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Master in International Sport Business & Management

In collaboration with the International University of Monaco

Master in International Sport Business & Management Our mission is to enable students to: • Understand the multifaceted reality of the world of sport, including its economic, legal, managerial and social dimensions • Design, organize and manage major sport events • Develop a network of recognized professionals in the world of sport and be in contact with major international organizations and federations • Identify the various opportunities available in the much covered but demanding sector of sport • Embrace and promote the fundamental values of sport activities and competitions: team spirit, camaraderie, fair play, honesty, integrity, humility, endurance, passion, commitment...

General Presentation


The goal of this Master program is to provide students with the knowledge and skills needed in the industry of sport with an international outlook. The program will welcome participants from various backgrounds sharing a deep passion for the world of sport, who wish to acquire an academic and professional specialization in this sector, for example sportsmen seeking further career development, graduates of sport educational programs, of business schools or of engineering schools.

All teachers and lecturers are professionals of the sport sector willing to share their knowledge and expertise to best prepare our students to the various executive jobs available in this industry.

“The Master in International Sport Business & Management specifically prepares for international careers in the world of sport and satisfies a real need of the international employment market, as our various institutional and corporate partners unanimously acknowledge. Graduates of this program will have access to a wide range of jobs, like event project manager, in an event organization agency; sports coordinator, in a club or an association; product manager or marketing manager, in an equipment manufacturing company; salesperson in an advertising agency (e.g. media specialized in sports, TV rights,…); sport center manager; PR manager in a federation, a club, or sport equipment manufacturer, and many more.” Program Director: Alexandre CADET

Some of our lecturers • Sophie Kamoun (CEO - SK COMMUNICATION agency) • Karine Molinari (Player Agent - FFT, OCTAGON) • Jean François Chenu (Business Development Manager for free items - AMAURY MEDIA) • Jean-François Jeanne (Vice President - SPORTFIVE France) • Gilbert Brisbois (Journalist - RMC RADIO) • Jean-Philippe Cointot (Journalist - L’EQUIPE) • Maitre Pautot (Lawyer specialized in sport law) • Eric Barbedienne (Head of Sales - SFR) • Christian Denis (Sport Consultant) • Sébastien Bellencontre (Sport Marketing Manager - Reebok France) • Pierre Klein (Director of Communication - BETCLIC France) • Jean-Marc Benaily (Director - TILDE agency) • Jerome Dumois (Associate Director - PASS FOR SPORT) • Didier Poulmaire (Lawyer specialized in sport law) • Bruno Skropeta (Director of Communication - PSG) • Frédéric Sebanne (Director - OFFENSIVE COMMUNICATION agency) • Frédéric Cambours (Customer Manager for France - SPORT) • Matthieu Malkani (International Marketing Director – Olympique de Lyon) And professors of the International University of Monaco and of INSEEC London.


The program is entirely delivered in English and is meant for students who are interested in jobs on the international scene of sport. The program is offered at Paris, Monaco and partly in London.

Core Courses INTERNATIONAL STRATEGY This course prepares students to adopt a strategic approach to understand and prepare the long-term development of a company; to make a global diagnosis of a company and its environment and to evaluate its ability to face and to adapt to change; to analyze the organizational structure issues linked to the implementation of a strategic plan; to understand the identity of an organization and to analyze the components of a company culture. NEW PRODUCT DEVELOPMENT AND MANAGEMENT This course allows students to understand the various facets of a product manager job, from the development to the launch and management of a product.

INTERNATIONAL MARKETING This course illustrates the principles which govern marketing activities in a global environment. It covers topics like international market entry, product launches, marketing strategies and promotions. Students will learn to design a basic international marketing business plan. PUBLIC RELATIONS AND ETHICS This course covers the strategic and practical approaches of PR. It considers press relations and global trends; it describes the main players and the jobs in the PR function. It will also discuss how to include the ethical dimension in PR communication.

