57561_ScreenShot2017-10-01at01.37.35.pngThis exciting course analyses and evaluates the commercial and management forces that have contributed to the success of sports business. It offers flexibility with an innovative combination of block and online delivery, making it suitable for those working in the sports sector and recent graduates who are looking to develop their knowledge and understanding of this fast-growing and important industry.

Spectator and participatory sport is a global phenomenon and has recently become one of the fastest growing economic sectors for both developed and developing countries. Through engaging with and analysing the commercial, media and political drivers of change, you are able to identify the factors that have created such growth and critically discuss the implications for business, society, nation branding and identity.

Sport is a sophisticated and complex international business with billions of consumers watching and engaging with sporting events on a weekly or even daily basis. This course aims to develop professionals in the provision, promotion and marketing of sport who are able to fully capitalise on the opportunities that the sector presents.

Through studying marketing, sponsorship, media and law – and after spending time in a sports organisation on a professional work placement – you gain academic understanding and practical knowledge of the issues involved in successful sports business management. This will help you to engage, manage and shape the sports businesses of the future.

Course structure

You will experience a dynamic blend of academic study, research and – through the placement module – hands-on learning. The combination of academic study and practical analysis has been designed to provide greater depth of knowledge and future career success.

Course delivery

The emphasis of the course is on using a theoretical approach to analyse and evaluate the Sports Business sector. If you are already working in the sector you’ll be able to use your existing knowledge to underpin your studies, whilst if you are a recent graduate there is the opportunity for more supported learning.

Full-time students attend workshops on three days per week from October to May. The modules are delivered intensively over consecutive days in the so-called 'block format', which means that each module has 6 days of teaching split into two blocks of 3 days. Teaching methods include group work, case studies, presentations, and live projects. The course is delivered through a variety of approaches including lectures, presentations, tutorials and case studies, with an emphasis on interactive learning. Each module is taught by two lecturers, one from the University of Brighton and one from Wittenborg University. The full course is taught in Apeldoorn.

Depending on the module this could include a combination of university-based teaching, online seminars, tutorial support and webinars. The Professional Enquiry module is a combination of teaching and online tutorials which will support you during an organisational experience or project. Some optional modules will be delivered entirely online and others will be all classroom based.

The flexibility of the teaching method for the Sports Business Management MSc facilitates combining studying for a master with a professional career. It also means that your commitment to attending the university’s campus may be different from others studying the same course.

Modules in focus

Strategic Sports Business Management

This module looks at the major challenges facing sports business management. You learn about the complex relationships between stakeholders and explore how sports businesses generate revenue through television rights, gate receipts, sponsorship and merchandise.

Marketing and Sponsorship of Sports and Events

The aim of this module is to provide an international perspective on strategic marketing and sports sponsorship. You gain a theoretical understanding of the sponsorship management process and learn how to use various marketing and promotion methods.

Ethical and Social Responsibility: Theory and Application

This module introduces you to the moral complexities associated with the sports sector. It also addresses various consumer, business and societal responses to these issues, and considers the ethical challenges faced by sport business managers.

Professional Enquiry

In the first semester of this module, you plan your future career as you reflect on your personal, academic and professional skills and consider opportunities for development. In the second semester, you take a professional work placement with a sport-related organisation such as the Sussex County Cricket Club, Albion in the Community, Neilson Active Holidays or SwimTrek.

Sports in the Global Marketplace

This module explores the global forces that affect sports businesses, particularly in relation to international corporate relationships.

Entry Requirements

The entry requirements listed here are our typical offer for this course if you wish to begin studying with us in 2016. They should be used as a general guide.

We operate a flexible admissions policy – this means that you could receive a lower conditional offer than the typical offer, informed by our assessment of your complementary non-academic achievements and experiences. For courses that require interview or portfolio review, this may also be considered in the level of any conditional offer that follows if your application is successful.

Degree and experience

  • First degree in related or partially related subject, normally minimum 2:2 classification; or
  • First degree in non-related subject and a minimum of two years work experience in industry of intended study; or
  • HND, foundation degree or equivalent in a related subject and a minimum of five years relevant work experience; or
  • Professional qualification in an appropriate discipline and a minimum of five years relevant work experience; or
  • Substantial work, professional or managerial experience in a relevant industry.

For non-native speakers of English

IELTS 6.5 overall, with 6.0 in writing and a minimum of 5.5 in the other elements; or equivalent qualification.

An extended masters route (MSc Combi Package) is available for the Eastbourne campus-based programme for applicants who do not meet the language requirements above.

Program taught in:
  • English
Wittenborg University of Applied Sciences

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Last updated June 21, 2019
This course is Campus based
Start Date
Open Enrollment
1 year
12,600 EUR
international students. UK/EU €9.600.
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