Sport Management BA (Hons)
Course Code
UCAS Code: N285
International Code: FBLU052
Location
Coventry University (Coventry)
Study mode
Full-time
Sandwich
Duration
3 years full-time
4 years sandwich
Start date
September 2022
Course overview
Study level: Undergraduate
Combine your passion for sport with management knowledge and skills to kick-start your career in the dynamic and exciting sports industry.
The sports industry is dynamic, constantly changing and is focused upon by people and organisations all around the world. 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.
- Engage 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 networks.
- Study a variety of specialised sport related modules to help you develop expertise in some of the unique challenges and issues facing the sport industry, alongside the core principals of business management.
- Utilise our extensive network of sport 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*.

Global Ready
An international outlook, with global opportunities
Teaching excellence
Taught by lecturers who are experts in their field
Employability
Career ready graduates, with the skills to succeedWhy you should study this course
- Real world experience - This course focuses on ensuring that students get the full sport management experience. Current students are working with a range of sport organisations*, from local football clubs such as Coventry United, to international federations such as the Asian E-Sport Federation. Previous students have also had the opportunity to work at real sport events, such as the World Cup Rugby Sevens and the Coventry Festival of Running.
- Industry insight - Students gain insight from industry experts from across the world*. This has previously included visits to sport organisations such as the Amsterdam Arena, Tottenham Hotspur Stadium and Croke Park. We also invite experts to speak to our students, most notably through our annual Guest Lecture Week*, which welcomes a variety of speakers, many of whom are Coventry University alumni, who are now leaders in industry.
- Prepare for your future - Prepare for a future career in sport management with a work placement*. Past students have worked for several different types of sport organisations including sport teams (Tottenham Hotspur FC, Wasps Rugby Club, Leicestershire Cricket Club), governing bodies (FIFA), sport venues (Ascot Racecourse), sport marketing agencies (Oaks Consultancy, Octagon, MB Partners) and many more.
- CMI accreditation - As well as sport, this course has a focus on business management modules. These modules are taught by the Sport Management teaching team and so are tailored specifically to cover the management of sport. The course is accredited by the Chartered Management Institute (CMI), and you will have the option to register and gain a Level 5 Certificate in Leadership and Management, which can help to enhance your employability skills (please see accreditation section for further information).
- Network and volunteer - Take part in a variety of informal volunteering opportunities*, with previous opportunities covering events such as the Tour de Yorkshire and the BBC Sports Personality of the Year.
Accredited by

Chartered Management Institute (CMI)
This course is currently accredited by the Chartered Management Institute (CMI) offering you the option to register and gain a Level 5 Certificate in Leadership and Management, which can help to enhance your employability skills with a professional qualification (fees apply to become a registered CMI student, and securing a professional qualification is subject to competitive application, additional costs and meeting any applicable requirements as outlined by the CMI). If any changes occur with respect to our accreditation related to this course, we will seek to notify applicants and students as soon as possible. Please visit the CMI website for full details on the CMI accreditation.
Memberships and Collaborations
Chartered Association of Business Schools (CABS)
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.
European Foundation for Management Development (EFMD)
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.
Coventry Business School is recognised by the above memberships for the 2022/23 intake.
Asian Electronic Sports Federation (AESF)
This challenging business degree seeks to provide hands-on opportunities within the sport industry while also providing a theoretical understanding of how sports companies operate. Coventry University has been delivering learning in this subject area for several years and we are currently ranked 2nd in the Guardian university reviews in the subject area of Leisure, Events and Tourism, and are the top-ranked university to offer Sport Management.

What you'll study
The main study themes covered on the course are:
- Managing sport organisations - You will explore the principles and practices necessary for effective management of sport organisations, drawing on management and organisational theories, the changing nature of the external environment of sport organisations and how this impacts on the internal operations and people.
- Management of sport - You will cover the core principles and practices of management, in the context of sport and sporting events. On successful completion of the course, you will gain a solid understanding of strategy, marketing, human resource management (HRM), economics and finance, all critically important when managing organisations whether in the sport industry, or outside it.
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.
I spent 6 months at Promoseven Sports Marketing during my placement year, a sport 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 program in which we broke the record of schools that were involved for both events.

