Sport Business Management
Program Overview
Humber’s Sport Business Management graduate certificate program prepares you for employment within the broader areas of sport, with particular emphasis on management in the industry. You will develop knowledge and skills in areas such as the structure and functionality of the Canadian sport industry, sport marketing, sales, sponsorship, communications, sport hosting, event planning and management. You will also learn practical business, human resources and administrative skills to pursue a career in the industry.
Upon successful completion of the program, a graduate will:
- Communicate information related to sport business persuasively, accurately and credibly in oral, written and graphic forms.
- Apply computer skills and knowledge to support sport business management functions.
- Develop strategies for successful sponsorship programs and create and implement sport sponsorship packages.
- Identify, analyze and develop advanced management competencies.
- Analyze the impact of various international economic, legal, cultural, geographical and political systems on national and international sport organizations.
- Identify and analyze areas of civil law and governance that are relevant to the sport industry.
- Develop ongoing strategies and plans to enhance personal and professional growth and promote development as sport professional executives.
- Apply accounting and financial management skills to the analysis and management of a sport organization or enterprise.
- Effectively manage the development of staff and volunteers to optimize their contribution to a sport organization, enterprise or event.
- Transfer theoretical understanding to work in a variety of sport organizations, practicing as a competent, professional sport manager who respects legal and ethical standards.
- Research, analyze and systematically solve problems and make decisions using higher order thinking skills to develop strategies to meet information needs of internal and external sport stakeholders.
- Participate in the development and execution of sport business plans and manage risk.
- Create, plan, bid and implement sport and special events which respond to identified needs and maximize the delivery of the personal, social, environmental, and economic benefits of sport tourism.
- Develop and execute a strategic sport marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
- Develop customer service strategies to meet the needs of all internal and external sport business customers and partners.
- Develop and implement selling strategies for both spectator and participant driven sport events.
Work Placement
The work placement consists of two components and occurs across industry sectors including professional and amateur sport, sport governing bodies, sport marketing and event management companies, and community and private sector sport organizations. The placement provides valuable experience and industry contacts. The first component which takes place in the winter semester is concurrent with coursework and is a minimum of 210 hours. The second component takes place in the summer semester and is six weeks in length and a minimum of 35 hours per week.
Humber Advantages
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Faculty Led Study Tours
On the IMG Academy trip, students will train in a world-class athletic facility and learn from industry-experienced professionals in Florida.
Study Abroad
Qualified students in this program may apply to participate in a ten day experiential learning trip including one week at IMG Sport Academy, Florida and an experience with the Dunedin Blue Jays.
Qualified students in this program may also apply to a study abroad service learning trip to contribute to a global community. Past service learning trips were to Nunavut and Nicaragua.
These trips vary each year and are subject to availability and eligibility requirements. Additional fees apply.
Your Career
Upon graduation, you will be prepared to begin working as a sport business professional. Employment opportunities exist in professional sport, amateur sport, sporting goods, sport facilities, college and university sport, sport communications, event management and sport marketing.
Our graduates find employment in roles such as event co-ordinator, marketing co-ordinator, account executive, sponsorship manager, executive director or program manager, ticket sales supervisor, coaching development co-ordinator, varsity manager, partnerships manager and communications director.
Related Programs
Real Talks Leadership Summit
Watch the video to see highlights of the Real Talks Leadership Summit organized by Sport Business Management Students.
Humber Students Benefit from Five Centres of Innovation (COIs)
The Humber Centres of Innovation Network demonstrates our strong commitment to providing an experiential learning environment for students. Students and faculty work with industry partners on real-world challenges to prepare them to become the innovative and strategic problem-solvers of tomorrow. Come to Humber and experience interdisciplinary learning across five COIs.
About the COIsNews Feed
Students Experience the Business of Sport
Fri, February 03, 2023
Sport Business Management students visited the National Hockey League (NHL) offices in Toronto to gain valuable insights from executives in professional sport.
Humber Sport Management Students Team Up With Toronto FC
Business At Its Best
Mon, December 13, 2021
Toronto FC Sales Account Executive/Humber Sport Business Management Alumni, Maxine Murchie challenged Humber students to develop a Sales Strategy and implement it to sell single tickets.
Sport Business Management Students Attend Canada's Leading Sports Management Conference
Thu, January 10, 2019
Every year PrimeTime Sports and Entertainment put together Canada’s leading sports Management Conference.
Last November, 45 of our Sport Business Management students attended the 11th annual PrimeTime Sports Management Conference held in Toronto.
This two-day event welcomed dozens of guest speakers to share their expertise with the attendees. All of the speakers are professionals in the field of sports and entertainment such as Don Cherry, the host of ‘Coaches Corner’ on Hockey Night in Canada and Bill Manning, President of Toronto FC and Toronto Argonauts.
This event was a good opportunity for our students to gain some insight from some of the top experts in the sport and entertainment industry in Canada. In addition, there were several workshops and networking opportunities for them to participate in.
Thank you to our faculty for putting together this amazing opportunity for our students, and to the students for taking advantage of this learning
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On October 21, 2019, the Provincial Government of Ontario announced the renaming of the Ministry of Training, Colleges and Universities (MTCU) to the Ministry of Colleges and Universities (MCU). Both names may appear on this website.
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