What do you learn in a Sports Management course

For those passionate about sport who want to turn that passion into a career, enrolling in one of the Sport Management courses out there can set you up for a great future. The field of Sport Management blends the love for sport with essential business and management skills, preparing students for a variety of roles within the sport industry.

Whether you're considering a full, three-year Bachelor of Business (Sport Management), a two-year MBA in Sport Management or something similar, courses like these provide comprehensive education that aligns with industry needs. On top of the skills and foundational knowledge you learn in class, you’ll also gain the essential industry networks and work placement opportunities you need to get your foot in the door.

Let’s look at the 7 key skills and knowledge areas you will develop throughout your Sport Management course.

What key skills and knowledge do you learn in a Sport Management course?

1. Core business, management and entrepreneurship skills

Sport Management brings the excitement of the sporting industry together with the strategic focus of business management, offering a unique pathway for those passionate about making an impact behind the scenes in sport. Courses in Sport Management typically cover essential topics, including sport marketing, sport law, branding, events, and the operational management of sport facilities, providing a comprehensive understanding of the business side of sport.

Entrepreneurship and innovation are central to creating new opportunities and driving growth in the sport industry. Students learn how to identify business opportunities, create new ventures, and apply innovative solutions to challenges in sport management. They also gain an understanding of the role of technology in transforming the sport industry, from analytics to digital platforms, and how these innovations can create competitive advantages.

Essential business skills that Sport Management students develop:

• Budgeting and financial planning
• Marketing and brand management
• Contract negotiation
• Leadership and people management
• Revenue generation
• Risk management
• Data analysis
• Business law
• Innovation and entrepreneurship

Our Bachelor of Business (Sport Management) introduces students to all key foundational business principles such as accounting, marketing, and management of people.

These business skills are vital for making informed decisions that impact the profitability and sustainability of sport organisations.

In the MBA in Sport Management, students dive deeper into business strategy, decision analytics, and dynamic leadership. These advanced subjects build on foundational knowledge, equipping graduates with skills to tackle complex challenges in senior management roles.

2. Sport marketing and branding

Marketing plays a significant role in the sport industry, from promoting teams to engaging fans and securing sponsorships. Students studying sport management gain in-depth knowledge of branding strategies, digital marketing, and fan engagement. You learn how to create marketing campaigns that resonate with specific audiences, enhance brand visibility, and drive revenue for your club or sport organisation. A strong grasp of marketing principles is necessary for any professional looking to succeed in the fast-paced and competitive world of sport.

Essential sport marketing skills you learn:

• Developing strategic marketing campaigns tailored to sport organisations.
• Using digital marketing and social media tools to engage fans and drive loyalty.
• Creating compelling brand identities for sport teams, athletes, and events.

The Bachelor of Business (Sport Management) introduces students to foundational marketing principles, digital marketing, and branding strategies in the sport industry.

In the MBA in Sport Management students take a more advanced approach, focusing on sport branding, high-level media and communication strategies, and how to apply these skills in senior management roles within the sport industry.

3. Events and facility management

Managing events and facilities is a core component of sport management. Students must learn how to organise and manage everything from local competitions to large-scale international events at giant stadiums. They develop the logistical skills needed to guide large teams of staff, manage sport facilities, plan and deliver major event projects, and deal with the legal and regulatory aspects of hosting sporting events. These skills are critical for professionals tasked with ensuring smooth, safe operations and delivering exceptional experiences to athletes, fans, and stakeholders.

Essential events and facilities skills you learn:

• Event planning
• Project management
• Facilities management
• Logistics
• Managing large teams
• Risk management

In the Bachelor of Business (Sport Management) at Torrens University, students gain a foundational understanding of event and facility management, learning how to handle the complexities of planning and executing sport events.

For MBA students, the focus shifts to advanced event and facility management, emphasising high-level operations and large-scale venue management. These skills are necessary for tackling complex challenges in senior management roles.

4. Governance, leadership and ethics in sport

Do you know exactly how big the gender pay gap is across global professional sport? A 2017 survey of 465 diverse male and female sport clubs across 16 countries discovered that on average, elite female athletes earn just 1% of the equivalent of their male counterparts. Sport is evolving, and understanding governance and ethics is critical in Sport Management today. Sport Management professionals play a crucial role in advocating for their athletes to get better pay and conditions.

Anyone preparing to become a sport manager needs to gain an understanding of the legal and ethical frameworks that guide the operations of sport organisations, and be aware of current challenges such as achieving gender equality in sport. A focus on ethics prepares student to handle situations related to fairness, discrimination, transparency, and inclusivity, which are essential for maintaining the credibility of any sport organisation.

Essential skills in governance and ethics:

• Understanding legal and ethical responsibilities.
• Building and implementing governance frameworks.
• Soft skills like critical thinking, active listening and self-awareness.
• Navigating complex ethical dilemmas and ensuring compliance with regulations.
• Leading your organisation towards positive change.

In the Bachelor of Business (Sport Management), students are introduced to sport law, governance issues, soft skills and ethical decision-making in sport.

The MBA in Sport Management also addresses governance practices and the complexities of making ethical decisions in senior positions, in a global sport context.

5. Managing athletes and teams

If it’s your dream to work directly with athletes and teams, Sport Management courses offer the ideal training ground. As a team or athlete manager, it’s your responsibility to: advise athletes on strategies for achieving their professional goals, negotiate contracts, manage athletes' professional and financial affairs, and develop marketing and promotional strategies.

