Sport Business Management BA (Hons)

Undergraduate

Turn your passion for sport into a successful business career with expert insights, real-world projects, and strong industry connections.

Course option

Degree with foundation year

Year of entry

2026-27 2027-28

Location

Coventry University (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

UCAS codes

N285

Start date

September 2027
November 2027
January 2028
March 2028
May 2028
July 2028

How to apply

Book an Open Day

Download a prospectus

Your UCAS Guide

Course overview

If you’re passionate about sport and want to build a successful business career in the industry, this course offers hands-on experience, expert-led modules, and strong industry links to help you thrive.

The course aims to help you:

discover how sport organisations make strategic decisions in a fast-paced, global industry
explore real industry challenges using insights from guest speakers, employer case studies and collaborative work²
build professional skills and benefit from opportunities to connect with industry as you prepare for your future career.²

Rated Gold Overall

Teaching Excellence Framework (TEF) 2023

5 QS Stars for Teaching and Facilities

QS Stars University Ratings

Top 5 Student City in England (Coventry)

QS Best Student Cities Index 2026

Why you should study this course

Strong industry connections: our annual Practitioner Insight Conference and guest speakers, including alumni, offer real-world insight into the sport business world.
Practical, applied learning: explore real-world sport and event business challenges through practical assignments, developing skills that employers value.
Tailored final-year project: in your final-year Applied Project module, you can choose to do a research dissertation, consultancy-style investigation or business simulation. You can choose what aligns with your interests and career goals.
Professional development opportunities: optional work placements and international study/placements give you the chance to gain further real-world experience and enhance your CV²
Sport-specific business expertise: from PR and media to operations, talent representation and strategy, your modules apply core business theory directly to the sport and events industries.

Memberships

AEME- Association for Events Management Education

Coventry Business School is currently an active member of the Association for Events Management Education (AEME). AEME is committed to raising profile of the events discipline through the sharing of education and best practice.

CABS - Chartered Association of Business Schools

Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers and supports its members in maintaining world-class standards of teaching and research.

EFMD - European Foundation for Management Development

Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.

PRME - The Principles for Responsible Management Education

Coventry Business School is currently an active member of The Principles for Responsible Management Education (PRME). PRME is a United Nations-supported initiative founded in 2007 that aims to raise the profile of sustainability in their classrooms through seven principles focused on serving society and safeguarding our planet.

AACSB- The Association to Advance Collegiate Schools of Business

Coventry Business School is currently an active member of the Association to Advance Collegiate Schools of Business (AACSB). AACSB is the world’s largest network of business schools and organisations committed to advancing business education and making a lasting, positive impact on society to create next generation of great leaders.

BGA - Business Graduates Association

Coventry Business School is currently an active member of the Business Graduates Association (BGA). BGA’s student and graduate benefits have been crafted to enhance your learning experience, providing a range of tools to support professional and personal development.

SBC - Small Business Charter

Coventry Business School is a recipient of the Small Business Charter (SBC) Award. The award is a mark of excellence for business schools, recognising their expertise in supporting small businesses, student entrepreneurship, and effective engagement in the local economy.

Memberships are reviewed on an annual basis and are not guaranteed. Applicants and students will be informed of any changes as soon as possible.

The Sport Management course has been a great experience... I have met an excellent group of students and lecturers on the course, as well as picking up many valuable and transferable skills to take into industry.
Luke Thomas, Sport Management BA student (Quoted 2025)

What you'll study

Your first year is shared with students from closely related courses. This approach allows you to learn alongside other disciplines, broaden your perspective and develop strong collaboration skills from the very start.

The common first year also offers flexibility. If you discover a stronger interest in another subject area, you may have the opportunity to transfer to a related course at the end of the year, subject to meeting progression requirements.

