All you need to know about sport studies & the career after

Whether you are looking for the right university or which course you want to study – this blog will inform you about sport studies around Europe. It’s not easy to figure out what you want to become in the future – knowing „it’s got to be something with sports“ is already a step in the right direction. For the rest, the information in this blog might help you choose your path. It keeps you informed about the different possibilities of studying sports, the fields of study and the ways into the sports industry after that. Learn more about first job experiences with insides in internships and traineeships at small & big brands.

Don’t Count on Passion to be Successful in the Sports Industry

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You love sport more than anyone you know. You know the history of your favorite sport inside-out. You are at the every home game of your favorite team. You know the life stories of all the players. 

If you were interested in working for this industry, you would be perfect candidate right? Not necessarily. 

 A love of sport alone is no longer what the industry is looking for. What employer’s want is someone with the skills and the vision to lead the sport industry through disruption, who embraces emerging technologies and understands the growing importance of data. 

The MSc in Sports Industry Management at emlyon business school in France works closely with sport industry leaders to ensure that the program meets their needs and delivers graduates who are ready to hit the ground running from day one. 

So what are the most pertinent issues being discussed today that companies in the sport industry need to address?


The importance of data, its collection and its rigorous analysis has been growing in the sports industry for many years. It first made an appearance in baseball, as popularized in Michael Lewis’s book and later made into feature film “Moneyball”. Data was used in player recruitment but it is now used in all different aspects of sport. From player performance to team work, data helps to analyze physical, mental and social factors that will help players and teams learn how they can perform to their very best and create champions.

Data is also used in marketing to decide on when to schedule games, how to engage fans, how to assess the effectiveness of social media campaigns, how to measure financial performance, and so forth. 

The industry needs individuals who understand data, know how to collect and analyze it, and then translate it into innovative strategy. 

Future Tech

A survey conducted by Scrum Ventures in 2019 showed that according to industry professionals, the technologies that will make the biggest impact on the sports industry over the next 12 months are selected fan engagement technologies (78%), such as live streaming, esports and content platforms, athlete performance (16%) and stadium experience (6%).  From an investment perspective, the top three areas of interest were media and content-related platforms, esports and measurement platforms for data and analytics and biometrics.

 These insights are even more relevant in the context of the global COVID-19 crisis. How will this crisis change the sports industry? How can the industry adapt? Creative and skilled people are needed to use technology to keep the industry moving forward. 


Addressing issues of sustainability in sport is important for two reasons, the need to reduce the industry’s ecological footprint; and the role sport can play in raising environmental awareness.

The sports industry has committed to taking action to moderate the environmental impact that it has but much more can be done. How can the world of sport use its influence and fan base to pass on important messages and inform the public of environmental issues?

Sponsorship and marketing

With the rise of the digital era, sponsorship and marketing have experienced a huge change and continues to change with the importance of social media, particularly when it comes to fan interaction. 

The MSc in Sports Industry Management is an 18-month program split between emlyon business school’scampuses in Paris and Shanghai. It prepares you not only to tackles the issues previously mentioned, but also to be prepared for any further changes in the industry. The program is broken up into 4 skill sets and uses project based learning, company visits and networking sessions to put your classes into perspective:

  1. Explore: Understand a world in constant change
  2. Create: Tools and concepts to build for the future
  3. Make it happen: Integrate innovation in a market strategy
  4. Scale up: Go global

Do you have what it takes to join this fast-moving and exciting industry?

For more information download the brochure

Discover the MSc in Sports Industry Management of emlyon

Prepare to become a future leader in the sports industry. Taking in the specific recruitment needs and dynamics of the sports business, emlyon business school has crafted a Master program by combining their expertise in international management with the market experience of some of the world leading sports companies. 

The MSc in Sports Industry Management in Paris & Shanghai helps young talents develop a fine-tuned comprehension of the international sports business, aspiring to shape future leaders with expertise knowledge and an understanding of the sports economic culture.

Be part of a  business school with a sports business orientated outlook

„The sports business has developed to a massive and fast growing market with very specific cultures and codes. Companies and Institutions need to recruit employees and managers capable of adjusting to the industry specificities rapidly. For candidates, this means that the significance of contributing while understanding and adapting to the unique industry strategies is key.“

Andy Gugenheimer, CEO of Headhunting Agency AG Sport Consulting

Schools that want to provide the kind of graduates to fulfil these requirements need to ask themselves: What does a company look for and which skills does an employee need to bring to further develop the industry?

