Sport Business Management

BA (Hons)


The Sport Business Management course is designed to meet the sporting industry’s requirement for technically competent, customer oriented, commercially minded practitioners who have the flexibility and capability to apply their skills and knowledge in a variety of customer orientated environments, both for the domestic and the international market place. This will involve integrating sports science, management, professional and transferable skills. On graduation students will be able to apply sound analytical techniques - underpinning scientific principles and management skills - to the challenges faced by the sports-related industries.

You will experience a professionally focused curriculum delivered with the support of: 'real life' contexts and realistic sports-based working environments; an integrated learning experience facilitated through staff teams employing a variety of different delivery modes; opportunities to enhance and develop a range of relevant personal skills including problem solving, decision making and reflective skills; and engagement with a consultancy project, working with a sport business company to help solve a real-world business challenge.

Key information

EU Applicants
The Scottish Government has confirmed that EU students enrolling in the 2017 and 2018 academic year will be entitled to free tuition fees in Scotland. EU Students will be admitted as Scottish/EU fee status students and will retain that status for the duration of their four year degree. EU students will also be eligible for tuition fee support from the Student Awards Agency for Scotland (SAAS).

  • UCAS: N8U6
  • Qualification: BA (Hons)
  • Start date: September / January
  • Course Director: Aaron McIntosh
  • Faculty: Stirling Management School
  • Location: Stirling Campus
Download course leaflet
Download undergraduate prospectus

Course Director

Aaron McIntosh

Aaron McIntosh

University of Stirling

View fees and finance

What makes us different?

Overall, the degree has a strong emphasis on management of sport business rather than managing different aspects of sport. It is unique in its approach to combining generalist management and business knowledge with the understanding of a particular sector.  You not only study Sport Governance, Sport Policy and the Business of Sport, but study finance, project management, marketing and consumer experience within the very particular context of managing a Sport Business.

Highlights of the course include:

  • An emphasis on understanding and recognising stakeholder involvement.
  • Project management.
  • An emphasis on practice through project management case studies
  • Financial analysis, including focus on sponsorship.
  • Understanding the consumer and an emphasis on Big Data
  • Managing the consumer experience
  • A specialist focus on sport marketing.
  • And media and public relations for managers.

World-class library and teaching facilities

Studying for a degree means learning in different ways; managing your own time; conducting research; mastering new computer skills. We have the facilities and advice on hand to help you do all this - and do it well.

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Life at Stirling

Of the many reasons students come to Stirling, such as academic reputation and research standards, one factor is always cited: the outstanding beauty of the University's Stirling campus. View our online films to get a picture of what it's like to live and study on our beautiful campus.

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Entry requirements

Academic requirements

Four-year Honours degree

SQA Higher: AABB - one sitting. AAAB - two sittings.  GCE A-level: BBB  IB Diploma: 32 points.

Three-year Honours degree

SQA Adv. Higher: ABB  GCE A-level: ABB  IB Diploma: 35 points.

BTEC (Level 3):


Other qualifications

HNC/HND: Year one minimum entry Scottish HNC/D - Bs in graded units English, Welsh and NI HNC/D - Merits and Distinctions. 

Advanced entry: Advanced entry is possible with an HNC/D in Business.
Access courses: Access courses and other UK/EU and international qualifications are also welcomed.

Foundation Apprenticeships:

Considered to be equivalent to 1 Higher at Grade B

Additional information

General entrance requirements apply

Mathematics Standard Grade (3), National 5 (C),Intermediate 2 (C), GCSE (C) or equivalent.

If examinations are taken over two sittings, or there are repeats or upgrades, the entrance requirements may be higher.

INTO University of Stirling

INTO University of Stirling offers an International Foundation programme for those international students who do not meet the required academic and English-language criteria. These courses offer a pathway to study at the University of Stirling through an excellent teaching and learning experience in the high-quality study facilities on campus.

International Foundation 

Successful completion of the International Foundation in Business, Finance, Economics and Marketing to the required standard provides direct entry to year two of a range of BA Honours programmes, including Accounting (either as single honours or as combined honours with Business Law, Business Studies, Economics, Finance or Marketing) and Finance & Investment. See our accounting and finance courses

Subject to additional entry qualifications. year 3 entry to the BA Honours in Accounting and the BA Honours in Finance & Investment is also available to INTO International Foundation students via the Integrated International Year Two pathway.

For more information, and to apply, visit INTO University of Stirling

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

  • IELTS: 6.0 with 5.5 minimum in each skill
  • Cambridge Certificate of Proficiency in English (CPE): Grade C
  • Cambridge Certificate of Advanced English (CAE): Grade C
  • Pearson Test of English (Academic): 54 with 51 in each component
  • IBT TOEFL: 80 with no subtest less than 17

More information on our English language requirements

If you need to improve your English language skills before you enter this course, our partner INTO University of Stirling offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.

Fees and costs

Fees 2018/9

Overseas students (non-EU) £12,140.00
Scottish and EU students £1,820.00
Students from the rest of the UK £9250 – with a generous package of scholarship options

From 2016/7 onwards, the fees for overseas undergraduates will be held at the level upon entry.

