Bachelor of Sport Management

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Turn your passion for sport into something more

Gain the business, communication and management skills that you will need to join the exciting world of sport management.

What is it like?

$10 billion worth of opportunities

If you want to be the sport manager of tomorrow, you will need a strong background in both sport and business management.

Massey University’s Bachelor of Sport Management teaches you the business and management skills you’ll need to meet the demands of the growing sport industry in New Zealand. The industry offers you a variety of exciting opportunities including:

  • Facilitating participation in sport
  • Controlling the production of sport-associated goods and services
  • Overseeing sport venues and facilities,
  • The strategic development of local, regional and national sport organisations
  • Managing sporting events
  • Sport sponsorship and marketing

When you join the sport management industry, you join one of the biggest areas of business in New Zealand. The sport industry in New Zealand is worth over $10 billion and employs almost 50,000 people.

Gain a wide range of skills

You will develop both your theoretical knowledge and applied management skills. The wide range of courses on offer is designed to give you an understanding of sport in its social, cultural and organisational contexts. You will also strengthen your communication, interpersonal and negotiation skills.

Our sport management programme will give you a solid grounding in the following areas, as they relate to sport:

  • Social, cultural and international foundations of sport
  • Strategic sport management, leadership, operations, venue and event management, governance
  • Ethics
  • Marketing and communication
  • Finance, accounting and economics of sports
  • Legal aspects of sport.

Real world experience

During your study of sport management, you will be able to gain real-world experience through a work placement in a sport industry-based setting. This consists of at least 200 hours of practical experience over the course of your qualification. This experience helps you develop industry contacts and gives you an advantage with potential employers.

Lecturer expertise

You'll learn from lecturers who have in-depth academic knowledge of sport management and extensive practical experience within the sport industry. Our staff are also recognised for their strengths in teaching and researching in the business of sport, event management, experiential education, sport and the media, sport governance and leadership. We offer first-hand knowledge and experience of applying sport management principles and concepts in the sport industry.


Massey’s business and management programmes are ranked as some of the best globally. Out of 800 of the world’s leading universities we were ranked in the top 250 in the Quacquarelli Symonds (QS) World University Rankings.

A good fit if you:

  • Are passionate about sport
  • Would like to share that passion with others
  • Have great organisational skills
  • Would like to combine business management skills with your interest in sport
  • Are interested in a career in the sporting industry
Mike Chu
Postgraduate Diploma in Sport Management and Coaching
Graduated 1994
Rugby Canada, General Manager Operations and Performance

“The new Bachelor of Sports Management is a timely addition to the range of qualifications being offered by Massey University, particularly with the strong growth in career opportunities in the sport management sector…”

I have always been a keen sportsperson, and the subjects I studied at Massey University combined my love of sports with a degree qualification.

I studied at the Palmerston North campus, which was a fantastic overall experience, with the city providing everything you need in terms of nightlife, sporting opportunities and a laid back friendly vibe.

The program was challenging and fun with a lot of practical experience. A highlight was my sport management placement, where I managed the New Zealand Universities Hockey Council, including managing a tour to Australia for the New Zealand Universities men’s and women’s teams.

I’ve worked in rugby in both New Zealand and Canada for many years, and currently, as the National Coach Development Manager for NZ Rugby, I lead the development and operationalisation of the national coaching strategies. My current role has a primary focus on the development of community level coaches, and I gain huge satisfaction helping recruit, develop and retain the many volunteer coaches who, in turn, inspire young players.

The sports industry is an extremely rewarding and stimulating career choice requiring travel and hard work. I’ve had the privilege of working with international players and coaches, experiencing the highs and lows of international competitions.

My advice to other students looking to succeed in the sports industry is to embrace all the opportunities that come your way and be prepared to step outside of your comfort zone. Take advantage of the work placements as these provide amazing opportunities.


Massey University’s Bachelor of Sport Management will equip you for a challenging and rewarding career, both in New Zealand and internationally. You will gain business and management knowledge within the sport context that will be excellent preparation for a career in all areas of the growing sport management industry.

The types of organisations you could work for include:

  • Regional and national sport organisations
  • Regional Sport Trusts
  • Community sport
  • Private or commercial sport entities
  • Sport development
  • Sport marketing
  • Sport communication
  • Local and regional councils
  • Sport facilities and venues
  • Sport events, both nationally and internationally

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