Common first year courses:

Advertising and Digital Marketing BA (Hons)
Business Administration BBA (Hons)
Business Analytics and Management BSc (Hons)
Business and Human Resource Management BA (Hons)
Business and Marketing BA (Hons)
Business Management BA (Hons)
Events Management BA (Hons)
International Business Management BSc (Hons)
Marketing BA (Hons)
Sport Business Management BA (Hons)

Modules

Marketing, Digital and Social Media – 30 credits

This module aims to develop your knowledge and understanding of the fundamental concepts in marketing, including digital and social media. Develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions including ethics, social responsibility and sustainability. Also develop an understanding of key marketing theories, approaches and strategies related to areas such as buyer behaviour, segmentation, targeting and positioning, branding, digital and social media marketing.

Compulsory

People and Organisations – 30 credits

This module aims to provide a holistic view of management and organisation theories and practices, exploring how people interact with each other in the workplace and the role that leaders and managers play in the organisation. Organisational culture, structure and type are examined to consider the impact they have on human behaviour, interactions and organisational outcomes. Examine the role of people management practices and how this affects individual behaviour in the workplace. By introducing concepts such as motivation, engagement and commitment, the module will explore how people work together as a team, and how leaders and managers can understand emotional and psychological responses to work.

Compulsory

Analytics for Decision-Making – 30 credits

Whether qualitative or quantitative, financial or non-financial, data is everywhere and plays a crucial role in informing decision-making. This module introduces the fundamental concepts and principles of business finance and data analytics, and how they can be applied to measure and analyse organisational and functional performance, and support decision-making. Data analytics is a skill set that is becoming increasingly important for finding actionable insights from data and guiding strategic business decisions. This module is designed to help deepen your analytical mindset, develop your understanding of financial information, and prepare you to use relevant financial management and data analytic tools, techniques, and methods to assist the decision-making process both in the short and long terms.

Compulsory

Responsible Management, Sustainability and Entrepreneurship – 30 credits

This module aims to enable you to engage critically with sustainability and entrepreneurship in the context of management theory and practice. Explore the relationships between organisations and societies and the impact of significant societal change on different types of organisations. Drawing on UN Sustainable Development Goals (SDGs), examine how organisations respond by altering their practices through innovation and entrepreneurial activities. Ethical business practices and sustainability are further explored, requiring you to reflect on your approaches to ideation in creating social and organisational value.

Compulsory

Modules

Research and Insight – 30 credits

This module aims to develop your understanding of how well-designed investigations and research work. Develop your understanding of the research process, including literature review, research methodology and methods, data collection and analysis. This module provides you with the foundation for future research activity and the ability to design research to meet specific research objectives. Develop insight and the ability to understand and critique investigations and research undertaken by others. You will also have the opportunity to evaluate how conclusions are reached and analyse the methods used to get to those conclusions.

Compulsory

Operations Management in Sport and Events – 30 credits

This module explores the strategic and practical role of operations management in the delivery of successful sport and event experiences. Examine how operations contribute to organisational performance, sustainability and competitive advantage. Key topics include capacity planning and crowd management, performance management, risk management, health and safety, service blueprint and sustainable venue operations. This module also investigates how operations integrate with marketing, finance, people management and design functions. Through real-world case studies and applied learning, you will have the opportunity to develop the ability to evaluate operational effectiveness and address key challenges in venue and event delivery, and prepare for professional roles in the sport and events industries.

Compulsory

Project Management in Events and Sport – 30 credits

This module aims to help you gain real-world project management experience in the sport and event industries. Develop essential project management skills for sport and events, and learn to plan, execute and evaluate projects using industry tools, and work collaboratively to deliver a live event. Build your understanding of the steps, tools and methods needed to successfully start, plan, run, control and close a project. Learn how to manage a project effectively while considering the broader sport or event business environment it takes place in. As part of the module, you will have the opportunity to work in groups to plan, organise, deliver and evaluate a small-scale live event, putting your project management skills into practice.

