
Sport Business Management - BA (Hons)
Currently viewing course to start in 2024/25 Entry. Switch to 2023/24 Entry
The global sports market is estimated to be worth between £400 billion and £500 billion and is growing at a significant rate year on year. Over the past decade there has been a huge increase of career opportunities in the global sport sector that require graduates with the skills, attributes and experience to thrive in such a dynamic industry
- Level Undergraduate
- Study mode Full Time/Part Time
- Location City Centre
- Award BA (Hons)
- Start date September 2024
- Fees View course fees
- School Birmingham City Business School
- Faculty Faculty of Business, Law and Social Sciences
This course is:
Overview
The global sports market is estimated to be worth between £400 billion and £500 billion and is growing at a significant rate year on year. Over the past decade there has been a huge increase of career opportunities in the global sport sector that require graduates with the skills, attributes and experience to thrive in such a dynamic industry
Professional Placement Year
This course offers an optional professional placement year. This allows you to spend a whole year with an employer, following successful completion of your second year, and is a great way to find out more about your chosen career. Some students even return to the same employers after completing their studies.
If you choose to pursue a placement year, you will need to find a suitable placement to complement your chosen area of study. You will be able to draw on the University’s extensive network of local, regional, and national employers, and the support of our Careers teams. If you are able to secure a placement, you can request to be transferred to the placement version of the course.
Please note that fees are payable during your placement year, equivalent to 20% of the total full-time course fee for that year.
What's covered in this course?
This undergraduate course will provide the academic expertise needed to help students develop an exciting professional future.
Combining theory and practical application this course will draw heavily from practising sports leaders to cover multiple aspects such as technology and digital innovation, marketing, events, operations and analytics. Internships, placements, project fieldwork and workshops will enable students to start a career the second you begin your university degree.
This innovative and on-trend course will give you the skills, experience and insights to develop a career in the growing area of sport management alongside a qualification from the CMI (Chartered Management Institute).
The international focus of the course is derived through a variety of means including the student body, the teaching team and the use of international teaching materials. Moreover, you can choose to spend a year or a full semester studying their modules overseas at a partner institution.
Accredited By
This course is accredited by:
Why Choose Us?
- We have a strong focus on employability and through placement opportunities and our links with local businesses, we aim to ensure you graduate not only with your degree but also with the skills and knowledge needed to embark on your chosen career.
- The STEAMhouse offers amazing opportunities for entrepreneurial students to kick start and build a business. Services available include the Incubator which helps focus and solidify business ideas and the Hatchery which offers support in getting your business off the ground.
- We pride ourselves on being the University for Birmingham and supporting and giving something back to the local business community. We have strong links with local businesses in the city across several industries. These links help us enhance students’ experiences by giving them access to industry experts for guest lectures, exciting placement opportunities and other chances to engage with the business community as a whole.
- We aim to infuse learning with exposure to real-world experiences. We give students the chance to work on real-life projects using industry-standard software and with real-world clients where possible, offering a unique opportunity for students to gain this invaluable experience while they study.
- This course is accredited and meets the high standards of the Chartered Management Institute.
Open Days
Join us for an on-campus Open Day where you'll be able to meet us in person, hear from our trailblazing academics and explore our innovative £340m facilities.
Next Open Day: 21 October 2023
Entry Requirements
These entry requirements apply for entry in 2024/25.
All required qualifications/grades must have been achieved and evidenced at the earliest opportunity after accepting an offer to help confirm admission and allow for on-time enrolment. This can also include other requirements, like a fee status form and relevant documents. Applicants can track their application and outstanding information requests through their BCU mySRS account.
We accept a range of qualifications, the most popular of which are detailed below.
