The General Management Program in Sports Business is an part-time executive development program for future leaders in the sports business industry and "high potentials" from adjacent business sectors. The program is offered by "Sport Business Academy" (SPOAC), a cooperation of WHU and the publishing house SPONSORs. The program content and selection of faculty are based on the latest scientific findings and most current industry trends.

Short facts

CategoryGeneral Management

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Your program at a glance

Program content

The General Management Program in Sports Business consists of the following modules:

STRATEGY IN ACTION – How to shape for the long term and take action in the short term

FROM TRADITIONAL TO NEW MEDIA – Examining Business Models and defining revenue potentials

LEADERSHIP – How to become and act as a leader

FROM IDEA TO IMPACT – How to act as an entrepreneur and to develop new business models

ACCOUNTING AND FINANCE – How to effectively acquire and invest capital

SALES - FROM CONTACT TO CONTRACT – How to acquiring projects and develop customers

INTERNATIONALIZATION – How to conquer new horizons

SPORTS MARKETING – How to address markets successfully

CONSULTING FIELD STUDY – Work as a strategic consultant

Program benefits


Think outside of the box and develop new growth impulses for you and your business


Let yourself be inspired by topics and trends that will shape sports business in the next few years.


Extend your professional network to top decision-makers and establish personal contacts with influencers in the sports business industry


Lay the foundation for attractive salary and career development.


You will get a Certificate including 15 ECTS.

Participant profile

The GMP is targeted at future leaders in the sports business industry and "high potentials" from adjacent business sectors.

A Bachelor or equivalent first degree is necessary as well as two years of work experience. For the exact admission requirements please visit the SPOAC website.

Program format and module dates

The program consists of 45 days, spread over 1 year. You will learn 24 days at WHU Campus Düsseldorf. Module 5 will take place at a international sport business hotspot like Boston and Shanghai.

Module dates & application:

Please visit the SPOAC website for the exact module dates and to apply for the program.

Program faculty

    Contact us

    Philipp Timm
    Head of Project Development SPOAC
    Phone: +4940 413300 858

    Category: General Management
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