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.
  • Integrate theoretical knowledge with practical skills across sport management functional competency areas.
  • Demonstrate critical thinking by evaluating the economic, ethical, social and legal impacts of sport management decisions and issues.
  • Demonstrate professional written, oral, and technical communication skills.
  • Conduct academic and professional research; i.e. collect, evaluate, analyze, and interpret data.
  • Evaluate key similarities and differences across diverse regional and global sport management contexts and collaborate with diverse individuals across various sport organizations.


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


- Courses | 33 Credit hours

Bridging Course
Courses (5)
Credit Hours (-)
Core Course
Courses (7)
Credit Hours (21)
Equine Mgmt. Courses
Courses (4)
Credit Hours (12)

* Bridging Courses (5 courses/10 CH) * required for students who have their bachelor’s degree in different field than Business

**Students who will pursue with the Equine Management Track will not be required to register the elective courses


  • Tuition (One Semester)

    Approx. 38,000 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 fundamentals of facility operations including programming, maintenance scheduling, risk management, environmental management and impact assessment. The latter 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.

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 the nature of tourism and entertainment, its economic aspects, cultural factors, marketing, management and nature of sports. Topics covered include: economic, sociocultural and environmental impacts, motivations, marketing, and development principles.



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

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

The course deals with various consumer behavior factors that affect sports and events like consumer motivation, decision making, and how they influence sport marketing activities. It also deals with marketing strategies for sports awareness and attraction. The course also helps in preparing a functional guide to success in planning marketing actions and strategies that promote and deliver sports events.

The course is designed to provide an overview of the global sport industry including the global sport calendar and key organizations and actors.  Managing, marketing, business and financial challenges of coordinating across borders and cultures is a key focus of the course.  Additional topics include the localization of international sport and the relationships between sport and culture.

The course content will reflect the interest of the faculty members and current issues in the sport industry such as global challenges, contemporary issues, ethical issues confronting management, management in changing environment and management under crises. Topics will vary annually.

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.

This course is designed to provide students with an overview of the sport media communication field. The course presents the sports writing, broadcasting, online media, advertising and video production, and examines the differences between content rooted in journalism and content rooted in organizational communication. The goal of the course is providing students with an opportunity to be exposed to the full range of sport media communication; including locating sport communication within the broader field of sport management and administration; different approaches and languages, lines of communication, personal and organizational aspects of sport communication; the various areas or segments of sport media; the services and support systems associated within sport media communication.

This course offers an introduction to research methods in sport so that students can have a sound understanding of research methods and how to critically interpret research findings within the context of sport. The students will learn the language and terminology related to every element of the sport business research process, from the fundamental ‘what, why and who?’ questions, through research plans, literature review, qualitative and quantitative methods of data collection and data analysis, to the communication of research results. It will prepare students for conducting an independent study, starting with the development of the research proposal. 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 key statistical packages such as SPSS and NVivo software programs. The course will emphasize the importance of the cross-cultural dimension in the design and execution of empirical studies relating to different aspects of sport business.



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.