English 
Deutsch Who benefits from the Master Sports Business and Communication?
The Master’s programme Sports Business and Communication at Munich Business School is aimed at graduates who aspire to a career in sports management, sports marketing, or sports communication. It is particularly targeted at bachelor graduates with a degree in business studies or a related field who wish to take on leadership roles in international sports business, sports media, or event management. The programme is suitable for anyone seeking a close connection between sport, business, and communication and aiming for international career prospects, for example with sports clubs, associations, sports equipment manufacturers, media companies, or sponsorship agencies.
What formal admission requirements do you have to meet?
Admission requires a first university degree (Bachelor or equivalent) with at least 180 ECTS credits. Applicants with a business-related degree can enter the programme directly. If you do not have a business background, you can qualify for admission by completing a Pre-Master’s course. Additionally, you must prove your English language skills, for example, by one of the following tests:
- TOEFL iBT/ Home Edition: minimum 85 points
- IELTS (Academic): minimum 6.5
- ELS English for Academic Purposes: Advanced Level 112
- Duolingo English Test: minimum 115 points
- Pearson PTE Academic: minimum 56 points
- Cambridge: minimum 173 points or Grade B
Proof is not required if your first degree or secondary education was completed in English. Additionally, a personal selection interview is part of the application process. Further documents such as your CV, certificates of qualification, language certificates, and a letter of motivation must be submitted.
You should have a strong interest in economic and social contexts within the sports environment. Communication skills, teamwork, and intercultural openness are essential soft skills, as projects and practical contact with companies in the sports industry are part of the study routine. Experience in project management, initiative, as well as an affinity for sport, media, and current digital trends are helpful. Goal-oriented work, analytical thinking, and flexibility will facilitate your successful studies and subsequent positioning in the international sports business.
What content can you expect in the Master Sports Business and Communication?
In the Sports Business and Communication degree programme at Munich Business School, you will acquire comprehensive skills at the intersection of sport, business, and media. The study programme imparts specialised know-how in management, communication, and digitalisation in the international sports industry. The content is practice-oriented and aligned with current developments in sports management, sports marketing, sponsorship, and sports media. The central subject areas include:
- International Sports Business: Getting to know the global sports industry, its structures, as well as entrepreneurial thinking and innovative leadership approaches in the sports sector.
- Sports Communication & Media: Teaching of public relations, media law, media ethics, and fundamentals of communication management in sport.
- Digital Sports Management: Insight into online marketing, social media management, digital business models as well as current trends such as e-sports, data management, and digitalisation in sports.
- Sports Marketing and Sponsoring: Analysis and application of marketing and sponsorship concepts, development of marketing strategies and international sponsorship plans.
- Business Project: Project-based practical work for companies or organisations from the sports sector, where real tasks are independently handled.
- Electives (Electives): Individual specialisation in subjects such as Sports Rights and Licences, Sports Event Management, Brand Storytelling, Success Factor Happiness, and Psychology of Marketing.
- Language, Leadership and Communication Skills: Development of international communication and negotiation skills, leadership ethics, and responsible leadership.
Additionally, international focuses and optional language courses (German, Spanish, Chinese) are included in the curriculum. A compulsory semester abroad offers the opportunity to expand intercultural skills and gain international practical experience.
How is the course structure organised in the Master Sports Business and Communication?
The programme is designed as a practice-oriented full-time on-campus course over three semesters and is conducted entirely in English. The organisation follows a structured schedule:
- 1st semester: Core modules in International Sports Business, Sports Communication & Media, International Management, Business Communication, and Executive Skills. First project-oriented practical phase in the Business Project.
- 2nd semester: Specialisation in Digital Sports Management, Sports Marketing and Sponsoring, elective courses (e.g. Media Rights, Sports Event Management, Brand Storytelling, Digital Sports Management), another Business Project as well as international focus topics.
- 3rd semester: Mandatory semester abroad at one of the over 70 partner universities worldwide of the MBS or alternatively a 15-week internship in the German-speaking region with relevant international experience. In parallel, the master’s thesis with an individual research focus in the area of Sports Business and Communication is written.
The entire programme comprises 180 ECTS. The content is delivered by lecturers with direct practical experience in sports management. The strong practical relevance is ensured through projects, case studies, excursions, and guest lectures. Furthermore, you benefit from optional additional offers such as mentoring or exclusive networking events.
What career opportunities does the degree in sports business offer?
As a graduate of the Master Sports Business and Communication, you are optimally prepared for leadership and specialist roles in the international sports industry as well as adjacent corporate areas. Typical career paths and opportunities include:
- Sports clubs and associations (e.g. football, ice hockey, basketball, handball Bundesliga, DFB, DOSB)
- Sports equipment manufacturers and sponsorship agencies
- Event organisers and agencies in the area of sports events and media rights
- Media companies and communications agencies with a sports focus
- Companies in the sports industry (e.g. marketing, digitalisation projects, data management, social media)
- Consulting firms and sponsorship platforms
Typical positions after graduation include roles in sports management, sports marketing, media/communications management, sponsorship management, event management, social media management, licence management, or business development in the sports world. Alumni work, for example, at adidas, Audi, FC Bayern Munich, or the German Olympic Sports Confederation.
Where does the degree take place – and how is it organised on site?
The on-campus study takes place at the Munich Business School campus in Munich. The university provides modernly equipped seminar rooms and practice-oriented learning environments, complemented by the option to live in student apartments on site. In the third semester, you complete a compulsory semester abroad at one of over 70 international partner universities of the MBS. Alternatively, under certain conditions, an internship in the German-speaking region can be completed. Munich as a business location with many companies from the sports and media sector offers an optimal network and numerous cooperation opportunities for practical projects and future careers.
What costs arise and how can you finance the degree?
The tuition fees for the three-semester Master Sports Business and Communication at Munich Business School amount to a total of around €25,740. Payment can be made flexibly in three semester instalments or 18 monthly instalments. In addition, there is a one-time application fee of €60 as well as an enrolment fee of €690 (EU) or €1,490 (non-EU).
- Discounts: By applying early, you can benefit from the Early Bird discount of €1,000.
- Scholarships: Merit scholarships are awarded that can grant up to €4,000 off the total fees.
- Financing: Through Brain Capital, education fund models are possible that enable full study financing regardless of income.
Further financing options include traditional student loans, taking on part-time jobs, as well as support through family-friendly grants or external scholarship programmes.
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