Sport Management BA (Hons)

Study level: Undergraduate
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If you have a passion for sport, then this course aims to help you develop a range of practical business skills and knowledge that can be utilised in a variety of careers in this diverse, global and dynamic industry sector.

Course option

Year of entry


Coventry University (Coventry)

Study mode



3 years full-time
4 years sandwich

UCAS codes


Start date

September 2024
January 2025 - condensed

Course overview

The sports industry is dynamic and engages people and organisations all over the world. By blending the areas of sport and management, this course seeks to explore the policy, planning, management and delivery of sport-related services, products and activities.

The January start for this course is condensed in Year 1. Please see the ‘How you’ll learn’ section below for more details.

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Why you should study this course

The course aims to offer you:

  • Engagement with local, national and international sports organisations, to help you gain practical experience and have the chance to learn from practitioners and the opportunity to develop your industry networks2.
  • A variety of specialised sport-related modules to help you develop expertise in some of the unique challenges and issues facing the sports industry, alongside the core principles of business management.
  • Access to our extensive network of sports organisations in both the UK and throughout the world to gain work placement opportunities, hear from practitioner speakers, participate in site visits and carry out consultancy-based project work (subject to availability)2.
  • Real-world experience - the chance to explore and apply management theory, to real-world sports industry problems and international case studies.
  • Industry insight - students gain insight into the industry by visiting a variety of sports venues and listening to industry experts from across the world2. Past trips have included visits to sports venues such as the Amsterdam Arena, Tottenham Hotspur Stadium and Croke Park.
  • Professional network development - our cultivated links with the industry means that there are usually opportunities to volunteer at a variety of sports events (subject to availability), where past students have gained experience and developed their professional networks by volunteering in events, such as at top-flight football and rugby games2.

If you choose to start this course in January you will study exactly the same course but over a slightly shorter timescale in Year 1. This is ideal if you missed the September start, want to transfer from a different university or course or just need a bit more time to prepare for life at university.

What you'll study

This course has a common first year.

The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn. 

If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).  

Common first year courses 

  • Advertising and Digital Marketing BA (Hons)
  • Business Administration BA (Hons)
  • Business and Human Resource Management BA (Hons)
  • Business and Marketing BA (Hons)
  • Business Management BA (Hons)
  • Enterprise and Entrepreneurship BA (Hons)
  • Event Management BA (Hons)
  • International Business Management BSc (Hons)
  • Marketing BA (Hons)
  • Sport Management BA (Hons)

In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field.  


  • This module introduces you to the essential building blocks of business and organisational management through a range of theories, concepts and approaches. You can expect to explore the organisational structure, organisational design and business operations before learning about contexts which impact organisations, such as national culture, capitalism, demography and climate change.


  • This module explores how people interact with each other in the workplace and the impact that leaders and managers have upon that interaction. It examines the role of people management practices and how these affect individual behaviour in the workplace.


  • This module develops your knowledge and understanding of the fundamental concepts in marketing, including digital and social media. You should develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions.


  • his module introduces the fundamental concepts and principles of data analytics, and how they can be applied to assess and enhance organisational and functional performance and support decision-making. This module is designed to help you develop an analytical mindset, deepen your understanding, and prepare you to use innovative data analytic tools, techniques, and methods.


  • he aim of this module is to introduce you to the process of entrepreneurial ideation. Entrepreneurial ideation is the creative process of generating, developing, and communicating new ideas. Through authentic and applied assessment, you will be invited to present your ideas to business and organisational leaders2.


  • The aim of this module is to enable you to engage critically and creatively with entrepreneurship in the context of responsible management practice. Following an introduction to the key concepts and debates of general entrepreneurial principles, you will actively explore social, economic, and environmental challenges.


