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Qualification type
MSc

Sports Business and Analytics

Study mode
Full-time
Part-time
Duration
12 months
24 months
Start date and application deadlines
Start date
September 2025
Apply by:
Starts on:

We've set the country or region your qualifications are from as United Kingdom.

How to apply
UK students

Apply for this course by:

There is no fee to apply for our courses.

What you'll need

As part of the application process, you'll need to submit:

  • School or college transcripts/certificates
  • University transcripts and certified translations if applicable
  • Degree certificates
  • Personal statement outlining your learning ambitions

Our application process

  1. Sign into the University of Liverpool Application Portal and start your application
  2. Submit your application
  3. We'll email you to let you know we're processing your application
  4. Track the progress of your application using the Postgraduate Application Tracker (we'll send you a link to the tracker)
  5. We'll email you when a decision has been made
  6. If you've been made an offer, you can then accept or decline it using the Postgraduate Application Tracker.

Already a University of Liverpool student?

Apply faster with the quick apply form for current University of Liverpool students.

Need help applying?

Our how to apply pages provide further information about applying online for our taught postgraduate courses.

If you are unable to apply via our online form, or need further support, please contact the postgraduate enquiries team.

International students

Apply for this course by:

There is no fee to apply for our courses. However, once you’ve been made an offer to study with us you are required to pay a fee deposit.

What you'll need

As part of the application process, you'll need to submit:

  • School or college transcripts/certificates
  • University transcripts and certified translations if applicable
  • Degree certificates
  • Evidence of English Language proficiency (EU and international applicants only)
  • Personal statement outlining your learning ambitions.

Our application process

  1. Sign into the University of Liverpool Application Portal and start your application
  2. Submit your application
  3. We'll email you to let you know we're processing your application
  4. Track the progress of your application using the Postgraduate Application Tracker (we'll send you a link to the tracker)
  5. We'll email you when a decision has been made
  6. If you've been made an offer, you can then accept or decline it using the Postgraduate Application Tracker.

Already a University of Liverpool student?

Apply faster with the quick apply form for current University of Liverpool students.

Need help applying?

We provide further information about applying online.

If you are unable to apply via our online form, or need further support, please contact the postgraduate enquiries team.

Combine this subject

With a combined degree, you can study two subjects as part of the same degree programme.

  • Choose from 30 subjects and over 300 combinations
  • Choose joint or major minor subjects
  • Adjust the weight of your subjects at the end of your first year
  • Same number of credits as single honours students
  • Same classes as single honours students
  • Appeal to a wide range of employers

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About this course

The Sports Business and Analytics MSc will provide you with a master’s level understanding of sports as a global business and the role that analytics plays in decision making.


Introduction

The programme explores sports businesses and organisations, their decision-making processes, and the stakeholders, along with the challenges and opportunities facing the business of sport. You’ll look at sport through the lens of a wide range of disciplines including economics, finance, marketing, and analytics. Sport analytics takes a central role in the programme and the importance of analytics to decision-making in sport is at the forefront. As well as developing programming skills, the influences of data and analytics in shaping contemporary sports business are explored. The school’s sports research and executive education delivered by the Centre for Sports Business is world-leading and this new programme will utilise the Centre’s expertise in analytics and other disciplines.

Our MSc in Sports Business and Analytics offers a unique and comprehensive approach, combining expertise in sports data with essential business applications. This is a rare opportunity, as no other programmes at Russell Group Universities offer this blend of skills

The Management School has a range of 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.


Who is this course for?

The programme is suited to individuals with ambitions to work in sports and sports-related sectors, in roles where data and information are essential to decision-making. Such roles could be across different parts of the organisation, where data and information can improve performance and outcomes.


What you'll learn

The programme will provide you with the opportunity to study for a master’s degree in a Russell Group University which has an excellent reputation and network within Football, Cricket, Rugby and other sports based on its provision of high-quality education in the business of sport over the past 15 years.


Accreditation

The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard triple accreditation from AACSB, AMBA and EQUIS.

You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one career guidance, workshops, seminars, and employability initiatives. Graduates from our Sports Business and Analytics MSc course will have the skills to pursue careers in sports with roles in operations, strategy, business development, sales, management and analytics.

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Course content

Discover what you'll learn, what you'll study, and how you'll be taught and assessed.