To accomplish all of this you need a blend of business knowledge plus a blend of leadership skills, communication, and an understanding of team dynamics, which are essential for ensuring the success of sport teams and their athletes.

Key skills for team and athlete managers:

• Leadership and motivation
• Talent identification and development
• Conflict resolution
• Communication and interpersonal skills
• Team building and cohesion
• Performance analysis
• Athlete welfare and support
• Strategic planning
• Time management
• Adaptability under pressure

The Bachelor of Business (Sport Management) introduces students to the fundamentals of managing athletes and teams, teaching key leadership strategies that enhance team performance.

In the MBA in Sport Management program, students focus on advanced team management skills and leadership strategies, preparing them to take on senior roles in sport organisations.

6. Community focused sport management

Local sport organisations bring communities together, foster social inclusion, and promote physical and mental well-being. For those who love their local sport clubs and who want a career that blends sport, management and community engagement together, you can also use your Sport Management training to manage community facilities or clubs, to design and run sport and recreation programs for kids or young adults, or otherwise enter into the community sport field.

Sport Management students learn how to design sport programs that have a positive impact on local communities, promote public health, and use sport as a tool for social change. These skills are essential for professionals working in both local community settings and larger global sport initiatives.

Skills for community sport management:

• Designing community-based sport programs to engage diverse populations.
• Promoting health and well-being through sport.
• Advocating for increased sport participation and social inclusion.

In the Bachelor of Business (Sport Management), students are exposed to the principles of community engagement through sport and learn how to apply these strategies to benefit communities.

In the MBA in Sport Management, students learn to develop large-scale, socially responsible programs that use sport to tackle global challenges and promote community health and engagement.

7. Work-Integrated Learning: Gaining real-world experience

A unique aspect of the Sport Management courses at Torrens University is the emphasis on Work-Integrated Learning.

Bachelor students are required to complete 300 hours of industry experience through subjects like the Industry Skills Project and the Industry Consulting Project, where you apply your learning to a work placement scenario, and gain practical experience with real-world sport organisations like SANFL, the Penrith Panthers and the Adelaide 36ers.

The MBA Sport Management and MBA Sport Management (Advanced) are both offered in collaboration with Real Madrid Graduate School, who offer subjects online from Madrid, plus one residential unit in Spain, where students learn directly from industry experts on the ground at the Real Madrid Football Club: one of the most successful sport clubs of all time. In addition, MBA students undertake the subject Field Project in second year, which involves applying their knowledge to a real-world sport management scenario.

This hands-on experience allows students to apply theoretical knowledge in practical settings, build professional networks, and gain insights into the day-to-day operations of sport organisations.

What skills and knowledge does the sport industry expect from Sport Management professionals?

The Sport Management industry is as competitive as the sport itself. To succeed, you need a combination of  business development and foundational skills, strategic thinking, soft skills like organisation and managing people, a real knowledge of the industry and a passion for sport. As a graduate of a Sport Management course, you will be expected to have knowledge and practise in the 7 essential skill and knowledge areas listed below:

Core business, management and entrepreneurship skills:

• Sport marketing and branding
• Events and facility management
• Governance, leadership and ethics in sport
• Managing athletes and teams
• Community focused sport management
• Real world experience

Employers in this field look for graduates who can demonstrate a solid understanding of the sport business landscape, along with practical experience and strong communication and soft skills. Getting a balanced degree which includes practical experience is important for this reason.

A Sport Management degree or something similar should prepare you to meet these expectations by offering an up-to-date curriculum designed in collaboration with industry partners. When you choose your course, make sure it’s designed and taught by industry professionals who are actually working in the real world and know what they’re talking about.

Why study Sport Management?

1. A growing industry with diverse career opportunities

The sport industry is booming: globally, the sport market worldwide is projected to grow by 9.66% (2022-2027) resulting in a market volume of US$4.18bn in 2027: with new opportunities emerging in areas like eSports, sport technology, women’s sport and global sport marketing. According to search data from SEEK, there are over 3000 diverse Sport Management jobs hiring in Australia right now. By studying Sport Management, you'll gain access to a range of career paths, and you’ll gain a broad spectrum of business skills that are highly transferable.

Potential careers include:

• Athlete or Team Manager
• Sports Facility Manager
• Sports Events Manager
• Community Sports Program Director
• Sports Data Analyst
• Ticket Sales & Sponsorship Coordinator
• Fitness Club Manager
• Sports Brand Partnerships Manager
• Sports Development Officer
• Club Operations Manager
• Sports Merchandise Manager
• Corporate Social Responsibility (CSR) Manager in Sports
• Public Relations Specialist for Sporting Brands

2. Networking with industry leaders

Studying at Torrens University Australia offers opportunities to connect with leading sport organisations through industry placements and other initiatives. Additionally, our partnership with Real Madrid Graduate School provides MBA Sport Management students with exclusive access to guest lectures from top sport industry figures, offering invaluable insights into the global sport business.

3. Developing transferable skills

Sport Management courses equip students with a diverse skill set that is highly valued across industries. Skills like strategic planning, leadership and marketing are not only applicable in sport but also in fields like entertainment, hospitality, tourism, and corporate management. So, if you ever decide it’s time for something new - you can easily change direction.

If you’re passionate about sport and want to build a fulfilling career in this exciting field, a degree or MBA in Sport Management offers the perfect blend of business foundational knowledge and sport industry relevant expertise. From learning about sport marketing and event management to gaining hands-on experience through internships or field projects, these courses provide the skills and knowledge needed to thrive in the competitive sport industry.