MicroMasters in Sports management

Sports management includes business activities such as planning, organising, directing, controlling, budgeting, and evaluating in contexts related to different types of professional sports and physical activities. MicroMaster in sports management build the necessary skills for managing a sports team, or the business side of a sports club in order to generate revenue.

By studying sports management, future professionals achieve skills on how to promote as well as motivate teams aiming to achieve high performance. Sports managers develop skills on how to define sports club’s management objectives based on thorough analysis of demand and supply, covering the full range of issues regarding customers, competitors, rewards system, staff evaluation and integration.

Sports Management classes will help you learn how to overview the business side of a sports organisation with the use of the latest trends and technologies. You’ll develop a broad set of skills, but some of the most important are critical thinking, problem-solving, communication, and attention to details. These will come in handy in any situation. Whether you’re negotiating a sponsorship contract for a local event or a multimillion-dollar deal for a player or team you represent, the abilities you develop during a Sports Management degree are essential.

What you will learn:





8h weekly








Offline/Live online

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Module one: Sport Marketing

This module explores a range of sport marketing issues. Specifically, it will examine issues concerning the marketing of sports, sport consumer segmentation, sport branding and sponsorship, and corporate social responsibility in sports. This module covers a wide range of topics including the encouragement of sport consumption, the marketing of other companies through sports, and ethical issues facing sport marketers. The module includes a variety of techniques including lectures, seminars, debates and a group assignment. 

What you will learn


  • Market Research in Sports Management

  • Strategy and Innovation in Marketing Management

  • Strategy and Plan in the new Marketing Ecosystem

  • Consumer and Fan

  • Brand and corporate reputation

  • Monetization, measurement and transformation in Marketing

  • Sales and monetization management

  • Disruption and measurement of new marketing

  • Sports Promotions

  • Public Relations in Sports

  • Sponsorship in Sports

Module two: Sport Event Management

This module is a must for all aspiring professional sport administrators and volunteers who sit on the governing boards of professional or amateur sport organisation boards. Sport events form the core business of most sport organisations regardless of the sector it operates within.

  • Bidding for sporting events

  • Event creation, design and development

  • Event planning: processes, risk management and readiness

  • Event planning methodology

  • Event organisation, human resources and volunteering

  • Sustainable event management

  • Event impact and legacy

  • Event evaluation and evolution

Module three: Sports Strategic management

The main objective of the module in Strategic Management of Sport Organizations is to understand the principles of strategic management applied to the sports sector. The student will be able to initiate work in analyzing the strategic, global and objective vision of the sport sector from the business point of view. To know how to analyze the structure of an industry and the trends in its environment to determine their potential.

  • To understand and apply the elements of the strategic planning process.

  • To learn how companies can develop sustainable competitive advantages.

  • To understand the creation of competitive advantages through business models.

  • To understand the basic principles of strategic management at the corporate level.

  • To know the most relevant frameworks that help management implement a strategy and manage change

  • Implementing and evaluating strategies

  • Strategic and Operational Planning

  • Performance Management

  • Sport Management Challenges

Module Four: Sports Governance and Leadership

this module will consider what can be learned from big picture thinking to analyze the external and internal factors in the sports context and for the management of the diverse stakeholders in sport.

The module will evaluate the trade-offs which sports organisations make in the different governance models which they adopt, and the implications of these for effective strategic decision making. The module also focuses on the role and different schools of thought in leadership in sport and the importance of leadership for sports organisations.

  • Governance and sport

  • Governance structures in sport

  • Leadership in sport

  • Business Intelligence

  • Controlling in sports organizations

  • Selected kinesiology topics

  • Project management

  • Socio-psychological aspects of major sports competitions

  • Sports Industry and Markets

  • Sports Law

  • Human Resource Management Strategy

  • Sport Media

Module Five: Financial management in Sport

In recent decades, finance has become ever more important in sport. In professional sport, this is evidenced very visibly in the substantial increases in income enjoyed by top level sport organisations and the resultant benefits earned by elite players. It was also, however, evidenced in the financial difficulties faced by so many professional sport organisations. The ongoing Covid-19 epidemic has resulted in an existential crisis for many sport organisations and events. The approach adopted in this module will be to consider sport finance at both a conceptual or theoretical level and in practice; making use of case studies and practical examples students to understand its crucial importance to sustainable sport.

What you will learn

  • The role of financial management in a sports organisation

  • Using key financial instruments (Part 1): balance sheets

  • Using key financial instruments (Part 2): profit and loss statements; cash flow forecasts

  • Using key ratios for sport

  • Using budgets and techniques for financial forecasting

  • Using KPIs and internal control systems

  • Applying key principles of financial planning

  • Investment appraisal techniques and risk analysis.

  • Returns and financial management of resources

Module Six: SportTech Booster

How does technology enhance sporting performance? With advanced analysis tools, hi-tech sportswear, innovative design in training equipment and programs, and leading research into human physiology. By developing new technologies and products to export, and engaging with local and international business. How does sports technology extend knowledge?

What you will learn

  • Technology in Sport

  • Big Data and Sports Marketing

  • Marketing Web Strategy

  • E-sports the new generation of marketing

Meet your instructors

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Seif Menshawy

I’m Seif Menshawy,
I was EX Banker for 4 years at National bank of Egypt operation back office, i was Passionate about sports, then i get the opportunity through Timeout sports & entertainment management to join and take the role of Business development manager. I Hold FIFA Diploma CIES in cairo university.
My role is contacting potential clients to establish rapport and arrange meetings.planning and overseeing new marketing initiatives.

Meet him in module one


Ahmed El Bassel

I am Ahmed El Bassel experienced in the field of Marketing in different industries, Holding CIES/ FIFA Diploma for sports management 2019, I was a volunteer at African Cup Of Nations Egypt 2019 at the Media Team, I was a volunteer at FIFA Club World Cup UAE 2018 at Al Ain city as Team leader at Media Team, At 2017 I was Assistant Marketing Manager (LOC) for FIBA U19 Basketball World Cup at Egypt, 

Currently I am working as Senior Brand Manager at Ahl Masr Foundation

Meet him in module two


Ahmed Bayoumi

Ahmad BAYOUMI, Founder of Hive Coaching, and Egyptian Steel Head of Marketing. Ahmad is a Certified Positive Psychology & Career Coach, Parenting Educator, Certified Trainer, student activities mentor, Marketer and Brand Architect. All these exist in One Civil Engineer who decided to share knowledge and devote his life to Education and personal development. Ahmad graduated from Ain Shams University and now holds an MBA degree in Marketing and Strategic Management Majors from GUC, a Project Management Diploma from Cambridge University of London. Ahmad has worked for several multinationals, and used to volunteer for several NGOs as a board member and Marketing Team Head. Believing in the importance of Human Well-Being, Ahmad founded Hive Coaching in 2015 with great passion to shift people's perception about wellbeing. And help them think more about practices that nurture their life mentally, emotionally and energetically.
As a Marketer and beside his daily job as a Marketing Manager of Egyptian Steel Company; Ahmad was selected to be the Marketing Manager for the FIBA U19 Basketball World Cup, Egypt July 2017. Also, the FIBA 2019 Basketball World Cup Qualifiers.

Meet him in module three

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