Business and Hotel Management School - Luzern Switzerland

Höhere Fachschule
Sports & Events Management

Sports & Events Management

This intensive 10-week program develops both the theoretical and practical skills of participants looking to develop a successful managerial career in the sports and events sectors. Topics such as event planning & measuring the success of events, venue, stakeholders and volunteer management and sports marketing are explored in details. Participants will also examine sponsorship options, celebrity endorsements and licensing considerations using a variety of case studies and examples. Event campaigns, social media and digital communities are the main focus in event communication strategies.

Participant Profile

Sport managers, event managers or professionals interested to explore the fast-growing segment of sports and events.

Program Structure

The Sports and Events Spectrum
Gain the business skills and event management expertise required to organize and market sports events, recruit and motivate volunteers and find sponsors at the corporate, professional or amateur level.


Event Planning and Management
An overview of how to successfully plan and organise an event. Event planning process and legal regulations are explored.


Event Advertising and Media
Explore events campaigns, social media, celebrity endorsements and the role of digital communities in promoting the sport event.


Case Studies & Company Visits
Variety of case studies and best practice of sport events advertisement, social media practice, celebrity endorsements and licensing considerations.