The best way to figure out the answer is working closely with the industry. The program of the Msc in Sports Industry Management of emlyon business school is grounded on a close collaboration with companies like adidas, Eider, Millet, Patagonia, Petzl, Salomon, The North Face, Wilson and co. Thus providing a well-organized program to prepare their students for a career in the sports business. 

This way, students get the chance to get to know key representatives of the sports world through conferences and expert panels, but also already contribute to and learn directly from the industry through business cases and group projects. 

Great job outlooks after graduation

Graduates often face the problem of not finding a position in their specialised field due to missing work experience or network. Thanks to its closeness to the business, as well as providing practical experience through projects and internship possibilities, that’s a reduced risk when studying at emlyon.  According to a survey in 2017,  95% of emlyon’s alumni have started a job in sports less than 6 months after the end of the program. 

„The MSc in Sporty Industry Management prepares students to be leaders and innovators in the industry - not just marketing roles“ says Antoine Haincourt, Head of the Program, „It will help them obtain positions in upper management that lead the industry to new depths.“ 

Specificially, graduates of the MSc in Sports Industry Management have found  jobs in

  • marketing
  • business & development,
  • global management projects
  • consulting
  • supplies & logistics

and others in companies including Decathlon, KPMG, Puma, Nike, Amer Sport, Vente-privé, Oxylane, Hi-Tech Sports, Reusch International, Olympique Lyonnais football club and Salomon.

The school’s been recognised as one number 3 of the best business schools in France in 2019 by eduniversal. With three of the main criteria being the starting salaries after graduation, the program’s reputation among companies, and the level of satisfaction expressed by students, the ranking can be seen as a representation of recruiters. Furthermore, it has ranked 34th in the Times Higher Education’s global university employability ranking.

The program

The high quality of teaching due to practical insights, an international approach and its proximity to the sports industry define the main reason to strive for a degree at emlyon business school.

© emlyon

The MSc contains an advanced management education where students learn about international sports business & culture, social responsibility, marketing, accounting, business analytics, entrepreneurship and  management strategies.

Correspondingly, the program is designed to give students a skillset to understand the dynamics, benefits and challenges of management in the international sports business and develop outstanding knowledge to further shape the industry in the future.

An exchange semester in Shanghai and fieldtrips to the UK, French Alps and Germany guarantee a first-hand experience of other countries’ economies, resulting in an international understanding and knowledge of the business.


The third round of applications for the program is open until the 30th of March. Applications run from November to August 2020. 

The requirements are:

  • Bachelor or Master Degree in any field
  • GMAT/GRE/TAGE MAGE/CAT Test Scores (optional)
  • English Proficiency Test Score (for non native English speakers) 

The selection of candidates happens in an overarching valuation, taking the entire potential, background and motivation of a candidate into account. 

For more detailed information, you can learn more about the program and application here.

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Studying esports: Bachelor programmes around Europe

Finding their way into everyday pop culture and innovative business models, esports has been facing an explosive growth from a small niche to a full grown industry with a $1.1B revenue in 2019 ¹. With "gaming" being recognized as professional sports and competitive industry, the need for graduates and professionals with fundamental knowledge of esports is evolving as well.

While there have been several programmes in the US for years, esports is finally also an upcoming matter for european schools, with Bachelor and Master degrees popping up in 2019 and 2020 in Germany, France, UK and Finland.

If this is a career path interesting for you, here's 9 schools where you can study esports.


Medienmanagement at HS Mittweida


  • Field of Study: Media Management
  • Degree: Bachelor of Arts
  • Where: Mittweida, Saxony, Germany
  • Duration: 3 years (6 semester)
  • Language: German


The HS Mittweida is the first (and at the moment only) state school in Germany offering a possibility to study esports - not as a main course though. In Mittweida, students studying media management can deepen their studies at esports and game marketing from the third semester on.

In four semester, students learn the whole process of creating esports business models, with a main focus of the development process and marketing of games and events.

Read more on the school's website: [DE]

esports Management at HAM (Hochschule für angewandtes Management)


  • Field of Study: Business Management
  • Degree: Bachelor of Arts
  • Where: Munich | Berlin | Dortmund | Hamburg | Vienna (Austria)
  • Duration: 3,5 years (7 semester)
  • Language: German


Officially, the first school to offer an esports diploma in Germany, HAM created a esports business degree with practical orientation. The focal points of the program are:

  • esports event management
  • management of esports teams
  • esports marketing
  • digital innovation of gaming industry

The degree program is offered semi virtual, so it's split between online and on-site courses. That's a big advantage for the flexibility: Next to studying full time, HAM also offers the possibility to study in part time or as a dual study.

