Sport & Event Management

At the University of Applied Sciences Europe, you will study in small seminar groups. This guarantees you individual support and personal contact with your professors. All our lecturers are distinguished experts in their fields and you will be able to benefit from their business networks even during your studies.

The wide range of interdisciplinary subjects offered allows you to shape and enhance your study programme. As a particularly practice-oriented university, we guarantee state-of-the-art facilities and cooperate with prestigious sports clubs, such as ALBA BERLIN and more. The study programme also includes an internship and/or a semester abroad.

The University of Applied Sciences Europe is state-accredited, has received several awards, and is a world leader in international orientation. We are also ranked by U-Multirank as one of the top ten performers in the Business Studies category in universities in Germany in 2018.
Applicants to our programmes do not require specific minimum grades (NC-free).

As a student on the Sport & Event Management programme, you will learn how to manage professional events: from conception and planning to implementation and evaluation. You will gain an understanding of event processes and formats in both recreational and professional sports. You will also acquire a comprehensive understanding of business administration in order to prepare you for the demands of the business world.

You will continuously expand your knowledge through practical projects. In addition, you have the opportunity to specialise in Football Management at an early stage. During your semester abroad, you will study at a prestigious partner university and have the chance to add an international perspective to your professional profile.

Since virtual concepts are becoming more important in many industries, the latest virtual possibilities in the study programme allow Virtual Reality projects to be designed and implemented for sport events and other events.

With a degree in Sport & Event Management, you will have the expertise required to manage events of all sizes: from conception to realisation. These are valuable competencies in almost any sector. Thanks to your diverse practical experience gained throughout your studies, you will have had the opportunity to interact with decision-makers from businesses and professional sports organisations from an early stage.

Typical areas of work for Sport & Event Management graduates include:

• Sports marketing and communications
• Events marketing
• Sponsorship and PR
• Roles in marketing and events departments of companies
• Roles in sporting goods companies, sports clubs, or associations
• Management for commercial sports providers
• Trade fairs and congresses
• City marketing

The key innovative feature of this programme is the optional specialisation in Football Management. Developed in cooperation with prestigious European partner universities in Madrid, the programme enables you to focus on a specific sector at an early stage in your studies. This will give you a significant advantage when you embark on your career in the world of football.

The first two semesters focus on Football as Sport, Football as Business, and the Principles of Football Management. The following topics are addressed:

• Taking Germany as an example, how is professional football organised?
• What role does FIFA play in world football?

The 5th & 6th semesters are all about Football Marketing:

• Which special features should be considered in football marketing?
• How can I manage a brand like Borussia Dortmund?
• What role do fans and fan culture play?
• How do I deal with sponsors?