MSc Sports Marketing & Media

This module explores the dynamic and evolving landscape of global sports marketing and digital communications, equipping students with the strategic tools to operate effectively in international markets. It begins by developing skills in international sports marketing research and consumer behaviour analysis, with a strong emphasis on cultural awareness. Students will learn how to segment and target global audiences, select appropriate market entry strategies, and build impactful sports branding and product strategies tailored to diverse markets. The module also covers global approaches to pricing, distribution, and promotional tactics, integrating both traditional and digital platforms. A focus on digital communication explores how to optimise social media, content strategy, and customer relationship management (CRM) across the customer lifecycle. The module culminates in the creation of a comprehensive global sports marketing plan engaging fans, which enables students to apply their learning to real-world strategic planning, execution, and performance evaluation in the global sports industry.

This module provides an opportunity to undertake an applied professional project that bridges academic learning with real-world practice in the sports industry. It is designed to enhance your professional skills, critical thinking, and problem-solving abilities by engaging with a current issue or challenge within a sporting context.

You will take ownership of a sustained, independent project that draws on the knowledge, competencies, and experiences developed throughout your programme. Working within a live or simulated sports environment, you will apply theoretical understanding to practice, with the aim of generating meaningful insights or solutions that have direct relevance to coaching and performance, or sports business and management, marketing or media.

The module fosters experiential learning by encouraging reflection on your personal development and professional impact. Through this process, you will demonstrate leadership, initiative, and the ability to manage and deliver a project from conception to completion, all of which are highly valued by employers in the sport sector.

Your chosen project will allow you to explore an area of personal or professional interest, showcasing your ability to integrate academic knowledge with industry practice. By presenting your findings and outcomes, you will contribute to the enhancement of professional standards and demonstrate your readiness to influence and improve sporting environments.

The Branding & Sports Sponsorship module explores the strategic role that branding and sponsorship play in the sports industry. It covers the fundamentals of building strong sports brands and how sponsorship deals—whether with teams, athletes, events, or venues—can enhance brand visibility and engagement. The module delves into aligning brand values with sports entities to create authentic partnerships, and it emphasizes the importance of activation strategies and digital media in maximizing sponsorship return on investment. Students will learn how to measure sponsorship effectiveness, navigate ethical challenges, and understand the dynamics of global sports branding. Additionally, the module addresses crisis management, equipping learners with strategies to protect and restore brand reputation during unforeseen challenges. Finally, the course looks ahead to future trends shaping the evolving landscape of sports marketing and sponsorship, preparing learners to innovate in this fast-paced field.

Faced with a rapidly changing marketplace, you will learn how to manage customer relationships using a range of techniques and identify the information needed to develop a customer-focused approach to the management of sports fans. It is important to understand how to manage relationships with current customers, lapsed and potential. You will learn how to identify patterns of consumption and how CRM supports the overall strategic planning of a sporting organisation. The importance of pricing, social media and communicating with customers will be covered and how these are important in developing the CRM plan.

Successful media relations and solid communication strategies are vital for all sport organisations. Media managers must understand how the media works and have a toolbox of skills to be able to manage and deliver successful communications. Media managers who combine strategic planning, relationship building, creative thinking and outstanding organisational skills – and who have the ability to work under pressure – can help navigate clients through the trials and potential pitfalls of a career in sports media, as well as maintaining and enhancing the brand image of an organisation through effective communications. An effective media manager should possess a keen interest in shaping the brand image and reputation of individuals and organisations through insightful and powerful communications, and be able to not only cope in a crisis situation, but have the ability to develop a strategy that can mitigate reputational damage and rebuild the client’s corporate and social identity.

This module explores the production and publication strategy of content creation in the modern sports media landscape. As sport becomes increasingly content-driven, the ability to produce compelling, high-quality multimedia is a critical skill for professionals across sport organisations, media outlets, and marketing agencies. You will learn how to plan, produce, and distribute engaging content across digital platforms, including video, audio, photography, graphics, and written formats. The module combines creative production techniques with strategic thinking, enabling you to tailor content for target audiences, enhance fan engagement, and support brand identity and campaigns.

2:1 degree, or 2:2 degree and experience criteria (below) met.

Any subject allowable.

English Language Requirements: English language qualifications: Applicants from non-majority English speaking countries will be asked for an English qualification which tests Speaking, Listening, Reading and Writing and will be asked to achieve an overall IELTS score of 6.5 (minimum of 6.0 in each section) or recognised equivalent. Note that applicants from these countries who have studied to degree level in English to be accepted

Applications that do not meet the standard entry requirements but demonstrate relevant education and/or work and/or life experience in the course subject area are welcomed.

Eligibility will be assessed on the basis of the information provided in the application – in particular the personal statement.

• Application form
• Evidence of highest academic and/or professional qualifications
• Evidence of relevant experience, where required
• 500 word personal statement

Applications made through the flexible entry route may require a course leader review. The course leader will determine whether a professional reference or task is required.