Essential | ||
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BBC or 112 UCAS tariff points from a maximum of 3 subjects. Please note: If you qualify for our BCU Accelerate scheme, you could receive an offer that is two grades below our normal entry requirements. Find out more about BCU Accelerate. |
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Level 2 qualifications | ||
GCSE |
GCSE English Language or English Literature and GCSE Maths at grade C/4 or above. If you do not have these or are not undertaking them, we accept other Level 2 equivalents, or we may ask you to pass BCU's GCSE equivalency tests. |
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Irish Leaving Certificate (Ordinary Level) |
See level 3 entry under Irish Leaving Certificate for full details. |
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Scottish National 5 |
English Language or English Literature and Maths at grade C or above. If you do not have these or are not undertaking them, we accept other Level 2 equivalents, or we may ask you to pass BCU's GCSE equivalency tests. |
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Plus one of the following Level 3 (and above) qualifications | ||
A level and Advanced VCE |
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AAT Diploma in Accounting (QCF) |
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Access to HE Diploma |
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IBO Certificate in Higher Level |
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International Baccalaureate Diploma |
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IFS / LIBF Diploma in Financial Studies |
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Irish Leaving Certificate (Highers) |
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NCFE CACHE Level 3 Applied General Certificate in Health and Social Care |
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OCR Cambridge Technical Extended Diploma |
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OCR Cambridge Technical Diploma |
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Scottish Advanced Higher |
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Scottish Higher |
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T-Levels |
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Advanced Welsh Baccalaureate - Skills Challenge Certificate (first teaching September 2015) |
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Other qualifications | ||
If you have a qualification that is not listed in the table please refer to our full entry requirements on UCAS. |
Additional information for EU/International students | ||
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Applications from international applicants with equivalent qualifications to 112 points are welcome. Please see your country page for further details on the equivalent qualifications we accept. In additional to the academic entry requirements listed above, international and EU students will also require the qualifications detailed in this table. |
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IELTS |
6.0 overall with 5.5 minimum in all bands If you do not meet the required IELTS score, you may be eligible for one of our pre-sessional English courses. Please note that you must have a Secure English Language Test (SELT) to study on the pre-sessional English course. More information. |
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Other accepted qualifications |
Fees & How to Apply
UK students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2024
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £9,250 in 2024/25
- Apply via UCAS
- Part Time
- 5 Years
- Show fees
- £1542 per 20 credits
- Year 1 - 60 credits
- Year 2 - 80 credits
- Year 3 - 80 credits
- Year 4 - 80 credits
- Year 5 - 60 credits
Fees for Part-time students
This course can be studied on a Part-time study basis. The cost per year of study is based on credit requirements for that year.
International students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2024
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £16,085 in 2024/25
Guidance for UK students
UK students applying for most undergraduate degree courses in the UK will need to apply through UCAS.
The Universities and Colleges Admissions Service (UCAS) is a UK organisation responsible for managing applications to university and college.
Applying through UCAS
- Register with UCAS
- Login to UCAS and complete your details
- Select your course and write a personal statement
- Get a reference
- Pay your application fee and submit your application
Guidance for International students
There are three ways to apply:
1) Direct to the University
You will need to complete our International Application Form and Equal Opportunities Form, and submit them together with scan copies of your original academic transcripts and certificates.
2) Through a country representative
Our in-country representatives can help you make your application and apply for a visa. They can also offer advice on travel, living in the UK and studying abroad.
3) Through UCAS
If you are applying for an undergraduate degree or a Higher National Diploma (HND), you can apply through the UK’s Universities and Colleges Admissions Service (UCAS).
You can request a printed form from your school or nearest British Council office. You will be charged for applying through UCAS. Birmingham City University’s UCAS code is B25 BCITY.
Personal statement
UK / EU students are required to submit a personal statement as part of their application for this course.*
The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.
Here are the key areas you’ll need to address:
- Course choice - Why does this course appeal? What areas are of particular interest?
- Career plans - If you have a specific career in mind, say how your chosen course will help you pursue this goal.
- Work experience - Mention any work that is relevant to your subject, highlighting the skills and experience gained.
- School or college experience - Highlight skills gained at school/college, eg summer schools or mentoring activities.
- Non-accredited skills or achievement - eg Duke of Edinburgh Award, Young Enterprise scheme.
You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.
Worried about Personal Statements?
If you've got no idea where to start or just want to check you're on the right track, we’ve got expert advice and real examples from our students to help you nail your personal statement. You can even download our ultimate personal statement guide for free.
