This article examines the fit (or lack thereof) between the competencies needed by the sport industry and the proficiency of sport management students. The authors apply importance–performance analysis as a strategic management tool to analyze the results of two competence-oriented datasets in a German context. They find that students’ self-identified proficiency is lower than the importance attributed to proficiency by industry experts. The authors critically discuss the absence of differences between the perceived performance of Bachelor’s and Master’s degree students and provide strategic recommendations for sport management higher education. The article highlights the development and communication of generic competencies as a unique selling proposition and reflect on the need to improve subject-specific competencies to further professionalize the field of sport management. Based on these results, a critical reflection of curriculum design in sport management higher education is needed
