Combine passion and strategic thinking to navigate sport, entertainment, and lifestyle industries
Presentation
The MSc in Sport, Entertainment & Lifestyle is a two-year, English-taught program. Sports, entertainment and lifestyle are no longer seprate industries : they blend into an immersive experience where brands, athletes, artists, influencers and medias redefine how we consume, live and connect. As these industries increasingly overlap, new career opportunities are emerging.
This program goes beyond traditional sports management. You’ll explore how digital innovation, brand strategy, and shifting consumer trends are reshaping the way people engage with sport, culture, and lifestyle.
Through real-world projects and international exposure, including academic partnerships with Laval University and HEC Montréal, you’ll gain the practical and strategic skills to succeed in global markets.
Whether you’re aiming to join a major brand, launch your own venture, or manage talent and experiences, the MSc in Sport, Entertainment & Lifestyle will give you the tools to lead in these dynamic sectors.
Key points
- Three industries, one program
Gain expertise at the intersection of sport, entertainment, and lifestyle, where innovation and creativity drive change
- International experience
Study in France and Canada thankswith a diverse student cohort.
- Focus on innovation
Understand how digital innovation, new business models, and shifting consumer expectations are reshaping the sector.
- Career-driven approach
Develop the strategic mindset and creative tools needed for global careers in marketing, branding, and experience design.
Program
This MSc equips you with the strategic vision and innovative mindset needed to navigate these dynamic sectors. Through a global approach, industry-driven learning, and hands-on experiences, you will gain the expertise to lead, create, and drive transformation in these ever-evolving industries.
Discover a comprehensive curriculum designed to develop the essential skills and knowledge required to excel in this fast-paced environment.
Year 1
This first period builds a strong foundation in strategic thinking, data analytics, and AI-driven marketing. You’ll explore brand collaborations, shifting consumer trends, and the evolving sports industry from governance to major global events.
- Intro seminar
- Strategic thinking
- Data Science & analytics for business
- From digital to AI marketing
- Branding management, collabs & co creation
- Understanding the sociocultural transformation of consumption and markets
- From sports governance to sports markets
- Sports mega-events in XXI century: tendencies, challenges and opportunities
Then, you'll explore new business models, legal frameworks, and the social impact of innovation in sports and entertainment, helping you understand how these industries are evolving toward a more responsible and engaging future
- Conscious capitalism challenge
- Contract law_ Introduction
- The Future of Entertainment & events
- Social innovation in the Sports & Entertainment industries
Optional Internship
A 4-6 month internship is optional in the first year of the MSc in Sports, Entertainment & Lifestyle, and mandatory in the second year.
Year 2
In the second year, the focus shifts to more specialized topics, where you’ll deepen your understanding of the convergence between sports, entertainment, and lifestyle. This period covers cultural and non-market strategies, industry fundamentals, and equips you with practical skills in data visualization and finance, all while providing international exposure through a seminar in London.
- Intro seminar : The convergence of sports, entertainment and llifestyle
- Cultural strategy
- The non market strategy
- Generic fundamentals of sports & entertainment
- Data visualization
- Finance for sports leisure and entertainment businesses
- International seminar in London
You'll focus on advanced topics like sustainability, leadership, and the geopolitics of sports and entertainment. You’ll also explore e-commerce, sports sponsorship, media platforms, and gain skills in negotiation and handling legal challenges in the industry
- Climate strategy & sustainability thinking
- Being an unshakeable leader in fast moving companies
- The geopolitics of sports and live entertainment
- Winning in DtoC and e-commerce
- Sports sponsorship
- Content & media business in the age of platforms
- Negotiation in conflict and in crisis
- Sport, entertainment and media, legal challenges
Benefit from an international experience in Quebec, in partnership with HEC Montreal and University of Laval for a truly global perspective!
- Strategic Sports marketing in the context of Franchise and sports team: challenges and perspectives
- Financial Statement Analysis: a (re)conciliation between sport and business operations
- Sports sponsorships challenges ahead and future persepectives
- Sports & society
- Issues and Challenges of managing self & employees in Sports & Entertainment Organizations
- The convergence of sports and entertainment and their impact of cultural and territory development
Professional mission
The 4 to 6-month internship or professional experience is a great opportunity to put your academic knowledge to the test and acquire tangible experience within the industry.
