Programme information

This programme focuses on the key principles of innovation and enterprise which are cornerstones to the world of sport business.

Acquiring these essential skills will enable you to recognise the link between theory and practice and improve your management skills. This programme provides you with opportunities to develop innovative solutions to real problems that are currently facing sport businesses today, allowing you to gain a competitive advantage when applying for positions in the sector.

Students will examine the rapid growth in the business of sport and its accompanying impacts in an era of significant social, economic and technological change. Through this examination you will be able to identify industry trends, understand customer needs, and establish and evaluate the organisational practices required to remain competitive in a global sport marketplace.

Did you know?

Loughborough University has been named the top university in the world for sports subjects two years in a row!

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HYPE foundation partnership

The Institute for Sport Business is working in partnership with the HYPE foundation to launch the SPIN Lab: a global acceleration program focusing on developing innovation in sports.

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Entry requirements

An honours degree (2:1 or above) or equivalent overseas qualification from a wide range of subjects/disciplines.

Overseas qualification equivalencies

English Language requirements

All applicants for admission to Loughborough University must have a qualification in English Language before they can be admitted to any course or programme, whether their first language is English or not.

More on the Loughborough University website

Fees and funding

Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. The standard tuition fees for 2018-19 entry are as follows:

  • £10,250 (UK/EU)
  • £23,300 (International)

University fees and charges can be paid in advance and there are several methods of payment, including online payments and payment by instalment. Special arrangements are made for payments by part-time students.


View scholarships for 2018 entry

Programme aims

  • Use action based learning to develop insight into the knowledge and skills required for innovation in the sports industries
  • Develop the critical analysis skills required to evaluate and reflect on the innovation process and the behaviours required to manage innovation in the sports industry
  • To develop a critical understanding of the dynamics of the sport business sector
  • To provide students with the skills of advanced networking and team working in order to compete in a rapidly changing business environment

Programme modules

This programme covers a wide range of topics; to give you a taster we have expanded on some of the core modules affiliated with this programme and the specific assessment methods associated with each module.

To complete the MSc Sport Business Innovation, students must complete 8 x 15 credit modules. Students must complete 1 optional module in the first semester. All students must complete a Dissertation worth 60 credits.

Core modules

Global Sports Markets and Industries

The module will cover the following: changing social, economic, cultural and political context of sport. Patterns of sport participation; individual, group and societal factors associated with the development of sport markets.
Investigation and explanation of the nature and structure of sub-sectors of the sport industries. Critical analysis of policy developments in the sport industries.
The aim of this module is to develop understanding of the nature of sport markets (and their various sub-sectors) in terms of their socio-economic and political contexts
Learning Outcomes
On completion of this module you should be able to:
  • Identify the characteristics of selected sport markets and industries
  • Understand the inter-connection between selected industrial sectors
  • Discuss the developments in specific sectors of the sport industries in relation to public policy, voluntary sector priorities and commercial objectives
  • Manage your own learning and reflect on good sport management practice
  • Express ideas in an effective manner both in writing and orally
  • Read critically
  • 20% Presentation
  • 30% Report
  • 50% Essay

Innovation Management

This module will include: the innovation process and models for innovation; the importance of innovation to the economy; government support for innovation; and the importance of innovation in the contemporary business environment.
The module aims to equip you with an in depth knowledge of the innovation process, its importance to the economy and an understanding of the factors affecting its success.
Learning Outcomes
On completion of this module you should be able to:
  • Explain the complexity of the innovation process;
  • Highlight the types and patterns of innovation;
  • Understand the interrelationship between an organisations environment and its innovative capability;
  • Relate innovation theory to the performance of organisations;
  • Interpret company performance in relation to the dynamic environment in which it operates;
  • Synthesise information from appropriate sources;
  • Demonstrate rational use of business and risk analysis tools to analyse company performance;
  • Select and use appropriate investigative and research skills;
  • Demonstrate effective report writing skills;
  • Demonstrate commercial awareness;
  • Recognise ethical dilemmas and corporate social responsibility issues.

100% Coursework consisting of:

  • 5% Introduction Assignment
  • 95% Report

Sport Economics and Law

The aim of this module is to equip students to carry out critical evaluations of current issues and contemporary management practice in sport, across a broad range of providers. The module is organised into two main topics:
  • Topic one: Managing organisation's members and stakeholders.
  • Topic two: Legal context

Learning Outcomes

On completion of this module students should be able to:
Understand management approaches of the sport market and external environment;
Understand the objectives/values/styles and outcomes in differing management contexts in the UK and other countries;
Contribute to incisive assignment presentations;
Manage learning: to learn through case studies the uncertainty and complexity of management.


