Sport Management MSc | Coventry University

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Sport Management MSc 2018/19 entry

Course code:

FBLT025 (with Professional Experience)

Study options:

1 year full-time, 2-3 years part-time

How to Apply

Coventry University


September 2018



£15,900 (with prof. experience)

Find out more


Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 2152


The massive growth of the sport industry – now a £20 billion a year business in the UK – has increased the need for greater professionalism and commercial orientation when managing sport.

Responding to this competitive labour market, our Master’s degree aims to provide specialist training and an in-depth knowledge of the sport business and its specificities for those who are working in the sector or those seeking to become future sport managers.

We have excellent links with many sports organisations, including professional sports teams, public and private sector sports providers and local sports clubs. Many local employers, like Wasps RFC, Coventry City FC, Coventry Blaze and Oaks Consultancy provide an input into course development and content with real-life business case studies, ‘live’ projects and guest speakers.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities


Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Association of Business Schools (CABS)

As a mark of our quality and international perspective, Coventry Business School is an active member of the European Foundation for Management Development (EFMD) and Chartered Association of Business Schools (CABS), as well as being signatories to the United Nations Principles for Responsible Management Education (UN PRME) initiative.

European Foundation for Management Development (EFMD)

Course information

On this Master’s programme, you should learn to appreciate the unique characteristics of the sport industry, the different contexts of sports products and the implications of these when managing a sport business.

We will study some of the key issues and trends within the global sports industry, such as mass media exposure and the upsurge in social-related publications and social media or the use of big data for more sophisticated marketing promotion and the introduction of smart stadiums.

In the first semester, we focus on building knowledge of the core principles and practices of management within a sport context. We aim to develop your general management skills to help you become effective managers, managing others fairly and increasing levels of engagement, commitment, motivation and performance.

You should gain a deeper understanding of the historical development of sport from a recreational pastime into a major commercial business. We will look at how competitions are regulated and the organisation of sport, including the UK’s new Code for Sports Governance and public bodies like UK Sport and Sport England.

As the course progresses, optional modules enable you to study specialist topics, such as crisis management and media relations or marketing consultancy. We will consider legislation within the sport industry, considering the Government’s broadcasting policy, the role of broadcasting and its impact on sport. You will also have the opportunity to examine the operations management of leisure facilities and events, including areas such as event management, health, safety, security procedures and the conflict between customer satisfaction and resource productivity.

You’ll be given opportunities to work on live project briefs, with case studies from the sport industry providing an example of strategy in practice.

The culmination of your Master's course will be a choice between either a dissertation or a company internship that will provide you with the opportunity to undertake a workplace project on behalf of an organisation (subject to availability and application). Past students have explored topics such as ambush marketing in the Olympics, the Football transfer market, the Rugby World Cup legacy and the Singapore Grand Prix. 


Ranked in the top 14 Sport Management Masters courses worldwide.

Eduniversal, 2017




  • Semester 1

    • Sport organisation and governance
    • Sport finance
    • Managing people in sport and events
    • Marketing and sponsorship in sport and events
  • Semester 2

    • Sport legal environment and broadcasting
    • Facilities and events operations management

    Optional Modules (2 of the following):

    • Contemporary Issues in Sport Management
    • Crisis Management and Media
    • Leading, Managing and Developing People
    • Marketing Consultancy Research 
  • Semester 3

    • Academic Research Practice for Sport and Events
    • Dissertation or Company Internship

In more detail...

  • With over 5,000 students, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal.
  • Vibrant student community with lots of student-led social events and activities, such as breast cancer charity fundraising and a sports away day.
  • Our Sport Management was ranked No1 in Europe by Sport Business International (2016), and top 15 worldwide by SBI and Eduniversal 2016-17
  • Opportunities to participate in industry field trips to visit sports teams and facilities, which in the past have included Anfield in Liverpool and Croke Park in Dublin (additional costs may apply).
  • We are ranked as the UK’s top new university by the Guardian and the Complete University Guides 2018, and received a Gold rating for Teaching Excellence by the Teaching Excellence Framework (TEF)
  • Taught by staff recognised nationally and internationally in their respective fields of specialism, who have published in the Journal of Sport Management, European Sport Management Quarterly, Sport Management Review and International Journal of Sports Marketing and Sponsorship, to name but a few.

We are ranked 20th best in the UK for ‘Business, Management and Marketing’ in the Guardian University Guide 2018. 

Your main study themes are:

  • Sport organisation and governance: We examine the exciting and changing nature of the external environment of sport organisations and how this may impact on the internal operations and people.

  • Sport finance: Develops your ability to interpret and use financial information within the strategic framework of a sport organisation. Provides you with practical tools for assessing financial performance and economic condition of sport organisations, including key ratios and management control tools supporting decision making and sound (financial) management. Considerable emphasis will be placed on the financial reports of real-world sport organisations.

