Master of Science in Sports Marketing & Management

young man on the starting line getting ready to run
Bachelor degree or higher
September, February
Initial training, apprenticeship
Bordeaux, Paris, Chambéry, Lyon, Rennes, Marseille
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The MSc Sports Marketing & Management programme

“As part of my Master’s degree, I had the opportunity to do a six-month internship with the CROS of New Aquitaine. As an Assistant in charge of Communication and Marketing. After a wonderful student year in Bordeaux, I decided to do a gap year between my Master of science 1 and 2. This was to gain experience and skills. This year consisted of two six-month internships. The first one in the French Football Federation as Assistant Project Manager for Partnerships. And the second one, at PSG as Sponsorship Production Assistant.

Thomas LATIEULE, ancien étudiant – profil Linkedin

A 1 or 2-year degree to become an expert in sports management

Holders of a 3-year Bachelor degree can apply for the first year of the MSc, and holders of a 4-year Bachelor degree can apply directly for the second year.

The program includes strategy and management-oriented courses, complemented by numerous professional courses related to the sports industry.

The objective of this program is to acquire the necessary skills to quickly integrate employment in high-level functions in the field of sport: marketing and events, organizations and governance of sport.

You want to know more about the program MSc Sports Marketing and Management ? Sign up for an Open Day!

The Courses

The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.

1st year courses


Business Game

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

Professional Technical Workshops and Personal Management

  • CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
  • Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
  • Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

Trade conferences

Presentation of the professions in the sector by professionals.


Budget management and management charts

The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.

Business plan and setting up a company

The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.

Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.

Strategic management

A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.


This seminar focuses on a negotiation in a national and international context.

In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.

Business english

To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

Management Information Systems

This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.

It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.

Business Skills

What makes a successful business person?

Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.


Sports marketing

Understand, analyse and then be able to design marketing strategies for commercial and non-commercial sports organisations. The case of national sports federations and professional sports clubs are particularly analyzed.

Sporting goods retail

In a worldwide perspective, the aim of this course is to understand, to analyze, then to design marketing strategies of sporting goods companies.

Sports economics

Know the economic roles and issues of sport. To master its international impact, particularly in the sports sector.

Sport and society

The aim is to master the societal issues related to sport as well as the rules that govern sport.

Communication strategy

Understand, analyse and then be able to design communication strategies through sport according to the company’s objectives. The focus will be on editing a video in sport.

Journalistic writing plays an important role in the media coverage of a sport, a sportsperson or an event. This seminar will be an opportunity to address the fundamentals of journalistic writing applied to sports.

Digital marketing applied to sport

Digital marketing and social networks are now essential facets of sports marketing. This module allows you to master the basics.

Introduction to sports law

Master the fundamentals of sports law, particularly contract law and image rights.

Sports event management

To know the different functions necessary for the organization of a sports event and understand their interactions before, during and after the event.

2nd year courses


Professional technical workshops and personal management

CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.

Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS)

Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

LinkedIn workshops.

Computerised management tools

Software (Excel, Word, VBA, professional software).

Business conferences

Presentation of the professions in the sector by professionals.


Brand strategy

The importance of building a brand identity in the sports environment. Reflection on the legitimacy of performance around the “genetic heritage” of the main sports brands (equipment manufacturers, clubs…).

Work on real cases.

Branding et naming

The objective of this module is to understand the latest branding strategies in the sports sector and in particular the appropriation of private companies in sports venues. The elements of sponsorship and patronage will be discussed as well as the tax and legal conditions.

Management of sports organisations

Specific management of sports organisations taking into account all stakeholders: clubs, federations, leagues, IOC, etc.

Sports event management

This module allows you to master the management of a sports event in its entirety: what methodology, insurance and security, logistics, budgeting, ticketing, etc.

The focus will be on stadium management and consumer experience (stadium operations, fan experience, crowd management, sponsorship, etc.).

Strategy and entrepreneurship

How to develop your start-up in the sports sector: from the creation of the brand, the development of the project, the fund raising, the communication.


Digital strategy

Today, digital is an essential part of an organization’s strategy. The objective of this module is to master the digital strategy and its follow-up (budget, KPI, etc.).