  • 50% In Class Tests
  • 50% Report

Collaborative Project

With a multi-talented group of students, you will work on a brief from a real company looking to solve a real social or business problem.
Together with your student team, you will research and build solutions to a business problem, supported by our project tutors, clients and staff. Previous clients include Foster + Partners, Speedo, The London Legacy Development Corporation as well as many other companies, start-ups and charities.
The Collaborative Project provides a means for you to engage in critical enquiry and to be exposed to project-based teamwork in multicultural and interdisciplinary settings. By undertaking this module, you will strengthen your cooperative and collaborative working skills and competencies, whilst raising your awareness and appreciation of cultural and disciplinary diversity and differences.
The Collaborative Project aims to provide you with a hands-on experience of identifying, framing and resolving practice-oriented and real-world based challenges and problems, using creativity and appropriate tools to achieve valuable and relevant solutions. Alongside the collaborative elements of the module, you will be provided with opportunities to network with stakeholders, organisations and corporations, which will give you the experience and skills needed to connect to relevant parties and potentially develop future employment opportunities.
Learning Outcomes
On completion of this module, you will be able to:
  • Work effectively in diverse and interdisciplinary teams;
  • Undertake and contribute towards a project-based development process;
  • Apply critical enquiry, reflection, and creative methods to identify, frame, and resolve issues and problems at hand;
  • Identify user and stakeholder needs and value creation opportunities, whilst collecting and applying evidence-based information and knowledge to develop appropriate insights, practices and solutions;
  • Identify, structure, reflect on key issues and propose solutions to problems in creative ways;
  • Enhance your appreciation for diversity and divergent individual and disciplinary perspectives;
  • Be able to provide structured, reflective and critical feedback to peers and other stakeholders;
  • Plan and execute a project plan including scope, resources and timing;
  • Effectively communicate ideas, methods and results to a diverse range of stakeholders;
  • Use multiple, state-of-the-art date media and technologies to communicate with collaborators;
  • Make informed, critical and reflective decisions in time-limited situations.
100% Coursework consisting of:
  • 20% Group project proposal
  • 20% Individual reflection
  • 30% Final Project Report
  • 30% Project deliverables to the client

Strategy and Planning

You will look at a variety of frameworks for assessing entrepreneurs, products, markets, and industries with a view to understanding the importance of thorough market analysis and research prior to planning a new venture.
The aim of this module is to equip you with the background knowledge on strategic positioning and the more practical aspects of business planning.
Learning Outcomes
On completion of this module you should be able to:
  • Highlight the complexity of the innovation process;
  • Explain the importance of idea creation and opportunity spotting;
  • Create critical assessment of a potential product or service;
  • Explain strategic positioning of a novel business idea;
  • Analyse data and information in order to make effective decisions;
  • Recognise and apply self-reflection for personal development;
  • Demonstrate rational use of business and risk analysis tools to analyse company performance;
  • Demonstrate effective communication to persuade and influence stakeholders;
  • Evaluate the funding needs of a new venture;
  • Select and use appropriate investigative and research skills;
  • Demonstrate effective report writing skills;
  • Work effectively in a team and demonstrate recognition of an individual’s contributions to a group activity;
  • Demonstrate a positive attitude towards a commercial opportunity;
  • Spot or create an opportunity for a new product or service;
  • Successfully manage a project from idea to completion.
  • 100% Coursework

New Media and Analytics for Sport Business

The first part of this module will demonstrate how various sport properties are leveraging new media and new technologies, specifically, the Internet and mobile technology. Areas to be discussed include ecommerce, sponsorship, social networking and online communities, streaming video, user-enhanced content, and user-generated content. The second part will use analytics to study a wide variety of issues affecting the sport industry. You will learn not only how the recent application of analytics has improved each of the above areas within the professional sport industry, but also how analytics can improve decision-making in sport business and any other field of business. You will use analytics to study a wide variety of issues affecting the sport media industry, and will examine topics such as marketing, pricing, contracts and stadium management.
The aim of this module is to demonstrate how various sport properties are leveraging new media and new technologies, specifically, the Internet and mobile technology. Through the use of analytics, you will study a wide variety of issues affecting the sport industry.
Learning Outcomes
On completion of this module you should be able to:
  • Display knowledge of the emergence and future applications of new media in sport and the ability to systematically apply analytical approaches to studying new media applications;
  • Show knowledge and understanding of new media communications practices and strategies, in an ever-changing digital landscape;
  • Understand how to analyse, interpret, and make decisions based on various new media data;
  • Critically evaluate the characteristics of digital new media;
  • Apply critical thinking skills to new media analytics to address sport media issues;
  • Ability to analyse new media communications and evaluate their use and value in different scenarios;
  • Ability to apply sport media analytics to new media practices;
  • Apply new media communication practices across a range of business areas;
  • Apply knowledge of sport business analytics to new media strategies and challenges in other business contexts;
  • 20% Presentation
  • 40% Case Study Analysis
  • 40% Group Report


