learn about the content, methods and contexts in sports marketing and sports sponsorship and their special aspects.
Discuss the theoretical frameworks and concepts of sports marketing and sponsorship and apply them to real situations.
Learn all about the various skills and requirements of a sports marketer or sponsorship manager, including communication, sales and negotiation skills.
Learn to understand and apply the various techniques of sports marketing and sponsorship, including analyzing, conceptualizing, executing, and reviewing marketing and sales activities.
Discover how the individual elements of sports marketing work, with a focus on sponsorship and advertising in sports.
Discuss the international nature of sports marketing and sponsorship and learn how to create marketing and sponsorship plans in an international context.
6ECTS
Electives
Choose 2 of 4:
Media Rights
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.
Brand Story Telling:
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.
Digital Sports Management
E-Sports and Virtual Competitions: Dive into the world of e-sports and virtual sports competitions, examining the organizational, marketing, and revenue-generating aspects of this rapidly growing sector.
Smart Stadiums and Digital Venues: Learn about the advancements in stadium technology, including smart infrastructure, enhanced fan experiences through digital services, and the operational efficiencies gained from these innovations.
Sports Analytics and Data Management: Understand the role of data analytics in sports management, focusing on performance analysis, fan engagement metrics, and the strategic use of big data to drive decision-making.
Digital Marketing and Social Media Strategies: Explore the impact of digital marketing and social media on sports organizations, including strategies for fan engagement, brand building, and leveraging digital platforms for marketing campaigns.
3ECTS
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 & MANAGEMENT MODULE 3ECTS
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.
EXECUTIVE SKILLS MODULES 5ECTS
Responsible Leadership in a Global Context
Sub-Modules:
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.
Semester 3
15ECTS
Semester Abroad
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.
15ECTS
Master Thesis
Last but not least: writing your Master Thesis with the focus on Sports Management and Media.
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 Management and Media 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.
Experience-based learning – with trainers and lecturers from the sports industry
In the Master's program in Sports Management and Media at Munich Business School, you will benefit from an education rooted in professional practice. Our lecturers are established experts with a wealth of experience from their active careers in the sports industry.
The courses are designed to promote the direct application of what has been learned in a practical context. This is achieved through guest lectures, case studies and project work, which are often carried out in cooperation with well-known companies and organizations in the sports industry. This approach hones your skills for a successful career start.
The close integration of theory and practice ensures that the latest trends and technologies in the sports industry are directly incorporated into the course content. This gives graduates of the Master's program in Sports Management and Media a competitive advantage in order to succeed in a rapidly changing industry.
3rd Semester: Semester Abroad
Your semester abroad
Discover one of our global partner universities
Semester abroad: Students of Master Sports Management and Media 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.
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 Management and Media 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.
The main requirement for admission to the Master Sports Management and Media 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
Application Deadline
Application deadlines in detail
We accept applications all year round. However, we recommend that you apply as early as possible, as the number of places is limited.
Spring semester (Master International Business only)
Application guideline for Europeans (no visa): December 10
Application guideline for non-Europeans (visa required): October 31
Applicants from Vietnam, China and India should allow an extra month to apply for the relevant visas.
Winter semester
Application guideline for Europeans (no visa): July 15
Application guideline for non-Europeans (visa required): April 30
Applicants from Vietnam, China and India should allow an extra month to apply for the relevant visas.
Application Process
Step 1: Written Application
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.
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.
Step 3: Study Contract
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 1.990Euro due upon signing the study contract. The deposit will be deducted from your first tuition fee installment.
Step 4: Student Visa
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 scholarship programs amount up to EUR 4,000 of the overall tuition fee. (Up to EUR 2,000 on the 1st and 2nd master's semester).
If you wish to apply for a scholarship, you should include an application when you submit your overall application. You can find further information on our scholarships and financing page.
The quality of teaching and the training of sought-after professionals and managers is the focus at Munich Business School. By studying at MBS, you are making an investment in your future. You can comfortably pay the tuition fees in three semesters or 18 monthly installments.
Depending on which partner university you would like to spend your semester abroad at or if you would like to do a dual degree, additional costs may apply.
In accordance with our university values, we are willing to offer first-class and motivated applicants a study place at Munich Business School - regardless of their economic background. There are many ways to finance your studies - scholarships, BAföG, education funds, etc. Get an overview of our scholarships as well as the 100% student funding with our partner Brain Capital and find the model that suits you best. You can find further information on our scholarships and financing page.
Fees on the Master’s program
Fee per month
EUR 1,430
Fees per semester
EUR 8,580
Total fees
EUR 25,740
Early Bird Special
Submit your complete online application and recieve a discount on the first semester rate.
Spring Intake - Deadline 15th October
EUR 1,000 Discount
Fall Intake - Deadline 15th February
EUR 1,000 Discount
Other Fees
Application Processing Fee
60 Euro
One-time Enrollment Fee (EU/EFTA)
690 Euro
One-time Enrollment Fee for international students
What do our Master Sports Management and Media Alumni actually do after their studies at MBS? To answer this question, MBS regularly conducts the MBS Alumni Survey. Our graduates:
have found a job within 3 month after graduation72%
Source: MBS Alumni Survey 2020
Miriam Kathol, Senior Manager Sportrechte bei SportA GmbH
Especially the lectures on media law as well as on sports rights, licenses and exploitation have laid a good foundation for my current area of responsibility.
The lectures in English language as well as my semester abroad in America help me today especially in the handling of international cooperations.
Lis Schirtz, Programme Manager, INAP, Luxembourg
In my current position, I benefit daily from my experience and knowledge from MBS studies. And by that I don't mean a specific subject that has been taught, but rather the entire package.
The sports business has so many and different facets that it is less about having precise knowledge in a specific area. Rather, my everyday work requires above all networked thinking and interdisciplinary solution finding, and thanks to the "magic triangle" (sport, business, communication) I can do justice to this.
Dominik Beyer, Social Media Manager at FC Bayern München
I communicate daily with the most diverse target groups: with fans, players, departments in the club, as well as agencies and service providers.
In terms of content, my everyday work is very varied and requires broad knowledge and skills. Thanks to my studies, I am perfectly positioned for the varied and demanding requirements at FC Bayern Munich.
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