BA (Hons)

Accredited by University of Warwick


BA (Hons)


3 years FT (4 years with placement)




48-week placement (optional)


February, September


View Fees

Sport and Nutrition

First DMI-accredited Sports Management degree in the world

£44m invested in flagship facilities on campus, including sport, to support your development and career prospects

Sport is a huge industry. More people than ever now recognise how an active lifestyle is connected to good health, and more are spending their income and time on sporting activities. Our Sports Management degree course equips you with the practical skill set needed to exploit business opportunities in the sector, both at home and internationally.

From managing sports events and leisure facilities or working for national governing bodies to commercial development and sports marketing, management in sport offers a wide range of career opportunities. To help you gain the skills for your preferred field, this course features several distinct pathways relating to future career areas – Leadership and Management, Marketing and Communications, Research or Planning and Performance – preparing you for everything from sports analysis to football scouting or social media management.

As part of our Sports Management course, you will have the chance to put your training into practice on an optional 48-week paid work placement and on a variety of residential trips both in the UK and abroad, as well as having access to our cutting-edge facilities on campus. Our course is also accredited by the Digital Marketing Institute (DMI) as well as the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA), with free student membership and access to industry resources during your studies.

Why should I choose this course?

  • RESIDENTIAL VISITS – Experience how sport operates abroad on residential trips, with essential costs covered by the University - previous destinations have included Germany, Italy, Poland and Switzerland
  • ENRICHMENT – Immerse yourself in industry through visits to football stadiums, Commonwealth Games venues and St George's Park (home of The Football Association) along with talks from top guest speakers
  • WORK PLACEMENT – Gain first-hand experience on an optional 48-week paid placement, with no tuition fees incurred during your placement year
  • INDUSTRY APPROVED – This course is accredited by the DMI and CIMSPA, giving you additional recognition from industry and further benefits including membership when you enrol
  • TEAM SCOTLAND PARTNERSHIP – University College Birmingham will be the home for Team Scotland at the Birmingham 2022 Commonwealth Games, offering unique opportunities for our students to work with the team and its athletes

Our facilities

Students on our sports courses have use of a variety of outstanding practical training facilities, from our Human Performance Centre and Laboratory to a state-of-the-art gym and sports injury clinics on campus, as well as access to 4G astroturf and grass pitches at nearby Avery Fields.

Human Performance Centre 3D tour

Course breakdown

Please note: Your modules in Year 3 will depend upon which research option you choose:

  • If you select Research Project – Secondary, you will also study Strategic Global Event Management, Sports and eSports Marketing and Management, Leadership and Coaching
  • If you select Research Project – Primary, you will also study Strategic Global Event Management and either Sports and eSports Marketing or Management, Leadership and Coaching 
  • Year 1
  • Year 2
  • Year 3

Core Modules

Brand U

You will develop skills and knowledge to support the development of your own personal brand. The U brand module will provide you with a clear idea of the value of your brand and provide you with an understanding of key marketing principles. You will develop a vision for your future career path and recognise the importance of continuing the development of your online presence.

Coaching for Performance and Management

You will be introduced to the dynamic environment of performance and the relationship to coaching, mentoring and management. By examining managerial, mentoring and coaching theory and behaviour you will be able to see its impact on sports and recreation whilst highlighting changing practices in sports organisations.

Finance and Economics of Sport

You will study economic theory and financial reporting with a focus on real sporting situations and live case studies. You will study the practicalities of financial budgets and economic environments and how they can impact on sport using real world situations e.g. Nike, the Premier League and the Commonwealth Games.

Sport and Society Research

In an ever-changing and dynamic environment you need to have a grasp of the contemporary issues affecting the industry scene. You will analyse sport within sociological, economic and historical contexts to enable you to develop an understanding of theories, concepts and research skills in order for you to excel in industry. Additionally, from an academic perspective your vital skills and abilities will be developed to enable you to study effectively at an undergraduate level. Key learning concepts will be identified and related to skills relevant to the industry, which will then be developed through a variety of tasks and activities. This is done in a relevant context that takes into account the wider education and community focus of your course as a whole.

Core Modules

CWG 2022

You will be provided with the unique opportunity to investigate the rationale behind sport as a tourist endeavour, with a particular focus on Birmingham's 788 million pound investment in the Commonwealth Games 2022. In doing so, you will examine the relationship between sporting event and tourism development, an overview of the typical sport tourist and the perceived impacts associated with hosting prestigious events. The CWG2022 module is an experiential focus on regeneration and rejuvenation.

Digital Media and Marketing

You will develop a digital marketing understanding and be able to apply this to a 'real world' sporting organisation. The Digital Media and Marketing module will provide you with the in-depth knowledge of the impact digital marketing campaigns have on the consumer and how to use data to implement content at the right time and to the right people. Live exposure to the sporting sector will play a significant part in this module offering the student the opportunity to engage with marketers and enrich their learning experience.

Investigative Journalism

You will be provided the skills and knowledge required in areas of sport investigation through research, from collating data to statistical analyses to dig deeper and draw attention to matters that may otherwise be unobserved. The Investigative Journalism module is a journey of research exploration in the field of sport.

Managing and Leading People

Human resource issues, both nationally and internationally, impact on all sports organisations regardless of their size, therefore, you will learn about corporate HR situations and how to resolve them. You will also appreciate the importance of good leadership and the role of the line manager in engaging and developing creativity in people.

Optional Placement module

Work Placement

You will gain valuable work experience on a 48 week work placement. This is an exciting opportunity to put what you have learned into practice, broaden your experience and demonstrate your abilities to potential employers.