MERCHANDISING Students will discuss various forms of merchandising from the standpoint of consumer behavior. They will carry out a quantitative analysis of a shelf display: optimization, value, set up rationale, assortment.

Specialized Courses Public Policy for Sport : Sport Movement and French Institutions Definition of the public policy regarding in sport and how it is implemented by institutions and public administrations in this sector. Sports Betting Legal and regulatory framework and main players. Principles of Marketing Applied to the Sport Environment The marketing mix applied to the world of sports, marketing stakes for advertisers, the global strategic policies surrounding the main international sports events. Sports Marketing Strategy Methodology and implementation of the tools to develop an action of marketing in the sport, the analysis of the various actors of the sector, the role of the media: strategy of accompaniment and operation. Communication Strategy in Sport Global communication strategy. Analysis of the sports world across the facets of the communication mix; implementation of a communication plan; event organization and management. Sponsoring and Sports Sponsorship Evaluation of the impact and the efficiency of sports events and their actors as vectors of communication. Implementation of a sponsoring action coupled with a company strategy, a brand, or a local authority. Organization of a Sports Event Methodology; insurance and security; logistics; catering…

Strategic Management and Performance of the Sports Federations Understanding and measuring the performance of sports organizations (sports federations, public organizations in the sports sector). Present and discuss the key success factors of their performance management. Athletes Image Rights, Sponsoring Contracts, and Fiscal Aspects The role and function of sports agents, management of contracts and transfers, management of sponsoring contracts and image contracts , legal aspects. The business of professional sport; the impact of the tax system on the economic and sport performance of professional clubs. The Financing of European Football Teams Build students’ awareness of the economy of European football (TV rights, sponsoring, box office, payroll), and of the problems faced by this sector (stadiums, customer relationship, brand, protection of the training). Discuss the general concepts of finance applied to football. Sports Agents and Sportsmen Wealth Management Preparing champions’ post-career life through a wealth management plan; medium-term time horizon projections. Professional Projects Coordination and follow-up of professional projects. Possible topics include the organization of events, shows, and conferences; networking and relationships with sports companies. Personal Coaching

Company Strategy in the Industry of Sport Understanding the overall structure of a company. Learning to identify strengths and weaknesses of a business model. Anticipating changes in the surrounding environment. Adopting a strategic plan viewpoint. Brand Strategy in Sport Building a brand identity in the sport business. Analysis of the “genetic heritage” of the main sport brands (equipment manufacturers, clubs) and of its implications.


Application Process

Applications must be done online at A complete graduate application file consists of: • A completed application form with your answers to the essay questions; • Two letters of recommendation from professors and/or employers who have observed their performance in an academic and/or professional context. Letters of recommendation not in English must be officially translated into English; • University transcript(s) and diploma(s), with official translation when necessary; • The grading scale of the transcript(s); • 4 passport-size and style photographs; • Photocopy of your passport or national identity card; • Proof of English proficiency (TOEFL, The Cambridge Proficiency Test, or the TOEIC test); • An updated Resume; • Non-refundable 100 Euro application fee. Applicants may also be required to attend a personal interview. For international applicants, a telephone interview may be arranged.

Selection criteria for admission: • Academic ability and potential as shown by grades or equivalent tests and examinations; • Evidence of relevant personal, professional, and educational experience; • Motivation to study in the chosen field and clearly defined career objectives; • Leadership potential and personal achievement and interests; • Uniqueness and contribution to the University’s mission.

Entry requirements for admission: • A 3 or 4-year university degree; • Proof of English proficiency; • An equivalent GPA of at least 3.0 on a 4.0 scale.

Contact details MASTERS INSEEC 10, rue Alibert 75010 Paris +33 (0)1 40 40 24 80 Admissions Xavier BONTÉ Tél. : +33 (0)1 40 40 24 81 Michaël MAAREK Tél. : +33 (0)1 44 52 13 65

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IUM Master in International Sport Business & Management  

Description the IUM Master in International Sport Business & Management.