Sport Management BA (Hons)

Coventry University

Program Overview

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*.

CoventryUnited Kingdom

  Course Duration

36 Months

  Tuition Fee

£ 16,650



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Why 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.

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.

Year one
In the first year, we will introduce you to the modern commercial environment that shapes sport at all levels to get you thinking about how to manage sport businesses and organisations, together with their marketing and events, within this constantly changing business setting. While sharing some modules with our BA (Hons) Event Management course, typically you will be taught in groups made up of solely Sport Management students, so that concepts are explored in the context of sports – however, this also means that topics such as sport event management are delivered by academics with knowledge of the events industry (academic staff are subject to change).


  • Academic and Professional Skills - 10 credits

  • Introduction to Sport Business - 20 credits

  • Introduction to Sport Marketing - 20 credits

  • Management and Leadership - 20 credits

  • Managing People in the Sport and Event Industry - 20 credits

  • The Sport and Event Business Environment - 20 credits

  • Add+vantage module - 10 credits

Year two
In your second year, we aim to deepen your knowledge of the trends occurring within the sports industry, such as sport policy and the role of corporate social responsibility. Depending on where your interests lie, you can choose an optional module that best fits your potential future career aspirations.


  • Sport Policy and Governance - 20 credits

  • Corporate Social Responsibility in Sport and Events - 20 credit

  • Managing Sport Events - 20 credits

  • Developing a Professional Identity - 10 credits

  • Research Methods - 20 credits

  • Add+vantage module - 10 credits

  • Optional modules

Final year
In your final year, you take a more strategic approach to sport management. You will consider the ways that sport organisations operate and make long-term decisions. You will also have the opportunity to really tailor the course to your interests, through optional modules and your final-year dissertation project which can be on any sport management topic of your choice. Previous students have considered the future of hosting sports mega events, social media at the Olympic Games and World Cup, brand creation in the NFL, the effects of gender inequality within professional tennis and whether F1 is about money rather than talent.


  • Strategic Management in Sport and Events - 20 credits

  • Managing Your Career - 10 credits

  • Venue Operations Management - 20 credits

  • Project - 20 credits

  • Add+vantage module - 10 credits

  • Optional Modules

English language requirements

  • IELTS: 6.5 overall, with no component lower than 5.5 

International Fees
£15,300 per year

International Pathways 2022 Scholarship
You could enjoy a £3,000 reduction in tuition fees.
Our high-quality foundation, international year one and pre-masters courses are for international students who do not meet the requirements for direct entry to their preferred Coventry University undergraduate or postgraduate course. We can support you to achieve the academic and/or English grades you need and help you gain the personal and professional skills required to study at university.

We want to encourage ambitious international students like you to study at Coventry University, so we’ve secured extra financial support for you worth £3,000, to help with the cost of tuition fees, living expenses and accommodation.

The scholarship application deadline is:
September 2022 intake: 31 July 2022

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.

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