Taking the lead worldwide:
The master’s programme in Sport Management and Digitalisation
Digital technologies are changing the sport business worldwide. In the master’s programme in Sport Management and Digitalisation you will not only acquire advanced knowledge and skills in finance and event management, but also competencies in dealing with digitalisation processes. We prepare you to take on leading tasks in the sport business and to succeed internationally.
With the master’s programme in Sport Management and Digitalisation you will take a leading role both technically and professionally. On the one hand, you will expand your business know-how with expert knowledge in the areas of sport finance, human resources management and strategic management. On the other hand, you will acquire practical skills in business analytics, digital marketing and event management. Your professional profile will be supplemented by the further development of your qualifications not only in corporate management but also in the implementation of a research project.
The course is research-led and takes current developments and trends from the world of sport, business and science into account. A focus is placed on the effects of digitalisation on relevant aspects of sport management. In this way, you are optimally prepared for future challenges in the digital age. Through an internship in a sport organisation, field trips, events, guest lectures and projects, you will also establish valuable contacts with key players from the international sport industry during your studies.
What, where, when?
Events & activities
Your master plan:
What you can expect in the master’s programme
What opportunities and challenges does digitalisation offer for the sport business? How does digital marketing reach the target group and which key figures are important? What needs to be considered when organising and implementing a sport event? Find out in the Sport Management and Digitalisation master’s programme!
We provide you with advanced practical knowledge and strategic and digital skills to successfully manage companies and organisations in the sport sector. Essential course contents are Sport Finance and Business Analytics, Digital Marketing, Leadership and Event Management. Highlights of the course are an extensive internship in a sport organisation, international business case studies, field trips to esteemed sporting bodies and the organisation of a real sport event.
During practical assignments and exercises, you will develop your leadership skills, for example in ethical and responsible decision-making and the management of intercultural teams, and thus increase your employability. In addition, you will acquire advanced skills in scientific inquiry and research methodology. You will complete your studies with your own research project in which you will scientifically investigate a relevant issue in sport management.
Course of study
The first year focuses on the necessary knowledge and tools in digital strategies and operational management. You will also personally gain additional skills by learning more about the management of effective teams and developing your own digital leadership style. Furthermore, you will develop an understanding of the challenges that sports managers face in the digital age. You will learn how to apply sport finance and business analysis tools and how to design digital marketing campaigns for sports products and services. You will gain advanced expertise into the conduct of research projects in digital environments and will learn how to collect and critically analyse data and information.
A special highlight awaits you in your second year of study: you will plan and organise a real sport event, whose success you then analyse and critically evaluate. You will also develop your communication skills to effectively present the design and results of complex research. During a three-month internship, you will gain experience and apply your knowledge in a company or organisation in the sport sector. This will enable you to develop your personal and professional skills in practical situations, enhancing your employability. Finally, under the supervision of an academic expert, you will be responsible for conducting a research project in a topic of your choice that has implications for sport managers, and write your master’s thesis.
In the fast lane:
Careers & perspectives
As a sport management and Digitalisation master’s graduate, you will take a professional lead in a growing and dynamic industry. Your opportunities are correspondingly diverse – both on a European and international level. Whether you manage a sport club or federation, become an entrepreneur, lead a company in the sport industry to success or strive for a career in research, your extensive skills will take you to the top!
After graduation, straight to the top
After your master's degree in Sport Management and Digitalisation, you will have advanced knowledge and skills to play a leading role in various areas of the sport business. For example, you can work as a sport facility manager, digital business analyst or in the management of a sport club. With your experience in organising sport events, you are also in demand as a sport event manager. Your marketing skills also qualify you for a leading position as a digital marketing manager. It is also possible to work as a sport development officer for a sport association. Alternatively, the path to self-employment is open to you, for example as a consultant or entrepreneur. Potential employers and areas of application are:
- Sport clubs and associations
- Sporting goods manufacturers
- Marketing agencies and companies
- Event management
- Sport administration
- Market research
- Sport Policy and Government
- Consultancy agency
The demands placed on sport managers have increased due to the professionalisation and digitalisation of sport. The ongoing digitalisation is changing economic activity, consumer behaviour and communication processes in a sustainable way. In view of these challenges, there is a need for highly qualified specialists and managers. As a master's graduate, you have advanced and comprehensive management skills that make you a sought-after specialist. Your higher academic degree also allows you to benefit from higher entry positions and attractive salary opportunities.
As a graduate of the master's programme in Sport Management and Digitalisation, you have an excellent basis for deepening and broadening your specialist knowledge. If you would like to continue your professional career in the direction of research, a doctorate is the right choice. Depending on your interests and career goals, you can also specialise in personnel management, marketing, controlling or other corporate areas.
What you will need to bring with you
Would you like to immerse yourself in the depths of sport business? Have you already completed a Bachelor’s degree? Would you like to develop into a leader with flexible and cross-disciplinary skills? Then get started: The Sport Management and Digitalisation master’s programme at LUNEX University will get you there.
- Bachelor’s degree (or equivalent, e.g. EQF Level 6) in Business, Management, Sport Studies (e.g. STAPS) or a related area
- English Language skills B2 Level (CEFR)
On your marks, get set, go:
How to apply
Ready to get started? Applying to LUNEX University is easy and possible at any time of the year. It only takes two steps to start your studies. We’ll show you just how the application works.
Once we receive your online application, we will check whether you meet the prerequisites for a master’s degree at LUNEX University. Do you have all the necessary qualifications? Excellent! Then we will email you your study agreement. Please read it carefully, print it out and sign it.
Almost there! Now only a few documents are missing before your application is complete. Please send the signed study agreement along with all other required evidence by post to LUNEX University.
The Team International Sport Management
“Digital skills are a must-have for managers in all industries, especially sport. During the master’s programme in Sport Management and Digitalisation at LUNEX, our experts individually support students to develop practical skills for managing sport organisations and events in the digital age. We aim to train the future generation of sport managers.”