Semester one

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.
  • ULMS725 Introduction to Programming and Analysis
    This module introduces students to the fundamentals of using R Studio or similar tools for programming and data analysis. Specifically, the course will cover the basics of R Studio, web scraping, data management, regression modelling, machine learning methods, and data visualisation. Students will learn to apply these methods to sports contexts and critically evaluate which techniques best suit specific data-driven operational questions. Through this module, students will gain hands-on experience curating and analysing their own datasets using advanced methods. They will apply these skills in sports-related scenarios and critically assess the appropriateness of various techniques for different research and decision-making challenges.
  • ULMS856 The Global Context of Sports Business
    The evolution of sport into a global structure of social and commercial interaction requires future sports business practitioners to have a robust, reflective understanding of the globalisation of sport – including its history, determining features, influences, and contemporary issues for future practice. This module is designed to introduce students to the complex, multi-domestic environment in which sports business exists. The political, social, economic, and technological significance of sport relative to contemporary issues of governance, ethics and sustainability in the business of sport is of critical importance to this module. Additionally, the internationalization of major sports brands into overseas markets necessitates enquiry into the commercialisation and consumption of sport in both local and international contexts. These topics also act as a primer for later modules in marketing, and sports business practice. International case studies in the business of sport, and guest speakers will be used to punctuate theoretical discussions, and help illustrate core concepts for students. The central aim here is to provide students with an overview of the global sport arena, whilst also equipping them with a critical lens in which to evaluate the practice and impact of sports business. This approach helps to lay the foundations for future modules.

Programme details and modules listed are illustrative only and subject to change.

Semester two

During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).

  • 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 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.

  • ULMS744 Sports Data Analytics in Practice
    This module provides students with real-world experience by simulating the work typically undertaken for a sports organisation. Over the semester, students will engage with a complex case study, culminating in delivering a professional report and presentation designed for senior executives.
  • ULMS726 Methods for Managerial Decision-Making in Sports
    This module provides students with essential tools and knowledge for data-driven decision-making in sports management. It covers regression analysis, machine learning, forecasting, simulation, and data visualisation. The module explores the role of sports analytics across various sports and organisations, enabling students to identify and address key managerial challenges effectively. This module equips students with the skills to apply data-driven techniques in sports management. By focusing on regression analysis, machine learning, forecasting, simulation, and data visualisation, it helps managers make informed decisions in a sports context.

Programme details and modules listed are illustrative only and subject to change.

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.

Programme details and modules listed are illustrative only and subject to change.

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Your experience

This programme is delivered by the triple-accredited University of Liverpool Management School.

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.

Explore where you'll study

Student using Bloomberg facility at Management School
Bloomberg
An image of students sat in Abercromby Square (a small greenspace in the middle of campus).
Abercromby Square
Exterior shot of the Management School building showing students standing inside through the window
Management School
Picture by Gareth Jones
Picture by Gareth Jones
Picture by Gareth Jones

Virtual tour

Supporting your learning

From arrival to alumni, we’re with you all the way:

Alex Hives standing in front of the Management School's Chatham Building.

Sports Business and Management MSc has given me incredible opportunities and I've cultivated friendships that will last for the rest of my life.

Alex Hives, MSc Sports Business and Management
Two students chatting while walking through campus.

Chat with our students

Want to find out more about student life?
Chat with our student ambassadors and ask any questions you have.

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Careers and employability

You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one career guidance, workshops, seminars, and employability initiatives. Graduates from our Sports Business and Analytics MSc course will have the skills to pursue careers in sports with roles in operations, strategy, business development, sales, management and analytics.

You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one career guidance, workshops, seminars, and employability initiatives. Graduates from our Sports Business and Analytics MSc course will have the skills to pursue careers in sports with roles such as:

  • Sports data analyst
  • Sports business strategist
  • Sports marketing manager
  • Sports operations manager
  • Sports finance analyst
  • Business development manager – Sports industry
  • Sports sponsorship manager
  • Sports event analyst
  • Sports HR manager
  • Customer insights analyst – Sports sector
  • Sports technology consultant
  • Sports researcher.

Career support from day one to graduation and beyond

Career planning

Our campus Career Studio is a space for students and graduates to drop into and talk to a career coach. Career coaches are highly trained to help no matter what stage you are at in your career planning. You can access support to find and apply for full-time and part-time roles, placements, internships and graduate schemes. You will also find the help you need if you have a start-up idea or want to create a business plan. You can explore the world of work, prepare for job interviews, and access careers events and workshops. The Career Studio is open Monday to Friday from 10am-5pm, simply drop in at a time that works for you.

From education to employment

We develop our programmes with employers in mind. You will be supported to enhance your long-term employment prospects as you learn. We do this by exposing you to professionals, a variety of sectors and supporting you to work collaboratively with others to develop transferable skills. You are equipped with a clearer view of what to focus on in your area of interest, and to reflect on your studies. Our digital employability tools give you a tech-enhanced curriculum experience and make it easy for you to prepare for the world of work. You can use tools like the Handshake platform to connect with employers and message the Career Studio 24/7.

