Sports Business Management - MSc
Study the diverse and dynamic world of sports on our Sports Business Management MSc. Capitalise on your enthusiasm for sport as you develop your industry knowledge, refine your business expertise and acquire the practical skills that will prepare you for leadership roles in the sports arena such as Sports Manager, Marketing Director or Events Manager.
Month of entry
- September and January
Mode of study
- Full time
Fees for 2025/26 academic year
- UK - Full time £12,700 per year.
International - £17,700 per year.
Duration of study
- 1 year
This programme is available with a Placement - an opportunity to complete a 6-12 month placement after the taught element of the course. Apply for the 'with Placement' option below.
Why study Sports Business Management at Keele University?
Course summary
Attain career focused skills that will enable to you to navigate challenges and seize opportunities in the global sports industry with our Sports Business Management MSc. Through theoretical learning with real-world application, you will explore the intersection of sports, business and politics equipping you to achieve your career potential.
You’ll gain advanced insights into the global evolution of sport, studying the growth of women’s sports, emerging trends, team ownership and sports diplomacy, alongside a focus on key issues including sustainability, geopolitics, governance.
The world of sports consumers is examined from a global perspective to enhance your understanding of complexities of the different behaviour, engagement and market research techniques. Through topics such as consumer psychology, brand loyalty and the fan experience of sport you’ll gain the know-how to effectively engage with and retain sports consumers.
Optional modules allow you to broaden your studies by exploring specific areas of interest including data analytics, game theory, negotiation and conflict resolutions, leadership and management, entrepreneurship, sustainability measuring and reporting, business technology and AI, project management and refining your creative practice.
Central to this programme is a strong focus on advancing your professional development and providing practical industry engagement opportunities, strategically enhancing your employability. You’ll connect with experienced professionals, gain insights into the latest trends in your chosen field and have the opportunity to work directly with an organisation to develop solutions for a current business issue, gaining valuable real-world skills.
Our programme provides the flexibility to align your studies to your career aspirations through a core Professional Project. You can choose to undertake a research project, consultancy project, or a strategic business proposal.
Sustainability, ethics and responsible business practices are embedded throughout and by completing Keele Business School’s Sustainability Passport you’ll demonstrate your ability to incorporate sustainability practices in a professional context.
Located in an innovation park that fosters collaboration between academia and industry, Keele’s campus offers a supportive learning environment designed to prepare you to excel in the dynamic world of global business.
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
If you choose the 'with Placement' route, you will complete a 6-12 month placement module after the taught element of your programme.
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.
Core modules
Compulsory modules
Business Consultancy
Project In the Business Consultancy Project, you will build foundational skills and gain practical experience by working directly with a real organisation to develop solutions to real-world challenges. You will learn to engage with businesses, frame organisational issues, and apply creativity and innovation. This module develops core skills in collaboration, communication, and problem-solving, preparing you for the Professional Project and Placement. It provides a strong foundation for success in other areas of the programme.
Professional Development and Industry Insights
This module helps you explore the industry you want to work in, including its structure, recruitment practices, and key trends. You will assess your own skills and experiences, identifying how you align with the industry’s needs and expectations. Through active learning, reflective activities, and guest speaker insights, you will develop practical knowledge and career planning skills. The module supports your progression into the Business Consultancy Project, Professional Project, and Placement, preparing you for future opportunities.
The Power, Politics and Business of Sport
Explore the intersection of sport, politics, and business in this module. You will study the growth of women’s sport, team ownership, mega-events, and sport diplomacy. Key issues include sustainability, geopolitics, governance, athlete activism, and commercialisation. You will examine these topics across different countries, learning about their dynamics and implications. This module aims to help you understand how sport has evolved globally and consider its future possibilities.
Sports Consumers: Insights, Engagement and Experiences
This module explores the world of sports consumers, focusing on behaviour, engagement, and market research methods. You will examine brand loyalty, experiential marketing, and the impact of technology on fan experiences. Topics include event management, consumer psychology, sustainability, and sponsorships, all from a global perspective. By the end of this module, you will understand how to effectively engage and retain sports consumers in a dynamic, evolving market.
Professional Project
In the Professional Project, you will undertake an independent piece of work that builds on academic and practical skills developed throughout the programme. You can choose from three routes: a research project, a consultancy project, or a strategic business proposal, aligned to your career aspirations. We will support you in preparing for your chosen path with essential research or consultancy skills. The module culminates in a detailed write-up and reflective analysis, showcasing your expertise and professional growth.
Optional modules
Optional modules
Fundamentals of Data Analytics
Analytics This module introduces non-specialists to the core concepts and tools of data analytics. You will explore fundamental techniques for collecting, analysing, and interpreting data to make informed decisions. Topics include data visualisation, basic statistical methods, and an overview of popular software tools. Through practical exercises, you will gain confidence in handling data and applying analytical insights across various contexts, equipping you with valuable skills for data-informed decision-making in diverse professional settings.
