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.


Practical teaching approach

  • Case studies
  • Business games
  • Study trips
  • Training-on-the-job (at ALBA BERLIN)

Manifold career options

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)
  • Music & film festival management.


Course structure

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.

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
Program taught in:

See 5 more programs offered by University of Applied Sciences Europe »

Last updated November 28, 2018
This course is Campus based
Start Date
- 745 per month for EU applicants / 845€ per month for non-EU applicants. If siblings already study at BiTS then you can apply for a rebate of 10%. Alumni of a full-time course in the Laureate network will receive a rebate of 15% on the monthly tuition
By locations
By date
Start Date
End Date
Application deadline
Application deadline
End Date