Sports Business Management - MSc
Study the fast-moving sports industry and shape your business expertise on our Sport Business Management MSc. Capitalise on your enthusiasm for sport and your ambition to secure a career in this dynamic sector on a programme designed to develop your sports industry knowledge and business skills, enabling you to take full advantage of the sector's excellent career potential.
Month of entry
- September
Mode of study
- Full time, Part time
Fees for 2025/26 academic year
- UK - Full time £12,700 per year. Part time £7,000 per year.
International - £17,700 per year.
Duration of study
- 1 year full time, 2 years part time
Why study Sports Business Management at Keele University?
Course summary
Our Sport Business Management MSc provides you with the opportunity to study the sport and business worlds in-depth. Both sectors are in constant flux, especially the sports sector which is advancing in new ways such as esports, environmental sustainability in sport and women's sports. We’ve designed this programme to give you a comprehensive view of the sports industry, featuring guest lectures and industry days where you will gain valuable industry insights. You will also develop business expertise, helping you as you pursue a career in the sector.
Sports-related core modules on the programme focus on areas such as exploring the complicated relationship between sport and the media, analysing the current state of play and what the potential future may look like. You will also evaluate the different experiences of sports and esports fans at events and use the theory you’ve studied to create your own sports activation or marketing campaign.
What are the different factors that influence successful sponsorship deals and what impact will the industry's shift towards sustainability have? To address this, you will study real-world examples such as fashion brand Hugo Boss switching its sponsorship away from Formula 1 to Formula E, growing investment in women’s and disability sports, and the sustainable water solutions organisation Xylem’s sponsorship of Manchester City Football Club.
The programme provides an insight into what goes on behind the scenes in preparing for major sporting events such as Wimbledon, the FIFA World Cup and the Summer and Winter Olympic Games. You will learn about the different event bidding processes, consider the visitor experience for those attending and evaluate the legacy of these high-profile sporting events.
You will also enhance your professional development and creativity expertise by designing creative solutions to real-world business problems. This is a great opportunity to explore creativity theory and apply this in practice to enhance your skills in time management, working to deadlines and teamwork.
A range of optional business modules offer the chance to improve your sustainability literacy, giving you the chance to study how organisations change what they do and how they do it, with a view to making eco-friendly business decisions. You will explore current debates and challenges within leadership as well as strengthen your knowledge and understanding of the subject.
You could also study the theories and concepts around contemporary consumer behaviour in a global, multicultural and digital age, or examine the international business environment, learning about how different external factors impact global business activities.
Further options include looking at real life marketing situations and analysing how you can apply marketing theory to find effective solutions in creative, innovative, ethical and sustainable ways. You will also study different types of branding from emotional and experience brands to global brands and branding in the digital age, plus identifying the social and ethical implications of branding.
The programme also focuses on the process of starting a new business venture from business plans to funding, introducing you to applicable enterprise and entrepreneurship theories. You will also develop theoretical and practical knowledge in how data and information are used to inform business strategy. Your research and analytical skills will be further developed, ensuring you know how to scope research or problem-solving projects, and can recognise the benefits and drawbacks of the different research methods.
Other courses you may be interested in
Next steps
Postgraduate Study at Keele Business School
As a postgraduate student at Keele Business School you will benefit from being taught in small groups by lecturers who are recognised experts in their fields.
Course structure
Modules
The module details given below are indicative, they are intended to provide you with an idea of the range of subjects that are taught to our current students. The modules that will be available for you to study in future years are prone to change as we regularly review our teaching to ensure that it is up-to-date and informed by the latest research and teaching methods, as well as student voice. The information presented is therefore not intended to be construed and/or relied upon as a definitive list of the modules available in any given year.
Sport Business Management module structure
Semester 1
Compulsory modules
- The Sport Media Relationship
- The (E)Sports Fan Experience
- Leadership
Optional modules
- Entrepreneurship and Innovation for Sustainable Development
- Understanding Consumer Behaviour
- International Business Context
- Marketing Management in the Digital Age
Semester 2
Compulsory modules
- Global Sports Sponsorships
- International Sports Event Management
- Creativity and Personal Development
- Research Methods
Optional modules
- Brands and Branding
- Developing an Investable Business Plan
- Strategy and Information Management
Semester 3
Core modules
- Research Methods
After you have completed the taught modules of the course, you will undertake a large project to further develop your knowledge in a specific area of sport business management. You will choose from one of the pathway options below.
Research dissertation
The research dissertation is a formal written academic project of between 10,000 and 15,000 words, making it ideal preparation for future academic research at MPhil or PhD level or for the report-writing and scrutiny expected of senior management professionals. Taking inspiration from your own interests, and with support throughout from a supervisor with relevant expertise, you’ll choose a topic to research in the field of marketing. To give you an idea, it could be anything from country perceptions of outdoor guerrilla marketing to a comparison between charity and corporate marketing strategies.
