Online Master of Science in Sports Management (MS)
Study how business management principles apply to teams, leagues, and athletic events. The Master of Science in Sports Management at American Public University (APU) combines academic study with applied learning to help you understand how sports organizations operate.
Program Overview
This online master’s in sports management is designed for students interested in understanding the management practices that shape the sports industry. The program provides an in-depth examination of the administrative functions that apply to a wide range of sports organizations, from high school teams to professional franchises.
Students learn how organizational leaders apply the principles of sports law, sports marketing, sports event management, finance, and public relations to make informed business decisions. Class discussions and applied assignments sharpen career-relevant problem-solving, communication, and critical-thinking skills.
Courses are led by educators that include seasoned industry professionals who share real-world insights from their own experience in sports management. Faculty have worked for National Governing Bodies like USA Rugby®1, professional teams like the Denver Broncos®2 and Philadelphia 76ers®3, and coached collegiate sports at SEC Southeastern Conference®4 schools, among others. The master’s program also helps students get the inside track via the Learning from Legends program, where current sport professionals co-teach some of the sports management courses alongside the faculty.
To conclude the program, students may choose between a capstone course and a practicum. Students who select the capstone option will complete a culminating course, while those who select the practicum will engage in experiential learning at a University-approved location.
Spanish-language learners will be able to complete the Sports Management program through select courses beginning in July 2026.
Sports Management Degree Concentrations
APU’s online MS in Sports Management program includes degree concentrations that help students tailor their learning to their interests through specialized coursework. Each concentration track emphasizes leadership skills and career-relevant knowledge.
Select a concentration to learn more.
About the Concentration
Explores the strengths, weaknesses, and multiple roles of a successful coach in contemporary sports, including an analysis of the leadership style. Focuses on the contrasting responsibilities of a coach and assistant coaches and the levels of coaching relevant to these roles, as well as current ethical, management, and controversial issues in the field.
Program Objectives
Upon successful completion of this concentration, the student will be able to:
- Analyze and discuss the complexities and issues of academic sports administration from a collegiate or interscholastic context.
- Assess the strengths, qualities and weaknesses of a successful coach, including an analysis of the leadership style and multiple roles required of coaches in contemporary sports.
- Select, predict, and evaluate current ethical, management, and controversial issues in coaching today.
- Compare and contrast the roles and responsibilities of a coach and assistant coaches and discuss the levels of coaching relevant to these roles.
About the Concentration
Analyzes the complexities of sports administration from an interscholastic context. Evaluates the role of stakeholders in the sports industry, such as associations, the community, and administration, as well as various administration styles and a comprehensive sports event management plan that includes promotions, leadership, human resources, and financial aspects.
Program Objectives
Upon successful completion of this concentration, the student will be able to:
- Analyze and discuss the complexities and issues of academic sports administration from an interscholastic context.
- Assess and develop your leadership and management styles as a sports administrator.
- Assess and discuss the role of stakeholders in the sports industry including associations, the community, and discuss all related regulations and guidelines.
- Develop, design, and assess a comprehensive sports event management plan to include functional plans, training plans, legal, financial, accounting, public relationships, human resources, promotions and leadership.
About the Concentration
Examines the rapidly-growing and global sports business industry with an emphasis on leadership. Designed to develop the skills and effectiveness of future leaders interested in managing individuals, teams, and sport organizations. This specialization in sports business leadership studies critical topics within the industry including courses specifically focused on sports leadership, entrepreneurship, and sales and promotions Designed for those interested in professional, interscholastic or recreational leadership positions.
Program Objectives
Upon successful completion of this concentration, the student will be able to:
- Identify leadership styles and strengths and take steps to improve personal leadership capacity.
- Implement practices necessary to build highly effective teams.
- Apply theory to real-world problems.
- Develop the capacity to understand and analyze sport organization realities from multiple perspectives.
- Examine the leadership, management, scheduling, and financial issues associated with running a successful athletics program.
- Develop the ability to be creative and entrepreneurial in thinking and application.
The Online Master of Science in Sports Management (MS) program at American Public University has received specialized accreditation through the Commission on Sport Management Accreditation (COSMA) located in Fort Collins, Colorado, USA.
APU’s Online Sports Management Program Provides a Career-Relevant Education
This online master’s degree program explores how sports managers apply management principles to lead scholastic, collegiate, and professional sport organizations. APU’s curriculum emphasizes career-readiness through courses that examine how strategic decision-making impacts competitive outcomes as well as business performance. You will apply critical-thinking skills as you consider the legal and ethical boundaries that sport leaders must operate within.
You will also:
- Apply management theory to contemporary sports industry practices
- Analyze the impact of legal and ethical issues in the sporting enterprise
- Evaluate qualitative and quantitative data to assess financial challenges/opportunities in the sport industry
- Develop marketing strategies to enhance the viability of sports-related enterprises
- Examine structural barriers in the sport industry
This online master’s program focuses on business management concepts that apply directly to sports organizations. Students discuss how decision-makers demonstrate leadership skills and business acumen to oversee teams and coordinate athletic events. Coursework helps sharpen career-relevant skills as learners study the financial, marketing, and legal principles of sports management.
Graduates may have potential career opportunities as:
- Sports manager or administrators, who plan, direct, and coordinate operations for sports teams, leagues, and/or athletic organizations
- Athletic directors or program managers, who oversee key aspects of athletic programs, including staffing, compliance, budgeting, and operations
- Sports marketing managers or fan engagement managers, who develop and execute marketing and engagement strategies for sport organizations
APU’s Master of Sports Management program may also help lay the groundwork to pursue further education in sports management or a related area of study.
This online sports management master’s degree program provides an in-depth examination of the business operations that comprise the sports industry. Students build career-relevant skills as they learn how organizational leaders manage budgets, contracts, events, and communications. Coursework also addresses prominent legal and ethical issues that challenge sports managers today.
Learners are prepared to:
- Analyze the structure and governance of professional, collegiate, and amateur sports organizations
- Apply the principles of management, operations, marketing, and finance to sports organizations
- Evaluate legal, ethical, and policy issues affecting sports organizations and athletes
- Develop marketing, branding, and fan engagement strategies for sports and entertainment organizations
- Analyze financial data and budgeting practices to support sustainable sports organizations
- Communicate strategic recommendations effectively to executives, partners, and stakeholders
“ Students in our master’s program are exposed to all aspects of sports management. They learn how to market a team or a brand, protect a business from a legal standpoint, create structures, and manage events. All of those aspects come together within the sports management program to help them succeed moving forward. ”
Browse Required Courses from APU’s MS in Sports Management Program
Expand Your Network While You Pursue Your Master’s in Sports Management Online at APU
American Public University hosts more than 100 clubs and communities that bring together online students and faculty members outside of the virtual classroom. Students pursuing the MS in Sports Management may be especially interested in the Sports Experience & Events Network and the APUS Gaming & Esports Club. APU also engages its sports management community through our LinkedIn page and our Voices in the Field podcast.
Learn more about these online communities and other ways to get involved when you enroll at APU.
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Apply to the Online MS in Sports Management Program at APU Today
This sports management program is designed to accommodate students with busy schedules and consists almost entirely of online courses. Learners may participate in class discussions remotely and submit weekly assignments from anywhere with internet access. Courses have no set login times, and the University’s rolling admissions enable new students to enroll in this master’s degree program all throughout the year.
Review our admission requirements and submit your application today.
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