The Master of Sport Management at AUE is a pioneering program combining coursework, research and practical experiences to foster innovative leaders in the thriving, global sport industry.  Housed in the College of Business Administration, the sport management program has a keen focus on core business competencies practiced in the context of a diverse and growing sport market. According to PricewaterhouseCoopers estimates, the global sport market generates nearly $150 billion USD in annual revenue for a sport market defined as:

• Sponsorships, which include payments to have a product associated with a team, league or event and naming rights.
• Gate revenues for live sporting events.
• Media rights fees paid to show sports on broadcast and cable television networks, television stations, terrestrial radio, satellite radio, the internet and on mobile devices.
• Merchandising, which includes the selling of licensed products with team or league logos, player likenesses, or other intellectual property. Food concession revenues are not included.