BA (Hons) in Sport Business Management – UG-MAO-SBM


Program Description


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.

What makes us different?

Overall, the degree has a strong emphasis on management of sports 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 Sports Governance, Sports Policy and the Business of Sport, but study finance, project management, marketing and consumer experience within the very particular context of managing a Sports 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 a focus on sponsorship.
  • Understanding the consumer and an emphasis on Big Data
  • Managing the consumer experience
  • A specialist focus on sports marketing.
  • And media and public relations for managers.

Entry requirements

Four-year Honours degree

SQA Higher: ABBB - one sitting. AABB - 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.

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.

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.

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

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.

Structure and content

There are three key components to the Sports Business Management course: sports 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 sports 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 Sports 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 Sports 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.

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.

Cost & Fees


  • Overseas students (non-EU): £12,140
  • Scottish and EU students: £1,820
  • Students from the rest of the UK: £9,250
Last updated Nov 2018

About the School

At the University of Stirling, being the difference is in our DNA – providing education with a purpose and carrying out research that helps to shape society.

At the University of Stirling, being the difference is in our DNA – providing education with a purpose and carrying out research that helps to shape society. Read less