The Dissertation module will equip you with the relevant skills, knowledge and understanding to embark on your own research project. You will have the choice of three dissertation pathways:
  • A desk based research project that could be set by an organisation or could be a subject of the student's choice
  • A project that involves collection of primary data from within an organisation or based on lab and/or field experiments
  • An Internship within an organisation during which time students will complete a project as part of their role in agreement with the organisation (subject to a suitable placement position being obtained)
  • By undertaking a dissertation at master's level, you will achieve a high level of understanding in your chosen subject area and will produce a written thesis or project report which will discuss your research in more detail.
Learning Outcomes
On successful completion of this module, you should be able to demonstrate knowledge and understanding of:
  • The importance of project planning;
  • The importance of a clear hypothesis or research question;
  • The ethical implications of research;
  • The relevant empirical data and methodologies for data collection or knowledge assimilation for the subject area;
  • Methods of data analysis and their suitability for the intended data;
  • The areas of expertise or publications of the major individuals or organisations in the subject or business area;
  • The previous research or current knowledge in the specific subject or business area;
  • Theoretical perspectives relevant to your chosen topic;
  • The most effective methods of presentation for data or knowledge;
  • Developing a clear, coherent and original research question, hypothesis or business problem in a suitable subject area;
  • Synthesising relevant sources (e.g. research literature, primary data) to construct a coherent argument in response to your research question, hypothesis or business problem;
  • Analysing primary or secondary data collected by an appropriate method;
  • Critically evaluating data collected in context with previously published knowledge or information;
  • Engaging in critical debate and argumentation in written work;
  • Applying principles of good scholarly practice to your written work;
  • Performing appropriate literature searching/business information searching using library databases or other reputable sources;
  • Planning a research project and producing a realistic gantt chart demonstrating your intended timelines;
  • Synthesising information from appropriate sources;
  • Demonstrating rational use of research method tools;
  • Selecting and using appropriate investigative and research skills;
  • Demonstrating effective project planning skills;
  • Finding and evaluating scholarly sources;
  • Engaging in critical reasoning, debate and argumentation;
  • Demonstrating effective report writing skills;
  • Recognising and using resources effectively;
  • Successfully managing a project from idea to completion;
  • Demonstrating commercial awareness or the impact of knowledge transfer in a business or research environment.
100% Coursework consisting of:
  • 20% Literature review
  • 20% Research proposal
  • 60% Dissertation report/essay

Optional modules

Understanding Business Failure

You will look at the innovation process and risk assessment methods for avoiding failure. We will also look at the risk taking traits of entrepreneurs and the attitude towards failure in society.
The aim of this module is to equip you with a knowledge of the various factors that cause failure of organisations.
Learning Outcomes 
On completion of this module you should be able to:
  • Identify the multiple causes of failure and interconnectedness of these;
  • Identify the ways in which organisations and individuals can learn from failure;
  • Recognise the value of failure as a positive step;
  • Recognise the need for resilience in the case of failure;
  • Demonstrate rational use of business and risk analysis tools to analyse company performance;
  • Select and use appropriate investigative and research skills;
  • Demonstrate effective report writing skills;
  • Demonstrate commercial awareness;
  • Demonstrate problem solving capability.
  • 100% Case Study


You will learn basic financial calculations, learn how to analyse the financial status of a company and prepare a pitch to an investor.
The aim of this module is to equip you with an in depth knowledge of the various funding option available to a new venture and the processes involved in obtaining financial backing.
Learning Outcomes
 On completion of this module you should be able to:
  • Identify the financial requirements of an organisation;
  • Understand the relevant sources of funding and their acquisition;
  • Analyse data and information in order to make effective decisions;
  • Demonstrate effective communication to persuade and influence stakeholders;
  • Evaluate the funding needs of a new venture;
  • Demonstrate effective report writing skills;
  • Work effectively in a team;
  • Demonstrate good oral communication and presentation skills;
  • Demonstrate a positive attitude towards a commercial opportunity;
  • Demonstrate problem solving ability.
  • 25% Group Presentation
  • 75% Case study