Game Theory, Negotiation and Conflict Resolution
This module focuses on the principles and practices of negotiation, game theory, and conflict resolution. You will explore topics such as bargaining strategies, applied game theory, credibility, collusion, and resolving disputes in diverse contexts, including international settings. Emphasis is placed on understanding negotiation dynamics, managing conflict, and building effective agreements. Through practical exercises, you will develop skills in constrained optimisation, strategic interaction, and crafting solutions that balance competing interests, preparing you to navigate complex negotiation scenarios effectively.
Leadership and Change Management
This module explores the key theories and practices of leadership and change management in modern organisations. You will examine leadership styles, strategies for leading teams, and approaches to managing change effectively. Topics include motivation, conflict resolution, and fostering an adaptable organisational culture. Through case studies and practical exercises, you will develop skills in influencing, guiding teams, and navigating complex organisational change, preparing you for leadership roles in dynamic, evolving environments.
Entrepreneurship
The module equips students with essential entrepreneurial skills and knowledge to identify, evaluate, and develop business opportunities. Students will engage in practical assessments, including a business opportunity evaluation report, and a collaborative pitch presentation. The module emphasises critical analysis, entrepreneurial leadership, and ethical considerations in business. Through active participation and reflection, students will gain the confidence to launch and manage successful ventures, navigating the complexities of modern entrepreneurship.
Sustainability Measuring and Reporting
This module familiarises you with the indicators used to measure progress towards sustainable behaviour. You will explore environmental, social, and economic targets linked to domestic policies and international commitments to address climate change. The module also examines how climate risks impact business performance and reputation, as well as the tools to manage these risks. With a practical focus, you will develop skills in reporting economic, social, and environmental impacts to diverse stakeholders, aligning with current regulations and investor expectations.
Business Technology and AI
This module covers the key principles of business technology and artificial intelligence, focusing on practical applications across industries. Students will engage with core concepts of AI, data analytics, automation, and their transformative impact on business strategy and operations. Through real-world case studies, the module emphasises understanding and critical thinking to leverage AI-driven solutions for competitive advantage and organisational growth.
Creativity and Developing your Practice
This module helps you improve your creative skills by exploring theories of creativity, experimenting with new methods, and reflecting on your own creative identity. You will work on real-life problems with organisations, participate in group projects, and reflect on your progress. Through individual and group tasks, the module focuses on creative problem-solving, interdisciplinary approaches, and effective communication. It prepares you to develop your creativity further and adapt it for professional contexts.
Project Management
This project management option equips you with the knowledge and skills to successfully plan, execute, and deliver projects in a professional setting. Project management is a vital skill across a wide range of roles, ensuring the efficient achievement of organisational objectives. This module provides core foundations, including project planning, risk management, stakeholder engagement, and performance evaluation. Through case studies and practical exercises, you will learn to apply essential tools and techniques effectively in real-world scenarios.
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 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
Placements
This programme is available with a Placement - an opportunity to undertake a 6-12 month industry placement after the taught element of the programme.
This practical experience enhances employability, strengthens transferable skills, and demonstrates professional capability in the competitive jobs market.
Whilst placements are competitive and therefore not guaranteed, our dedicated Placements and Projects Team will support you in finding a suitable opportunity, and will provide guidance throughout the process. We strongly encourage students to actively engage with these services as soon as possible to maximise the chances of securing a placement.
To apply for this programme with a Postgraduate Placement, use the Apply Now button above.
For eligibility criteria, information on transferring onto the Postgraduate Placement route, fees and additional costs, visa information and support available, please see our dedicated Postgraduate Placements web page.
For key information about the programme, including the structure of modules, assessment methods and awards, please see the relevant programme specifications.
Teaching, learning and assessment
Teaching
Teaching on our Sports Business Management MSc combines interactive and applied learning methods to create a dynamic and engaging experience. You’ll benefit from interactive, in person lectures, small group tutorials, and web-based learning via the Keele Learning Environment (KLE). Independent study is encouraged, allowing you to explore your interests in greater depth, while reflective practice helps you evaluate and enhance your learning journey. Communication and teamwork skills are developed through peer-assisted learning and collaborative projects. Additionally, you’ll engage with real-world scenarios through live business challenges, company visits, and guest lectures, gaining valuable insights directly from industry professionals.
Assessment
You will be assessed using a wide variety of methods which reflect the breadth of the knowledge and skills you will have developed on the programme, including assignments, group assessments, literature reviews, portfolios, reports, and research paper proposals and summaries.
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
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
Supporting you
Throughout your studies, you’ll be fully supported and have access to a variety of resources. The programme begins with a comprehensive induction, designed to help you transition smoothly and confidently into your academic journey. An academic mentor will be assigned to you, offering guidance and advice on academic challenges and general support. You’ll also have regular opportunities to engage with the programme team to provide feedback on learning and teaching.
Additional support is available from our Student Experience and Support Team based within our Faculty, who work closely with teams across Keele ensuring you have easy access to comprehensive advice and support, including services for Disability Support and Inclusion, Student Financial Support, Counselling and Mental Health, Residence Life and Chaplaincy, and International Student Support.
Next steps
