Englisch 
Deutsch Is the Master's in Sports Management right for you?
The Master's programme in Sports Management is aimed at graduates with a first university degree who want to establish themselves professionally or advance in the sports industry. This course is suitable for you if you already have a Bachelor’s degree in Sports Management, Business Administration, Sports Science, or a related field and want to take on leadership roles in clubs, associations, event companies, fitness and sports facilities, sports marketing, or sponsorship in the future. The programme is also attractive for professionals from related disciplines with a sports focus, provided they have relevant prior qualifications and work experience.
What requirements must you meet?
Formal admission requirements:
- A completed undergraduate degree (e.g. Bachelor, Diploma, Magister) in Sports Management, Business Administration, Sports Science, or a closely related field.
- At least 180 ECTS credits in the first degree. For related degrees, at least 90 ECTS credits in study-relevant content should be demonstrated.
- Degrees with fewer than 210 ECTS credits are also accepted – you can make up the necessary competences through preparatory programmes or recognition of practical phases.
- There is no Numerus Clausus (NC).
- Application deadlines: 10 March for the summer semester, 10 September for the winter semester.
- The language of instruction is German.
Personal requirements:
- Analytical skills and interest in business administration and sports science issues.
- Initiative, organisational talent, and willingness to engage in practical projects.
- Motivation for independent learning in distance studies and openness to digital teaching formats.
- Teamwork and communication skills for group work and practical projects.
- Affinity for sport, management, and current industry trends – especially digitalisation, marketing, and event management.
- Work experience or relevant internships in the sports sector facilitate entry and practical orientation.
What content can you expect in the Master's in Sports Management at HAM?
In the Master's degree in Sports Management at the Hochschule für angewandtes Management, you will acquire solid knowledge in the fields of business administration, management, sports economics, and marketing. The programme is based on a competency model that specifically prepares you for the diverse areas of responsibility in the sports sector. You develop action competence through a balanced combination of specialist knowledge, methodological skills, as well as personal and social abilities. Special focuses include:
- Advanced Cornerstone Module: Fundamental management and analysis skills for the sports sector
- Multidimensional Aspects of Sport: Interdisciplinary consideration of societal, economic and technological trends
- Market and Competitor Analyses: Conducting thorough market analyses and developing competitive strategies
- Leadership in Sport: Leadership techniques and team management specifically for sports organisations
- Advanced Journal Club: Scientific reflection and methodological training
- Advanced Research Methods: Development, execution and evaluation of sports-related research projects
In the second semester, you choose one of four specialisations to sharpen your profile:
- Marketing and Sponsoring: Sponsoring, athlete and club marketing, investment marketing
- Strategic Management in Sports Organisations: Growth, personnel and quality management, societal trends
- Event Management: Planning, staging, financing and trends of major events
- CSR & Sustainability in Sport: Sustainability strategies, fair play, compliance
A special focus is placed on future skills, including digital transformation, artificial intelligence in sport and sustainable management. Projects, case studies and a strong practical orientation (around 42% practical share) ensure that you can apply your knowledge directly.
How is the programme structured and organised?
The Master’s programme normally lasts three semesters (90 ECTS) and is offered as a semi-virtual distance learning course. You can complete the programme flexibly (“Studium Plus”) or in the dual model (“Dual Plus”). The organisation is based on the following components:
- Online learning platform: Access to multimedia learning content, which you work on independently of time and place
- Small study groups: Up to a maximum of 30 students for personal support and networking
- On-site workshops: Ten interactive seminar days per semester at a HAM study centre of your choice
- Practical elements: Real-life case studies, transfer projects and the direct implementation of project tasks
- Start of studies: Possible in the summer or winter semester, many contents are individually plannable
- Master’s thesis: You complete your studies in the third semester with a scientific Master’s thesis
In the dual study programme, you additionally spend around 42% of your time in a partner company working on practical problems there. The exchange with lecturers from academia and practice ensures connection to current developments in the sports industry.
What career prospects does the programme open up for you?
With a Master’s degree in Sports Management, you qualify for demanding specialist and management roles in the sports sector. You are especially in demand in areas requiring strategic planning, marketing competence and project management. Typical employers and fields of activity include:
- Sports clubs, associations and sports organisations
- Football clubs and professional leagues
- Fitness centres, sports venues and sports facilities
- Agencies for sports management, events or sponsoring
- Sports equipment manufacturers and sports marketing
- Media companies, PR and social media agencies
- Research, teaching and further education in the field of sport
- Municipal sports facilities and sports administrations
You can take on tasks in management, marketing, event organisation, sponsoring, digitalisation or strategy development. The salary for graduates just starting their careers typically ranges between 3,000 and 4,000 euros gross per month, while experienced graduates often move into higher salary brackets or are appointed to managerial positions.
How are the costs calculated and what financing options do you have?
The “Studium Plus” study model costs 595 euros per month, resulting in a total of 9,700 euros for the standard study period of 18 months. If you choose the dual study option (“Dual Plus”), your partner company covers the tuition fees completely and additionally pays you a salary. Other financing options include:
- Tax deductibility of study costs as work-related expenses
- Support from employers, especially in the dual model
- Education loans or scholarship programmes for working professionals
In the dual study programme, you have no direct tuition fees and already receive an income during your studies. This way, you can fully concentrate on building your career in sports management.
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