The MSc Sports Business and Management offers students a master's level understanding of the global business of sport - its organisations, stakeholders and the disciplines which make it operate successfully - with a business focus on the challenges and opportunities within the global sports business.
The programme provides students with the opportunity to study an MSc Sports Business and Management in a Russell Group University which has an excellent reputation and network within football, horse racing, cricket, rugby and other sports based on its provision of high-quality education in the business of sport over the past 15 years.
The MSc Sports Business and Management programme was designed in consultation with industry employers, including Liverpool and Everton Football Clubs, St. Helens RFLC (Rugby League) and Deloitte, to identify and incorporate the skills required by industry both now and in the future.
Modules cover the global context of sports business, sports marketing and sponsorship, sports operations and events, and leadership in sport.
In the capstone ‘Sports Business Practice’ module students will have opportunities to visit Premier League Football Clubs as well as high-profile sports businesses from cricket, rugby and other sports. Students will have access to excellent sports business speakers to enhance their understanding of the practical aspects of working in the global sports business market.
The Management School has a range of additional funding opportunities for outstanding master’s students, including the Management School Excellence Scholarship which offers tuition fee discounts of 50%. Eligibility and more information can be found on the School’s scholarship pages.
Accreditation
The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
Discover what you'll learn, what you'll study, and how you'll be taught and assessed.
Semester one
Please note the structure of this programme remains subject to approval following exciting developments for our September 2025 students. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the programme’s start date.
During the first semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
COMPULSORY MODULES
ULMS857 Sport Marketing and Sponsorship Marketing and sponsorship are two of the key commercial drivers of the sports industry. They also differ substantially in both conceptualisation and practical implementation in comparison to other industries. This module introduces students to these fundamental differences, along with the unique management approaches, communication platforms, organisational processes associated with the marketing and sponsorship activities in professional sport. A key part of the module is also to introduce students to the concept of social marketing, drawing attention to the potential for commercially relevant, yet socially impactful marketing and communications practice.
ULMS859 Sports Operations and Events This module will provide students with a critical understanding of the concepts and theories of operations and event management with regard to sports organisations. It will enable students to evaluate the operation of sports facilities, stadia, arenas and events through case studies, guest speakers and visits. Additionally, students will undertake a simulation exercise that enables them to apply operations theory and evaluate their own operations practice.
ULMS856 The Global Context of Sports Business This module provides a comprehensive examination of sports marketing, sponsorship-linked marketing, and strategic partnerships, essential for sports business from a management perspective. Students will develop a deep understanding of marketing strategies tailored to the sports sector, including the creation, execution, and management of sponsorship partnerships.
Incorporating a focus on modern business analytics and marketing technology, the module introduces students to the tools and techniques that drive decision-making and performance measurement in sports marketing. Students will reflectively and critically engage in debates around how data analytics, digital platforms, and marketing technology are transforming fan engagement, brand exposure, and sponsorship ROI, ensuring they are equipped to navigate the future of sports marketing and sponsorship.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Semester two
Please note the structure of this programme remains subject to approval following exciting developments for our September 2025 students. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the programme’s start date.
During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
ULMS898 Sports Leadership and Personal Development This module will consider leadership in sport from a number of perspectives, critically examining a range of leadership theories to help make sense of leadership practice within the global sport industry. This will include the exploration of leadership cultures and the notion of responsible leadership will be explored in the context of student’s own values and through evaluation of cases of recent scandals and examples of the ‘dark side of leadership’ within sport. Additionally, the module will enable students to consider their career aspirations and reflect on the attributes they need to develop in order to be successful within their future career.
ULMS897 Sports Finance and Economics This module aims to give students an understanding of the key elements of finance and economics and how they impact upon sports organisations.
In terms of finance, the module will focus on the balance sheet, breaking it down into the main assets that are used by a sporting institution and the alternative means through which those assets are financed. The concept of profitability and breakeven (for private and non-profit making organisations) from the income statement will be used to identify the main revenue streams and costs involved in running a sporting institution along with the differences between profit and cash flows. This will enable students to analyse the financial statements of a sports based business through the use of financial metrics and key performance indicators. Additionally, ownership models will be analysed with the emphasis between those which focus on sporting versus financial achievements. Different techniques and models will be used to show how to value a sporting institution, along with the risks of using some of these models.
The module will also provide students with a better understanding of the main analytical techniques to understand some key issues in sports economics. Sports economics will be used as a laboratory to study general economic problems. While the module does not require any previous knowledge in econometrics and quantitative analysis, the ultimate aim is for students to learn to interpret some of the main results found in relevant research papers on the different aspects of sports business.
ULMS899 Sports Strategy and Governance This module considers what strategy is and what it means for the different types of sports organisations. The global sports sector comprises a large and diverse range of organisations; from for-profit companies such as Nike and Adidas though to major media companies including Sky and Netflix. Beyond this, there is a larger proportion of non-profit organisations, such as governing bodies, clubs and leagues. The module covers the goals of the organisation; vision, purpose and values; tools and techniques for strategic planning, and the ways in which resources and capabilities of the organisations can be developed. The module also focuses on the governance structures of sports organisations, the trade-offs which are made in adopting different governance structures and the way in which these can impact on the effective operation of sports. The module will further look at different sport governance policy and principles and examine how effectively these are being used.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Final project
You will complete your course with a final 60-credit applied research project or dissertation.