Read more on the school's website: [DE]

esports & Game Management at Macromedia Fachhochschule


  • Field of Study: Media and Communication Management
  • Degree: Bachelor of Arts
  • Where: Munich | Cologne | Hamburg
  • Duration: 3,5 years (7 semester) incl. exchange semester
  • Language: German


The degree course at Macromedia might be the most extensive one in regard of esports business principles in Germany. It targets students who would like to achieve a management position in esports, whether it's for leading game development, athletes or events.

The six main contents are:

  • empiric research & statistics
  • principles in sports communication & sports sciences
  • athletes management & sports marketing
  • principles in esports & games management
  • esports & games business
  • esports event management

Read more on the school's website: [DE]


The private education system in the UK is probably the perfect playground for students interested in digital & esports relative subjects. Financing themselves with higher tuition fees, the schools have the opportunity to provide high-end equipment which brings their courses to a next level in hindsight of practical insights into (gaming) soft- and hardware. If you can afford about 13.000£ for your diploma, we recommend taking a closer look at the following schools.

esports BA (Hons) at Staffordshire University


  • Field of Study: Business Management
  • Degree: Bachelor of Arts
  • Where: Stoke-on-Trent | London
  • Duration: 3 years
  • Language: English


With subjects like Games Arts, Cultures and Design and a digital institute in London, the Staffordshire University has established itself as a "Games university" in the UK. Expanding their offer with a BA in esports was just the next logical step.

True to a hands-on approach, students will learn about the esports business in practical projects from hosting single & team player events and athlete management to a full marketing experience of broadcasting, video editing, content creation and analytics. For this, Staffordshire university is equiped with pro gamer training facilities, an esports arena, a control room with high-tech computers for editing, mixing and co.

Read more on the school's website:

esports BA (Hons) at Chichester University


  • Field of Study: Business Management / Media Sciences
  • Degree: Bachelor of Arts
  • Where: Chichester, West Sussex
  • Duration: 3 years
  • Language: English


Summing it up in one sentence, the esports degree at Sheffield Hallam University teaches fundamental business and media skills for the esports industry for running events, managing teams and reporting on competitions.

The necessary skills and knowledge are transmitted via a mix of lectures, seminars, exercises and practical activities in their radio room, TV room and newsroom.

As a final project at the end of the programme students will work together with clients from the esports industry to host a live event.

Read more on the school's website:

esports BA (Hons) - Event Management at Sheffield Hallam University


  • Field of Study: Event Management & Media Training
  • Degree: Bachelor of Arts
  • Where: Sheffield, South Yorkshire
  • Duration: 3 - 4 years
  • Language: English


Unlike other business management programmes, Chichester University has a more scientific approach in teaching about esports. While still taking a look at event production, promotion, sponsorship, game play and co, the courses are also built around sports science, psychology and ethics - transferable skills for other postgraduate studies or jobs in various industries.

However, the practical side is not being neglected either with skills development sessions for gamers, staging competitions and work placements.

Read more on the school's website:


Specialising your studies on esports in France is only possible when attending a private school. Interesting enough, most, if not all of them, are a result of the partnership of the IONIS Group with XP, the international esport & gaming school.

XP, the international esport & gaming school


  • Field of Study: Business Management
  • Degree: Bachelor of Arts
  • Where: Paris | Lille | Lyon | Bordeaux | Marseille | Rennes | Strasbourg
  • Duration: 3 years
  • Language: French


The XP courses focuses deeply on event management & marketing. By starting with teaching the fundamentals of the esports industry, the students will quickly gain the insights to deepen their knowledge in practical projects. The main pillars of the XP program are:

  • Master the fundamentals
  • Consolidate knowledge to put it into practice
  • Master the skills and develop your own projects

After graduation, careers await in creating events and tournaments, digital marketing and community management.

Read more on the school's website: [FR]

esport & Gaming at ISEFAC Bachelor (IONOS Group)


  • Field of Study: Communication Management
  • Degree: Certifie par I'État Niveau II (Bachelor)
  • Where: Paris | Bordeaux | Lille | Lyon | Montpellier | Nantes | Nice
  • Duration: 3 years
  • Language: French


A classic subject of communication & business management with a focus on the esports industry. The programme is a mix of communication, marketing and event management with basics in psychology, social sciences and accounting. Thus, the diploma at ISEFAC prepares you for jobs in the gaming sector in management, communication and event organisation.

