Keele University

What you'll study

This programme blends business and management theory with sector-specific modules to develop practical skills for the sports industry. You will study topics such as sports marketing and sponsorship, strategic management in sport, finance and commercial management for sports organisations, event and facilities management, governance and legal issues in sport, and data analytics for performance and commercial decision-making.

The course typically comprises taught modules delivered through lectures, seminars, case studies and practical workshops, followed by a substantial independent research project or consultancy dissertation. Modules commonly include research methods and applied project planning to support the final project, which can be industry-focused and supervised jointly with academic staff and external partners.

• Core subjects: strategic management; sports marketing and sponsorship; financial and commercial management; governance, ethics and law in sport; event and venue operations.
• Skills development: leadership and teamwork; project and contract management; commercial negotiation; data analysis and interpretation; applied research and consultancy.
• Assessment methods: a mix of essays, group projects, presentations, case study reports, business plans and a final dissertation or consultancy project.

Entry requirements

Applicants are normally expected to hold a good honours degree in any discipline or an equivalent international qualification. Candidates with professional experience in the sport, leisure or related commercial sectors may be considered where academic qualifications are not strictly met.

International applicants are required to demonstrate English language proficiency. Typical applicants include recent graduates aiming to specialise in sports business or practitioners seeking to progress their careers into management, commercial or strategic roles.

Career prospects

Graduates move into a wide range of roles across the sport and leisure sector and the broader commercial environment. Typical career destinations include sports marketing and sponsorship management, commercial and partnership roles within clubs and governing bodies, event and venue management, sports development and community programmes, sports media and communications, athlete and talent management, and consultancy roles providing commercial or strategic advice to sport organisations.

The programme’s applied project and industry-focused modules are designed to build a professional portfolio and employer contacts, preparing you for entry to graduate schemes, specialist sport-sector roles or entrepreneurial activity such as sports start-ups and consultancy.

Why study at Keele University

Keele offers an interdisciplinary approach that brings together expertise from management, sport sciences and social sciences to deliver applied and research-led teaching. You will benefit from small-group teaching and close academic support, with opportunities to work on industry-linked projects and use on-campus sports facilities for practical learning.

Keele maintains links with regional and national sport organisations, providing opportunities for guest lectures, placements and networking. The campus environment and student support services are geared to postgraduate study, helping you balance academic work with professional development and career planning.