Thesis
The thesis is an analytical work on a topic related to the industry and to the professional experience gained during your internship. This is a great opportunity for you to research a subject which is not only of particular interest, but which has the potential to contribute powerfully to your personal and professional development.
This program enables foreign or French students to acquire a high-level, specialized education aimed at the main functions of sports management, entertainment marketing, and lifestyle business development, focusing on international markets. This program requires a professional mission at the end of the course for a minimal duration of 4 months (internship, VIE, fixed-term contract or permanent contract).
Assessment methods
- Assessment methods may include case studies, presentations, mock exercises, tests, etc.
- The graduation rate for students of the MSc in Sports, Entertainment & Lifestyle for the 2021-2022 academic year is 93% (100% of students who the exam have graduated).
Lifestyle focus
The Lifestyle Research Center from emlyon business school
Built upon emlyon’s Lifestyle Research Center, a unique hub dedicated to analyzing emerging trends and consumer behaviors, the program is structured around two key pillars:
- Exploring the transformation of consumption patterns and market structures, helping students understand shifts in demand and audience engagement
- Fostering innovation management through hands-on courses and collaborations with major industry players, ensuring real-world exposure.
Linking education and research
Our Master of Science in Sports, Entertainment & Lifestyle program directly benefits from the work conducted within this chair. By integrating the latest research and insights from the Lifestyle Research Chair, our program offers students a unique and advanced perspective on market dynamics and innovations in the lifestyle sector. This synergy between academic research and practical training equips our students to become influential and well-informed leaders in their fields.
Exploring Research Themes
The Lifestyle Research Chair focuses on a range of topics, from analyzing sociocultural trends to the impact of technological innovations in lifestyle. The research conducted helps to better understand market developments and adapt management and marketing strategies accordingly. You can explore recent projects and publications by visiting the Lifestyle Research Chair page.
Career
Sportswear and Lifestyle Brands: Adidas, Boardriders, Columbia, Decathlon, Nike, Patagonia, Puma, Salomon, The North Face, Zalando
Media and Entertainment: AWS, BEIN, Discovery, Eurosport, Warner Bros, Ubisoft, TikTok
Sports Organizations and Clubs: FFF (Fédération Française de Football), FFT (Fédération Française de Tennis), FIA (Fédération Internationale de l'Automobile), OL (Olympique Lyonnais), OM (Olympique de Marseille), PSG (Paris Saint-Germain), Chelsea
Sports Marketing and Data Analytics: Havas Sport, Nielsen Sports, Sportfive, Sport Radar, Footovision, Netco Sports, Mailman, Tencent
Students are hired from companies in France and internationally
- Marketing : 28%
- Sales (including business engineer) : 25%
- Consulting : 14%
- Finance, accounting : 5%
- Communication, advertising : 5%
- Production, operations : 5%
- Supply chain, purchasing : 3%
- Other : 15%
Survey carried out in 2024. Concerns class of 2023.
About our Career Center
The Career Center provides continual support in identifying career goals and developing action plans. For more information, visit the Career Center page by clicking here.
Average starting salary:
€44,600
Jobs after this MSc
- Brand Manager
- Marketing Manager
- Commercial Strategy & Insights
- Executive Partnership Manager
- People & Culture Director - HR
- Digital Marketing Manager
- Head of Innovation
- Sales Executive
- Consultant
- Project Manager
Alumni network
As a future graduate, you will hold lifelong membership of emlyon business school alumni network, a network of near to 48,000 alumni covering more than 130 countries.
You will benefit from all services it offers, including the online assessment modules. Its members will help you further develop your career regardless of which stage you are at, by providing you with career development information, exchange business information with you and share their experience for you to build on.
Learn more about the alumni network by visiting the dedicated page here.
Admission
Are you eligible ?
Students holding at minimum one of the following degrees can apply to the MSc in Sports, Entertainment & Lifestyle:
- Admission in Year 1: 3-year Bachelor's degree
- Admission in Year 2: 4-year Bachelor's degree or a Master's degree
You can apply while being enrolled in the last year of the degree that makes you eligible for this program.
Admission Process
Start your application online or go to your applicant dashboard to complete your application file to join the MSc in Sports, Entertainment & Lifestyle. Applications for the 2026-2027 academic year are open from October 2025 (subject to availability).
