Careers in the sports business

The allure of the growing sports business is drawing more and more people. However, the demands on the employees continuously increase as well. A new educational programme prepares industry participants for management responsibilities in the sports business, whether they come right from school or from another sector.


SPOAC Modul 3 From Traditional to New Media

As part of the Module 3: From Traditional to New Media of the General Management Program (GMP), SPOAC students gained insight into successful digitalisation strategies in the sports business and learned about new, digital trends.

Under the guidance of Prof. Dr. Schlereth, Chair for Digitales Marketing at the WHU, scientific findings from current research projects were prepared and applied to real cases from the field.


The second GMP class is off to a good start

The second GMP class at SPOAC has launched with an intensive week. Over six days, the 23 participants in the "Strategy in Action" and "From Idea to Impact" modules were introduced to the latest findings concerning the development and implementation of strategies and business models.


SPOAC graduation on campus in Düsseldorf

On 11 September, the time had finally come for the 14 participants in the General Management Program in Sports Business (GMP). Exactly one year after starting their studies at SPOAC, all participants were handed their eagerly awaited degrees.


Who are you? What do you want? What are you capable of?

Three quite short questions which aren’t easy to answer. In doing so, awareness of one’s own personality and its potential is crucial for both professional and personal success and determines the individual strategies to achieving it.


SPOAC instead of Rio

Rare are the pro athletes who manage, during their active sports careers, to prepare for the time afterwards. After all, those who hope to be the best in the world in their disciplines have to hold their athletic goals firmly in sight and push everything else to the side.


SPOAC participants are building their careers

The first class of the SPOAC – Sports Business Academy by WHU launched in summer 2015. Fifteen participants received intense training from professors and practical experts in the field of sports. It was successful, as the careers of three participants demonstrate.


SPOAC visits Harvard

The Internationalization module led SPOAC to the Harvard Business School in Boston this year. The focus was on the billion-dollar US sports business market. The module abroad at the Harvard Business School in Boston was the high point of the first class of SPOAC. Part of the thrill was the look into the future of the sports business offered by the just over one-week trip.


WHU and SPONSORs establish the Sports Business Academy

The WHU – Otto Beisheim School of Management and SPONSORs have established the SPOAC – Sports Business Academy by WHU for the advanced and further training of the sports business leaders of the future.


Official launch of the "Sports Business Academy"

At the SpoBiS 2015, the SPOAC – Sports Business Academy by WHU was presented to the public for the very first time. High-calibre partners such as the DFL, DFB, DOSB and WWP are to now cooperate with the further training institution for the sports business managers of the future.



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“.