For your final project you will be supported by an academic supervisor
Choose one:
ULMS719 Advanced Management Research This optional module provides students with the opportunity to develop knowledge and understanding of the multi-level processes involved in organisational and managerial practices, with a focus on business analysis, strategic decision-making, and practical application. The module includes common training in data analysis, research, and proposal development, equipping students with the essential skills to undertake in-depth investigations and present information coherently to support recommended courses of action. Students will have the flexibility to pursue one of several project options: business planning, consultancy reports, industry analysis or empirical investigation. The individual assignment allows students to critically evaluate and synthesise relevant theories, models, and practices of management, applying them to a specific area of research within their MSc programme.
ULMS790 Dissertation Conduct an academically oriented research project based on a case, organisation, or context of their choice.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
How you'll learn
On our MSc Sports Business and Management, modules are taught using the latest active learning techniques. These include the use of real-world case studies from the world of professional sport, authentic assessment tasks that mimic sports organisation activities and requisite outputs, business scenario and negotiation simulations, use of interactive participation software, and lecture capture. We also ensure that each module has a distinctive contribution from an industry guest speaker, and host a broader “in conversation” series where C-suite executives from the sports industry contribute to engaging discussions with faculty and students.
The principal forms of teaching are lectures and seminars with lectures normally being supported by material such as hand-outs and presentations. Seminars allow for a more detailed discussion of a topic under the direction of a tutor. You are normally expected to prepare work in advance for seminars and may be expected to present work or give presentations.
Following semester two you will complete either a dissertation or the Strategic Business Research for Sport project with the support of an academic supervisor. This final project enables students to specialise in an area of the sports business discipline to deepen their knowledge, understanding and capabilities in this area.
Teaching time will account for an average of 10 hours per week and you should anticipate an additional 24 hours of self-directed study and group work per week.
How you're assessed
In semester one and two, you will take modules totalling 120 credits. The dissertation or research project completed during the summer period is worth 60 credits and students will be supported by their academic supervisor.
Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied and some may be designed specifically to meet the learning outcomes of a particular programme of study, but students can expect to be assessed via coursework, essay, group work, presentations, case studies, negotiation exercises, reports and examinations. The weighting of individual components will vary from one module to another. All assessment information is included within the module specification.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
The School has a thriving international master’s community with a comprehensive, interdisciplinary programme of social and extra-curricular events and dedicated careers and employability support.
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
What students say...
I have had a year of cultivating friendships I know will last for the rest of my life. Combining that with the incredible opportunities that the Sports Business and Management MSc gives us, I know I’ll look back on this year as the best decision I ever made.
You will graduate from this programme with the skills necessary to work and engage in business-related roles of sports organisations. These include marketing, finance, strategy, international development, data analytics and research, relationship management, and human resources. Students may also pursue operations-related roles.
The programme makes extensive use of guest speakers from current industry professionals which are woven into modules and smaller, informal networking events.
Career support from day one to graduation and beyond
You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one careers guidance, workshops, seminars, and employability initiatives.
Graduates from our Sports Business and Management MSc course have secured jobs with companies such as:
Red Bull
Cobalt
Professional Footballers Association
Deloitte LLP
German Football Association
PFC Levski Sofia
UEFA
Procam Television Holdings Ltd
In roles such as:
Commercial Manager
Live Sports Trader
Commercial Executive
Scout Analyst
Senior Marketing Manager
Production Assistant
Business Development Executive
Commercial Executive
Fees and funding
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£14,000
International fees
Full-time place, per year
£30,000
Fees stated are for the 2025-26 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
If you're a UK national, or have settled status in the UK, you may be eligible to apply for a Postgraduate Loan worth up to £12,167 to help with course fees and living costs. Learn more about fees and funding.
Additional costs
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
We accept a 2:2 honours degree from a UK university, or an equivalent academic qualification from a similar non-UK institution. This degree can be in any subject discipline. Non-graduates with very extensive professional experience and/or other prior qualifications may also be considered.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, you could be eligible for a Pre-Master’s course. This is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. It’s a specialist preparation course for postgraduate study, and when you pass the Pre-Master’s at the required level with good attendance, you’re guaranteed entry to a University of Liverpool master’s degree.
International applicants who do not meet the minimum required standard of English language can complete one of our Pre-Sessional English courses to achieve the required level.
English language qualification
Requirements
IELTS
6.5 overall, with no component below 6.0
TOEFL iBT
88 overall, with minimum scores of listening 19, writing 19, reading 19 and speaking 20. TOEFL Home Edition not accepted.
Duolingo English Test
120 overall, with no component below 105
Pearson PTE Academic
61 overall, with no component below 59
LanguageCert Academic
70 overall, with no skill below 65
PSI Skills for English
B2 Pass with Merit in all bands
INDIA Standard XII
National Curriculum (CBSE/ISC) - 75% and above in English. Accepted State Boards - 80% and above in English.
WAEC
C6 or above
PRE-SESSIONAL ENGLISH
Do you need to complete a Pre-Sessional English course to meet the English language requirements for this course?
The length of Pre-Sessional English course you’ll need to take depends on your current level of English language ability.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
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