In the age of digitalization, an informational advantage is no longer a reliable success factor. Information is accessible always and everywhere and the professional world’s demands are changing rapidly. In the training and education of sports managers advanced knowledge is no longer the only priority. Rather, it has become increasingly important to identify the right information and to give it appropriate meaning. This gives the well educated person a competitive advantage as “sense-maker”, understood as someone who creates meaning. Today's organizational environment has faced managers with new challenges and is becoming more dynamic every day. Global competition and the expectations of evolving societies raise new managerial needs. The concepts of participation, empowerment, teamwork, flexibility and the like, as the current issues of organizations, occupy managers. You study management when a lot of experts are thinking about it They are about this topic. The impetus for this rethinking or reassessment comes from the fact that the organization and the larger world, of which the organization is a part, are changing at an astonishing rate. In this complex and dynamic environment, the manager must constantly adapt to changing circumstances. Therefore, it is not surprising that today's managers consider the phenomenon of change as a permanent thing. It is important to do something fulfilling, which makes you happy and is fun - higher education should act as the entrance card into a professional world in which all of this is possible. Compared to other industries, the sports industry’s members are characterized by an above-average degree of identification and have a special spirit. Sport connects, welds together, sport is community, integration, passion. This appears as an attractive work environment in which people, as social beings, enjoy being a part of. Therefore, money and status often play a subordinate role.
