About the Course

The attention of the sports world is towards Asia as it has overtaken North America and Europe as the world’s mega sports hub. Three successive Olympic Games held on the continent: the Pyeongchang 2018 Winter Olympic Games, the Tokyo 2020 Summer Olympics and the Beijing 2022 Winter Olympic Games, plus Qatar’s hosting of the 2022 FIFA World Cup, are evidence that the global focus is now towards Asia. Riding on this wave is the concurrent expansion of the sports industry in Singapore. Coupled with the growing number of business opportunities, commercial investments and media focus on Asia, the region will need specialised sports management & marketing professionals to provide support and expertise for the sport eco-culture to thrive.


In October 2022, the Singapore Government announced that it would take over the management of the Singapore Sports Hub. Sport Minister Mr Edwin Tong shared in Parliament that “as the sector in Singapore has grown and matured, SportSG is now much better placed to continue making the Sports Hub a premier hub for sports and entertainment events. Most recently, the International Olympic Committee (IOC) announced Singapore as the host of the inaugural week-long Olympic Esports Week in 2023. This global esports event will feature a variety of virtual sports, both hybrid and sports simulations and comprise the first in-person live finals of the Olympic Esports Series.


The Specialist Diploma in Sport Management and Marketing aims to provide participants with an in-depth understanding of the sports industry, the nature of sport as a business and sport marketing opportunities for Singapore, both regionally and globally. Through this course, participants will gain a deeper understanding of sport management and sport marketing. As the only specialist diploma that combines sport, management and marketing, participants will be equipped with the skills to pursue a career in the sports business as well as further their education in the field of sport. 


  • Course Aims

    The Specialist Diploma in Sport Management and Marketing addresses the specialist manpower needs of Singapore’s sport industry by:

    • Training specialised practitioners in sport management and sport marketing to support the growth of sport businesses
    •  Providing sport and marketing professionals with an avenue for continued professional development; and
    • Preparing Singapore’s workforce for the growing demands of a changing economy.
  • Target Participants

    The course is targeted at:

    • Professionals, managers and executives in marketing who want to specialise their knowledge, skills and capabilities in the areas of sport management and sports marketing
    • Sports practitioners who are keen to upgrade their knowledge, skills and capabilities in the areas of management and marketing in the sports industry
    • Polytechnic graduates with relevant diplomas who are interested in pursuing a business career in the sports industry and/or interested in specialising their knowledge, skills and capabilities in the areas of sport management and sports marketing

Course Trainers

What You'll Study


Participants will receive a Post-Diploma Certificate upon successful completion of each semester and will be conferred a Specialist Diploma in Sport Management & Marketing upon obtaining the above two Post-Diploma Certificates. 

Did You Know?

The Ace Project

The WTA Finals Singapore excited fans and engaged the community when it was held from 2014 to 2018. In the 2018 edition, students from the SBM's Specialist Diploma in Sport Management & Marketing course got in on the excitement and had the opportunity to pitch their PR campaign ideas for the WTA Finals Singapore to the organisers.

As part of the project, our students got to consult experts from Weber Shandwick Singapore on the PR approaches. The best part? Lagardère Sports Singapore's senior director of marketing for Tennis (Asia), Minn Yang, extended an invitation to our students to attend the WTA Finals Singapore 2018 - The Final Serve in October.