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The MSc Sports Business Management 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.


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.

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.


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.


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.

Visit the Sports Business Marketing - MSc page on the University of Central Lancashire website for more details!





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