Today only master programs offering sport management studies major are Haaga-Helia University of Applied Sciences, Kajaani University of Applied Sciences and JAMK University of Applied Sciences, which launched 2019 new business oriented sport management master program.

Programs connected to sport management in general:


  • PhD degree in Sport Management, Jyväskylä University (sport sciences)


  • DP in Sport Management and Health Promotion (Jyväskylä University)

  • DP in Sport Development and Management & DP in Sports Coaching and Management (Haaga-Helia UAS) -> merged 2018 to Sports Management and Coaching

  • DP in  Sport Development and Management (Kajaani UAS)


  • DP in Sport Management, Jyväskylä University

  • DP in Sports and Leisure Management, Haaga-Helia UAS

  • DP in Sports and Leisure Management, Kajaani UAS

  • DP in Sports and Leisure Management, Lapland UAS

  • Utbildning till idrottsinstruktor (Arcada)



On Master’s level In general, the unemployment rate for graduated master students in Universities of Applied Sciences is very close to 0 %, because Students are studying and working at the same time. According to Statistics Finland the unemployment rate on Bachelor’s level has during the years 2011-15 been 13-18 %.

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Trends effecting sport industry

In addition to commercialization, internationalization and the development of information technology environmental awareness and climate change were mentioned several times also during interviews. Different virtual environments like @sport were also mentioned. According to the latest studies @sport is the biggest free-time activity among 18-29 year old men at the moment. The constantly increasing urbanization and the polarization of people to those who have and those who have not were mentioned as well.

The future role of welfare and the health sector was mentioned as bringing about new challenges for sport management. One trend is also the emergence of a new, wealthy consumer segment of the elderly that will lead to new market segments. Local organizational change in Finland will have its effects as well. In addition, integrity, values and moral issues, disruptions, and demands for all kinds of safety and security matters as well as even higher quality requirements were mentioned.

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Sector differences and future preferred competences:

The comparison between the sectors shows quite logical differences that are profoundly based on the different nature of the services and on the different sources of income, as well as on different target groups and other relevant stakeholders. Public sector* organizations aim at effective use of available human and financial resources. Sport clubs** need partners firstly to get resources, secondly to be able to convert all the gained human and financial resources into sport services efficiently. Business sector*** is in the middle of competitive world with product and service development, trying to develop an effective and profitable organization with the modern means of marketing. Sport federations**** are working world wide, and their financing is based both on public sector and cooperation agreements, which means that they need both business skills and the skills and competences needed in public and volunteer sectors.



Core competences in Finland are

  1. strategic planning and development,

  2. change management,

  3. organizational skills,

  4. event leadership,

  5. decision making,

  6. planning skills and  

  7. leadership skills 

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  1. digitalization and communication skills (digital marketing, use of virtual media/platforms, use of social media, oral communication skills, language skills),

  2. business intelligence in sport (use of big data, it-skills, data management skills, ability to make conclusions from research data, analyzing skills),

  3. legacy planning in its broad sense (marketing, sales management, sponsorship management, financial management, events, ability to create new products and services, project design and management, service design, networking, strategic planning and development, stakeholder management, risk management, crises management, entrepreneurial spirit, CSR, sport related legislation) and

  4. productization; capacity to apply knowledge in practice, ability to create new products and services, knowledge of the changing trends in the society

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The Finnish project partner was Haaga-Helia University of Applied Sciences.
- Kari Puronaho, Principal Lecturer,