Consultancy Project
During June to September, you will spend eight to 12 weeks undertaking a marketing research project on behalf of an organisation (chosen by Keele Business School). You’ll put into practice what you’ve learned, developing and applying your skills to solve a business problem, issue or focus on a specific project. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. As an example, one student worked with a pet food company to explore new and innovative marketing techniques to promote their brand, while another undertook research and developed a marketing plan and social media campaign for fire training facilities. We also had one student help an online retail company develop and relaunch its brand, with another developing PR and marketing activities for a local arts centre.
Please note that participation in the Consultancy Project is only available after a comprehensive selection process. Please view our terms and conditions to find out more.
Entrepreneurship pathway
An excellent opportunity if you have an idea for a new business venture, this module will provide you with the time, space and expertise to develop it. For between eight weeks to 12 months, you’ll be given the option of a base within the University’s incubator and have access to workshops and guidance from a network of entrepreneurs and business advisers. During this time, you’ll complete a portfolio of evidence on your idea and present this to an external stakeholder. Places are limited, and you will be required to undertake an interview prior to acceptance on this module.
Please note: The Entrepreneurship pathway is available to UK Students only
Placement pathway
In an increasingly competitive job market, employers are looking to recruit employees who have high-level knowledge, skills and workplace experience. With support from the Faculty Placement Officer, you will gain first-hand professional experience on a suitable, paid work placement for between eight weeks to 12 months. During your placement, you will be required to complete an extended project on behalf of the organisation. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. Your placement can be based anywhere in the UK giving you the opportunity to work with local, national and international organisations.
Students who require a visa to study in the UK may be able to add in a work placement depending upon the programme. The ability to add a work placement is dependent upon the UK Immigration rules at the time of the request. It may be that for some programmes students will not have the option to request a placement period to be added to their programme before they arrive in the UK and would need to apply for a new visa. There is no guarantee that a placement will be provided and that students who have a visa are subject to a number of restrictions on the type of work, including placements they can undertake.
Next steps
Sports Business Management at Keele
Dr Matthew Hutchinson is Programme Lead and Lecturer in Sports Business Management at Keele University. Previously to working at Keele, Matthew worked at Manchester Metropolitan University as a lecturer in Sport Marketing and Policy, and has also worked in several roles outside of academia, including at a sports insights marketing agency, football club charities, and women’s football clubs.
Entry requirements
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
Please visit the Keele University International College for more information on how to apply, entry requirements and course details.
Next steps
Entry requirements
The following section details our typical entry requirements for this course for a range of UK and international qualifications. If you don't see your qualifications listed, please contact us to find out if we can accept your qualifications.
Typical offer
Please ensure that you read the full entry requirements by selecting your qualifications from the dropdown menu below. This will include any subject specific, GCSE/Level 2 Maths, and English language requirements you may need.
Please select your country from the drop-down list below for the full entry requirement information
UK
2:2 degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Bangladesh
60% in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a public university or CGPA 2.8 in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a private university
or
demonstrated relevant professional qualifications or experience
We don’t accept degrees from certain universities, please see our Bangladesh Country Page for more information
You will also need: an English language qualification (see below)
Canada
70% or C or a GPA of 2.5 in a degree (Ordinary or Honours) in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
China
70% in a degree in any subject or 65% in a degree in any subject from a '211' university
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Ghana
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
India
55% or CGPA 6/10 in any degree of three years or longer
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Kenya
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nepal
60% / 2.4 in a 4-year Bachelor's degree in any subject
or
65% / CGPA 2.8 in a 3-year Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nigeria
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pakistan
We accept a range of qualifications from Pakistan. Please visit our Pakistan Country Page for more information
or we will consider demonstrated relevant professional qualifications or experience
You will also need an English language qualification (see below)
South Africa
Second class division 2 / 60% in a Bachelor's degree with Honours in any subject
or
Second class division 1 / 70% in an Ordinary Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Sri Lanka
55% in a Special Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Uganda
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Zimbabwe
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
Please visit the Keele University International College for more information on how to apply, entry requirements and course details.
English language requirements
All of our courses require an English language qualification or test. For most students, this requirement can be met with a 4 or C in GCSE English. Please see our English Language guidance pages for further details, including English language test information for international students. For those students who require an English language test, this course requires a test from Group B.
References
Normally, you will need to provide at least one academic reference to support your application unless you have been out of study longer than two years. If it has been more than two years since you last studied on a degree-level programme, you will normally need to provide an employment reference instead. For more information about Academic References, please see our Postgraduate how to apply web pages.
