From Al Ahly to the wider sector: building Egypt’s sports management bench

The commercial growth of sports is creating demand for professionals who understand more than the game. As investment expands across clubs, sponsorships, media rights, and fan engagement, sports organizations increasingly need talent with strategic and commercial capabilities alongside sports experience.

That demand is what brought AUC Onsi Sawiris School of Business Executive Education and Al Ahly Sports Club together in 2021. The partnership was designed to build specialized sports management capabilities in Egypt and the wider region, combining AUC’s executive education expertise with Al Ahly’s experience managing one of Africa’s most established sports institutions.

The result was the Sports Management Program, a five-week program built around the business and operational demands of sport. The curriculum covers leadership, marketing, sponsorship, media, events management, sports psychology, and sports law, helping professionals build practical skills for the sector.

Since launching in September 2021, the program has graduated 288 participants across 12 intakes, with its 13th intake taking place in June 2026. Nearly a quarter of participants reside outside Egypt, mainly in the MENA region, reflecting regional demand for specialized sports management training. The mix includes professionals already working in sports and others exploring a move into the industry.

With its 13th intake held in June 2026, the partnership continues to help turn sports management into a structured career track. The goal is to build a deeper pipeline of professionals who can manage clubs, events, sponsorships, media relationships, and fan engagement with the same discipline expected in other fast-growing industries.