Degree available as a Full-time (one year) or Part-time (two years) option, starting each September.

Degree overview

It is now essential to understand digital viewing trends, social media audiences and how to plan engaging and effective digital media coverage for an ever demanding fan base. The Master of Science Football Communications & Digital Marketing (Online) program is designed for graduates and industry practitioners with a keen interest in soccer and sport.

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Degree content

The program leverages contemporary themes from marketing, such as digital marketing, public relations, fan engagement and multimedia journalism, to enable students to evaluate the relationships between these areas. Those with a particular interest and experience relating to the marketing and communications industry are particularly suitable for this programme.

No longer are fan bases constricted to the home country. International audiences are now a vital, and in some instances more important, base to tap into and engage with. Football clubs are global brands within themselves, let alone their all-star cast of players. Social media videos and strong in-house story tellers help to promote the club and its merchandise.

This program is ideal for those who already work, or aspire to work, in senior positions within the sports industry, and offers the flexibility to allow participants to gain a graduate qualification around their busy lifestyle.

By having the opportunity to learn from the comfort of their own home, program participants will be able to gain a further qualification to enhance their career prospects in a format that offers flexible hours and the chance to dictate their own work-life balance to fit around other commitments.

The program is available through the GIS Online Hub, which is accessible on mobile devices including tablets, phones and laptops. The GIS Online Hub also has app which you can download to access the programme content. This means you can truly study while on the go and around your other commitments.

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Degree specification documents and information

Global Institute of Sport is an embedded college of the University of East London. All students that begin their degrees with GIS from September 2021 onwards will receive a degree from the University of East London.

For the course specification, click here


Amy O'connor Watford

I was able to achieve things beyond my imagination because I was learning about something I cared about and had lecturers around me who had both knowledge and experience in the industry.

Amy O'ConnorGraduate and Sponsorship & Partnership Account Manager at Watford FC

Your Program Leader

Shana Doyle-Axcell
Online Programme Leaders Shana Doyle-Axcell Program Leader, Soccer Communications & Digital Marketing (Online)
Read profile


Online degree modules

Students will choose one option at the beginning of their course.

The main educational aims of the course are to:

  • To unite, inspire and equip the current and future leaders of the global sports industry, with the skills knowledge and network to take the world of sport to continually new heights.
  • Prepare students for a career in the soccer communications, journalism and marketing sector.
  • Provide students with the extended knowledge of the soccer communications, journalism and marketing sector of the economy.
  • Enable students to develop the communication, analytical, problem-solving and creative skills, demanded for career enhancement in soccer communications and marketing.
  • Develop students’ ability to reflect on contemporary approaches resulting in best practice for a dynamic soccer communications and marketing environment.
  • Develop students’ critical analysis and problem solving skills for business digital transformation.
  • Utilise distinctive delivery locations and professional relationships to provide students with opportunities to engage with industry throughout the programme.
  • Enable students to believe in bold, passionate leadership with a focus on success.
  • Develop students’ ability to adopt a diversity of thought, and recognise and apply ethical practices which shape the choices within soccer communications.
Digital Marketing for Football
Multimedia Football Journalism
Applied Professional Project
Global Sports Consulting and Analysis (Option)
Customer Relationship Management and Analytics in Sport (Option)

Module specification coming soon!

Global Sports Leadership

Delivered across all GIS Master’s programs to provide a foundation of knowledge of leadership and its application in sport, the Global Sports Leadership module provides a global sporting context to underpin each degree specialism.

Covering fundamental leadership principles including culture, performance analysis, diversity and inclusion, leadership styles and innovation within a contemporary sporting context, this module allows students to develop a broad appreciation of the sports industry and become leaders in their field.

A core aspect of the module is to bring in global leaders from the pitch, the boardroom and the industry to enable student to access and reflect on real life and current industry experiences and insight. Many of the sessions will be shared across multiple GIS degree programs, allowing students to learn from and network with each other throughout the Global Sports Leadership module.

Entry requirements

Requirements overview

Ideally, you will already hold a Bachelor’s degree in a sports-related degree with the equivalent of a UK 2:1 grade from a UK ENIC recognised institution. A full range of equivalencies, can be found on the website of the UK Graduate Recruitment Bureau.

Applicants who hold a non-sport related degree, a degree classification lower than a 2:1 or significant professional experience without a degree will be considered on a case by case basis and may be required to submit a portfolio of evidence to demonstrate sports management experience in addition to passing a remote academic-led interview.

All applicants should submit a clear and comprehensive personal statement and provide a copy of their CV along with one academic and one professional reference.

Applicants whose first language is not English should submit evidence of their highest English language qualification with their application or expect to do so as a condition of an offer for a place on the programme.

Application documents

Relevant documents for EU, UK and international applications:

  • Completed and signed application form;
  • Personal statement;
  • Copy of transcripts of highest qualification achieved and English translations (if applicable);
  • One academic and one professional reference and English translation (if applicable);
  • Copy of proof of English language level e.g. IELTS (if applicable).
How to apply

To apply for this degree, please click here and follow the instructions to complete your application via our Learner Portal.

Career prospects

The specificity of sport, with its high media coverage and numerous stakeholders, requires managers to have uniquely honed business skills and an in-depth knowledge of the soccer industry. The program has been developed for those with aspirations towards senior positions within the core media and marketing departments of soccer and sports clubs and similar organisations.

Global Summits

All Global Institute of Sport students and graduates get optional access to GIS Global Summits in the UK, Miami, New York, Toronto and Melbourne. These week-long events take place every year at each stadium hub and include guest speaker sessions, networking opportunities and live sports experiences allowing students to immerse themselves in the local sports industry in the UK, US, Canada and Australia, regardless of whether they are studying on-campus or online and wherever they are based in the world. Learn more about the GIS Melbourne Summit.

Student profile Declan O’Reilly

Luton Town’s rise over the last decade is well documented. After dropping into the National League in 2010 for the first time in their history, the club have since made their way back to the Championship and currently find themselves comfortably in mid-table. One person at the club who is now documenting their comeback is student Declan O’Reilly, who recently secured a work placement at the club as a videographer.

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Declan O’Reilly
Graduate and Apprentice Journalist at talkSPORT Mya Graham

From hosting her own show on The Football Terrace YouTube channels to networking with the right people, Mya Graham used her three years at UCFB wisely to ensure she had the best possible chance of employment upon graduation. 

Read more
Mya Graham



Home and international

$19,950 approx (£10,950)
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