Sports Management Program

Sports Mgmt Program
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Start Date
May 8, 2023

Live Online

5 Weeks

EGP 15,000

Application Deadline
April 2, 2023

Class Schedule**
Monday and Wednesday
6 - 9 pm

*Blended programs combine both live-online sessions and on-campus sessions.
**Click here for a detailed schedule. Schedules are subject to change. It is the participant’s responsibility to check the latest schedule on the website before enrollment.

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  • The sports industry has had a growing impact on the global economy over the last 20 years with investment in infrastructure, mobilization of resources and creation of new professions and jobs.

    Locally and regionally, sports management is becoming one of the professional sectors with the most economic momentum, providing sports-minded people with a head for business opportunities.

    The Sports Management program focuses on the business aspects of sports, and trains professionals to use the relevant tools to judiciously analyze information, recognize sports business opportunities, develop relevant strategies, and lead sports institutions to success.

    • Six sports-focused modules
    • 10 virtual sessions
    • Weekly world-renowned speaker sessions
    • International and local instructors
    • Field visits to Al Ahly premises to explore the different departments and functions
    • Real-world case studies and applications
    • Dynamic group and peer-to-peer discussions
    • Professionals working in the business and/or sports field, who wish to make a qualitative leap in their careers by acquiring specialized knowledge
    • Professionals and managers aspiring to work in the sports industry; from clubs and federations to businesses
    • Individuals with a passion for sports in general
  • The benefits of earning your sports management qualification from a world-renowned business school are endless.

    As a sports management program participant, you’ll be prepared for a wide range of jobs in sports management as well as for leadership positions in organizations and businesses in the sports arena. With this versatile sports program, you can work in management, marketing, athletic administration, sales, event management, facility management, and community involvement.

  • 1. Sports Management

    Sports management is an occupation that requires excellence in leadership to perform the job successfully. Several aspects of the sports management process demand motivation, direction, organization, planning, and people skills. This module explores the most effective management and leadership styles relevant to sports organizations.

    Learning Outcomes
    • Understand Self-leadership in the sports context and practice influencing your thinking, feeling and actions toward your relevant objectives
    • Explore the different aspects of the key Leadership skills and effective styles
    • Manage teams and sports institutions for high performance

    2. Sports Marketing and Sponsorship

    Sports marketing and sponsorship have become high-impact areas for business success in markets that are becoming increasingly competitive. This module explores the whole marketing cycle in sports institutions and delves into key sponsorship issues applied to sports.

    Learning Outcomes
    • Incorporate marketing as a discipline in the management of sports activities
    • Explore digital marketing within the sports context
    • Examine winning strategies to increase sponsorship value
    • Recognize new trends in E-sports

    3. Sports Media

    The media are a crucial part of the management of any sports entity. knowledge of the landscape and dynamics of all media types is a critical skill that adds to the profile of interested professionals. This module explores how the media work and how sports entities approach them for relevant exposure.

    Learning Outcomes
    • Examine best practices to improve audiovisual rights management
    • Explore new media platforms
    • Establish and implement an effective media strategy
    • Explain the process of effective contract negotiation

    4. Events Management

    Proper sports event planning and management are vital for any successful event. It establishes how to effectively manage an event's distinct moving parts and disparate elements and how those will work synergistically for an impactful outcome. The main objective of this module is to train participants in applying relevant operational and management tools needed for effective events management.

    Learning Outcomes
    • Identify the relevant aspects of events planning and management
    • Explore facility management and operations
    • Evaluate and effectively measure the impact of your sports events

    5. Sports Psychology and Ethics

    The sports landscape has changed enormously in recent years. Expectations for good governance, integrity, equality, member protection, and diversity mean that providing safe, fair, and inclusive sports environments is no longer an aspiration but an imperative. This module offers relevant discussions and strategies for sports professionals to explore the interesting and critical topics of sports psychology and ethics.

    Learning Outcomes
    • Identify best practices in diversity and inclusion within the sports context
    • Explore corporate social responsibility and sustainability in sports
    • Explore relevant psychology and coaching tools applied to sports

    6. Sports Law

    The world of sports is currently hyper-professionalized, requiring those participating in it to have the tools and knowledge to manage the different scenarios they may face. Sports law helps prevent such problems and provides feasible solutions. In this module, participants will explore the main elements, conflicts, and solutions that professionals in this sector may face frequently.

    Learning Outcomes
    • Acquire basic knowledge of sports law within the local and regional context
    • Explore the different dispute resolution systems
    • Examine the legal organization of sports entities
  • Admission Criteria

    Bachelor’s degree or equivalent.

    The admission procedure may include a personal interview to evaluate if the participant’s achievements, as well as aspirations and motivations in pursuing this program, are in line with the program objectives.

    The program is delivered in English.

    Admission Process

    1. Prepare a clear scanned copy of the following documents (saved in PDF format):
      1. Original bachelor’s degree certificate
      2. National identification card (ID)/passport
    2. Fill in the application and upload the above PDF documents
    3. The Admissions Committee will review your application and contact you if needed
    4. You will receive an acceptance email specifying the next steps for online payment. Your registration is confirmed upon payment

    For any inquiries regarding the application process, contact us at 15592 or by email

  • The program tuition fees: EGP 15,000*
    *This includes tuition fees for the program, materials, and certificates.
    *For payment options, refer to the payment section FAQs on our website or contact us on 15592

    20% Scholarship for Al Ahly club members

    AUC School of Business Executive Education has joined valU, with flexible payment plans for up to five years with the lowest interest rate.


    • All cancellations must be sent in writing by email. A full refund will be provided for cancellations made 14 days or more before the start date of the course
    • A 50% refund will be provided for cancellations made 13 to seven days before the start date of the course
    • No refund will be provided for cancellations made six days or less before the start date of the course
    • Refunds will be issued to the same payment method used to make the initial payment. Refunds to credit cards are processed within 30 days provided that the participant has the actual credit card in addition to the POS receipt or bank statement while requesting a refund
    • The refund of alliance programs is subject to the conditions of the alliance partner

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For further information, contact us on 15592

Sundays through Thursdays, from 9 am – 4 pm

or email us at