Read more on the school's website: [FR]


esports Business at KAMK University of Applied Sciences


  • Field of Study: Business Management
  • Degree: Bachelor of Business Administration
  • Where: Kajaani, Finland
  • Duration: 3,5 years
  • Language: English


This course aims at giving an all-round insight into the operations of esports as a business. The focus of this degree lies on management and leadership, as well as event management and international operation.

A nice plus for Gamers is the university's aim of keeping their hobbies alive during their studies. For this purpose, Kajaani provides high-performance gaming computers at the campus to use by students outside of lesson times.

Read more on the university's website:



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Sport Job Day: Your career compass for the french sports industry

Sport Job Day: Our recruitment event on the 13th of June in Paris
Where will your degree or apprenticeship take you? The Sport Job Day is your chance to define your next steps. Take part on the 13th of June in Paris and present yourself to recruiters from the french sports business.

Introducing the Sport Job Day

The Sport Job Day is a recruitment event for young adults, graduates and apprentices, with an active lifestyle and the desire to start a career in sports. On the 13th of June 2018, companies & young career interested come together in Stade Jean Bouin in Paris to connect and get to know each other. For the last decade, the sports sector has been one of the biggest growing employers in Europe, offering more than 200.000 jobs in France alone. A development resulting in the creation of entry positions for school & university graduates - and enough reason to dedicate a whole recruitment event to the sports sector alone. Not only will interested graduates have the chance to inform themselves about employment possibilities and professions, but directly participate in workshops & interviews with recruiters.

The programme

Similar to a job ferry, sports brands present themselves in set-up booths, giving insights into their work environment, as well as employment and training opportunities. Team members from Human Recources will be there to answer all your questions - and for you to gain valuable contacts. In 10 minute Speed Dating Interviews, applicants and companies immerse in an straight-to-the-point dialogue to learn more about each others character & qualities - a short, but effective way to figure out if it's a match. It's a place to learn: In conferences, professionals lecture about related topics, for example new professions in the sports sector or give advice on how to conquer the international sports job market. Participate actively in workshops with headhunters and recruiters to improve your future applications and interviews. 

The Sport Job Day at a glance:


The details

  • When: 13.06.2018
  • Time: 10:00 - 17:00 h
  • Where: Stade Jean Bouin – Paris
An event for french-speaking
  • students
  • apprentices
  • young & active entry level candidates
The programme
  • Speed Job Dating: present yourself in 10 minutes
  • Workshops: Learn how to apply through recruiters from the sports industry
  • Exploration: of the sports business, employment and training possibilities

How to take part

All you need is a CV and self-confidence on the day of the event! If you'd like to participate in the Speed Dating, please apply in advance: Register for the Sport Job Day After registering, you'll be able to fill in your CV - we will look through the data to pick companies which fit your profile. In the next weeks, you will get updates on the schedule of the Sport Job Day, more infos to participating companies and about your interview slot. The participation is, of course, completely free.

For Employers

For sports companies interested in being a part of the Sport Job Day, please find the possible ways to participate on our event website.
Find out more about the Sport Job Day on the website by the two organisers Union Sport Cycle & Sportyjob:

What can I do with my sport degree?

Graduation from the University
Sport is an essential element of life. It’s no surprise that many people think about expanding their hobby, so why not make the passion a profession? 
The leading path to achieve this goal is studying sports. In Europe, universities offer a big range of different sport studies, giving you the option to choose the one interesting you the most.
Nevertheless, most students aren’t completely clear what will follow after. In no time you find yourself in the 4th semester wondering: What exactly can I do with my sports studies? First of all, career opportunities in sports are as diverse as sport is in general. Nevertheless, we would like to point out a few specific opportunities for you in the sporting sector, which we have encountered in our sport job vacancies.

Sports management or a combination of sports and business studies

Marketing, human resources or even finance - the economic influences on your career are obvious. Through the combination with sports, it is above all the companies of the sports industry that represent your future employers. In the HR department, in marketing, in sale: your own focus and interest decides which sport job you will score.