Core Modules

Strategic Global Event Management

You will be provided the unique opportunity to apply management project skills to a real case study where you will follow the phases and guidelines for project management. You will be involved with the project management process at all stages culminating towards a timely and budgeted outcome. In doing so, you will focus on developing strategies to ensure a successful outcome.

Option Group must include 1 research module

Management, Leadership and Coaching

In an ever-changing and challenging business environment, strong leadership is vital to business success. To become adept in such changing times, individuals need to develop personal leadership skills. Initially, the module introduces contemporary theories and models underpinning leadership. From this, students will be given an opportunity to develop personal leadership skills, including coaching, mentoring and communication. The module will also enable students to reflect on prior and existing leadership experience, work through case studies, business insights and engage in critical dialogue with others to develop their own leadership skills.

Research Project - Primary

n the Primary Research Project module you will build upon and apply the research skills and knowledge developed in the level 5 Investigative Journalism module to acquire data first-hand (collecting your own research), rather than being gathered solely from published sources.

Research Project - Secondary

In the Secondary Research Project module you will apply the research skills and knowledge acquired in the level 5 Investigative Journalism module to provide a critical judgement of the literature under review regarding its value, quality and contribution to theory and practical application or provide a new perspective from which to view an individual research concern in the field of sport.

Sport and eSports Marketing

You will develop a broader understanding of the fastest growing sport on the planet - eSports - and use this knowledge to apply strategic marketing concepts in real industry situations. The Sport and eSports Marketing module will provide you with an in-depth knowledge of how to use your understanding of digital and traditional marketing concepts and apply these strategically to the world of eSports. You will analyse major eSports events and tournaments and use your knowledge of the eSports eco-system to present solutions to live case study scenarios.

The modules listed above are reviewed regularly to ensure they remain up-to-date as well as being informed by industry and the latest teaching methods. Occasionally we may need to make unexpected alterations to modules – should this happen, we will communicate with all offer holders as soon as possible.

Entry requirements

Academic entry requirements

An overall average of at least 65% in 12th Standard from both State and Central Examination Boards.

Advanced entry to certain undergraduate degree programmes may be possible for students who hold a UK HND or India Diploma in a relevant subject.

English entry requirements

If English is not your first language, you will need a recognised English Language qualification to meet the entry requirements onto a degree programme.

English Entry requirements for students applying from India  

Board Minimum Requirement (2021)
CBSE B Grade
ICSE 60%
Cambridge B Grade / 6 Pointer
Maharashtra State 60%
Andhra Pradesh 60%
Kerala 60%
Karnataka 60%
West Bengal 60%

If you do not have one of the above qualifications, please see here for the full list of accepted alternatives.

International English Language Testing System (IELTS)

IELTS 6.0 with no element less than 5.5

Key information


An estimated breakdown of assessment for this course:

  • Coursework – 55%
  • Practical assessment – 40%
  • Written examinations – 5%

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2021-2024 (UK website).

Additional qualifications and training

This course offers you the opportunity to gain a First Aid qualification, as well as giving you access to subsidised coaching qualifications.

Please note extra qualifications may incur an additional fee.

Scholarships and bursaries

Sporting Excellence Scholarship

Students on our sports courses may be eligible to receive a Sporting Excellence Scholarship. These are open to applicants from any country who can demonstrate ongoing excellence in sporting achievement.

We offer two levels of support, with awards of up to £3,000 towards competitions, equipment and training costs over three years. The scholarship also includes:

  • Free gym membership 
  • University-branded training kit 
  • Weekly sports therapy/massage 
  • Individually tailored programme, which may include nutrition, strength and conditioning, sports psychology or lifestyle support

Find out more about the support available and our eligibility criteria by visiting our scholarships and waivers page.

Tuition fees

For international students enrolling on a full-time BA/BSc degree in 2022/23, your fee for the academic year will be £13,500 per year.

If you undertake a placement year, there will be an administration fee of £500 for a full year, or £250 for a half year.


of graduate employers say relevant experience is essential to getting a job with them

Work placements

Placements provide you with vital real-life experience and help build your skills and confidence before you graduate, as well as potentially leading to a job after your studies. Our dedicated hired@UCB employability team will help you to find your ideal placement.

Our BA Sports Management course offers an optional paid 48-week work placement, during which you will not incur any tuition fees. Further work experience opportunities are also available throughout the course.

Work alongside experts in your field

Some of the employers we have worked with include:

  • Birmingham City FC
  • Shrewsbury Town FC
  • Wolverhampton Speedway
  • Aston Villa Ladies FC
  • League Managers Association
  • Sport4Life
  • Anytime Fitness Edgbaston
  • The Pumphouse Gym
  • Tempest Executives
  • The Clubhouse, Solihull
Due to the coronavirus pandemic, please be aware that opportunities to travel overseas for placements, residential trips or project work may be affected by government travel restrictions. Please see our Covid FAQs page (UK website) for more information.

I loved the mix of business and sports modules. There are also annual residential course trips, small class sizes and plenty of variation in assessment methods. I was encouraged to embrace the business modules as much as the sport modules, as they are just as useful for my career.

Amii Attard Sports Management BA (Hons)

Career opportunities

  • Sports marketing manager
  • Business development manager (sport)
  • Sports strategy officer
  • Fitness centre manager
  • Sports development officer
  • Event manager

Thinking of continuing your studies beyond this course? On completing the BA (Hons) degree, you will be able to progress onto our postgraduate courses such as Enterprise Management MSc/PGDip.

Please note: The examples of roles are to serve only as a guide.


Our dedicated careers, employability and placements team is here to support you in every step towards your future.

Find out more

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