Sports Business Marketing MSc

Sports Business Marketing MSc

School of Sport and Health Sciences


Post- graduate




Preston and Online

Contact UCLan

Course Enquiries
University of Central Lancashire
Preston, PR1 2HE, UK.

Tel: +44 (0)1772 892400

  • Duration:

    Full-time: One year, Part-time: Two to three years

  • Level:


  • Mode:


  • Delivery:

    Campus or eLearning, Full-time and Part-time

  • Campus:

    Preston and Online

  • Start Date:


  • Award Type:


Why study this programme?

The MSc Sports Business Marketing degree is designed to enable you to make a significant contribution to the dynamic and complex global sports industry. The course will develop and enhance students’ business management knowledge and skills.

It is completely taught within the sport context by staff with sport management and consultancy experience. Graduates of the programme have gone on to work for a range of UK and international sports organisations or they have enhanced their practice as experienced sports industry professionals. A strong philosophy of the MSc is to be intellectually and academically stimulating but clearly focused on the vocational needs of the industry, generating practitioners who can challenge and develop existing practices.

The course is suitable for existing sports professionals and those with an appropriate undergraduate qualification who aspire to have a career in sports marketing.

Entry Requirements

An honours degree from a British university (or overseas equivalent). It would normally be expected that this degree be awarded at the level of lower second class or above (or overseas equivalent). The programme is designed for graduates from a wide range of backgrounds, including both those with some experience in the sports industry (either through employment or study) and those who have not previously studied/worked in sport area encouraged to apply and we will consider each case on its merits.

Programme at a Glance

Full time

(on campus and distance learning)

One-year programme (Sept – August)

Semester 1:

  • TL4024 Principles and Practice of Sports Marketing
  • TL4187: Research Methods for Sport

Semester 2:

  • TL4040 Marketing and Communications Through Sport
  • TL4042 Sports Finance and Economics


  • TL4039 Sports Business and Strategic Thinking
  • T4054 Professional Development in Sport
  • TL4186 Dissertation in Sport

Part time

(on campus and distance learning)

Two-three year programme
Year 1 (Sept – May)

Semester 1:

  • TL4024 Principles and Practice of Sports Marketing

Semester 2:

  • TL4040 Marketing and Communications Through Sport


  • TL4039 Sports Business and Strategic Thinking
  • T4054 Professional Development in Sport
Year 2 (Sept – May)

Semester 1:

  • TL4187: Research Methods for Sport

Semester 2:

  • TL4042 Sports Finance and Economics
Year-long: (Sept – Aug)
  • TL4186 Dissertation in Sport (an extra year can be given to write up the dissertation)

Further Information

Sport is now a multi-billion-dollar global industry and the content of the taught modules is reflective of the global context in which sports organisations operate, with use made of a range of international case studies. The module The Sport Business and Strategic Thinking explicitly examines the global business context of sport and part of the learning in this module involves joint video linked lectures and seminars with the Volga State Sports Academy in Kazan, Russia, which held the World Student Games in 2013. In addition, Principles and Practice of Sports Marketing incorporates international sports marketing as a key theme. Students will be given flexibility in assessments to draw on international materials, such as case studies of global and/or non-UK sports brands. Depending on the availability of suitable partners, students may be able to work on live international sports marketing consultancy projects, with either UK or non-UK-based organisations.

The course team who teach on the MSc Sports Marketing and Business Management have a wealth of experience both within academia and in the sports industry. Therefore, you will be taught by academics who are actively researching and publishing in the area. Equally, many of our staff have experience working in management roles within sport, so you can learn from their practical experience as well as academic expertise.

The Course Team includes:

Clint Godfrey - Senior Lecturer/Course Leader Sports Business Management/Marketing

Leona Trimble - Division Leader, Sports Coaching and Development

Tony Keaveny - Course Leader Sport Business Management

Denis Pressler - Lecturer

How to Apply

Our Postgraduate section has more information around applying including visiting UCLan and the support available.

If you want to continue and apply now, you can apply for many of the postgraduate UCLan courses using our Online Application System.

For other postgraduate courses you can apply directly to UCLan by downloading a Postgraduate Application Form (.pdf 190KB) please also see our Postgraduate Application Guidance Notes (.pdf 158KB).


For detailed information about studying this course at UCLan, please see the course handbook for your year of entry:

For information on possible changes to course information, see our Important Information.


Apply now or see further information about postgraduate study and research. International students should visit our international pages.

Contact Us

Tel: +44 (0)1772 892400


Fees 2020/21

Full-time: £6,900 per year (UK/EU)
Part-time: £765 per 20 credits (UK/EU)

Further information:

For 2019/20 fees please refer to our fees page.