In year two, you will continue to develop the skills and knowledge you’ve learnt. We do this by embedding the following four principles into the curriculum and developing your:   

  • Technical skills – digital fluency, backed with the right academic knowledge  
  • Study skills – to be an adaptive, independent and proactive learner  
  • Professional skills – to have the behaviour and abilities to succeed in your career  
  • Global awareness – the beliefs and abilities to be a resilient, confident and motivated global citizen   



  • The aim of this module is for you to work collaboratively with organisations to develop innovative solutions to ‘wicked problems’. We aim to further enhance the curriculum with guest speaker sessions from entrepreneurs and key organisational leaders2


  • This module is designed to help equip you with the necessary skills and knowledge to undertake your final year project.  


  • This module aims to equip you with real-world project management experience in the sports and event industries. It will develop your understanding of the stages, tools and techniques required to effectively manage the project initiation, planning, execution, control and shutdown stages of project development and delivery. 


  • The aim of the module is to critically examine the management of operations in sports and events. Aspects include examining operations management, health, safety and security procedures, and the importance and challenges of managing event venues and sports facilities. 


  • This module invites you to consider the key aspects of the governance and regulation of sport across the world. You will consider governance from both a national and international perspective, comparing and contrasting different models. 


  • Sports organisations, whether they are public, private, or non-profit, operate in a wider social context. This module focuses on the broader social issues which impact sports business contexts and the role of power relations in sports business.


There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement2 can often be beneficial. Work placement or study abroad years usually occur between your second and final year of study. They’re a great way to help you explore your potential career path, whilst developing transferable skills for the future.

If you choose to do a work placement or study abroad year, you will pay a reduced tuition fee3 of £1,250. During this time you will receive guidance from your employer or partner institution, along with your assigned academic mentor who will ensure you have the support you need to complete your placement.

Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year.


  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved placement undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.


  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.


Year three aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from year one and two.


  • This module will provide you with the opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse a topic in a specialist area of interest. You will choose a research topic related to your programme of study and apply critical analysis skills acquired through this and other modules to research the topic in depth. 


  • 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. More specifically, the module equips you with a framework for understanding business strategy as an activity within the context of the competitive sport industry, leading to business decision-making. 


  • This module examines policy and development in sport, both of which are important topics in sports management. This module takes a comparative approach to the analysis of sport policies, utilising a range of relevant case studies. 


  • Students must choose two from the modules below: 

    • Impacts and Legacies – 20 credits
      This module allows you to consider and interrogate the impacts and legacies of a variety of events, from small local events to mega-sport events. A range of impacts and legacies will be discussed, including but not limited to: economic, social and cultural, human capital, urban, international and domestic politics and sporting legacies.
    • Strategic Communications in Sport and Entertainment - 20 credits 
      This module focuses on strategic communication through both traditional and social media with the public and other stakeholders, in sports and entertainment organisations. The module also takes a strategic approach to managing PR and crisis communication within the sports and entertainment industries, and includes discussions of practical strategies and techniques useful to managers.
    • Talent Representation - 20 credits
      This module aims to equip you with an advanced knowledge of the representation and branding of celebrities, athletes, and artists. You will explore the professional skills and attitudes required when working with artists, sportspeople, celebrities, and business practitioners.
    • Digital Transformation in Events and Sport – 20 credits
      The aim of this module is to develop your awareness and appraisal of the digital transformation affecting the sport and experience industries, its impacts on participation and engagement, as well as the opportunities and challenges it creates for managers. 
    • Contemporary Issues in Entertainment and Experience – 20 credits 
      The aim of this module is to critically explore a wide variety of contemporary issues faced by managers in the entertainment and experience industry, both in national and international contexts. These issues may be the focus of academics, prominent news and industry issues or issues raised by students as a result of their experience and/or readings. 


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.

This course helped me to achieve and move towards my career goal of working in the marketing department of a rugby or cricket club. It has pushed me to the best I could be and has taught me marketing and management skills needed for the sports industry.

Elizabeth Mustard, Sport Management BA (Hons) graduate, quoted in 2020
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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.

