Sport & Event Management (B.Sc.) dual

University of Applied Sciences Europe
City, country:
Berlin, Berlin, Germany
B.Sc. (Bachelor of Science)
8 Semester


The dual study program for future sport managers in co-operation with ALBA BERLIN. Turning your passion into your job – a dream, especially for sports enthusiasts. Basketball has much more to offer than sports entertainment, and no one knows this better than ALBA BERLIN, one of Germany’s most successful basketball clubs. As an expert in the professional sport you love so much, you’ll understand opportunities and prospects inside and out and prepare global players, such as the German number one, for the challenges of the future.

Become a sport & event management champion! This bachelor program offers a unique opportunity to become a real expert: you will study Sport & Event Management at University of Applied Sciences Europe in Berlin and gain an excellent academic education in the principles of management and business administration. At the same time, you will be granted a position at ALBA BERLIN, giving you insights behind the scenes of the biggest basketball club and one of the leading professional sport clubs in Germany. Study and working schedules are perfectly harmonized.

Our university focuses on your development. That's why we teach in small learning groups and in a friendly and personal atmosphere. You will be taught by renowned lecturers with both scientific and business backgrounds. You will study at a campus that is centrally located, equipped with the newest technology, and known for its international and English-speaking character.

Job description and job opportunities

As a Sport or Event Manager, you can expect a career with constant new challenges. Whether it is a sport event, a fashion event or an exhibition – creativity, good project management and basic business know-how are key factors for success.

You might be working in the marketing & sales department of an international company developing campaigns or PR activities for big sport brands. Or you might be working for a sport club or event agency, organizing large sport events, managing artist bookings, or sponsorships.

As Sport Manager, you will work in a in a field with passionate professionals. The stadium’s VIP box might be your office.

Typical areas of work include:
  • Clubs, federations (e.g., UEFA, FIFA) and leagues (e.g. Beko Basketball Bundesliga)
  • Sport marketing agencies (e.g., Lagadère Sports and Infront)
  • Event agencies (e.g., Vok Dams or Jack Morton Worldwide)
  • Sponsorship, PR and event marketing departments in big companies (e.g., Red Bull, VW, Bayer or Carlsberg)
  • Event location management (e.g., Mercedes-Benz Arena in Berlin, The O2 in London)
  • Sporting goods industry (e.g., Nike, Adidas, Puma)
  • Fairs and congresses (e.g., International Motor Show IAA at Hannover Messe, International Green Week at Berlin Messe)


ALBA BERLIN and University of Applied Sciences Europe have jointly developed a schedule that is optimized for you. Study and exam times are perfectly harmonized with the peak times of the basketball season.

From the 1st to the 4th semester you will get to know the fundamentals of business administration, including marketing as well as other subjects (e.g., corporate management and controlling). At the same time, you will specialize in Sport and Event Management by attending classes such as sport marketing, sponsorship and event production.

Of course, you will also be asked to organize several events, facilitating a good combination of theory and practice. Professors and lecturers with professional experience use a practical approach, which includes case studies, business games and study trips.

Design your study program individually starting with the 5th semester! You will be able to choose courses from 10 different modules – a customized study plan just made for you. These modules include courses such as human resources management in sport, ticketing & hospitality and planning cultural & social Events.

Specialization in “Basketball Management”:
ALBA BERLIN and the University of Applied Sciences Europe have jointly developed the Europe-wide unique specialization in “Basketball Management”. Here you will learn all you need to know about the business of basketball in Germany and Europe. Of course, we will also have a closer look at the NBA in the USA, known as the best basketball league in the world.

Your lecturers will be experienced professionals from Club and Federation Basketball. Learn from the best!

Examples of Courses:
  • Basketball Leagues, Associations & Clubs
  • Study trip Basketball Business
  • Basketball Marketing & Brand Strategies
  • Case Study Basketball Communication
  • Talent Scouting & Promotion
  • Athlete & Team Coaching

Admission/Entrance requirements

Application process:
The study program starts every year in August. From December onwards, it is possible to apply for the next next program beginning. The application deadline is June 15th of every year.

Please be aware: We accept students on a rolling basis, i.e., we evaluate applications as soon as they are received by us. Therefore, the earlier you apply, the sooner you will know the result of your application. We will only continue to evaluate applications until they have filled all the slots available (max. 25 study places).

To qualify for the dual study program Sport & Event Management at University of Applied Sciences Europe, you must meet the following requirements:

  • Online application (including CV and motivation letter)
  • Certified copy of your secondary school diploma (in German: “Beglaubigte Kopie Ihrer allgemeinen Hochschulreife oder Ihrer Fachhochschulreife inkl. praktischer Teil”)
  • Admission test
  • Personal interview with the admission commission (our professor & ALBA BERLIN representative)
  • Good English language skills

Tuition fees and funding:
As a private university, University of Applied Sciences Europe is funded not by the state, but by tuition fees. For this reason, studying at University of Applied Sciences Europe costs more than at a public university. But it’s worth it: Our graduates meet essential requirements of careers in business, and this sets them apart from the graduates of many public universities. Your employment and earnings prospects are greatly improved.

Tuition fee: 785 € / month

Studying at University of Applied Sciences Europe

We put emphasis on internationality. That's why we were ranked as "one of the best 25 best international universities worldwide" (U-Multirank 2016). Our many international students come from all over the world to pursue a highly valued (state and FIBAA recognized) German degree that is entirely taught in English.

Germany, known as the country of innovators, is the perfect place to get your degree. Germany is the largest economic power and the center of high tech and automotive technologies in Europe. Additionally, Germany is a particularly safe and livable country with relatively low tuition fees and affordable living costs. Furthermore, Berlin is known as Europe's startup capital, magnet for creatives, and "place to be" for young people and entrepreneurs.

That's why we encourage international students to come here and study with us. You can apply with your national school degree now. We will then take a look at your application and guide you through the process.

What the ALBA BERLIN College offers you:
ALBA BERLIN College has been jointly founded by ALBA BERLIN and University of Applied Sciences Europe. This offers the students a lot of advantages. You will get an exclusive tutorial and mentorship program designed to support your development! Furthermore, the unique combination of academic and practical experience of the 4-year program makes you an expert in Sport & Event Management and offers you manifold career options.

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The University of Applied Sciences Europe - Iserlohn, Berlin, Hamburg educates the designers and decision-makers of tomorrow in the fields of Business, Psychology, Media and Communication, Sports Management, Art and Design. It came into existence in 2017 after the merge of BTK University of Art & Design and BiTS University of Business Leadership.

The university promotes the future-oriented development of skills and interdisciplinary teaching formats in step with actual practice and according to the highest international standards at locations in Iserlohn, Berlin and Hamburg. Through the interaction between creative, entrepreneurial and digital thinking, as well as an international perspective, the various fields of study mutually enrich each other and offer new approaches in teaching and research tailored to the requirements of Job Market 4.0.

The University of Applied Sciences Europe is member of Global University Systems and opens up unlimited career opportunities to its students by awarding a degree with an international reputation. At our university you complete a globally oriented program that offers far more than a semester abroad and foreign language courses.


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