*Non-EU students are not required to submit a personal statement when applying for this course.
Course in Depth
First Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
This module is designed to introduce you to the concept of management in the sports business industry. The module encourages you to think about what skills, attributes and tasks managers perform in different situations with the purpose of recognising what makes effective sport business managers. This module aligns with the course philosophy by providing an insight into the respective industry, integrating sessions from industry experts to facilitate this. The module balances theory and concepts, supporting you to reflect and apply this content into real life scenarios. In particular you will be introduced to the major business functions and how they operate in a variety of sport business contexts
Teamwork is a critical component of successful Management. Given the spontaneous nature within industry, for example events (pre, during and post), personnel have to work harmoniously and purposefully together to design, expedite and improve the spectacle, experience and multi-cultural team performance (Edger and Oddy, 2018). This involves exploring the market and customer needs, engineering the planning of resources, engaging staff and customers, executing the experience, evaluating the impact and delivering and evolving future experiences.
Have you ever considered why you bought your smartphone? Or why you ate in that fast food restaurant? Or why you decided to buy that brand of trainers? Every day, billions of people spend their money on products and services without necessarily considering why they decided to buy those particular offerings. Whether you are aware of it or not, each of these products and services have been carefully developed to fulfil the needs of a particular target audience of which you may be a part.
This module is designed to introduce you to the concept of management in the context of events – inclusive of insight from a variety of industries – for example sport and esports. The module encourages you to think about what skills, attributes and tasks that managers perform in different situations with the purpose of recognising what makes effective event managers.
This module is designed to introduce you to the concept of employability in the event, venue and experience industries. The module empowers you to build an external profile, experience base, and skill set to be proficient in applying for work experience and placement opportunities. This module aligns with the Programme Philosophy by providing an insight into the respective industries, integrating sessions from industry experts to facilitate this. The module balances theory and concepts, supporting the students to reflect and apply this content into real life scenarios.
This module will provide a gentle introduction to the world of accounting and finance for business managers of the future and is designed for those new to accounting or those studying on non-accounting related degree programmes.
You’ll explore key areas of accounting including gaining an appreciation for how basic financial statements are prepared and how you can assess both the financial performance and financial position of a business.
Second Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
The aim of this module is to provide you with an in-depth knowledge of current and future trends in big data, analytics and digital innovation in relevant industries, for example sport and esports. Relevant literature and theory is explored throughout the module with a consistent view of the importance of applying theory and planning in practical contexts. The module is delivered through a combination of lectures, seminars, tutorials and workshops in which you will be expected to contribute. Case studies from around the world and presentations will also be used in each session and where possible, the use of guest lectures from relevant industries in technology and digital innovation experts.
This module builds upon the learning foundation from the first year level 4 module ‘Building Your Brand’. The module approach demonstrates to you the importance of continual self-development in achieving organisational objectives. You will assess your current skills and competencies with reference to current or future roles and link this to organisational objectives. Analysis and identification of skills and competency gaps, and how these can be overcome, shall be integral to the module. The module will assist you in creating professional cover letters and guidance with placement applications in order to prepare you for both future careers and placement opportunities.
Venue Managers – otherwise known as General, Venue or Stadium Managers -are pivotal actors in ensuring the successful execution of multiple events across a variety of industries – for example, Sport and Esports. They require a subtle blend of technical, behavioural and cognitive skills and knowledge, although their core capability –given their operational closeness to the customer –is principally technical (i.e. how to get things delivered on time to specification). Great Venue Managers are the linchpins of successful occasions –the correlation between Venue Manager effectiveness and customer safety having been proven as a principal determinant of success.
The aim of this module is to provide you with an in depth knowledge of sport consumer behaviours and the decision making process. This module will explore the psychological processes that occur in a variety of contexts based on internal factors (e.g. motivations, personality, perceptions and attitudes) and external factors (e.g. groups & cultures).
The aim of this module is to provide you with the knowledge, skills and insights to research a ‘live’ issue in your industry with a view to formulating a practicable, impactful and value-added research project proposal which can be actioned in the final year.