Compulsory

Sport Policy, Development and Social Impact – 30 credits

Explore the role of sport in society, critically analysing sport policies and social impact through case studies. Examine key sport development and policy debates, and their implications in terms of funding.

Sport organisations, whether they are public, private, or non-profit, operate in a wider social context. This module explores how social inequalities and broader social issues affect sporting organisations and interrogate the value of sport for achieving positive outcomes, individually and societally. Develop a critical understanding of how sport could help governments and international organisations achieve a wide range of outcomes. Examine the roles played in policymaking by a range of important stakeholders in sport. Debates around mass participation versus elite development, the role of sport development and how it is managed and funded are also among the important issues addressed in this module. This module will make extensive use of case studies to help you understand practical, real-life issues and allow you to apply theory to find solutions for real-world issues.

Compulsory

A placement year² provides optional first-hand industry experience and helps you discover where your skills and interests truly lie. Taken between your second and final years, it allows you to step into a professional environment, apply your learning and gain valuable insight into your chosen sector.

By spending an extended period in industry, you should develop confidence, build professional networks and strengthen the transferable skills that employers value most. This experience offers a powerful way to explore career paths and return to your final year with real -world expertise and a clearer sense of direction.

Key opportunities

Complete an approved work placement: gain practical experience aligned with your course and career ambitions, typically lasting at least 26 weeks.
Reflect on professional development: recognise and document the specific skills, knowledge and experience you gain during your time in industry.
Broaden your global perspective: optionally undertake an international work or study placement to experience a different professional or cultural context.

While this optional year is non-credit-bearing, successful completion ensures your experience is formally recognised on your final degree certificate to showcase your expertise to future employers.

Students sponsored by the University who opt for an international work placement must ensure they comply with the UKVI immigration regulations and should contact us for further guidance.

Modules

Strategic Management and Marketing in Sport and Events – 30 credits

Explore strategic management and marketing in sport and events. Analyse branding, fan engagement and internationalisation strategies while balancing commercialisation and social responsibility. This module aims to provide you with both a theoretical and practical understanding of how business strategy can be formulated in the light of environmental and internal conditions and requirements. You will explore strategic management and marketing tools and frameworks; and apply them to develop marketing strategies considerate of both societal expectations and the social impact of sport and events.

Compulsory

Sport PR and Media – 30 credits

Explore strategic communication in sport, mastering media strategies, PR management and crisis response. Apply theory to real-world cases, developing skills to engage audiences and manage reputational challenges effectively.

This module focuses on strategic communication through both traditional and social media with the public and other stakeholders in the sport context. It also takes a strategic approach to managing PR and crisis communication within the sport industry and includes discussion of practical strategies and techniques useful to managers.

Compulsory

Talent and Rights Representation – 30 credits

Learn how to represent athletes and sports organisations, negotiate sponsorships, manage media rights and develop commercial strategies. Gain practical experience in talent representation, deal-making and branding in the sports industry.² This module focuses on branding, sponsorship, endorsements, licensing and media rights. Develop skills in strategic representation, negotiation, and commercial deal-making to prepare for careers in sports agencies, marketing, sponsorship and rights management.

Explore the commercial value of sports organisations—clubs, leagues, governing bodies, and event organisers—examining how they monetise broadcast rights, licensing, venue sponsorships and brand partnerships.

Gain hands-on experience in talent and rights representation through the development of a commercial strategy for an athlete or organisation and the delivery of a sponsorship pitch.² This module also addresses ethical considerations, reputational challenges, and the impact of media scrutiny on talent and sponsorships. By the end of the module, you should be able to understand the evolving nature of rights and talent representation in sports.

Compulsory

Applied Project – 30 credits

This module provides you with the opportunity to apply your knowledge and skills to a real-world business issue. You may choose to undertake a research project, a consultancy-style investigation, or a management simulation. Through critical engagement with academic and industry literature, data analysis and reflective inquiry, develop evidence-based insights and propose realistic, practical recommendations. This module encourages independent thinking, problem-solving and analytical capabilities.