Analysing the Construction of Leadership for a Sport Context

This module will include teaching on constitutive leadership; leadership and power; power and politics; sources of power; and types of power.
The aim of this module is to introduce you to socio-cultural aspects of leadership and how it is applied to leadership practice in the sport context.
Learning Outcomes
On completion of this module you should be able to:
  • Explain how leadership is socially constructed in different environments such a sport;
  • Explore the nature of the social construction of leadership and understand how the perceptions of others might be altered in the sport context;
  • Demonstrate good communication skills to challenge individual perceptions of leadership;
  • Demonstrate resourcefulness to complete a project task.
  • 40% Video Activity
  • 60% Essay

Digital Sport Technologies: Evolution and Application

This module examines the evolution, development and application of digital technologies to the sport industry. It explores emerging digital applications and practices. Topics examined include: player performance measurement, in-game decision making, player selection, stadium/facility design to enhance the spectator experience, the use of mobile applications to compliment sport consumption, and the use of customer relationship marketing (cloud based, customer database-segmentation-analytics, social media integration, targeted email campaigns, sponsorship ROI) strategies to achieve the business objectives of sport organisations.

Learning Outcomes

On completion of this module students should be able to:

  • Evaluate the various forms of sport digital applications in relation to performance, stadium and facility design, mobile technologies, and customer relationship marketing strategies and select and build compelling arguments for the adoption of new technologies in the sport industries;
  • Understand the techniques and technologies used in the development of sport performance systems;
  • Identify the application of digital technologies in state-of-the-art stadium and facility environments;
  • Comprehend the design applications of mobile technologies;
  • Analyse and apply digital customer relationship marketing strategies for sport;
  • Critically evaluate the importance of digital technologies to formulate a diagnosis of player performance measurement, in-game decision making, player selection/team building;
  • Critically analyse, and apply their knowledge of digital technologies to mobile, stadium/facility and customer relationship marketing developments in sport;
  • Critically Analyse sport digital technologies and evaluate their use and value in different business scenarios;
  • Identify and critically evaluate how sport digital technologies can be used to achieve business objectives;
  • Evaluate and select a digital application and evaluate its application in the sport industries;
  • Evaluate new technologies and their impact on sport;
  • Evaluate customer experience and the impact of new technologies on this;
  • Present ideas and arguments in a clear and structured manner in written or oral form;
  • Understand the innovation process and how new technologies support/disrupt this;
  • Critically analyse, and apply problem-solving skills. 
  • 20% Presentation
  • 40% Field Trip Analysis
  • 40% Group Report 


This module will include: entrepreneurship and the economy; the theories of entrepreneurship; recognizing and measuring entrepreneurial tendencies; and entrepreneurship in different organizational contexts.
The aims of this module are to introduce you to the field of entrepreneurship; to examine the role entrepreneurship plays in modern economies; to analyse the different types of activity contained within the definition, and the main theoretical and analytical approaches used to understand the concept; to consider entrepreneurial innovation at different stages of a business, from start-up to more mature firms; to enable you to assess their own entrepreneurial tendencies; and to enable you to test their theories in a mini research project.
Learning Outcomes
By the end of the module, you should have a critical appreciation of:
  • The varying and pervasive role of entrepreneurship within the economy;
  • The different contexts in which entrepreneurs operate;
  • The approaches developed by researchers in attempting to understand the entrepreneurial process
  • Their own entrepreneurial tendencies
  • A firm academic and empirical understanding of the dimensions and role of entrepreneurship in a modern economy;
  • The ability to interpret and contextualize commentary and analysis relating to the field;
  • Select and use appropriate investigative and research skills;
  • Demonstrate effective essay/report writing skills;
  • Demonstrate resourcefulness to carry out data collection;
  • Understand their own skills and opportunities;
  • Demonstrate a positive attitude towards a challenge.
  • 40% Reflective essay
  • 60% Project