UK Government Postgraduate Loans Scheme

If you're thinking of studying a master's or doctoral degree you could be eligible for a loan from the Government to help you study.

For additional help with financing your studies, UCLan offers a range of Postgraduate scholarships, studentships, bursaries and the Alumni loyalty discount.

View further information

Industry Links

The School of Sport and Health Sciences has strong links with a large number of sports organisations, including professional sports teams and public and private sector sports providers. We regularly invite in guest speakers from industry to speak to students within the modules on this course. This represents a valuable opportunity for students to meet potential employers and learn about life in the sports industry. For example, we have had guest lectures given by representatives of The Premier League. The Football League, Wigan Warriors Rugby League Club, Bolton Wanderers Football Club, St Helens Rugby League Club, David Lloyd Leisure and Preston City Council.

The course team are currently working with the Chartered Institute for the Management of Sport and Physical Activity as part of their consultation on accreditation of HE courses.

Professional Accreditation

This course forms part of the HE Institution Partnerships Programme with the Chartered Institute for the Management of Sport and Physical Activity (CIMPSA). We are one of a few universities nationally that form part of this pilot programme.  The aim of this programme is to build employability benchmarks for graduates in our sector.

This enables our MSc students to access a range of CIMPSA services and products including CIMPSA membership, CPD eLearning, CIMPSA publications and student engagement and opportunities.

Learning Environment and Assessment

Delivery is typically on a Thursday and Friday if studying on campus (one day per week for part-time entry) and for distance learning students sessions are released on Tuesdays.  Distance learning students can also attend ad-hoc campus based sessions and on campus students can access ad-hoc distance learning sessions.  This flexible arrangement offers more student choice.

The teaching and learning environment will be interactive and challenging. It is organised to ensure that key concepts, theories and, where appropriate, practices relevant to business and marketing in the sports industry from a central role in the student’s learning. Throughout the programme students will engage in a range of learning activities including lectures, seminars, debates, case studies, presentations and group work.

The staff on the programme are friendly and supportive and they also have considerable experience, both within higher education and working in the sports industry. This leads to a stimulating, creative and challenging learning environment.

Assessment on each of the modules is designed to maximise the students’ learning in relation to both subject-specific knowledge and understanding and wider skills, including communication, problem solving and teamwork. Assessment types include reports, consultancy projects, essays, oral and multimedia presentations, debates and a dissertation.

Online version

This course is available entirely online, offering a very flexible part-time study option for those students who wish to combine study with employment or who are not able to relocate/travel to Preston for on-campus delivery.

In the online format the course is delivered through text-based learning materials, online video lectures/podcasts, interactive activities, discussions (synchronous and asynchronous) and direct communications, eg email, video conferencing.


An integral part of the course is relating theory to practice and this can be undertaken in new sports industry settings or in your current workplace.  We encourage students to consider the implications of relevant business and marketing theory and where possible to review the potential impact on the sports industry in the UK and internationally.

As part of the course we work with a range of external sporting agencies to support our work and this provides an invaluable networking opportunity for our master’s students.

Our students have the opportunity to complete a final dissertation or they can opt to write a journal article with a view to being published in a relevant academic or trade publication.

Graduates from the course have obtained positions within the private/commercial, public and voluntary sectors in sport in a range of management and academic roles. Examples include:

  • Media Marketing Manager at Manchester United Football Club
  • Regional Events Officer (North West) at British Cycling
  • Regional Sports Co-ordinator (West Midlands) at British Colleges Sport
  • Head of Marketing at Swiss Cycling
  • Junior Planning & Insight Manager at McCann Erickson
  • Student Activities Coordinator at the University of Salford Students' Union
  • Lecturers at Stockport College and Burnley College
  • Lecturers at UCLan
  • BUPA Health Centre Manager
  • Regional Marketing Manager SERCO Leisure
  • Operations Manager David Lloyd Leisure
  • Research Assistant John Moores University
  • PhD Students at Staffordshire University and UCLan

The course team who teach on the MSc Sports Business Marketing programme have a wealth of experience both within academia and in the sports industry. Therefore, you will be taught by academics who are actively researching and publishing in the area. Equally, many of our staff have experience working in marketing roles within sport, so you can learn from their practical experience as well as academic expertise.

I would highly recommend this course to other people as my personal experience was fantastic. The lecturers on the course made the experience more enjoyable and their constant support throughout the year provided me with the encouragement and confidence I needed to take the next step in pursuing my career in Sports Marketing.

Abigail Holt

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