Application deadline: emlyon business school may close applications earlier, if all the seats in the class are filled, as it happens every year for many of our Master of Science programs. Consequently, we do advise students to apply as early as possible to ensure they secure a seat in the program and maximize their chances!
- A resume / CV in English
- A copy of an official and valid identity card or passport
- A certified copy of all degrees obtained in a higher education institution (in English or French)
- A proof of enrolment certificate for applicants currently enrolled in higher education
- A certified copy of your transcripts from the first year of your undergraduate education until now
- An official management aptitude test score: GMAT, GMAT online, GRE, TAGE MAGE, CAT
- An English proficiency test: TOEFL iBT, TOEIC, IELTS, Cambridge
- Recommendation letters
A good level of English is paramount to succeed in the program.
We recommend that students apply only if they have a level of English equivalent to the C1 level. A C1 level is an experienced speaker. This means that you can understand long, demanding texts and grasp implicit meanings. Express yourself spontaneously and fluently without much searching for words.
- GMAT and GRE tests are valid for 5 years
- TAGE MAGE tests are valid for 2 years
- CAT tests are valid for 1 year
- English tests are valid for 2 years
Application fee
The application fee for the 2026 intake is set at €120, payable directly by credit card through the online application system.
- Students with a French CROUS grant are exempted from paying the application fee if they provide the final notice of allocation of this grant for the current academic year.
- High Level Athletes are also exempted from paying the application fee if they provide a sport resume validated by the director of the Sports department at emlyon business school. If this is your case, please contact Mr Mickaël ROMEZY: romezy@em-lyon.com.
emlyon business school uses a selection process which is in line with today's digital landscape and the practices of major international companies in their search for new talents.
Once your online application file is completed, you will be asked to go through the digital tests. Some key information:
- 1:30 hour long test
- To be done on a computer with a working webcam and a stable wifi connection
- Test includes cognitive exercises, motivation questions and professional role-play in a company setting
- Take the test alone in a quiet environment
- Test can only be taken once
How to best prepare for our digital test
The admissions board will review your application and your digital tests. You will receive an email as soon as possible to inform you that your results are available on your makersboard.
To complete your enrollment and secure your place in the program, you will have 10 calendar days after your admission results to sign the enrollment form on your makersboard and pay the non-refundable tuition deposit of €4,500.
The global acceptance rate for Masters of Science and Specialized Programs for the 2024 intake was 48.31% (admitted students on applicants rate).
CGE Accreditation: a mark of excellence
The Master of Science programs at emlyon business school are accredited by the Conférence des Grandes Écoles (CGE), a prestigious French association that recognizes academic excellence, rigorous admissions standards, and strong professional integration. This label guarantees that the MSc programs meet the highest national and international standards, offering students a high-quality education that is both academically rigorous and closely aligned with the expectations of the global job market. Being CGE-accredited also enhances the value of the degree, providing graduates with strong recognition among employers and institutions worldwide.
Financing
Tuition fees
2-year course (entry into Year 1): €35,650
The financing of tuition fees over two years breaks down as follows:
- Year 1 (Y1): €14,500
- Year 2 (Y2): €21,150
1-year course (entry into Year 2): €26,900
The tuition and fee charges are in effect for the 2026-2027 academic year are subject to change for future years
✔️ All indicated fees include:
- Tuition
- Enrollment fees
- Career Center services during your program and for 3 years after graduation
- Several hours of individual career coaching during your program
- Lifelong membership of emlyon business school alumni network
❌ Tuition fees do not include:
- Additional fees not payable to the institution, such as CVEC, student social security, sports club enrollment fees, the purchase of personal computer hardware or software, or the purchase of books other than course materials
- Optional courses or certifications
- Accommodation and travel expenses related to the program or work placement
How to finance your program?
emlyon business school helps students finance their MSc in Sports, Entertainment & Lifestyle by offering scholarships up to 50%.
- Individual Scholarship
Open to all admitted candidates, regardless of their financial background. This scholarship considers a combination of factors such as academic excellence, diversity, and motivation. Applicants must submit the scholarship request form as part of their application file.
- Excellence Scholarship
Merit-based awarded for strong academic profiles:
10% scholarship for GMAT 700+ / GMAT Focus 645+ / GRE or Tage Mage equivalent
5% scholarship for GMAT 650+ / GMAT Focus 595+ / GRE or Tage Mage equivalent
Test scores can be submitted after admission, within a set deadline.