Sport Business Statistics and Analytics

Sport Business Statistics and Analytics blends statistical analysis and data visualisation through the use of software applications to guide evidence based decisions. The module covers three areas. First, it provides a sound understanding of quantitative analysis. Second, the module introduces various data visualisation techniques (including exposure to relevant software programs) to develop skills in understanding and presenting complex data. Third, an understanding of the importance of data in identifying insights and trends in the sport sector. Recent examples from the sport industry, both in team and player performance and in commercial activities will be used to illustrate these complex concepts.
The aim of this module is to help you understand the importance of data-driven decision making and strategy formulation, and how statistical analysis and data visualisation assist in identifying sport business trends and solutions.
Learning Outcomes
On completion of this module, you should be able to:
  • Apply quantitative analysis to understand and present complex data to support evidenced-based decision making
  • Demonstrate knowledge and understanding of quantitative analysis in an emerging data driven sport business landscape
  • Analyse, interpret and make evidence-based decisions based on multi-dimensional data sources
  • Critically evaluate the place of data visualisation and its contribution to evidence-based decision making
  • Apply critical thinking skills to understand how analytical techniques can address sport business problems
  • Show proficiency in the use of various analytic software programmes used in the sport business sector
  • Apply data visualisation techniques when creating dashboards and executive reports
  • Analyse multidimensional data and evaluate their use and value in different sport scenarios
  • Apply sport business analytics to improve organisational performance
  • Recognise the value of analytics across a range of other business contexts
  • Understand the place of analytics and is application to solve complex problems
  • 40% executive dashboard report
  • 40% group case study analysis
  • 20% predictive regression model

Principles of Data Science

The aims of this module are to;
  • Introduce students to the concepts of data science and their use in Data Analytics Systems.
  • Enable them to gain theoretical and practical experience in simulating complex data systems involved in a variety of industries including, smart digital systems, Internet of Things, financial industries, and entertainment industries.
Learning outcomes
On completion of this module, you should be able to:
  • Critical awareness of the challenges caused by the proliferation of data generation processes
  • Systematic understanding of the process of extraction of actionable knowledge from data to enable decision making
  • Theoretical background in descriptive and inferential statistics for big data
  • Machine learning algorithms for classification and pattern analysis in large data sets
  • Advanced analytical techniques, such as model building, network graph analysis, outlier detection
  • Methods for maximising predictive performance of algorithms and validation techniques
  • Analyse common summary statistics and use statistical tests to determine confidence for a hypothesis
  • Demonstrate ability to fit a distribution to a dataset and use that distribution to predict event likelihoods
  • Examine and evaluate the capabilities of available classification algorithms and be able to select and use suitable for a particular data set
  • Integration of knowledge to critically evaluate different scenarios/problems and design practical solutions to data related problems
  • Application of knowledge to through programming skills to build predictive and descriptive models for a given dataset utilising available labelled data sets
  • Apply creativity and problem solving skills in the industry/research for challenging problems in a timely manner
  • Communicate complex problems and associated solutions to specialist and non-specialist audiences
  • Evaluate problems and design solutions to those problems through scholarship gained through self-directed study
  • 40% Coursework
  • 20% Group presentation
  • 40% Exam

Leadership Models and Practices: Applications to a Sport Context

This module will include teaching and guidance on organisational contexts and leadership models; leadership behaviours and competing expectations; contemporary issues impacting on leadership; and the importance of leadership when shaping appropriate organisational practices.
The aim of this module is to deliver a thorough grounding in the main leadership models and the issues that impact on leadership practice in the sport environment. It is intended as an introduction to leadership and will be the theoretical foundation upon which other sport leadership units are built.
Learning Outcomes
On completion of this module you should be able to:
  • Understand contemporary models and theories of leadership and leadership development that are international, both in their derivation and in their application;
  • Highlight the key issues that impact on leadership practice in sport and other environment;
  • Discuss how different leadership models can be utilised in different contexts such as sport;
  • Demonstrate an ability to recognise the importance of communication in sport leadership practice;
  • Recognise the importance of problem solving leadership practice.
  • 40% Presentation
  • 60% Case Study

Future career prospects

An MSc in Sport Business and Innovation prepares you for career paths in the fields of sport, business and business innovation. Opportunities may include careers in commercial sporting organisations, international governing bodies of sport, the government and the not-for-profit sector. You will also acquire the skills required to establish your own sport enterprise if desired.

Graduates will also have the opportunity to enhance their knowledge and career prospects further by undertaking an MRes or PhD programme.


Your personal development

Enterprise Through the Curriculum is an intrinsic element of every master’s programme at Loughborough University London and has been carefully designed to give students the best possible chance of securing their dream role. From employability profiling to live group projects set by a business or organisation, and from site visits to organisation-based dissertation opportunities, Loughborough University London is the first of its kind to develop a suite of activities and support that is positioned as the underpinning of every student’s experience.


Modules are assessed by a combination of written assignments, group exercises, presentations and time constrained assignments. Subject to your choices, there may also be exams. Take a look at our modules (below) to see what assessments you can expect to undertake.

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If you'd like to know more about this programme, you can request an email or telephone call from an academic responsible for the teaching of this programme. 


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