There is currently 4 universities that offer Sport Management education on Bachelor and/or Master level in Denmark. These are: Copenhagen Business Academy, UCL University College, University of Southern Denmark and University College of Northern Denmark.



Unemployment rate

In general, the unemployment rate for graduated students on bachelor and master level was in 2015 on 10 %. On the Bachelor’s Degree Programme in Sport Management, the unemployment rate for graduates is 16 % (Ministry of Higher Education and Science)

Stående møde


Increased focus on the digitisation and commercialisation aspect

This competence is about the prevailing digitisation and commercialisation trends. They are mentioned here because they are important in respect of professional competences, which can be incorporated as specific learning outcomes in a future curriculum. It is clear that digital competences – digital marketing, the use of social media and big data – will be more important in the coming years. Further, the respondents indicate an increased focus on commercial competences in relation to sales, CRM, sponsorships and collaboration with stakeholders.

Possessing personal impact with relational competences

A general trend is increased focus on the relational competences, where it is important in one’s work life to be able to act together with a diversity of personalities. The relational competences are about being able to join various communities with different stakeholders in a professional way. The personal impact, which is characterised by being enthusiastic and having the will to succeed, is important, as it is a matter of showing commitment because the industry is very much driven by and with passion.

Billede af Markus Spiske


Having an understanding of practice

The respondents find it very important that the employees of the future can convert visions based on collected data and conclusions into concrete initiatives to be carried out. The results must be optimised through an evaluation of results, whereby an ambition of quality work is to be developed.

Possessing an entrepreneurial mindset

The ability to see new ways of combining existing elements to form a new way of thinking that result in other – perhaps obvious – solutions will be in high demand in a future job market. As the traditional ways of creating, say, a commercial basis become common to all, the need for unique solutions arises. Here, being enterprising means a “never ending” search for new practice models that can be carried out simply and profitably. An eternal search for moving boundaries is a fundamental term.

Outdoor Study Group


Being able to handle situations of pressure

The sport and event industry is an experience economy where you continuously work with the factors or incidents that can affect the results. In both areas you get a blunt response on a regular basis. Doing well in this reality requires great awareness of the whole as well as the details. You must be able to make ongoing impact analyses and make new decisions in a short time. Adjustments must be communicated precisely to those who are to carry out the messages. The personality must possess a big rational and analytical element in a world guided by emotion and having many different stakeholders.

Working project-oriented

In the experience economy, the work of many companies is organised as projects handled by the permanent staff and ad hoc employees. It is therefore decisive that tools for the project work are introduced and used and become a tool for the competences of the employees to be able to work together with many different stakeholders. The study programme should focus more on this area. The outcome of the project work form is great in a universe with different professional competences and interests.



The Danish project partner are sport management researchers from University College of Northern Denmark: