Sport Management MSc

Postgraduate
Conversion course

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Gain the expertise, skills and knowledge to become a professional sport management practitioner within the exciting and rapidly evolving sport and esports industry.

Year of entry

2025-26

Location

Coventry University (Coventry)

Study mode

Full-time

Duration

1 year full-time

Course code

CBLT014

Start date

September 2025
November 2025
January 2026
March 2026
May 2026
July 2026

How to apply

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Course overview

The global sport management industry has experienced rapid growth and commercialisation of sports and esports in recent years. This has created a demand for sport management graduates with specialised expertise and the ability to think creatively and strategically.

This course aims to equip you with the expertise, skills, and knowledge to become a professional management practitioner within this exciting and rapidly evolving industry.

The course draws upon traditional academic subjects such as business, management, marketing, and finance, which are applied and contextualised to the global sport industry.
Explore global trends in sport and esports, including commercialisation, responsible leadership, sustainability, entrepreneurship, technology, innovation, and equality, diversity, and inclusion (EDI).
Course learnings incorporate both academic and professional perspectives to help you become a sport manager who can effectively manage change.

5 QS Stars for Teaching and Facilities

QS Stars University Ratings

Ranked 9th Modern University in UK by the Times

The Times and Sunday Times Good University Guide 2025

Ranked 8th for Overall Satisfaction in PTES

Postgraduate Taught Experience Survey (PTES) 2024

Why you should study this course

The course focuses on employability through practical and applied activities, as well as corporate engagement.

Build your knowledge of the sport business world and sharpen your analytical skills: this course emphasises the importance of understanding trends, developments, and challenges in the sport/esport industries. Learn to analyse these factors to shape effective business strategies and plans.
Experience innovative teaching and assessments to boost your employability: this course focuses on preparing you for the workplace. These include experiences to build your confidence and problem-solving skills, such as a two-day crisis management simulation and a Dragon's Den presentation to industry experts, where you'll pitch creative solutions to sport challenges.²
Build a strong network and learn from industry experts: with over 30 years of experience in sport management education, we offer access to a strong industry and alumni network through activities like industry visits, Practitioner Insight Conference speakers, and live sport event volunteering opportunities.²
Learn from a diverse teaching team with expertise across the sport industry: Combining research, publications, and practical experience, our passionate staff offer insights, inspiration, and a broader understanding of this dynamic and growing global field. (Staff are subject to change.)

Accreditation and professional recognition

Chartered Management Institute

This course is designed¹ to include the criteria set by the Chartered Management Institute (CMI) for the CMI Level 7 Certificate in Strategic Management and Leadership Practice. It is expected that students who successfully pass the People, Relationships and Leadership in Sports and Events module will be eligible to gain the award as an additional qualification.

Thank you sincerely for the opportunity to deliver my crisis management simulation to your students.

I can honestly say that this year's cohort were tremendous fun to work with - and that the group contained several really first-class budding CEOs!
Neil Doncaster (CEO of the Scottish Professional Football League) - quoted March 2022

female sport manger holding a clipboard standing in football goals

What you'll study

This course aims to:

introduce you to a range of concepts and theories that will enable you to critically analyse sport organisations, contexts and functions nationally and internationally
help you develop the ability to apply knowledge and understanding of sport management to complex or difficult issues, both systematically and creatively, to improve business and management practice, including within an international context
enable you to further develop creative, analytical and decision-making skills, intercultural competencies, as well as management skills, and to encourage reflective practice
develop your lifelong learning skills, including kindling enthusiasm for sport management and for learning more generally as part of continuing personal and professional development.

Modules

Sustainability and Innovation in Sports and Events – 30 credits

Learn about the key aspects of sustainability, innovation and entrepreneurship within sports and events, nationally and internationally. Analyse and discuss contemporary issues and challenges, and implications for business and community whilst putting sustainability at the centre of events management. Follow coverage of global sustainability trends, including global frameworks such as the United Nations’ Sustainable Development Goals (UN SDGs) and industry-specific certifications. Explore the latest innovations like AI, data analytics and digitalisation, alongside sustainability certifications and best practices, with a focus on entrepreneurship for social and environmental impact. 