Compulsory

We regularly review our course content to keep it relevant and current for our students. Consequently, we may update modules to reflect the latest industry standards.

You will soon understand that the common first year modules provide you with those skills that will come in handy in the future, and makes you flexible. The course hours are really helpful.
Abdul Waris, Sport Management BA (Quoted 2025)

How you'll learn

You can expect to:

take a problem-solving approach to learning by exploring real-world case studies and problems that are specifically related to the sports industry.
network with experts currently working in the sports industry who can share their experiences².
gain practical experience by taking part in a variety of informal volunteering opportunities².
attend sessions from external practitioners which sees practitioners and alumni deliver sessions on the industry².
make extensive use of case studies to demonstrate the practical, real-life issues facing the sector.

Teaching contact hours

As a full-time undergraduate student, you will study modules totalling 120 credits each academic year. A typical 30-credit module requires 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 12 and 15 teaching and learning hours each week. You will also have the option to attend additional sessions, including time with a progress coach or to meet with staff for advice and feedback. As you progress through your studies, teaching hours may reduce.

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 will vary depending upon the module, with an emphasis on authentic assessments.

Assessment methods may include:

phase tests
group work
presentations
reports
projects
coursework
individual assignments.

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.

This course offers a unique and distinct blend of sport industry knowledge and understanding, along with the versatility of transferrable business skills that can be utilised across a range of different careers and industries.

Our common first year modules lay the foundations for the core building blocks of business; money, customers and people, while our second and third year of the Course provide the expertise, specialisms and practicalities within the field of Sport.
Dr Tony Halkyard, Course Director for Sport Management BA (Quoted 2024)

Entry requirements

Typical entry requirements:

Requirement	What we're looking for
UCAS points	112
A level	BBC
GCSE	GCSE maths and English at grade 4 / C or Functional Skills Level 2, or other equivalent Level 2 awards
BTEC	DMM
T level	Overall grade of Merit in the T level qualification in any subject.
IB Diploma	24 points
Access to HE	The Access to HE Diploma to include 30 Level 3 credits at Merit. Plus GCSE English and Mathematics at grade 4 / C or above.

Other qualifications and experience

Our students come from a variety of backgrounds, each with a unique story. We recognise a breadth of qualifications. If your qualifications differ from the above, contact our Admissions Team who will be happy to discuss your qualifications and routes into your chosen course.

Contextual/Fair Access Offers

If you meet the criteria for our Fair Access Offer, you could automatically receive a contextual offer which is 16 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Offer.

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.

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.

English language requirements

IELTS: 6.0 overall, with no component lower than 5.5

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.

Not got the required grades? We offer this degree with an integrated foundation year.

Fees and funding

Student	Full-time	Part-time
UK	2027/28 fees TBC 2026/27 fees: £9,790 per year	Not available
International	2027/28 fees TBC 2026/27 fees: £17,600 per year	Not available

If you choose to study this course with a professional placement² or study abroad year, you will need to pay a tuition fee³ to cover your academic support throughout your placement year. Students commencing their professional placement in the academic year 2028/29 will pay £1,575 if they are paying UK fees, or £1,900 if they are paying international fees.

For advice and guidance on tuition fees and student loans visit our Undergraduate Finance page and see The University’s Tuition Fee and Refund Terms and Conditions.

The University will charge the tuition fees that are stated in the table above for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permits 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 the Retail Price Index (RPI), a UK measure of inflation that tracks changes in the cost of living.

If you choose to study this course with a professional placement or study abroad year, the University will charge the tuition fees stated above for those on a placement during Academic Year 2028/29. The University will review professional placement tuition fees each year. For UK (home) students, the University may increase fees for each subsequent year of study, but such that it will be no more than 5% above RPI.

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) you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

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. Find out what's included in your tuition costs.

