B.Sc. Sport & Event Management dual at ALBA Berlin College


Program Description

The dual study program for future sport managers in co-operation with ALBA BERLIN

Turning your passion into your job – a dream, especially for sports enthusiasts. Basketball has much more to offer than sports entertainment, and no one knows this better than ALBA BERLIN, one of Germany’s most successful basketball clubs. As an expert in the professional sport you love so much, you’ll understand opportunities and prospects inside and out and prepare global players, such as the German number one, for the challenges of the future.

Become a sport & event management champion! This bachelor program offers a unique opportunity to become a real expert: you will study Sport & Event Management at the University of Applied Sciences Europe in Berlin and gain an excellent academic education in the principles of management and business administration. At the same time, you will be granted a position at ALBA BERLIN, giving you insights behind the scenes of the biggest basketball club and one of the leading professional sport clubs in Germany. The study and working schedules are perfectly harmonized.

Our university focuses on your development. That's why we teach in small learning groups and in a friendly and personal atmosphere. You will be taught by renowned lecturers with both scientific and business backgrounds. You will study at a campus that is centrally located, equipped with the latest technology, and known for its international and English-speaking character.

At the University of Applied Sciences Europe, you even get the possibility to actively shape your studies and your career path. Depending on your personal career goals, you will select your own specializations and choose from a range of interdisciplinary subjects. For example, the optional specialization in Basketball Management opens doors for you to professional sport career opportunities around the world. This is a unique offer in all of Europe which guarantees that you will be perfectly prepared for the job market of tomorrow.


  • Location of study: Berlin
  • Degree: Bachelor of Science (B.Sc.)
  • Language of instruction: English
  • Number of semesters: 8 (4 years)
  • Application period: December to June 15th (admission on a rolling basis)
  • Program start date: August
  • Options for specialization:
    • Professional Sport
    • Recreational Sport
    • Event Formats
    • Event Processes
    • Soccer Marketing
  • Highlights:
    • Study and work at the same time. Learn in small groups and in a friendly and international atmosphere. Selectable specializations, a practical approach, and field trips provide great career opportunities.
  • Tuition fee: EU & Non-EU applicants: 9,420 € / year

What the ALBA BERLIN College offers you

ALBA BERLIN College has been jointly funded by ALBA BERLIN and the University of Applied Sciences Europe. This offers the students a lot of advantages. You will get an exclusive tutorial and mentorship program designed to support your development! Furthermore, the unique combination of academic and practical experience of the 4-year program makes you an expert in Sport & Event Management and offers you manifold career options.


Founded in 1989, ALBA BERLIN has become one of the most successful sports clubs in Germany, as well as a key player in European basketball. ALBA BERLIN has won eight German league titles, nine German cups, and the Korac Cup. ALBA BERLIN has played in European competition and German playoffs every year since the beginning. This is the result of more than 25 years of successful sports management and talent development, and you can be part of it. Every ALBA BERLIN match is a big unforgettable event with around 11,000 passionate fans in the well-known Mercedes-Benz arena, making these the largest basketball event in Europe. ALBA BERLIN has also established the biggest basketball youth program in Germany with more than 100 active trainers and employees serving 3,500 children at least once a week, offering additional diverse career opportunities.

Studying at the University of Applied Sciences Europe in Germany

We put emphasis on internationality. That's why we were ranked as "one of the best 25 international private universities in Europe" (U-Multirank 2020). Our many international students come from all over the world to pursue a highly valued (state and FIBAA recognized) German degree that is entirely taught in English.

Germany, known as the country of innovators, is the perfect place to get your degree. Germany is the largest economic power and the center of high tech and automotive technologies in Europe. Additionally, Germany is a particularly safe and livable country with relatively low tuition fees and affordable living costs. Furthermore, Berlin is known as Europe's startup capital, a magnet for creatives, and "place to be" for young people and entrepreneurs.

That's why we encourage international students to come here and study with us. You can apply with your national school degree now. We will then take a look at your application and guide you through the process.

Manifold career options

As a Sport or Event Manager, you can expect a career with constant new challenges. Whether it is a sports event, a fashion event, or an exhibition – creativity, good project management, and basic business know-how are key factors for success.

You might be working in the marketing & sales department of an international company developing campaigns or PR activities for big sports brands. Or you might be working for a sports club or event agency, organizing large sports events, managing artist bookings, or sponsorships.