This module is core for all marketing students, irrespective of their pathway. The reason for this is that marketing communications is a key strategic area for any business, as it gives visibility and understanding of an organisation’s products and or services. It utilises a variety of techniques, communication tools and media to deliver these messages, designing campaigns that drive the desired behavioural responses.
Optional Module
This module, where a programme of study enables it, is open to Business School students, who choose to undertake an international Study Abroad mobility experience within their second year of study. The aim of this module is to enable you to explore your mobility experience through a cross-cultural lens that focusses on the key themes of your discipline in an international context, together with your personal development. This is achieved by activities that draw on research enquiry, creativity, culture, reflection and professional development.
All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Professional Placement (Optional)
In order to qualify for the award of BA (Hons) Sports Business Management with Professional Placement Year you must successfully complete the following module:
This module is designed to provide you with the opportunity to undertake a credit bearing, 40- week Professional Placement as an integral part of your Undergraduate Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.
Final Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 80 credits).
Marketing is usually involved in providing information used in strategic decision-making and is often in the forefront of executing such decisions. It is very important for marketers to have an understanding of strategy and planning as it enables marketing activities to be directed to the specific needs of that organisation. You must appreciate the complexities of preparing and implementing longer-term, customer-focused plans and the significant role of marketing and management in contributing to the core vision of the organisation and the achievement of its plans.
This module introduces you to a range of advance strategic management tools and techniques with which to analyse and thus understand business situations with national and international relevance. In addition, an understanding of competitive behaviour will be informed by a variety of views concerning the sources of competitive advantage, sustainable competitive advantage from a theoretical and industry perspective.These include the implications of developments in the macro environment, industry structure, the organization’s strategic position in an industry, the acquisition and development of resources and capabilities, and the challenge of industry evolution to sustaining competitive advantage.
Exemplary GSM policy, CSR and safety are the hallmarks of successful sporting venues and organisations. In the past major safety breakdowns at English and international football stadiums (e.g. Bradford 1985, Hillsborough 1989, Guatemala City 1996 and Johannesburg 2001), which have caused multiple fatalities have led to the launch of criminal proceedings for the individuals tasked with ensuring crowd safety. Many international jurisdictions enforce a strict code of conduct upon the organisers and authorities charged with holding large-scale sporting gatherings – any breaches of which, could result in serious sanctions and penalties for Global Sports Managers and Organisations. In addition – given sports are run within national, not-for-profit and professional contexts (sometimes by volunteers or modestly salaried administrators) – proper compliance and due diligence systems must be in place to ensure the highest levels of professional and ethical conduct. The furore surrounding the maladministration of FIFA under Sepp Blatter – which included dubious decision- making (i.e. Russia 2018 and Qatar 2022) linked to bribes and kickbacks – brought transnational GSM in football into disrepute.
This module provides a framework with which to undertake a substantial, disciplinary-relevant, research project. This is dependent on the subject you are studying or degree pathway you are pursuing. For example, it may be a study into marketing and public relations, human resource management, accounting and finance, or strategy. The module provides a framework for integrating the principles, tools and methods of your programme, developing your practitioner skills via research methods, analytical tools and techniques. The project requires a high degree of professionalism in time management and managing the supervisory relationship. It is a requirement that the project adheres to the framework of ethical approval applied in the Business School in the year of study.
In order to complete this course a student must successfully complete at least 20 credits from the following indicative list of OPTIONAL modules.
The nature of today’s global sport industry and the rate of change that impacts upon it makes this module important for you to understand the multitude of contemporary issues that impact upon the industry today. The aim of this module is to provide you with an in depth knowledge of contemporary issues specific to the global sport context. In this module you will explore key macro environmental issues such as governance, corruption, esports and PR to enable you to become effective Global Sport Managers. You will use case studies from around the globe to understand how, as a manager, you can predict, embrace and react to the changes of the industry.