  • Managing people: Provides a rigorous framework of knowledge and understanding concerning people management and development in the context of sport/event organisations. We will examine the potential contribution of HRM to organisational effectiveness and efficiency and the specific issues arising from managing volunteers. You will be introduced to the latest theory and practice in the fields of leadership, flexibility and change management.

  • Marketing and sponsorship: Provides a solid grounding in the unique nature of marketing for sport and events. You will be encouraged to think strategically about marketing. We also examine how sponsorship plays an important role in the management of sport and events.

The course can be studied full-time over one year or part-time over two years, starting in September.

Teaching and learning is delivered through a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.

We adopt a thematic interdisciplinary approach to teaching sports management, which successfully combines complementary skills and practical experience. You’ll research management literature, interact with international industry-insiders, and be encouraged to investigate, analyse and critically discuss contemporary issues in sport management.

The teaching team has, between them, many years of industry experience, working on the governance and marketing strategies of professional clubs, planning and management of national and international sport events, facility management, sport development and community outreach work. The staff will draw on this experience for case material and cover contemporary topics, such as corruption in sports, internationalisation of sport brands or the effect of sport on the environment.

The course is frequently reviewed and updated to reflect new developments and the requirements of the profession, needs of industry and government legislation.

We regularly invite experts currently working in the sport industry to talk to you about their experiences, thus providing an excellent opportunity to network with potential future employers. In the past, we have benefited from talks from Oaks Consultancy, Adidas, St. George’s Park, The Football Foundation, Professional Darts Association, Opta, Manchester City FC and British Wheelchair Basketball. We also offer a range of field trips both nationally and internationally – in the past to Liverpool FC – which provide exposure to industry and develop your intercultural competencies.

The learning outcomes of modules, assessments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. You need to achieve above 40% to pass; anything above 70% is classified as ‘outstanding’.

The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics).

An estimated percentage breakdown of your final grade assessment is as follows:

  • Formal examinations: 60%
  • Coursework: 40%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma.

40% assessed by coursework

On successful completion, you should have knowledge of:

  • The specific organisational challenges and governance issues of various types of sport organisations.
  • The economic and legal context of managing sports businesses.
  • The operations management of facilities, stadia and events.
  • The various business models of sport organisations and their financial implications.
  • The specificities of marketing in sport.
  • The management of people, including volunteers and athletes, in sport organisations.
  • Advanced management theories and the application of key concepts in a sports business context.


On successful completion, you should be able to:

  • Critically assess the business and economic environment of the sport industry and sport organisations.
  • Make practical judgments in the application of relevant core management principles.
  • Extract, interpret and synthesise relevant sport management data and develop reasoned conclusions and appropriate action plans.
  • Evaluate sport management strategies and policies within the context of practical organisational management skills and knowledge.
  • Develop sports business strategies and policies that relate to the issues of sport business management.
  • Design and conduct research in sports business management contexts using appropriate quantitative and/or qualitative methodologies.

There will be approximately up to 14 hours of formal teaching per week, with the rest of the time allocated to study directed by academic staff, and self-directed study and research.

On the taught modules, the teaching and learning is split evenly between lectures (in larger groups) and seminars and workshops (in smaller groups).

The dissertation includes an intensive research methods course (lectures and seminars), followed by one-to-one tutorial with a research supervisor. 

In addition, you will be expected to undertake an additional 20 hours of self-directed study each week e.g. on further reading or working on coursework.

Students are encouraged to contextualise their study in a broad cultural context throughout. You will have the opportunity to gain international experience in multiple ways, not least through the multicultural environment fostered by staff and students. We have an increasing number of international students on the course year-on-year, from more than 20 countries across the globe.  International case studies and guest speakers are included in all modules and form a central part of the delivery to our students.

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


Student experiences

The number of student trips abroad for at least 5 days in 2014/15


and counting

The number of students we’ve helped travel internationally so far


global programmes

As well as trips, we offer other opportunities like language courses

Entry Requirements

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

English as a Foreign Language: This course requires IELTS of 6.5 overall. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

English as a Foreign Language: This course requires IELTS of 6.5 overall. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.



September 2018

£11,600 (with prof. experience) (per year)


If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.



September 2018

£11,600 (with prof. experience) (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!



September 2018

£15,900 (with prof. experience) (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

The sport industry is expected to offer increasing employment opportunities as the industry continues to grow throughout the world.

Open to graduates of any discipline, our postgraduate degree offers a global perspective of managing sports organisations which will enable you to pursue a wide range of managerial positions in sport clubs and governing bodies, sporting venues, event organisers, sport retailers or sponsors. Alternatively, you may choose to move into more general management and marketing within the private, public and voluntary sector.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Previous graduates have secured exciting and rewarding positions in a wide variety of marketing areas such as brand management, creative advertising development, working with the leading organisations worldwide such as Airbus, Millward Brown, Silverstone and many others.


By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.

The tuition fees stated on the course webpage, prospectus and your offer letter will apply for the duration of your course, subject only to changes to the law or government requirement. Please note that we set fees for individual courses, and fees from previous years are no indication of fees for future years.