The Global Sports Industry is worth over $150 billion. Be Part of it.

The Master of Sport Management at AUE is a pioneering program combining coursework, research and practical experiences to foster innovative leaders in the thriving, global sport industry.  Housed in the College of Business Administration, the sport management program has a keen focus on core business competencies practiced in the context of a diverse and growing sport market.

According to PricewaterhouseCoopers estimates, the global sport market generates nearly $150 billion USD in annual revenue for a sport market defined as:

  • Sponsorships, which include payments to have a product associated with a team, league or event and naming rights.
  • Gate revenues for live sporting events.
  • Media rights fees paid to show sports on broadcast and cable television networks, television stations, terrestrial radio, satellite radio, the internet and on mobile devices.
  • Merchandising, which includes the selling of licensed products with team or league logos, player likenesses, or other intellectual property. Food concession revenues are not included.


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The American University in the Emirates is accredited by the UAE Ministry of Education |


  • Tuition (One Semester)

    Approx. 20,000 AED
    One academic year is two semesters
  • Admission (One Time)

    3,500 AED

For more information about detailed fees and tution Find here



The course explains the sport governing and policymaking bodies in detail including recreational sport, amateur athletics, Olympic and professional sport. The course highlights the sport governance and policymaking processes in GCC countries.

This course examines the application of basic principles of business marketing to diverse sectors in the sport industry. The course explores the basics of sport market segments (spectators and participants), and builds on that to identify principles for creating and maintaining deep relationships with the sport consumer. It also explores marketing operations for sport including database marketing, customer relations, and brand and line extensions in sport. It presents the basics of sponsorship, including the sponsor-sport property partnership, activating sponsorships, and assessing sponsorship effectiveness.

This course provides the basic concept of sports management in terms of its scope, principles, issues and future trends. Additionally, it provides an opportunity to explore sport managers’ role, responsibilities, and required skills in organizations in the sport industry and to learn strategies for their career sucess. It provides students with the opportunity to gain information and understanding of the various practices and procedures associated with sport administration and management.

This course examines the key financial skills necessary to manage sport organizations in both public and private settings. Emphasis will be placed on the different financial attributes of sport industry segment including recreational, amateur, and professional sports. It will also provide the students with an opportunity to explain the various financial challenges facing the sports industry and critically analyze several components. The goal of this course is to enable the students to evaluate and to solve problems involving sports financing and to effectively communicate their recommendations to others.

This course examines fundamental skills necessary to manage different kinds of sport facilities and events and then extends that knowledge into the challenges of managing sport facilities and events. The course focuses on fundaments of facility operations including programming, maintenance scheduling, risk management, environmental management and impact assessment. The later part of the course builds on the facility management material by examining the ways that events fit into scheduling for facility use.

This course is designed to provide an extensive overview of legal principles and ethical issues that apply to the sport industry and that impact the work setting of sport organizations. It begins with an introduction to the different fields of law and the broad issues related to sports law. The course also covers the role and application of ethics in the decision-making process.

The course provides students with the opportunity to apply acquired learning in a practical field in addition to extending their learning in a contextualized and practice based environment. The purpose of the course is the synthesis, extension and practical based application of learned skills by field experience with a sport organization under the supervision of a faculty member to develop knowledge and skills in the application of sport management theory in a non-classroom setting.



Students are free to select two courses (6 credits hours) from the following courses.

The course deals with development of sport and the various policies for sport development in the UAE, GCC and international levels. The management of sport development and sport for human development is discussed. Sport development will be examined from a social construct and infrastructure development. Policies to develop Sports at a regional and international level are discussed in the course.

The course deals with various consumer behavior factors that affect sports and events like motivation, decision making, and sport marketing activities. It also deals with marketing strategies for sports awareness, attraction and identifies constraints associated with sports activities. The course also helps in preparing a functional guide to prepare and succeed in marketing actions that promote and delivers Sports Events.

The course is designed to provide an overview of sport globalization. The course examines how sports are associated with globalization and explores the international nature of sport and the ways that sport practices have become popular across national settings. The topics include the localization of international sport and the relationships between sport and culture. The challenges of managing sport across national and cultural boundaries are explored

This course is designed to understand an interrelationship between two multi-billion dollars industry of tourism and sports. This course introduces students to the nature, structure, and complexity of the sport tourism industry. It focuses on nature of tourism and entertainment, its economics aspects, cultural factors, marketing, management and nature of sports. Topics covered include: economic, sociocultural and environmental impacts, motivations, marketing, and development principles.

The course covers fundamental techniques of qualitative and quantitative market research, and marketing operations for sport. The course provides the experience in various research methods and analysis techniques while carrying out their research projects. The course also demonstrates the use of market research to the study the feedback of sport participants and sport spectators. This course is strongly recommended for students whose work will include any aspect of sport marketing.

Sports play an important role in our daily lives as a fan, players, and consumers. This course is designed to provide an understanding of the roles of sports in the community and the society including the United States and United Arab Emirates. The course explores sports as social and cultural phenomena. It examines the interaction between sports and society and how sports are associated with various social issues including performance enhancing drug and violence), social institutions including family, and religion, and social variables such as gender and race

This course offers an introduction to quantitative and qualitative designs in management research as well as to applied statistical methods. The students will learn the language and terminology of business research, the research process, use of different data sources and statistical techniques, measurement issues such as reliability and validity, and research instruments including questionnaires and interview schedules. It will prepare students for conducting an independent study, including formulating research questions, reviewing the literature, selecting a research approach and analytical/statistical models appropriate for answering the questions. The course has an applied orientation and students will develop basic research skills and knowledge to effectively use research in decision-making and solving organizational problems. The students will be trained in the use of SPSS and NVivo software programs and will learn to apply SPSS-based statistical methods in their quantitative studies and NVivo in qualitative research projects. The course will emphasize the importance of cross-cultural dimension in the design and execution of empirical studies relating to different aspects of business.



Students in MLIS program have to write a thesis that allows students to demonstrate their ability to work on their own and present a cogent defense of a central claim.

Conducted under the supervision of a faculty member assigned as advisor, this work enables the students to develop a research paper on a chosen topic and prepare a report on the study conducted and its results. Emphasis will be given on methods of data collection and analysis, conclusions on the basis of the findings of the study and proper presentation of the study in a desired format.



Course A | sun –tue | 5:00 pm –8:00 pm
Course B | mon –wed | 5:00 pm –8:00 pm
If one course is registered, one timing would be selected


Course A | fri –sat | 9:00 am –12:00 pm
Course B | fri –sat | 2:00 pm –5:00 pm
If one course is registered, one timing would be selected


Students can join anytime during the year and at the beginning of any block.








The MSM will be specialized based on the thesis topic | extra letter will be provided


The thesis can be replaced by two elective courses.