If you plan to commence your studies at the University of Stirling in January 2018, please note you will be subject to our 2017/18 fees. Please contact us for more information.

Please note: Scottish and EU students can apply to the Students Award Agency for Scotland (SAAS) to have tuition fees paid by the Scottish government. Students from the rest of the UK can apply for financial assistance, including a loan to cover the full cost of the tuition fees, from the Student Loan Company.

You should expect to pay fees for every year you are in attendance and be aware fees are subject to revision and may increase annually. Students on programmes of study of more than one year should take this into account when applying.

Please note there is an additional charge should you choose to attend a graduation ceremony. View more information

Cost of Living

Find out about the cost of living for students at Stirling

Payment options

Find information on paying fees by instalments

Scholarships and funding

Scholarship finder

Structure and teaching

Structure and content

There are three key components to the Sport Business Management course: sport management and technical expertise; business enterprise; and market awareness. Each of these components is represented throughout the course, creating a unique balance between the generic business study elements and the more tightly industry-focused sports, leisure and coaching science-based modules.

Years 1 and 2 are designed to provide you with a broad grounding in the subjects of business, management and sports studies within the global environment. You will study one core module per semester, leaving the flexibility to choose from a range of options from across the University of Stirling Management School and wider University.

Years 3 and 4 provide you with theory and applications of sport business management including: policy; governance; marketing; managing the consumer experience; and financial/business modelling. You will engage with two core modules per semester and choose an elective per semester from across the Management School. In the final year, there is the option to work on an individual project or to work as a group and engage with an organisation on a consultancy project.

You will have numerous opportunities to develop appropriate work-related skills at every stage of your studies, culminating in the Professional Development and Practice module in Semester 8 which helps you prepare for entering the workplace.

Delivery and assessment

The Sport Business Management course is delivered by leading academics working in the fields of Sport and Business. There is a variety of delivery methods; ranging from lecture-style presentations to small group interactive sessions.

Assessment is designed to engage you in thinking about the real-world challenges that Sport Businesses encounter. Ranging from reflective essays, business reports and group work challenges, each assessment offers the opportunity for students to display their developing skills as future business leaders.


Core Modules

Year One:

  • MGTU9S1 – The Global Business Environment: An Introduction
  • SPSU911 – Introduction to Sports Studies 1
  • MGTU9S2 – The Management Challenge: An Introduction
  • SPSU912 – Introduction to Sports Studies 2

Year Two:

  • MGTU9S3 – Fundamentals of Business & Management
  • SPSU913 – Sports Studies – Issues and Concepts
  • MANU9N4 – Operations Management
  • SPSU914 – The Historical Development of Sport

Year Three:

  • MANU9CE – Managing the Consumer Experience
  • SPSU9SP – Sports Policy
  • MANU9FS – Financial Business Modelling (Sports)
  • MANU9SE – Developing Sustainable Events
  • SPSU9SB – Managing the Business of Sport
  • MANU9PS – Project Management (Sports)

Year Four:

  • SPSU9SG – Sport Governance
  • MKTU9SP – Sport Marketing
  • MANU9SM – Work-based Project – Sports Management
  • MGTUDPD – Professional Development & Practice

Modes of study

This course is offered on a full-time or part-time basis.

Example timetable

The timetable below is a typical example, but your own timetable may be different.

Each module (3 each semester), is likely to have a total of 30-40 contact hours (the norm being: 22 lectures and 8 seminars), which would normally equate to 2 lectures and 1 seminar per week, per module.  The timetable will vary subject to choice of non-core modules.

YearSemesterSubject 1Subject 2Subject 3
1 1 The Global Business Environment: An Introduction Introduction to Sports Studies 1 Any module
2 The Management Challenge: An Introduction Introduction to Sports Studies 2 Any module
2 3 Fundamentals of Business and Management Sports Studies – Issues and Concepts Any module
4 Operations Management The Historical Development of Sport Any module
3 5 Managing the Consumer Experience Sports Policy Financial & Business Modelling (Sports)
6 Developing Sustainable Events Managing the Business of Sport Project Management (Sports)
4 7 Sport Governance Sport Marketing Work-based Project – Sports Management
8 Professional Development and Practice Work-based Project – Sports Management  


Why Stirling?


Top 25 in the UK for Business and Management Research

The reputation of our research at the University of Stirling Management School was recognised in the 2014 Research Excellence Framework (REF), where the School was placed in the UK’s top 25 institutions for Business and Management, out of 101 business schools.  In Scotland, the School was ranked in the top five.  64% of our research outputs were classified as world-leading and internationally excellent in terms of their originality, significance and rigour and we were ranked 14th in the UK in terms of research impact with over 60% of our research impact judged to have outstanding reach and wide-ranging impact on the policies of public, private and governmental organisations.

Teaching provision in Business and Management has been assessed by the Scottish Funding Council and rated as ‘highly satisfactory’.

International Students

The University of Stirling welcomes applications from all countries.

Careers and employability

Career opportunities

On graduation, you will be able to apply sound analytical techniques, underpinning scientific principles and management skills to the challenges faced by the sports related industries. There are many opportunities across a range of sport business organisations, including project management of sporting events or management of a retail sport business.

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