Sports Management and Sports Communication
Bachelor of Arts (B.A.)
Are you interested in how sport is organised, marketed and communicated? If you want to understand economic contexts and also have a strong interest in sport, the Sports Management and Sports Communication (SMK) degree programme could be just right for you.
The degree programme opens up a wide range of career prospects within sports organisations and the sports sector. It equips students for roles in the fields of leadership, planning, organisation, finance, communication and marketing, and is aimed at prospective students who wish to work at the intersection of sport, business and the media. Practice-oriented case studies, lecturers with professional experience and hands-on projects with industry partners ensure a close link to the world of work.
Key facts
Duration of study
6 semesters
Commencement of studies
Winter and summer semester
Admission Requirements
- School leaving examination or other qualification entitling the holder to enter higher education
- Physical aptitude test
Workload
180 Credit Points
Application deadline
- 15th of July (Winter semester)
- 15th of January (Summer semester)
Qualification
Bachelor of Arts (B.A.)
Language of instruction
German
Fees
approx. 335€ (Semester fee)
University places
150 places per cohort
Semester abroad
optional
Degree Structure and Content
During the course, you will learn how sports organisations operate and how sporting activities are planned, funded, marketed and communicated.
Key areas of focus include:
- Business and economics in a sporting context
- Media and communication studies
- Management and organisational studies
- Marketing and finance
- Sports and media law
You will learn how decisions are made in the sports business and how these are implemented in clubs, federations, agencies or companies. The degree programme is complemented by practical sports courses as well as the fundamentals of training, biological and social sciences, which provide a broad and well-founded understanding of sport.
The degree programme is geared towards professional practice in the sports business and combines management, communication and analytical skills.
Interdisciplinary programme
- The degree programme combines business, media and sport and is geared towards professional practice in the sports business.
Specialist skills in a sporting context
- Fundamentals of business, management, communication, media and law
- Organisation, financing and management of sports organisations
- Planning, marketing and communication of sports programmes
- Basic knowledge of Sport science
Methodological and practical skills
- Analysis of tasks and challenges arising from sports practice
- Development of solutions to management, marketing and communication issues
- Implementation of small-scale academic or practice-oriented projects
Personal and social skills
- Independent and structured working
- Critical reflection and discussion
- Professional oral and written communication
You will also choose three specialisations from a range of specialisation tracks, including, for example, International Sport Management, Sport Marketing, Sport Finance or Sport Communication. A distinctive feature of the programme is its close links with sports organisations and businesses, as well as a strong alumni network that supports entry into the industry.
Typical career paths include:
- Marketing, sponsorship and sales in sport
- Event and project management in sport
- Sports communication, media and public relations
- Organisation and management of sports organisations
- Advisory and consultancy services in the sports sector
Useful documents (German)
What’s Next after Your Bachelor’s Degree?
You’ve got your bachelor’s degree – what next? The German Sport University Cologne offers eight Master’s degree programmes, six professional master’s programmes and a PhD programme, enabling you to continue your studies and specialise even further.
Master’s degree programmes
Further options at GSU
Career Opportunities and Professional Perspectives
All graduates of the German Sport University Cologne have one thing in common: a deep passion for sport and physical activity, complemented by the joy and motivation to pass this on to others.
The Bachelor’s degree programme at the German Sport University Cologne has a practical focus and offers students the opportunity to develop and tailor their own academic profile throughout their studies. This opens up numerous opportunities for graduates to make a successful start to their careers after graduation.
Any questions?
International Office
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location_on
Am Sportpark Müngersdorf 6
50933 Cologne
Main building, 1st floor, rooms 104, 113, 114, 115 - phone +49 221 4982-2160
- mail international(at)dshs-koeln.de
- link International Office
International Office: Consulation hours
- Mon - Fri: 9am - 11am
- Mon, Wed, Thu: 2pm - 3pm
Guidance and academic advice
Student Advisory Service
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location_on
Am Sportpark Müngersdorf 6
50933 CologneMain Building, first floor
- phone +49 221 49822520
- mail studienberatung(at)dshs-koeln.de
- link Studienberatung
Student Advisory Service: Consultation hours
Via phone:
- Mon - Fri: 9 - 11 am
- Mon - Thu: 2 - 3 pm
On site:
- Mon & Wed: 9 - 11 am
- Mon & Wed: 2 - 3 pm
Cancellation of consultation hours:
- Mon, 31.08.2026, 10am - 11am