Compulsory

People, Relationships, and Leadership in Sports and Events – 30 credits

Explore leadership, people and stakeholder management and cultural dynamics in global sports and events, with a focus on EDI and self-reflection. Gain an understanding of managing relationships with employees, volunteers, contractors, sponsors, agents, artists, athletes and event audiences.

This module is designed to include the criteria set out by the CMI for the CMI Level 7 Certificate in Strategic Management and Leadership Practice¹.

Compulsory

Strategic Sport Marketing – 30 credits

Sport Governance, Policy, and Legal Environment – 30 credits

Research and Insights for Decision Making – 30 credits

Postgraduate Project - 30 credits

This module covers research methods and consultancy practices, enabling you to conduct a substantive piece of independent research and/or to offer strategic advice to real-world clients.² The module aims to provide you with the theoretical, conceptual, investigative and practical tools needed to develop your own independent research and comprehend which methods will best support your response to a particular research/consultancy project.

You will have the opportunity to apply and develop your research skills and to critically analyse an approved topic in a specialised area of interest in depth. Whether conducting an academic research dissertation, a consultancy project addressing the business issue of a live client or developing a comprehensive business plan for your own business venture or a start-up enterprise, the final project demonstrates your ability to integrate theory and practice in business and management.

Compulsory

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

How you'll learn

The teaching and learning methods for this course may include:

workshops
tutorials
presentations
case studies
guest speakers²
group projects.

Teaching contact hours

As a full-time postgraduate student, you will study modules totalling 180 credits each academic year. A typical 30-credit module requires a total of 300 hours of study. Study hours are made up of teaching contact hours, and guided and independent study.

Teaching hours

Teaching hours may vary, depending on where you are in your studies, but on average you will have between 8 and 12 teaching and learning hours each week. You will also have the opportunity to attend optional sessions including time with a Success Coach or to meet with staff for advice and feedback.

Guided and independent study

Throughout your studies, you will be expected to spend time in guided and independent study to make up the required study hours per module. You will be digging deeper into topics, reviewing what you’ve learnt and completing assignments. This can be completed around your personal commitments. As you progress to the end of your studies, you’ll spend more time on independent learning.

Online learning

As an innovative university, we use different teaching methods, including online tools and emerging technologies. So, some of your teaching hours and assessments may be delivered online.

Assessment

This course will be assessed using a variety of methods which could vary depending on the module. Assessment methods may include:

pitch presentations
reports
marketing proposal
white paper
vodcast.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

Entry requirements

Typical entry requirements:

An undergraduate degree 2:2 or above (or international equivalent) in any discipline, or demonstrable appropriate work experience together with relevant professional qualifications.

We recognise a breadth of qualifications; speak to one of our advisers today to find out how we can help you.

Select your region to find detailed information about entry requirements:

You can view our full list of country specific entry requirements on our Entry requirements page.

If you do not have the typical entry requirements, you may want to consider studying this course with an international pre-master's. Upon successful completion our IPM should provide you with the knowledge and skills you need to progress onto this postgraduate degree.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

Typical entry requirements

An undergraduate degree 2:2 or above (or international equivalent) in any discipline, or demonstrable appropriate work experience together with relevant professional qualifications.

English language requirements

IELTS: 6.5 overall with at least 6 in each component area.

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

For more information on our approved English language tests visit our English language requirements page.

Fees and funding

Student	Full-time	Part-time
UK, Ireland*, Channel Islands or Isle of Man	£9,350	Not available
EU	£9,350 per year with EU Support Bursary £18,600 per year without EU Support Bursary	Not available
International	£18,600	Not available

For advice and guidance on tuition fees³and student loans visit our Postgraduate Finance page and see the university's Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them.

The following are additional costs not included in the tuition fees:

Any optional overseas ﬁeld trips or visits: £400+ per trip.
Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU Support Bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.

How do you know if you need to pay UK or international tuition fees?

We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.

Facilities

Designed to build creative minds, the DigiComm Lab is currently equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.

Our Business Simulation Suite utilises the latest business simulation software to give you the opportunity to improve your business skills.