- Early Bird Scholarship
A 10% tuition reduction for candidates who apply during the first application session.
To find out more about the specifics of our scholarship policy and how to benefit from it, we invite you to contact your program advisor. To download the Scholarship Policy information, create or log onto your emlyon business school account.
emlyon business school and its partners are committed to investing in tomorrow’s entrepreneurial leaders by helping qualified students to further their education:
- Campus France: discover some scholarship options available depending on your country of residence and your eligibility by clicking here.
- Banking Partners: You may obtain a bank loan through emlyon business school financial partners only if you have a fiscal warrantor in France. If not, we advise you to obtain a loan in your country of origin before your arrival.
- Prodigy Finance loan opportunity: Applicants for the MSc in Sports, Entertainment & Lifestyle are eligible to apply for a student loan with Prodigy Finance. Learn more on how to apply for a Prodigy Finance loan by clicking here (please scroll down the page to read about the benefits and conditions). This opportunity is opened to Non-French students only.
- Lendwise loan opportunity: Lendwise is a student loan provider offering funding to international students at competitive interest rates. Learn more on how to apply for a Lendwise loan by clicking here. This opportunity is opened to Non-French students only.
Please note: Master of Science programs at emlyon business school, including the MSc in Sports, Entertainment & Lifestyle, aren’t eligible for either the CROUS scholarships or the following financing schemes: FAFSA, FONGECIF, DIF, CPF or other funding from Pôle Emploi. For further information regarding potential state scholarships, we recommend you contact your region or your department, as some of them have specific scholarships available for students going to another department in France to study.
emlyon business school is committed to investing in tomorrow’s entrepreneurial leaders by helping qualified students to further their education. Reductions in tuition fees can be offered through needs-based scholarships and may, in certain cases, be granted in addition to guaranteed scholarships.
Student life
Discover what it means to study in Paris through two key aspects: a dynamic campus in the heart of the city, and an exceptional student experience shaped by one of the world’s most vibrant capitals.
The Paris Campus
Our campus is located in the heart of Paris, in the lively 12th arrondissement, right across from Gare de Lyon. With its central location, students enjoy quick access to top companies, cultural hotspots, and everything the city has to offer. It’s a vibrant place to learn, network, and live Paris to the fullest.
Student Life in Paris
Paris offers much more than academic excellence, it provides a dynamic, multicultural environment that enriches every aspect of student life.
- An International Business Capital: home to the headquarters of major global corporations and a thriving ecosystem of startups, making it a prime location for internships, networking, and launching an international career.
- Cultural Richness at Every Corner
From world-famous museums and historic landmarks such as the Eiffel Tower, Notre-Dame Cathedral, and the Louvre Museum, the city offers endless opportunities to explore, learn, and be inspired.
- A Well-Connected City
With its excellent public transport and international rail and air links, Paris makes it easy to travel within France and across Europe.
Meet us during dedicated events
emlyon's Program Advisors are hitting the road to connect with you and discuss your career aspirations. Don't miss the opportunity to meet them at international student fairs for guidance in shaping your future career. You can also stay tuned for information about our campus open days!
Contact our student ambassadors
Want to find out more about student life, program content, campus life or the emlyon business school experience? Connect with our student ambassadors to get a first glimpse of what awaits you. You can ask them all your questions via our dedicated platform.
Disability device
You will find the welcome guide and all the information on how we welcome and support our students and participants with disabilities here.
FAQ
Frenquently asked questions
A Master of Sport Management is a graduate-level masters' program that equips students with the skills to lead and manage in the sports industry. This degree in sport management prepares future professionals for roles in marketing or sports governance.
With a sport management degree, you can pursue a successful career in the sports industry, take on leadership roles, specialize in areas like sport marketing, or continue with another graduate program to deepen your expertise.
The MSc takes 2 years (4 semesters) to complete, totaling 120 credit hours with a minimum of 4-6 months internship.
Students master sport marketing through a mix of theoretical knowledge, covering strategy, data, branding, and governance, and specialized topics like sponsorship, e-commerce, and sustainability. They also gain practical experience via internships, international seminars, and a professional thesis.
Associated testimonials
Louis Coppi – from the tennis courts of the US to the racetracks of West Africa
Insights from the International Seminar in London – the business of sport in action