Job Examples:

  • Online Marketing Assistant: Conception and implementation of marketing projects
  • Program Manager: Develop new and improve existing product offerings
  • Account Manager: Analysis of trending sales and creation of buyer profiles to develop contingency strategies
Depending on the focus of your studies, there’ll be plenty of other options. For example, at many universities Public Relations is on the schedule, which prepares you for professions in PR agencies & media.
  • Press officer of sports clubs
  • Concept Copywriter at a publisher: Writing texts for products and advertising, or the development of strategic brand content

Science of sport: The course for athletes

Sports sciences is the closest way of studying active sport. Students learn about sport analyses and movement processes, with the impact on health and medicine . In theory and practice. Accordingly, the sports jobs after the degree are very close to the active sport sector.

Job Examples:

  • Trainers of teams and athletes
  • Trainer in fitness- and health studios
  • Consultant for rehabilitation centers and health insurance companies
  • Development of sports equipment & products
Combined with complementary studies or work experience, you can easily score jobs in other areas of the sport industry, too! Your degree of sport sciences guarantees expert knowledge, making you an interesting candidate for every job regarding sports.

Sport journalism: Working in media

Sport journalism aims at professions in media, i.e. for television, radio, press, publishers or online portals. Alternatively, sport journalists can be employed by PR departments and media agencies in the sports sector - all jobs which need journalistic skills.

Job Examples:

  • Editor (for tv, radio, press): Creating articles on current sporting events, interviewing experts for different channels
  • Programme manager: managing programme sales and productions
Who knows, you could be writing our Sporty Job Blog in the future!  

Last Thoughts: Tips for your career entry in the sport industry

Our overview will hopefully give you a little guidance and inspiration for your career in the sporty industry.
 If the examples aren't enough, just browse through our Sport Job Board and you will find plenty more! Nevertheless, as for every course of study, the completed degree - specialized or not - is not yet a success guarantor for a sport job. Study the subject that interests you the most and what suits you best - not the subject which seems to promise the safest way. Internships and jobs during your studies will give you an insight into the professions, as well as necessary experience and contacts. 
Of course, your sport journalism studies can get you an editorial department traineeship with a well-known sports magazine. But you can also achieve it with a study of sports science, your participance in the soccer club and a side job for the sports section of your local newspaper. Interest, commitment and contacts are the key factor for any career change.

An internship in the sport industry always is a good decision!

Meeting sportyjob

You are longing to establish yourself in the sport industry, but still don’t know in which area you want to land a sport job? Then a sport job internship is the perfect choice. Through that you will get to know the branch, socialize a lot and maybe will be offered a sport job - a lot of sport industry careers have started with internships. But often internships are preceded by their bad reputation, that is why today we are discussing the 3 most common clichés:

 1. An internship is just a waste of time!

Meeting sportyjob

Well, when sending out applications for a sport job you surely will recognize how important sport industry internships are. Even though an internship is not a proper sport job it still helps to gather experience, which is worth a mint in your CV. Times where interns had to care about the post and coffee are over, in the meantime interns are an essential part of every sport job company. An internship in the sport industry nowadays means exciting projects, a lot of responsibility and a steep learning curve. Of course it might be that your internship will let you recognize that this sport job is not the right one, but this is not a bad thing – actually this is what internships are there for.

2. I need to go on even if I don’t like it

No, you don’t. Of course you can quit. No one is forced to face an internship that daily causes stomach cramps. Like at a real sport job, the cancellation period is agreed in a internship contract, but the best thing to do is speak to your boss and try to find new tasks in your sport job. By the way: you should also seek talks if you are overwhelmed or unchallenged with the amounts of tasks, since there is nothing more frustrating than a super stressful or boring sport job internship! No matter if the internship confirms your idea of a career in the sport industry or not, one thing is for sure – it will enrich your CV, you will gather important information and very likely meet important persons, which might help you finding a sport job later on.

3. I’m just a cheap temp!


Internship Sport Job

If you break down the monthly internship salary to an hourly basis, the payment of an internship might make you pull a wry face. But you should always keep in mind, why you are doing this sport job internship: for none less than yourself. And after all there are almost no unpaid internships in the sport industry anymore. That means since most interns are still students, they will get by with the usual amount of payment. If you might have the feeling that you are not learning enough in your internship and are exploited, then you should have a talk to the HR. Purpose of an sport job internship is to acquire practical skills and experience. If this is not the case, the employer is guilty of an offense because internships are regulated by law.

Since we know, how important a sport job internship in the sports industry can be for students and young professionals, we created an own category for sport job internships on Sportyjob: There you can find almost 30 sport jobs at both, known companies like Adidas, Quiksilver and Nike, and newcomers like or Someride. Just pass by and find the perfect internship in the sports industry!