If you choose to start this course in January it will be run as a condensed programme. You’ll start your course in January and finish your first year in August. Upon successful completion of Year 1, you will progress onto Year 2 in September and then continue to start subsequent years of your course in September, completing your degree at the same time as the September starters unless you opt to do a placement year.

Teaching contact hours

We understand that everyone learns differently, so each of our courses will consist of structured teaching sessions, which includes:

  • On campus lectures, seminars and workshops
  • Group work
  • Self-directed learning
  • Work placement opportunities2.

If you would like more information, you can request information about teaching hours.

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 8 contact hours per week in the third and final year as you become a more independent learner.

Additionally, you will be expected to undertake a significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.

Part of university life is undertaking self-directed learning. During a typical week you will have time that allows you to work independently to apply the skills and knowledge you have learnt in taught or facilitated sessions to your projects or assignment briefs. This self-directed learning allows you to use your research skills, consolidate your knowledge or undertake collaborative group work.

As an innovative and enterprising institution, the university may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the university may deliver certain contact hours and assessments via online technologies and methods.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.


This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods include:

  • Phase tests
  • Essays
  • Group work
  • Presentations
  • Reports
  • Projects
  • Coursework
  • Exams
  • 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.

International experience opportunities

During your studies, we will explore the sports industry in different countries and cultures. We currently have global collaborators in the United States, Brazil, Europe, Dubai, Qatar, China and Australia, which may provide exciting opportunities for volunteering abroad2.

Throughout the course, we consider sport management within an international context, drawing on case studies from throughout the world, such as the FIFA scandal, management of the International Association of Athletics Federations (IAAF), doping in world cycling, Chinese investment into British sport and the global interest in sport and foreign sponsorship deals.

Please note that all international experience opportunities may be subject to additional costs, competitive application, availability, and meeting applicable visa and travel requirements are therefore not guaranteed2.

Entry requirements

Typical offer for 2024/25 entry.

Requirement What we're looking for
UCAS points 112
A level BBC
GCSE Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English.
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.

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

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Contextual offers and Fair Access Scheme

If you meet the criteria for our Fair Access Scheme, you could automatically receive a contextual offer that may be up to 24 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Scheme.

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 Foundation Year. Upon successful completion our International Foundation Year - Business will provide you with the knowledge and skills you need to progress onto this undergraduate 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.

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.

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

Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man £9,250 per year Not available
EU £9,250 per year with EU Support Bursary**
£16,800 per year without EU Support Bursary**
Not available
International £16,800 per year Not available

If you choose to do a work placement2, you should consider travel and living costs to cover this. There is also a tuition fee3 of £1,250 that will cover your academic support throughout your placement year.

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.

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).

Condensed course – January start date

If you choose to start this degree in January please make sure you check the Fees and Finance page for more information. Although starting this course in January does not prohibit you from being eligible for student finance, the way it is paid in your first year differs from those who start their course in September.

If you start the degree in January, your tuition fees will be paid in accordance with the university’s Tuition Fees, Refund and Withdrawal Terms and Conditions for January starters and for any further years of study, your fees will be paid in accordance with the terms for September starters.

*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.


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.
  • Talent Team
    Our dedicated Talent 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.

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, Wasps RFC, Ricoh Arena, Leicester Tigers and IMG.  

Further study

Upon successful completion of our Sport Management BA (Hons) course, 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

I spent six months at Promoseven Sports Marketing during my placement year, a sports event organisation based in Dubai. I was involved in the planning and overseeing of many events during my time out there, most notably, the Emirates Airline Dubai Rugby Sevens and the DDF Tennis Championships, two of the largest events in the UAE.

My main role for both events was to organise and run the school activation programme in which we broke the record of schools that were involved, for both events. I was also given the opportunity to organise an event by myself which gave me the knowledge of how many components need to come together to create a successful event and the huge efforts needed.

Charlie Jones, Sport Management BA (Hons) graduate, quoted in 2020
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How to apply

  • 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. 


    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). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.

    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.


    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.

    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. 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.

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