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.
Course content
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 exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the 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.
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.
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 exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
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.
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.
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 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.
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 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
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 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
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
Have a question about this course or studying with us? Our dedicated enquiries team can help.
