Full Sail University

What you'll study

Study typically covers advanced business concepts applied to entertainment contexts rather than general business theory alone. Course topics commonly emphasise:

• Industry economics and revenue streams — how rights, sponsorship, merchandising and ticketing generate value.
• Intellectual property and contract fundamentals — negotiating and protecting rights for talent, teams and content.
• Marketing and audience development — strategies for fan engagement, branding and digital distribution.
• Leadership and operations — managing teams, events and stakeholder relationships in fast-moving environments.
• Data-informed decision making — using audience and commercial data to guide strategy and monetisation.

Entry requirements

Typical entry expectations for a master's in this field include a recognised bachelor's degree or equivalent and evidence of relevant professional experience or industry-focused work. Applicants may be asked to submit transcripts, a résumé, a statement of purpose describing career aims within entertainment or sports, and references; some cohorts also consider applicants with substantial industry experience in lieu of a traditional academic background.

Career prospects

Graduates are prepared for mid- to senior-level roles that bridge business and creative stakeholders in sports and entertainment organisations. Common outcomes include positions in rights and licensing management, sponsorship and partnership development, talent and artist management, venue and event operations, commercial strategy, and business development for teams, leagues, agencies, labels or media companies. The programme also supports entrepreneurs launching sports-entertainment startups or service businesses.

Scholarships & funding angle

Funding options for master's students often include institutional scholarships, merit-based awards, employer sponsorships and federal or private loans where applicable. Prospective students should research scholarship criteria related to academic achievement, professional background or specific industry focus, and discuss employer tuition assistance if currently working in the sector.