As a Sports Manager, you will work in a field with passionate professionals. The stadium’s VIP box might be your office.

Typical areas of work include:

  • Clubs, federations (e.g., UEFA, FIFA) and leagues (e.g. Beko Basketball Bundesliga)
  • Sport marketing agencies (e.g., Lagadère Sports and Infront)
  • Event agencies (e.g., Vok Dams or Jack Morton Worldwide)
  • Sponsorship, PR and event marketing departments in big companies (e.g., Red Bull, VW, Bayer or Carlsberg)
  • Event location management (e.g., Mercedes-Benz Arena in Berlin, The O2 in London)
  • Sporting goods industry (e.g., Nike, Adidas, Puma)
  • Fairs and congresses (e.g., International Motor Show IAA at Hannover Messe, International Green Week at Berlin Messe)
  • Music & film festival management.

Course structure

ALBA BERLIN and the University of Applied Sciences Europe have jointly developed a schedule that is optimized for you. Study and exam times are perfectly harmonized with the peak times of the basketball season.

From the 1st to the 4th semester you will get to know the fundamentals of business administration, including marketing as well as other subjects (e.g., corporate management and controlling). At the same time, you will specialize in Sport and Event Management by attending classes such as sports marketing, sponsorship, and event production.

Of course, you will also be asked to organize several events, facilitating a good combination of theory and practice. Professors and lecturers with professional experience use a practical approach, which includes case studies, business games, and study trips.

Design your study program individually starting with the 5th semester! You will be able to choose courses from 10 different modules – a customized study plan just made for you. These modules include courses such as human resources management in sport, ticketing & hospitality, and planning cultural & social events.

Specialization in “Basketball Management”

ALBA BERLIN and the University of Applied Sciences Europe have jointly developed the Europe-wide unique specialization in “Basketball Management”. Here you will learn all you need to know about the business of basketball in Germany and Europe. Of course, we will also have a closer look at the NBA in the USA, known as the best basketball league in the world. 

Your lecturers will be experienced professionals from Club and Federation Basketball. Learn from the best!

Examples of Courses:

  • Basketball Leagues, Associations & Clubs
  • Study trip Basketball Business
  • Basketball Marketing & Brand Strategies
  • Case Study Basketball Communication
  • Talent Scouting & Promotion
  • Athlete & Team Coaching

Tuition fees and funding

As a private university, the University of Applied Sciences Europe is funded not by the state, but by tuition fees. For this reason, studying at the University of Applied Sciences Europe costs more than at a public university. But it’s worth it: Our graduates meet the essential requirements of careers in business, and this sets them apart from the graduates of many public universities. Your employment and earnings prospects are greatly improved.

Tuition fee: 9,420 € / year

We are happy to provide you with information on funding your studies and on any available scholarships. If you have any further questions, our Student Guidance Office can provide you with detailed information.

Our Student Guidance Office is happy to provide you with information on funding your studies and on any available scholarships in Germany. Please do not hesitate to contact them!

Application process

The study program starts every year in August. From December onwards, it is possible to apply for the next program beginning. The application deadline is June 15th of every year. 

Please be aware: We accept students on a rolling basis, i.e., we evaluate applications as soon as they are received by us. Therefore, the earlier you apply, the sooner you will know the result of your application. We will only continue to evaluate applications until they have filled all the slots available (max. 25 study places).

To qualify for the dual study program Sport & Event Management at the University of Applied Sciences Europe, you must meet the following requirements:

  • Online application (including CV and motivation letter)
  • Certified copy of your secondary school diploma (in German: “Beglaubigte Kopie Ihrer allgemeinen Hochschulreife oder Ihrer Fachhochschulreife inkl. praktischer Teil”)
  • Admission test
  • Personal interview with the admission commission (our professor & ALBA BERLIN representative)
  • Good English language skills
Last updated Sep 2020

About the School

Private and state-accredited: The University of Applied Sciences Europe (UE) educates tomorrow's designers and decision-makers in the areas of business, sports, media & event and art & design. ... Read More

Private and state-accredited: The University of Applied Sciences Europe (UE) educates tomorrow's designers and decision-makers in the areas of business, sports, media & event and art & design. The students become part of an innovative and international network, representing more than 100 nations at the UE campuses in Berlin, Hamburg and Iserlohn. Read less
Berlin , Iserlohn , Hamburg + 2 More Less