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Deutsch Who is the Sports Management Degree at HAM Suitable for?
The Sports Management degree (B.A.) at the University of Applied Management is aimed at individuals who aspire to a career in the sports business – for example, as club managers, event planners or marketing specialists in professional and amateur clubs, associations, agencies or companies within the sports sector. It is particularly targeted at active or former athletes, employees in sports organisations, as well as anyone who wishes to combine a personal passion for sport with a practice-oriented, flexible degree alongside work, sport or other commitments. Career changers without a higher education entrance qualification but with professional experience will also find development opportunities in management related to football, fitness, esports or sustainable sports concepts.
What are the formal entry requirements?
You can be admitted to the degree course if you meet one of the following requirements:
- General higher education entrance qualification (Abitur)
- Nationwide recognised advanced technical college entrance qualification (Fachabitur)
- Alternatively: a successfully completed vocational training plus at least three years of relevant professional experience (degree course possible without Abitur)
Previously completed, relevant academic achievements can be recognised upon application and thus shorten the duration of study. The language of instruction is German. Depending on the chosen model (Studium Plus or Dual Plus), a practical placement in a partner company is additionally required for the dual degree.
On a personal level, you should have an interest in economic, organisational and digital issues in sport. The degree course is aimed at people with a strong sense of self-motivation, communication skills and team orientation. It is advantageous if you already have prior experience from sports practice, club work or sport-related professions. Flexibility, resilience and the willingness to work independently on projects are important for the high practical content in the semi-virtual degree course. An affinity for digital technologies, openness to new ideas and creative approaches to solutions support your study success in the future skills modules and specialisations such as digitalisation or esports.
What practical content does the Bachelor’s degree in Sports Management teach?
In the Bachelor’s degree programme in Sports Management at the Hochschule für angewandtes Management, you acquire thorough knowledge and skills in the core areas of modern sports management. The curriculum links economic subjects with specific industry knowledge and individual practical experience. Key study contents include:
- Introduction to Sports Management: Basics, structures and peculiarities of sports clubs, associations and professional organisations, academic work in the sports context.
- Marketing and Event Management in Sports: Development of marketing strategies, sponsorship concepts and planning as well as implementation of sports events of all sizes.
- Club, Association Management and Organisation: Steering and development of sports clubs, member acquisition and retention, strategic management.
- Finance and Accounting: Sound knowledge in bookkeeping, budgeting as well as financial management of sports organisations.
- Personnel Management: Development of teams in the sports sector, recruiting and leadership of employees and volunteers.
- Digital Transformation & Artificial Intelligence: Application of digital technologies, data analysis, AI use in sports and utilisation of digital tools for management decisions.
- Sport Science and Training Theory: Basic knowledge of anatomy, physiology, training planning and performance diagnostics in the sports environment.
- Law, CSR and Sustainability: Legal aspects in sports, contract management, social responsibility and development of sustainable sports concepts.
- Future and Transfer Competences: Projects to solve current industry issues, future skills and development of innovative solutions to megatrends such as digitalisation and sustainability.
In the fifth semester you choose an individual specialisation, for example in:
- Management of sports organisations
- Sports events and stadiums
- Marketing management in sports
- Digitalisation in sports
- CSR and sustainability in sports
- Esports
Through project work, case studies and a mandatory internship semester you build comprehensive practical competences for your future professional practice. A special focus lies on linking current science and direct industry application, including digital and AI-driven methods.
How does the Sports Management degree at HAM specifically work?
Studies at HAM are part-time and based on a semi-virtual blended learning concept that combines online learning units with regular face-to-face workshops. You can choose between two models:
- Studium Plus (part-time): Study flexibly alongside work, leisure or sporting activities. The study materials are available to you online around the clock, supplemented by up to 10 interactive face-to-face workshops per semester on site.
- Dual Plus (dual model): Close linkage between study and company: around 42% of the study time is spent directly in a partner company. Projects and study achievements are closely linked to practice in the company. The tuition fees are covered by your employer, and you also receive a salary.
The total duration of study is 7 semesters (210 ECTS), including an extensive internship semester (6 months in a company). The learning content is delivered in small groups, allowing personal supervision and targeted learning success. Throughout your studies, you work on real case studies and projects to apply your knowledge directly in professional practice.
The final semester includes a larger project module, advanced research methods and the bachelor’s thesis, which is usually written in cooperation with a company or industry.
In which areas can you work as a sports manager after graduation?
With a Bachelor of Arts in Sports Management, you have diverse career opportunities in the sports industry. Typical fields of employment are:
- Club and Association Management: Leadership, development and organisation of sports clubs, associations or sports institutions.
- Event and Stadium Management: Planning, organisation and marketing of sports events, management of sports facilities and major events.
- Sports Marketing and Sponsorship: Development and implementation of marketing projects in clubs, agencies, sports goods manufacturers or in sponsorship.
- Digitalisation and Technological Innovation: Interface function in the digital transformation of sports organisations, for example for e-sports, digital media or AI applications.
- CSR and Sustainability: Creation and implementation of sustainable sports concepts, compliance management or social responsibility in sports organisations.
- Corporate Health Management: Integration of sporting and health-promoting measures in companies.
- Management Positions in Companies of the Sports and Health Sector: Leadership roles in clubs, sports parks, marketing agencies, municipal institutions or international sports organisations.
With the chosen specialisations, you can specifically qualify for careers in sports marketing, stadium and event management, digital sports communication or management of digital products. In all areas, practical and project-related experience is a decisive career advantage.
At which locations can you study Sports Management?
The part-time and dual study programmes in the field of Sports Management at HAM are conducted at various locations with regular face-to-face seminars. The main locations include:
- Ismaning (near Munich)
- Unna (near Dortmund)
- Hamburg
- Berlin
- Leipzig
Other attractive cities with seminar offerings and face-to-face dates are Düsseldorf, Frankfurt am Main, Hannover, Cologne, Mannheim, Munich/Ismaning, Nuremberg and Stuttgart. The majority of your studies takes place via the digital learning platform independent of location and time. The attendance days regularly take place at the study centres and promote exchange with lecturers as well as other students.
What tuition fees and financing options should you expect?
For the part-time study model “Studium Plus” the monthly tuition fees amount to €495. Over the entire study duration of 7 semesters this corresponds to a total amount of €21,585.
- In the “Dual Plus” model (dual study) the partner company covers the tuition fees completely. In addition, you receive a salary as a student during the practical phases.
- There are options for financing through classic funding instruments such as BAföG (depending on individual eligibility), education funds, scholarships or study loans.
The monthly fees grant you access to modern learning platforms, personal support, extensive practical projects and networking events with industry partners. Through the dual study programme or qualified part-time jobs, refinancing during studies is possible.
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