Sports Management Program

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

1. Sports Management

Sports management is an occupation that requires excellence in leadership to perform the job successfully. There are several aspects involved in the sports management process that 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

In markets that are becoming increasingly competitive, sports marketing and sponsorship have become high-impact areas for business success. 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 types of media 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 the distinct moving parts and disparate elements of an event, and how those will work synergistically for an impactful outcome. The main objective of this module is to train participants in the application of relevant operational and management tools needed in 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 sport is currently a hyper-professionalized world that requires those who take part 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