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) which may include costs of travel, accommodation, equipment or uniform required for the placement and any visa-related costs.

*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.

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

We assess your fee status using the information in your application. This status determines your tuition fees and the scholarships or financial support you can get. The Department for Education sets the rules for who pays UK (home) or international (overseas) fees in England.

The regulations list which students can pay the home fee rate. Because these rules are complex, the UK Council for International Student Affairs (UKCISA) provides fee status guidance to help you find the right category. If you meet all the criteria for one category, your institution must charge you the home rate.

Facilities

We have a range of facilities available⁴ to support our sport management students in putting the theories you are taught into practice.

Sport and Recreation Centre
Situated in a central location within Coventry University's campus, we offer excellent facilities, an exciting range of exercise classes and a dedicated team of staff on site.

Careers team
Our dedicated careers team can assist you in applying for work placements, graduate-level jobs and offer skills development workshops. They also aim to organise networking events to introduce you to potential employers and industry contacts.

Take a virtual tour

DigiComm Lab

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.

Three students sat at a desk while lecturer points at screen.

Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give you the opportunity to improve your business skills.

Facilities are subject to availability⁴. 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

Upon successful completion of this course, you will have knowledge of: 

the development needs and intentions of sports organisations and communities.
sport policy on a domestic and global basis.
the holistic nature of a business organisation.

You will also be able to:

apply business principles to a range of sports organisations, including sports clubs and teams, sporting events and governing bodies.
apply appropriate techniques to solve a range of different business and sports management problems.
analyse and produce appropriate sports management solutions to support business decisions.

Working for sports organisations has become an increasingly popular career sector, with a demand for a higher level of expertise in areas such as the management of sports businesses, and engagement with communities through sport.

This course provides a foundation to explore potential future career options in this sector, in areas such as sports marketing, sports event management, hospitality management, and sports business management and administration.

Where our graduates work

Some of our previous graduates have gone on to occupy senior management positions in the sports industry, for instance, working within the London Organising Committee of the Olympic Games and Paralympic Games Ltd. (LOCOG), the Aspire Group, Decathlon, Sport New Media and Coventry Blaze Ice Hockey Club. Others have found graduate employment with Puma, Amazon, Genting Arena, Manchester City FC, West Ham United FC, Huddersfield Giants RLFC, the Italian National Olympic Committee, CBS Arena, Leicester Tigers and IMG. 

Further study

Upon successful completion of our Sport Business Management BA (Hons) degree, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Sport Management MSc. You could continue to build on what you have learnt, further preparing you to become a professional sports management practitioner, upon successful completion, with the theoretical knowledge, skills and personal attributes to help you to become a leader in your chosen sports sector.

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You can explore all of your options using our postgraduate course search tool. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study

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How to apply

BA (Hons) with foundation year

Apply via UCAS

C85

Institution code

View our courses on UCAS

Visit UCAS

UK students

You can now register and start your application in your UCAS Hub. Read our application pages to find out your next steps to apply

How to apply

Apply via UCAS

If you'd like further support or more information about your course get in touch with us today.

+44 (0)24 7765 6565

ukadmissions@coventry.ac.uk

Complete our contact form

International students

International codes:
CBLU008

How to apply

For further support for international applicants applying for an undergraduate degree 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 6565

ioadmissions@coventry.ac.uk

Complete our contact form

Disclaimers

Coventry University, 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

Some 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 notify applicants and students as soon as possible.

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. Before seeking an overseas placement, read our visa advice page.

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 the 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 annually 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 (for example to repeat a year or resit examinations) you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

⁴Facilities

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised. Availability and access may be reduced or restricted when the University is following public authority guidance, decisions or orders or internal health and safety requirements.

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 2025/26 contract is available for information purposes only. The 2027/28 contract will apply to the 2027/28 intakes and may differ from the current version. 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 applicable Student Contract carefully before you accept an offer of a place and before you enrol at the University.