European Handball Manager

The last few decades have placed heavy sporting and economic demands on handball organisations. Handball coaches are in the enviable position of having many options for further training courses and qualifications open to them. However, for managers of handball clubs, associations and leagues, nothing comparable exists on a national or international level.

That is where we come in!

The aim of the new and unique certificate programme of the European Handball
Federation and the German Sport University Cologne is to provide the  participants with a professional development course which meets modern  market needs in this field.

In comparison to other certificates it offers handball-specific, tailor-made  content including legal, economic, psychological, media and management aspects.

Degree Content

Participants attend the part-time certificate programme parallel to their jobs. The programme content is divided into self-study and attendance phases with 250 lesson units in total. It will be offered alternately in German (2017/18 intake) and English (2018/19 intake). The teaching is carried out by distinguished academics and handball experts. Focus of the programme content are legal basics of Europe.

The programme consists of five interdisciplinary modules. Each module comprises theoretical and practical parts which are taught by experts from various fields including economics, law, communication and psychology:

Module 1: Economic and legal requirements of team sport

Module 1: Economic and legal requirements of team sport

In the first module, the foundations of sports economic and sports law are taught and also their consequences for the management of handball organisations. This includes special features of sporting goods, of the demand for and supply of sporting goods and services, of the sport markets, institutions and organisations for the creation of added value in handball. The module consists of four themes with the following content:

a) Economic features of team sport:

  • Introduction into sport economic aspects (their economic significance, special features and state intervention)
  • Economy of sport clubs and leagues (aims, intensity of competition and regulation)
  • Live broadcasts of sporting events and TV spectators (determinants and effects)
  • Sport events (economic significance and risks)

b) Value-added models in handball:

  • Handball matches as service
  • Value creation in handball
  • Consequences of commercialisation

c) Special features of handball clubs, federations and leagues and the economic consequences thereof:

  • Characteristics and special features of non-profit organisations in sport
  • Organisational failure, transformation and related issues
  • Cooperation and divergence of interests between clubs, federation and league

d) Sports law requirements:

  • Constitutional and European law
  • Competition and anti-trust law
  • Regulation of sport organisations
Module 2: Team sport governance and handball management

Module 2: Team sport governance and handball management

On the basis of the Module 1 (sports economics and sports law), Module 2 aims deepen the knowledge about the strategic alignment of handball organisations. The main focus is on various governance structures and the interaction between the different sport organisations (clubs, leagues and federations).

This module consists of three main topics with the following content:

a) Governance of team sport:

  • International sport organisations and regulations
  • European sport systems
  • Sport politics in Europe and the European Union
  • Governance structures in European handball
  • Sport governance in handball organisations
  • Current issues of sport governance (e.g. social responsibility, match-fixing, doping, corruption) and their consequences for handball

b) Strategic handball management:

  • The process of strategic sport management
  • An analysis of internal and external strategic factors of success in handball
  • Planning sporting success in handball
  • Managing change in handball
  • Human resource management

c) Labour law in sports

Module 3: Sport marketing and sponsorship

Module 3: Sport marketing and sponsorship

This module deals with the motives and behaviour of handball consumers, how they are connected to each other and can be influenced effectively. This includes spectators, fans and club members. Furthermore, the module deals with the basic concept of identity-based brand management and its consequences for the management of sports brands. Course participants will gain deeper knowledge of sport sponsorship. The five main topics in this module cover the following content:

a) Consumer behaviour in handball:

  • Motives and behaviour of active and passive sport consumer
  • Distinctive features of team sport consume
  • Satisfaction and loyalty of fans, spectators and club members

b) Management of team sport brands:

  • Basic concepts of identity-based brand management
  • Challenges of brand management
  • Controlling of brand management

c) Sport sponsorship:

  • Sponsorship management (acquisition, development and termination of partnerships)
  • Activation and suitability of sponsorships
  • Crisis management in sponsorship relations
  • Controlling of sponsorships

d) Relationship management in sports:

  • Basic concept of relationship management and its relevance for sports

e) Sponsorship law

Module 4: Financing and licensing

Module 4: Financing and licensing

The participants will gain specalist knowledge about accounting and licensing in sports corporations and their distinctive features. They will also learn about how sports corporations can be operated and controlled more effectively. The requirements, opportunities and limitations of the licensing process will also be part of this module. It is divided into five topics covering the following content:

a) Accounting of sports corporations:

  • Financial reporting and bookkeeping obligations
  • Sport specific financial reporting obligations
  • Balancing and evaluation of active and passive positions
  • The impacts of Basel III on sports corporations

b) Sport-specific financing options:

  • External financing through bonds and asset-backed securities
  • External financing through private investors/strategic partnerships
  • Making use of the capital market
  • Financing of sports venues (incl. subsidies and public financing)
  • Crowdfunding

c) Financial analysis of handball corporations:

  • Financial indicators for the evaluation of sports corporations
  • Evaluation of player assets
  • Evaluating brands of sports corporations

d) Controlling of professional handball corporations:

  • Challenges and strategies of risk management in team sports
  • Basic information of controlling in sports
  • The Balanced Scorecard as a controlling instrument

e) The licensing process in handball:

  • Financial criteria and financial reporting
  • Possibilities and limitations of the licensing process
  • Financial Fair Play
Module 5: Media and communication training

Module 5: Media and communication training

    In the fifth module the participants will gain skills in terms of media and communication. Besides dealing with medial strategies and journalistic production processes, additional topics are different techniques of interview and conflict management techniques. The module will be rounded off with basic information about media law and personality rights. The module covers the following content:

    a) Medial strategies in sports media:

    • Strategy development of media corporations
    • Strategy development of sport federations

    b) Logic and processes of journalistic productions:

    • Editorial patterns of processing
    • Journalistic selection criteria

    c) Media training:

    • Interview training
    • Non-verbal communication, rhetoric

    d) Conflict management:

    • Strategies of conflict resolution
    • Internal and external communication means

    e) Media law and personality rights