Operational and process breakdowns can seriously damage Sports Venue Management. That is to say; a lack of clear, systematic and symbiotic processes that are operated and understood by well trained and motivated staff immobilises Sports Venue entities. Often Sports Events have excellent conceptual propositions and fine marketing but fail to deliver their ‘customer promise’ by having inadequate systems and processes at a venue level. A great process moves sports events customers, materials or information through a series of added value process stages assisted by enabling factors such as staff, machinery, technology and facilities (at venue level). Blockages and breakdowns occur when there is a scarcity of investment in these enabling factors and an imprecise and haphazard design of processes (be they singular, multiple, linear, parallel, core etc.) Mastering Operational and Process Improvement (OPI) is an essential skill Sports Venue Managers require; something that will yield tangible benefits to the venues they are deployed at, either now or in the future.
In line with the current growth in events (mega, major, hallmark, local) and associated benefits now widely regarded by potential host locations it is increasingly important for future Sport and Event Managers to understand the legalities related to bidding for such events.
All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Download course specification
Download nowUnderpinning the philosophy of the course are the following purpose and objectives:
Purpose
To inspire and equip students with the expertise to develop a high level of academic skills leading to graduate employment and career development within the fast growing ‘Global Sports industry domain’.
Objectives
- Technical: to furnish students with the practical skills and expertise to add high value within the Sports industry
- Behavioural: to nurture the appropriate levels of energy and internal/external ‘customer-centric’ behaviours to create innovative products and services
- Cognitive: to provide students with high levels of critical reasoning and problem solving capabilities that will ensure they stand out among their competitive set
- Be truly global: to provide students with global experiences throughout all levels, making this course unique in the marketplace

Chartered Management Institute
This course is accredited by the Chartered Management Institute (CMI). This means that you can achieve the Level 5 CMI Certificate in Management and Leadership alongside your degree. The award is conditional on successfully completing the Honours degree programme in the appropriate module areas.
Employability
International
Welcome to the Birmingham City Business School, home to students from over 70 countries all around the world!
Birmingham City Business School is one of the UK’s largest, most established and most respected business schools. Our programmes are practice based and many have an international focus, which means your course will be entirely relevant to today’s business world. Almost all of our courses, both at undergraduate and postgraduate level, are open to international students.
We also have links with universities across the world, including Europe, the USA, China, India and Malaysia.
International ServicesOur international pages contain a wealth of information for international students who are considering applying to study here, including:
- Explore some of the good reasons why you should study here
- Find out how to improve your language skills before starting your studies
- Find all the information relevant to applicants from your country
- Learn where to find financial support for your studies
The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.
Facilities & Staff




Our Facilities
We are constantly investing in our estate and have spent £340 million on new learning facilities.
The Curzon Building
This course is based at our City Centre Campus – and specifically The Curzon Building, alongside other Social Sciences, Law and Business students.
The £63m building offers students a unique social learning space, including a dedicated student hub incorporating student support services, in the heart of Birmingham’s Eastside development.
The Business floors house an extensive number of IT facilities, breakout areas, and specialised rooms. The Marketing Link Agency is designed to replicate a modern marketing firm, allowing students to get real-life experience of working in the marketing sector. There is also the City Trading Room, which features state of the art stock market tracking equipment, keeping you up to date with all the financial comings and goings of the London Stock Exchange and Wall Street.
The Curzon building is also conveniently close to Birmingham’s business and financial centre, allowing for strong links between your studies and the real world.
The Curzon Building also features:
- An impressive library with access to over 65 million full text items and stunning views of Eastside City Park
- Your Students’ Union which is located in a beautifully restored 19th century pub, The Eagle and Ball
- A modern 300-seat food court with space to study and socialise
- Accessible IT facilities with full Office365 for all students for free
- Shared facilities with the wider campus including the Parkside Building and Millennium Point
Our staff
Dr Russell Cowley
Senior Lecturer, Programme Director for Global Sports Management
Dr Russell Cowley retired from a professional ice hockey career (2017) that spanned over 17 years, winning a world championship gold medal in April 2017, also his final game at the elite level.
More about RussellDr Richard Oddy
Deputy Head of Business, Digital Transformation and Entrepreneurship
Dr Richard E. Oddy is the Deputy Head of Business, Digital Transformation and Entrepreneurship. He has developed and launched a number of new courses in these specific fields, and has over a decade of teaching experience at both undergraduate and postgraduate level.
More about Richard