Sports management

Focus on the sports market and sports companies

Sports management has traditionally been the subject of research by scientists from various disciplines, who analyse the sports market and / or sports companies. Sports management is an intriguing field of research, because it combines different approaches to create a mix of methods that is appropriate to the subject and the problems at hand.

Our research focus

The Sports Management research area consistently pursues the goal of ‘building two bridges’: between sport and business on the one hand, and between theory and practice on the other. The research area has a national and international network of scientific research partners and numerous contacts in the field of sports practice. Through their research, consulting and continuing education programmes, the professors contribute to deepening understanding in these fields, providing a basis for decision-making and recommending appropriate measures. The principles of classical business administration cannot simply be transferred to sport. Rather, a separate approach is needed when sport takes centre stage instead of the usual products or services.

Core competence: sports marketing

Within sports management, sports marketing is currently the most differentiated discipline, i.e. in sports marketing, business management professionalisation in sport is already the most advanced. Sports marketing therefore plays a particularly important role in the field of sports management research.