How you'll learn
Teaching is based on a series of lectures and workshops, with teaching then typically breaking off into smaller seminar groups which are more interactive and may involve discussion, debate, and problem solving; we also make extensive use of case studies to demonstrate practical, real-life issues. These will often centre on a specific theme or topical issue, such as unethical sponsorship, athlete transgression and managing sport events.
- 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 sport industry who can share their experiences*. In the past, students 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.
- Gain practical experience by taking part in a variety of informal volunteering opportunities*, with previous opportunities covering events such as the Tour de Yorkshire and the BBC Sports Personality of the Year.
- Attend sessions from external practitioners, primarily during the course’s guest lecture week in previous years, which sees practitioners and alumni deliver sessions on the industry*. Examples of previous speakers who have given talks during this week include: a sport agent of Premier League footballers, former students who managed the operations, security and volunteer recruitment at the 2019 Cricket World Cup, and the marketing manager for Everton FC.
Teaching contact 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. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.
Additionally, you will be expected to undertake significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.
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.
In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.
Assessment
This course will be assessed using a variety of methods which vary depending upon the module. Assessment methods include formal examinations, coursework, written report, presentations, website creation, professional videos and live projects.
Assessment methods include:
- Formal examinations
- Coursework
- Written report
- Presentations
- Website creation
- Professional videos
- Live projects
The Coventry University assessment strategy aims to ensure that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.
International experience opportunities
Sport is becoming an increasingly global industry, so during your studies we will explore the sports industry in different countries and cultures. We currently have global collaborators in the United States, Brazil, Russia, Europe, Dubai, Qatar, China and Australia, which provide exciting opportunities for volunteering abroad*. For example, we have taken past students to work at the Rugby World Sevens tournament in Moscow and Going Global Conferences in Dubai, Miami and Cape Town.
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 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.
In the past students have had the opportunity to visit international sport venues*, including Croke Park and Aviva Stadium in Dublin, Nanjing Olympic Sports Centre (China), Luzhniki Stadium (Russia), and Dubai International Stadium. We also seek to organise international speakers* from organisations such as Adidas and the International Cricket Council.
I am enjoying the ability to explore different sports and understand concepts that influence the management of sports organisations. The support from staff is amazing. The staff are always available and happy to guide and support students through their studies.

Entry requirements
Fees and funding
2022/23 Tuition fees
Student | Full time | Part time |
---|---|---|
UK | £9,250 per year | Not available |
International | £15,300 per year | Not available |
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.
Facilities
We have a range of facilities available* 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.

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

The Talent Team
Need employability support? Our dedicated Talent Team are on hand to help. They can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also organise networking events to introduce you to potential employers and industry contacts.
Careers and opportunities
On successful completion of this course, you will have knowledge of:
- The development needs and intentions of sport organisations and communities.
- Sport policy on a domestic and global basis.
- The holistic nature of a business organisation.
On successful completion of this course, you will be able to:
- Apply business principles to a range of sports organisations, including sport clubs and teams, sporting events and governing bodies.
- Apply appropriate techniques to solve a range of different business and sport management problems.
- Analyse and produce appropriate sport management solutions to support business decisions.
Working for sports organisations has become an increasingly popular career sector, with demand for higher level expertise in areas such as the management of sport 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 sport marketing, sports event management, hospitality management and sport business management and administration.
Past students have found placements in many different types of sport organisations, such as Marketing Assistant at Coventry City FC, Commercial Placement at Birmingham City FC, Sales and Marketing Intern at Bentley Motors, as well as other placements at Tottenham Hotspur FC, Octagon, CONI (Italian National Olympic Committee), Coral, Birmingham City FC, Wasps, Huddersfield Giants RLFC, and Fulham FC.
Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market. You will have the support of the faculty’s dedicated Talent Team which has an extensive network of employers with a wide range of internship possibilities*. The Talent Team will also support you (subject to availability) with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres, as well as putting on frequent employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors*.
Where our graduates work
Some of our previous graduates have gone on to occupy senior management positions in the sport 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 Tottenham Hotspur FC, Manchester City FC, West Ham United, Huddersfield Giants RLFC, the Italian National Olympic Committee, Wasps RFC, Ricoh Arena, Leicester Tigers, Queens Park Rangers 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 sport management practitioner, upon successful completion, with the theoretical knowledge, skills and personal attributes to help you to become a leader in your chosen sport 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.
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.

How to apply
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UK Students
Full-time students applying to start in September should apply for this course through UCAS. Part-time students should apply directly to the university. Read our application pages to find out your next steps to apply.
If you'd like further support or more information about your course get in touch with us today.
Chat with our admissions team
Complete our contact form.
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International Students
Full-time students applying to start in September should apply directly to the university. Read our application pages to find out your next steps to apply.
How to applyFor further support for international applicants applying for an undergraduate degree view our International hub.
You can also download our International guide which contains lots of useful information about our courses, accommodation and tips for travel.
Get in touch with us today for further advice and guidance.
Chat with our admissions team.
Complete our contact form.
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Disclaimer
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 2021/22 Contract can be found here. 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.
Tuition fees
The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we 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. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.
For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.
Accreditations
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.
Facilities
Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Placements and study abroad opportunities
Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
Additional costs
This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).