Press relations and media plan

In the communication strategy, press relations and media planning are of particular importance. The objective is to know how to build a relationship with the media, the targets to bring visibility to an event, a sportsman, etc. including E-RP.

A mastery of the Hospitality concept will also be proposed with the creation of commercial offers and the measurement of their effectiveness.



Discover and learn about the e-sport business ecosystem. What are the opportunities?

Social media strategy

A particular focus will be on social media strategy with platforms, content creation and communities.


Sports betting

Legal framework, regulations and different players in the sports betting sector with a focus on risk management and customer segmentation.

TV rights in sport

What are the specifics of television broadcasting? What monetization? Understand the world of agencies that market audiovisual sports rights worldwide through TV channels during international events (CAN, EURO, WORLD CUP…) as well as the entire chain of production and image capture of a production company.

Sports marketing rights

Explanation of the process of selling marketing rights by agencies to rights holders (clubs, federations, institutions…) and advertisers thanks to marketing tools, studies… in order to meet specific needs.

CSR strategy

Taking social and environmental responsibility into account is a must today. Learners will be able to understand its integration into the organization’s strategy and take it into account in both the marketing and management of the organization. In this way, sports organisations will be able to implement concrete, quantifiable and valuable actions in the service of society and the environment.

Human resources applied to sport

We will discuss labour law and the legal elements of an employment contract. The learner will thus be better equipped to understand the legal aspects and the law in general in the context of work.

Dashboards and reporting

The sports marketing manager must be able to propose dashboards and reporting in order to ensure the follow-up and development of any activity.

2 start dates per year and varying study rhythms

There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.

The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).

The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).

Student INSEEC Director of Health Establishments

Career opportunities after an MSc in Sports Marketing and Management

  • Marketing Director
  • Brand Director
  • Marketing Manager
  • Product/range marketing manager
  • Client Manager
  • Marketing Manager
  • Marketing Project Manager
  • Brand Manager
  • Product Manager
  • International Product Manager
  • Market Manager
  • Marketing Consultant
  • Research Manager
  • Marketing business manager

What business skills are developed?

  • Determine the marketing strategy and propose an innovative offer
  • Define and implement the business development plan
  • Manage and implement communication and digital marketing actions
  • Manage a marketing and sales team
  • Implementation and management of the marketing and management strategy in the sports sector

This program delivers the title of ” Manager of Marketing and Commercial Strategy” level 7 – former level 1 – registered in the RNCP (National Directory of Professional Certifications) under the code NSF 312.

The certification is obtained by capitalisation of all the blocks of skills.

For more details, please consult the online repository:

What are the teaching methods?

Teaching methods

  • Lectures and interactive courses
  • Situational exercises through collective or individual case studies carried out by the students
  • Conferences, seminars and educational visits

Evaluation methods

  • Individual or group case studies
  • Individual and group oral presentations
  • Individual and group files

Methods and tools

  • The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.

What is the 2024/2025 tuition to enter the program?

Initial training:

  • Entry into MSc1: €11 950
  • Direct entry into MSc2: €12 550
  • MSc1 + MSc2: €24 500


  • 24-month training: €22 500
  • Direct entry into MSc2: €12 950

In the context of work-study training, tuition fees are payable by the OPCO and the company signing the contract.

Do you have any questions about work-study or our school in general? Consult our frequently asked questions.


  • VAE : 4 200 € HT
  • VAP : 850 € HT

International Student Pack: Mandatory fee of €490 for exclusive support services for international students.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:



Taux de satisfaction global par rapport à la formation – Promo 2019


Taux de réussite – Promo 2019


Taux d’employabilité – Promo 2019


Taux de CDI à 6 mois – Promo 2019


The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.

Accessibility of premises: all our campuses are accessible to people with disabilities.

To learn more about the OMNES Education Group’s disability policy, click here.

Contacts for disability referents by campus:
Bordeaux : Maxime DOUENS –
Lyon : Anissa GASMI –
Rennes : Laura LE CALVEZ –
Paris : Farid HAMAD –
Chambéry : Clément BERTACCO –


rendez-vous inseec sport avec Adrian Balduzzi Fédération Française Handisport le 9 février 2022
groupe d etudiants en ecole de commerce faisant un selfy
Updated 21 February 2024