The best career program in sports

New Excellence Programs 2018

Multy-Day intensive courses in Düsseldorf and Madrid

SPOAC – Sports Business Academy by WHU brings together the best from science and industry practice.

In cooperation with leading companies and institutions in sports business, SPOAC offers part-time degree and non-degree programs that focus on interdisciplinary challenges and immediate applicability of the contents for the industry’s future decision-makers.


Graduates found Graduate Club

A reliable network is the foundation of a successfull carreer in the sports business industry. In order to support the unique network of SPOAC graduates from different years, the official SPOAC Graduate Club has been founded. The Club‘s goal is to connect their members among one another and to offer progressive opportunities on their way to take on meaningful leadership positions in the business of sport and beyond.

Chinese sports business boom "Class of 2017" explores Shanghai

As part of the module “Internationalization - How to conquer new horizons”, the 24 participants focused on understanding the rapidly growing Chinese soccer market and on developing successful internationalization strategies in Asia for European soccer clubs while they absorbed the culture around them.


SPOAC develops the next generation of sports business managers

Industry Experts

Leading industry experts enance the SPOAC faculty


The DFL, DFB, DOSB and WWP are the SPOAC’s strong industry partners


By means of innovative learning methods developed by Harvard Business School, among others, and a clear focus on the challenges the industry faces, students receive the best possible training that will enable them to assume leadership roles within the sports business industry in the future.

Case Method

Effective learning using the Case Method
originally developed at Harvard Business School

Industry Experts

Learn from distinguished experts from
academia and top decision-makers from the industry


Students at SPOAC benefit from unique career development opportunities:
they gain exclusive access to industry knowledge, partners and decision-makers from the SPONSORs and WHU networks.
At all times, achieving personal career goals is at the core of the individual support SPOAC provides.

Industry knowledge

Unrestricted access to SPONSORs media and SPONSORs Summits


Support for building and expanding one’s personal network

Career advice

Advice and coaching to achieve personal career goals


The degree and non-degree programs offered at SPOAC are geared towards high potentials from sports business and associated fields with several years of professional experience. The students aim to take the next step in their careers in the fields of management, strategy and networking, with a view to assuming leadership roles in sports business. At the same time, SPOAC serves as a training platform for valued staff members of leading clubs, leagues, associations and sports business enterprises.

The part-time degree and non-degree programs SPOAC offers to the sports business industry range from subject-specific three-day "Excellence Programs" to the one-year "General Management Program in Sports Business" to the two-year WHU Part-Time MBA Sports Business Track.



Download key documents such as the image brochure and study guide here.

What is SPOAC?

Find out more about the SPOAC here: our mission, who and what is behind our concept, and which advanced and further training courses are available.

Details of the General Management Program

The study brochure brings together all key information on the contents of the „General Management Program in Sports Business“.