Networking events

You can start building good professional networks by attending events and employability activities. Our events are designed to develop your skills and expose you to many different employers, as well as to help you make contacts in your field. We help you improve your confidence when speaking to employers and give you access to unique opportunities. Our networking events also boost your understanding of the competencies and skills that employers are looking for in their recruitment process, giving you a competitive edge.

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My qualifications are from United Kingdom.

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
Part-time place, per year - £7,000

International fees

Full-time place, per year - £30,000
Part-time place, per year - £15,000

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 paying for your studies.


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.

Find out more about the additional study costs that may apply to this course.


Scholarships and bursaries

We offer a range of scholarships and bursaries that could help pay your tuition and living expenses.

Graduate Loyalty Advancement Scholarship

If you’re a University of Liverpool graduate starting this master’s degree with us, you could be eligible to receive a loyalty discount of up to £2,500 off your master’s tuition fees.

Management School Attainment Award

Are you a UK or Republic of Ireland student with a first-class degree, or equivalent? Join an MSc in the Management School and you could be eligible to receive £2,000 off your tuition fees.

Management School Excellence Scholarship

Join an MSc in the Management School and you could be eligible to receive a 50% discount off your tuition fees. You’ll be considered for this award based on your academic record, CV and the personal statement from your course application.

Management School Progress to Postgraduate Award

Are you a University of Liverpool undergraduate student graduating this summer? Progress from a current University of Liverpool degree, in any subject, to study an MSc in the Management School, and you could receive a tuition fee discount of £1,000.

John Lennon Memorial Scholarship

If you’re a UK student, either born in or with strong family connections to Merseyside, you could be eligible to apply for a fee discount of up to £4,500. You’ll need to demonstrate an active interest in global, community and environmental issues to be considered.

Postgraduate Opportunity Bursary

If you’re a UK University of Liverpool graduate joining a master’s degree with us, you could be eligible to receive £3,000 off your tuition fees. You must have graduated in the last two years and received a widening access scholarship during your undergraduate studies.

Sport Liverpool Performance Programme

Apply to receive tailored training support to enhance your sporting performance. Our athlete support package includes a range of benefits, from bespoke strength and conditioning training to physiotherapy sessions and one-to-one nutritional advice.

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My qualifications are from United Kingdom.

Entry requirements

The qualifications and exam results you'll need to apply for this course.

Qualification Details
Postgraduate entry requirements

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

Many countries have a different education system to that of the UK, meaning your qualifications may not meet our entry requirements. Completing your Foundation Certificate, such as that offered by the University of Liverpool International College, means you're guaranteed a place on your chosen course.


English language requirements

You'll need to demonstrate competence in the use of English language, unless you’re from a majority English speaking country.

We accept a variety of international language tests and country-specific qualifications.

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.

Qualification Details
IELTS 6.5 overall, with no component below 6.0
Duolingo English Test 125 overall, with writing not less than 125, speaking and reading not less than 115, and listening not below 110

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.

Pre-sessional English in detail

If you don’t meet our English language requirements, we can use your most recent IELTS score, or the equivalent score in selected other English language tests, to determine the length of Pre-sessional English course you require.

Use the table below to check the course length you're likely to require for your current English language ability and see whether the course is available on campus or online.

Your most recent IELTS score Pre-sessional English course length On campus or online
6.0 overall, with no component below 6.0 6 weeks On campus
6.0 overall, with no component below 5.5 10 weeks On campus and online options available
6.0 overall, with no more than one component below 5.5, and no component below 5.0 12 weeks On campus and online options available
5.5 overall, with no more than one component below 5.5, and no component below 5.0 20 weeks On campus
5.0 overall, with no more than one component below 5.0, and no component below 4.5 30 weeks On campus
4.5 overall, with no more than one component below 4.5, and no component below 4.0 40 weeks On campus

If you’ve completed an alternative English language test to IELTS, we may be able to use this to assess your English language ability and determine the Pre-sessional English course length you require.

Please see our guide to Pre-sessional English entry requirements for IELTS 6.5 overall, with no component below 6.0, for further details.


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Entry requirements: which qualifications do you need?

More about life in Liverpool

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Why study at Liverpool?

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Accommodation

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.

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Fees and Finance

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

Have a question about this course or studying with us? Our dedicated enquiries team can help.

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Last updated 28 March 2025 / / Programme terms and conditions

Changes to Sports Business and Analytics MSc

See what updates we've made to this course since it was published. We document changes to information such as course content, entry requirements and how you'll be taught.