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Deutsch Who is the Master’s in Sports Management at HAM suitable for?
The Master's degree programme in Sports Management at the University of Applied Management is aimed at graduates with a business-related first degree (for example, a Bachelor’s in Sports Management, Business Administration, or Sports Science) who aspire to a leadership or specialist career in the sports sector. The typical target group comprises career starters as well as professionals from sports clubs, associations, sports agencies, fitness studios, or the sports industry who wish to systematically deepen their business administration expertise and increase their chances of obtaining leadership positions in the industry.
What admission requirements do you need to meet?
To be admitted to the Master’s in Sports Management, you need:
- A relevant university degree (Bachelor, Diploma, or Magister) in Sports Management, Business Administration, Sports Science, or a related field with at least 180 ECTS credits.
- Applications with a similar degree are also possible, provided that at least 90 ECTS in relevant modules have been completed.
- If up to 30 ECTS are missing for the usual Master’s entry (e.g. with a Bachelor’s degree with 180 ECTS instead of 210), you can catch up via a preparatory course or by recognition of practical achievements.
- There is no Numerus Clausus (NC) required for the programme.
- The language of instruction is German.
On a personal level, you should have a strong interest in business-related questions within sports. Analytical skills, initiative, and goal orientation are important, as numerous practical projects, case studies, and group work are an integral part of the programme. Communication skills and the ability to work in a team are prerequisites for interactive collaboration during the course and in the industry. Interest in current trends such as digitalisation, sponsoring, event management, and sustainable business models in sports will facilitate your entry. Resilience and the ability to learn independently and in a self-organised manner will help you to successfully take advantage of the flexible, practice-oriented study format.
What content does the Master in Sports Management cover in detail?
In the Master’s degree programme in Sports Management at the Hochschule für angewandtes Management, you acquire specialist and methodological skills for leadership positions in the sports business. The course content combines business administration fundamentals with current topics in sports economics, digitalisation, and marketing. Special emphasis is placed on practical projects and the development of action competence.
- Economic and sports-related management: Advanced knowledge in business administration, management, sports law, and sports economics
- Market analysis and competitor monitoring: Methods of market and competitor analysis, recognising trends in the sports industry
- Leadership and personnel management: Development of personal leadership skills specifically for the sports sector
- Specialisation: Selection of a focus area from CSR & sustainability in sport, marketing and sponsorship, strategic management in sports organisations, as well as event management
- Transfer and project competence: Handling real practical projects in cooperation with companies in the sports economy
- Digital competences and artificial intelligence: “AI inside” – application of AI in every subject, teaching future skills on digitalisation, sustainability, and innovation capability
- Research methodology: Application of advanced research methods and academic work
The competency-based study specifically promotes your ability to identify complex problems, develop innovative solutions, and implement these in the sports business environment.
How is the Sports Management course at HAM organised?
The course is designed as a work- or training-accompanying “Studium Plus” model and comprises three semesters with a total of 90 ECTS credits. The teaching format is semi-virtual: interactive online sessions are supplemented by up to ten face-to-face workshops per semester. These in-person sessions promote personal exchange and deepen practice-oriented content.
- Small study groups: Personal support with a maximum of 30 students per group
- Practical orientation: At least 42% practical share through real case studies, projects, and cooperation with companies
- Course progression:
- 1st semester: basic modules on management, leadership, market analysis, research methodology
- 2nd semester: individual specialisation, focus project
- 3rd semester: advanced research methods, master thesis
- Flexible time management: Independent learning via the learning platform, combined with fixed workshop dates
Optionally, the course is also available in the Dual-Plus model: part of your studies is completed directly within a company, creating an even closer link between theory and practice.
What career paths are available to you after the Master in Sports Management?
As a graduate of the Master’s in Sports Management, you have diverse career opportunities in the sports industry. The acquired action competence and specialisation qualify you for both specialist and leadership positions. Typical fields of activity include:
- Clubs, sports associations and sports organisations (e.g. as manager or managing director)
- Football clubs and professional sports clubs (management of organisation, marketing, administration)
- Sports and event agencies (event management, conception and execution of major events)
- Sponsorship and media management (e.g. in sports equipment companies, PR and media agencies)
- Athlete and club consulting (marketing, sponsorship, legal and organisational issues)
- Fitness centres, sports facilities, municipal sports institutions (management, operational organisation)
- Research and teaching in the sports science environment
- Digital business models and social media in sport
With increasing professional experience, you can advance to higher management positions. The average starting salary ranges from 3,000 to 4,000 euros gross per month, with further potential depending on responsibility and employer.
At which locations is the course offered?
The course is primarily offered at the Ismaning (Munich) location. However, the face-to-face seminars take place at various HAM study locations across Germany, which you can use flexibly:
- Ismaning (Munich)
- Berlin
- Dortmund/Unna
- Düsseldorf
- Frankfurt am Main
- Hamburg
- Hanover
- Cologne
- Mannheim
- Nuremberg
- Stuttgart
- Vienna (Austria)
The content is largely delivered online. The face-to-face workshops enable networking, direct exchange with lecturers from academia and practice, as well as the handling of projects on site.
What costs and financing options should you expect?
In the flexible Studium Plus model, the fee is €595 per month, which results in total costs of €11,605 for the regular duration of three semesters.
- Studium Plus: €595 per month (total €11,605 for 3 semesters, 90 ECTS)
- Dual Plus model: The tuition fees are fully covered by the partner company. Additionally, you receive a salary during your dual studies.
Financing is particularly attractive via the Dual Plus model since fees are waived. Furthermore, you may be able to deduct the course fees for tax purposes or make use of education loans and scholarships.
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