Sports Business Management

The sports industry - a fast-paced, global sector with exciting career possibilities. If you love sport and aspire to work in this dynamic field, our Sports Business Management BA will develop your understanding of the inner workings of the industry and help you to build a comprehensive set of business skills so you can achieve your goals.

Why choose this course?
• Expand your sports industry knowledge and develop essential business skills to transform your passion for sports into a thriving career



• Gain a competitive edge with our Professional and Academic Development Programme



• Option to spend a year working in industry, or undertake an entrepreneurship year



• Opportunities to study abroad



• Study alongside innovative companies based in Keele Business School



Develop a thorough understanding of the complexities of the sports industry with our Sports Business Management degree. Build a portfolio of essential and transferable business skills for a variety of sports careers such as sports management, sports marketing or event coordination.

You will explore core topics such as managing sports organisations, examining governance and regulatory frameworks, and understanding the ethics around sportswashing, greenwashing and sponsorship.

Growth areas such as esports, environmental sustainability and women’s sports are studied and you will gain an insight into the intricacies of areas such as sports marketing, sponsorship, consumer behaviour, media relations and researching future trends. You'll develop a broad understanding of the leisure sector, discovering the importance of sport and leisure in society, politics and the economy and examine aspects such as hospitality, tourism and events.

BA (Hons) Sports Business Management is part of our dynamic suite of Business Management degrees, offering you a comprehensive understanding of key business and management principles. All our Business Management programmes share a common first year, where you'll build a strong foundation in core areas such as Marketing, Finance, and Human Resources, while also exploring the wider global business context - covering topics like international economics, politics, and society. You’ll also develop essential skills in data analysis and digital decision-making tools, crucial for today’s tech-driven business world.

Practical, career-focused teaching and learning ensures that you can apply the theory you’re learning to real-world scenarios that will build your expertise and confidence. We will also get you thinking about sustainability and business ethics so when you begin work or start your own business you can be a force for good in the world.

Our built-in Professional and Academic Development Programme spans your entire degree. Designed to fully prepare you for securing a great job or starting a business, you will develop your professional skills, creativity, confidence, critical thinking and problem-solving abilities. Our aim? To ensure you graduate with clear goals and impressive experiences to show future employers or investors. You’ll benefit from Keele Business School’s strong industry connections, placement or entrepreneurship opportunities, hands-on practical experiences, and invaluable real-world insights such as through our Global Challenge Pathways.

Career focused courses, a vibrant student community and a beautiful 600-acre campus – this is Keele.

Whether you’re a passionate natural scientist, or eager to explore law, business, humanities or social sciences, our innovative courses are designed with your future in mind. Many of our courses offer a placement opportunity – just one of our initiatives that prepare you for real-world success.

Recognised for outstanding student experience and teaching quality, we were ranked a Top 10 UK university for student satisfaction across 15 subjects (National Student Survey 2025, broad-based English universities) and achieved Double Gold in the Teaching Excellence Framework (2017 and 2023).

Located in the Staffordshire countryside, but within easy reach of a bustling town, vibrant city and our noisy neighbours of Manchester and Birmingham, Keele truly offers the best of both worlds: a close-knit campus community and an exciting local area to explore.

We’d love to see you on campus soon.