Personal Statement/Statement of Purpose
Please see our Postgraduate how to apply web pages for guidance on what to include in your personal statement.
Recognition of Prior Learning
The Recognition of Prior Learning (RPL) is a process which enables applicants to receive recognition and formal credit for learning acquired in the past through formal study or work and life experiences.
RPL can also be requested for admission onto the start of a programme in lieu of the admission requirements. For more information, see our Recognition of Prior Learning web pages.
Professional qualifications and work experience
The majority of our courses will consider relevant work experience and/or professional qualifications at the appropriate level, as an alternative to an undergraduate degree for entry. The work experience should be for a sustained period and at a suitable level, based within a relevant sector to your chosen course.
Admissions staff will review your work experience and/or professional qualifications during the assessment of your application to ensure suitability in terms of relevancy, level and appropriate learning outcomes.
General information
The entry grades outlined in this section indicate the typical offer which would be made to candidates, along with any subject specific requirements. This is for general information only. Keele University reserves the right to vary offer conditions depending upon a candidate's application.
Funding
Please note, if your course offers a January start date, the January 2025 start date falls in the 2024/25 academic year. Please see the January 2025 fees for the relevant fees for starting this course in January 2025
Planning your funding
It's important to plan carefully for your funding before you start your course. Please be aware that not all postgraduate courses and not all students are eligible for the UK government postgraduate loans and, in some cases, you would be expected to source alternative funding yourself. If you need support researching your funding options, please contact our Financial Support Team.
For continuing students, fees will increase annually by RPIX, with a maximum cap of 5% per year.
Next steps
Your career
Your career
Your understanding of the sports sector and the business knowledge you will have acquired on the Sports Management MSc opens up a range of career possibilities in the global sports industry and beyond. Employers are seeking individuals with the right package of skills and who can adapt to, and provide solutions to the future challenges faced by the sport and business worlds.
Successful completion of this programme will ideally place you to undertake further postgraduate studies at MPhil or PhD level.
Jobs that a graduate of this course could progress on to include:
- Social Media Executive
- Strategy Executive
- Insight Executive
- Operations Officer
- Sports Development Officer
- Partnerships Executive
- Events Manager
- Sports Marketing Analyst
- Membership Manager
Next steps
Teaching, learning and assessment
How is the programme taught?
Our teaching and learning strategy is wide-ranging and innovative, seeking to give you a rich learning environment that draws actively upon leading-edge research, as well as current professional practice in the context of the contemporary sport industry and the business sector. The aim is to give you all the essential experience and expertise to succeed in whichever career path you choose.
Teaching methods may include:
- Experiential learning, where you can apply the knowledge you've gained.
- Guest lectures and industry days so you can develop valuable insights into what the sports industry entails.
- Lectures and interactive lectures.
- Tutorials which may focus on activities such as class discussions, group activities, group or individual presentations, case studies, question and answer sessions.
- Independent study such as undertaking an independent research project.
- Working in groups for specific activities and assessments.
How is the programme assessed?
Different methods of assessment are used on this programme that will reflect the breadth of knowledge and skills you will have acquired during your studies. These may include:
- Essays, including some based around case study material. These will test the quality and application of your subject knowledge.
- Research reports will assess your knowledge of different research methodologies and your ability to formulate and answer research questions.
- Blogs and reflections assess your ability to identify your own experiences and opinions and display them in a constructive way.
- Presentations aim to test your subject knowledge and understanding.
- Portfolios will demonstrate your engagement and understanding of specific topics.
- Reports enable you to produce a piece of work which shows you can respond to specific tasks, and highlight your recommendations and conclusions.
- Literature reviews will assess your critiquing skills.
- Exams in different formats will assess your understanding of particular modules.
Next steps
Keele Postgraduate Association
Keele University is one of a handful of universities in the UK to have a dedicated students' union for postgraduate students. A fully registered charity, Keele Postgraduate Association serves as a focal point for the social life and welfare needs of all postgraduate students during their time at Keele.
Hugely popular, the KPA Clubhouse (near Horwood Hall) provides a dedicated postgraduate social space and bar on campus, where you can grab a bite to eat and drink, sit quietly and read a book, or switch off from academic life at one of the many regular events organised throughout the year. The KPA also helps to host a variety of conferences, as well as other academic and career sessions, to give you and your fellow postgraduates the opportunities to come together to discuss your research, and develop your skills and networks.
Our expertise
Teaching staff
You will be taught by a range of leading experts in business management, marketing, sports and additional related themes. Academics at Keele Business School have extensive teaching, research and work experience in their specific fields and also engage with continuing professional development.
Our Sport Business Management MSc is delivered by experienced academics who are specialists in the field of project management, management and additional related themes.
Teaching team:
Next steps