People walking in front of a building which has a big library sign

Lanchester Library

The library is usually open 24/7, in term-time. It’s where you can access your course’s specialist Academic Liaison Librarian. It’s also home to specialist teams which can support you with your academic writing and maths and statistics questions.

Glass modern building with a spire in the background

The Hub

The Hub is the centre of student life on campus. Facilities include a food court, convenience store, multi-faith centre, medical centre, hairdresser, coffee shops and the Your SU offices. It has fully licensed function spaces and a bar.

Two people working together with a laptop in front of them

Careers and employability

Get one-on-one career and employability guidance lasting up to 36 months from the end of your course. We’ll help you find placements and graduate roles, offer CV and application checks, mentoring, skills workshops, employer events and more.

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

Careers and opportunities

Successful graduates may seek positions in:

sport event managers
sport sponsorship managers
stadium and facility managers
sport outreach officers
strategic business planers
event impact researchers
sport marketing executives
risk managers
brand development agents
sport event bid managers.

On successful completion of the course, you should be able to:

demonstrate a comprehensive understanding of the development, characteristics, challenges and influences impacting sport management at local, national and global levels
examine and evaluate the key socio-cultural, political, economic, technological, ethical and environmental factors that influence the sport sector at regional, national and international levels
show the ability to think critically, logically, creatively and independently to support ethical and responsible decision-making and research
demonstrate a professional attitude by showing skills in communication, entrepreneurship, teamwork, project planning, intercultural competence and taking responsibility for personal learning
evaluate and apply responsible management principles, considering the impact on communities and stakeholder groups when making decisions and taking actions
work independently to tackle complex problems, conduct research, make informed decisions, and critically evaluate them using the latest developments in the field
develop the ability to manage personal learning and growth, becoming a reflective sport management professional and future leader in the sector
critically assess the principles of leadership, people development, and strategic equality, diversity and inclusion at an organisational level.

Where our graduates work

Previous graduates have secured exciting and rewarding positions in a wide variety of sport organisations and consultancies such as:

Paris 2024
Two Circles
Oaks Consultancy
RunCzech
Thailand FA
Goodform.

How to apply

UK students

To apply to study for a postgraduate course at Coventry University, you can apply online. Please read the entry criteria page before applying.

Start your application

For further support or more information about your course get in touch with us today.

+44 (0)24 7765 2222

ukadmissions@coventry.ac.uk

Complete our contact form.

International students

Full-time international students should apply directly to the university. Please read our application pages to find out your next steps to apply.

How to apply

For further support for international applicants applying for postgraduate degrees view our International hub.

You can also download our international mini guide for an overview of study options and why you should study with us.

Get in touch with us today for further advice and guidance.

+44 (0)24 7765 2152

applications.io@coventry.ac.uk

Complete our contact form.

Disclaimers

Coventry University together with Coventry University London, Coventry University Wrocław, CU Coventry, CU London, CU Scarborough, and Coventry University Online come together to form part of the Coventry University Group (the University) with all degrees awarded by Coventry University.

¹Accreditations, partnerships and memberships

The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply. See the relevant body website for more details). Accreditations, partnerships, exemptions and memberships are subject to successful renewal in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery. If the accreditation, recognition or membership of this course changes, we will seek to notify applicants and students as soon as possible.

Where relevant, the Chartered Management Institute (CMI) module content is undergoing assessment by the CMI to confirm that all criteria are met to the required standard. Whilst it is expected that students who successfully pass the module will be eligible to be considered by CMI for the CMI Level 7 Certificate in Strategic Management and Leadership Practice as an additional qualification, we cannot confirm this until the accreditation is approved. This is a normal part of the continuous improvement process for our courses to ensure they remain up-to-date and reflect best practice.

²UK and international opportunities

Please note that we are unable to guarantee any UK or international opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be unpaid and/or subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any visa requirements, please contact the International Office.

³Tuition fees

The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.

For international students, we may increase fees each year, but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.

⁴Facilities

Student Contract

By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the current 2024/2025 contract is available on the website for information purposes however the 2025/2026 contract will apply for the 2025/2026 intake. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.