Sports, entertainment and events operate in a multi-billion-dollar industry where venues, rights owners, leagues and a wide spectrum of executives are seeking individuals with an understanding of the business side of the industry.
Given the dynamic nature of sports and entertainment where shifts in economic, political or technological factors can have significant impact, it is essential for even trained and experienced professionals to continuously sharpen their skills and knowledge to maintain their organization’s competitive edge.
Ongoing professional development ensures that individuals are prepared to adapt strategies, embrace innovation and respond effectively to emerging challenges. Following are examples of professional development opportunities for individuals already possessing a sports management or similar degree.
Traditional Advanced Degrees
There has been a steady increase in the number of institutions in higher education that offer an advanced (master’s or doctorate) degree specifically in sports management.
The North American Society of Sports Management (NASSM), the highly reputed professional association for scholars and academicians in the field, has partnered with DegreesinSports for more than 15 years to provide a searchable database of institutions offering sports management degrees.
In 2025, the database listed 516 institutions with a bachelor program in sports management, 323 offering a Master’s or Master of Business Administration (MBA) program and 53 offering field-specific doctoral-level programs.
The advantage of traditional advanced degrees in sports management is that the graduate pursues a focused curriculum for a sustained period of time (typically one to three years). An advanced degree generally includes multiple courses and an experiential or research-based (thesis or dissertation) requirement.
The sustained effort to complete the requirements over 12 or more months adds to the enriched value of developing an in-depth, focused knowledge of the industry including recognizing and navigating various environmental conditions that affect decisions and performance. Additionally, the individual who achieves an advanced degree retains the ability to truly harness selective support of institutional resources including its alumni base.
Certification
Certification is a formal process that recognizes and validates an individual’s qualifications in a certain subject that relates to a chosen career. Individuals who receive certification, for example, are also able to use an initialized designation after their name such as a certified athletic trainer (ATC).
In higher education, certificate programs, typically available at the graduate level, constitute only a handful (generally, four to six) courses in a particular field. Although the completion time is much shorter and the cost is much less than an advanced degree, the added professional development may be enough for an individual to receive better job offers or a promotion. NASSM’s website lists only 28 institutions offering a certificate program in sports management.
In addition to colleges and universities, independent organizations and associations also offer certifications for specialist in sports, events and entertainment. For example, the Sports Events and Tourism Association (Sports ETA) offers a Sports Tourism Strategist (STS) designation program.
Another certification available in the sports tourism world is Destination International’s Certified Destination Management Executive (CDME). Similarly, the American Society of Association Executives (ASAE), a membership organization for those who manage nonprofit organizations, offers its Certified Association Executive (CAE) designation. Sports Management Worldwide (SMWW) is an independent organization offering numerous certifications in the field such as Sports Agency and Sports Scouting.
While certification programs vary according to the organization that produces them, their goal is the same: to demonstrate that an individual has achieved competence in a given field and is capable of handling complex responsibilities.
Certifications often involve an exam and must be renewed periodically, generally through completing continuing education units, demonstrating volunteer industry involvement, attending meetings and performing tasks that indicate a specific knowledge base, such as teaching professional development courses or authoring articles for professional publications.
Many certificate programs are education-based and result in a certificate of completion rather than an actual degree. Once completed, the certificate belongs to the individual and does not need to be renewed.
That being said, the term “certificate program” has been used loosely across programs in a variety of industries and professions, sometimes being used interchangeably with other terms or in conjunction with other programs.
The advantage of a certificate program is that it can typically be completed in a much shorter time frame than an advanced degree. However, the challenge lies in the fact that the relative ease of offering a certificate, especially through online platforms and an ecosystem of limited oversight or standards, has made it easier for organizations to enter the space, raising concerns about the credibility and quality of some programs. As a result, individuals seeking advancement must carefully evaluate the reputation of the issuing institution.
Other Programs
In terms of sports, events and entertainment, education, certification and certificate programs are the most important and most often used paths to professional development. However, the following terminology also warrants being mentioned, simply to ensure that the definitions are clear and that the words are not used interchangeably
Credentialing constitutes an entirely different aspect of education. A credential is issued by a third party with authoritative power and is proof of a given individual’s qualification or competence in a given subject. It is achieved by taking an exam; however, in order to do so, the person must prove a specific level of education, experience or a combination of these.
Licensure, by comparison, is a legal requirement, typically granted by government agencies, allowing individuals to practice a regulated profession. Any requirements for renewal of licenses would be promulgated by the agency.
Many licenses are required to be updated annually while others may have a longer renewal time. Generally, professional associations offer continuing education courses that allow licensed individuals to leverage the credits they need.
Employer Buy-In
An employer may (or may not) elect to pay for an employee’s educational programming. Some employers may consider continuing education part of the cost of doing business, as well as an investment in the overall quality of their workforce; others will put the onus on employees to pay. In some cases, employers may have concerns that an employee, once gaining advanced skills paid for by the company, will use those skills to try to find another job.
To avoid misunderstandings, a clear policy must be set forth in writing and made clear to potential employees during the interview process. Items that should be covered include whether (or how much) education is expected during the course of employment, what type of programming is recommended, where it can be obtained and who is responsible for paying.
Conclusion
Over the years, there has been a growth in the number of degrees, certificates and courses offered online, especially amidst the COVID-19 pandemic. The convenience of online education and training has become a favorite avenue for adults seeking career changes and wanting continuing education while trying to balance the needs of a current job or family life. In sports, events and entertainment, an experiential component in real-time conditions is always advantageous, but especially if modalities of learning are restricted to the online environment.
Choosing an advanced degree, a certificate or some type of credential or license is a personal choice, often dependent upon time and financial resources. In some cases, one’s employer may serve as an impetus for obtaining advanced professional development. In other cases, a certification or license may be necessary to operate legally in the sports or events space.
In either case, it is prudent for anyone seeking any type of advanced degree in the field to carefully assess the reputation of the provider. The potential reward for seeking advanced professional development in sport and events can be rewarding both personally and professionally.
The sports business industry and by extension, the sports tourism industry, will continue to grow and evolve. As it does, count on employers to rely more heavily on proof that potential staff members have a strong background and knowledge base and that their skillsets stay updated. SDM
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