Programme information

You will develop a critical understanding of how technology is impacting on sport, in particular the growing sport digital and media sectors.

Sport is embracing digital technologies to improve performance and shake-up tired and redundant business practices. The sports media provides valuable content and audiences for broadcasters, companies and sponsors. Thus, understanding the importance of how technology is shaping the business of sport is essential for future sport business professionals and entrepreneurs. New technological applications in the business of sport requires graduates with new knowledge and skills to navigate this rapidly changing sector.

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

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KPMG Sport Analytics World conference

The Institute for Sport Business is the official partner of the KPMG Sport Analytics World conference (UK), which is one in a series of sports analytics and digital sport conferences to feature aross the world.

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Entry requirements

An honours degree (2:1 or above) or equivalent overseas qualification from a wide range of subjects/disciplines. In exceptional circumstances an applicant may be admitted to the degree who does not possess the requirements mentioned, but who has substantial relevant work experience.

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.

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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 2019-20 entry are as follows:

  • £10,550 (UK/EU)
  • £24,750 (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.


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Programme aims

  • Use action based learning to develop insight into the potential of new media technologies and their influence on innovation in the sports digital and media 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 digital and media industry
  • Develop a critical understanding of the dynamics of the sport digital and media sector
  • Develop a critical understanding of the mobile internet and cloud technology with a special emphasis on media cloud applications shifting to mobile Internet platform and its associated challenges for sport

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 Sports Digital and Media Technologies, students must complete 8 x 15 credit modules. Students must choose and complete any 1 optional from the 2 optional modules in the first semester and any 1 from the 2 optional modules in the second semester. All students must complete a Dissertation worth 60 credits.

Core modules

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.


Assessment consists of 100% coursework which is made up of:
  • Individual Reflective Essay (55%)
  • Team Project Report (40%)
  • Peer Evaluation (5%)

An Introduction to Sport Analytics

This module discusses and critiques the theory, development, and application of analytics in sports. You will learn about the application of analytics in sports for purposes of in-game strategy, player performance, team management, sports operations, fantasy competitions, business development, fan engagement, sponsorship evaluation and other selected topics. You will be able to critically evaluate the relevant sports literature, interpret sports data, and report to a lay audience.

This module explores the key aspects of sports analytics - on-field and off-field analytics. On-field analytics deals with improving the on-field performance of teams and players. It digs deep into aspects such as game tactics and player fitness. Off-field analytics deals with the business side of sports. Off-field analytics focuses on helping a sport enterprise surface patterns and insights through data that would help increase ticket and merchandise sales, improve fan engagement, etc. Off-field analytics essentially uses data to help rightsholders take better decisions that would lead to higher growth and increased profitability.

As technology has advanced data collection has become more in-depth and can be conducted with relative ease. Advancements in data collection have allowed for sports analytics to grow, leading to the development of advanced statistics as well sport specific technologies that allow for things like game simulations to be conducted by teams prior to play, improve fan acquisition and marketing strategies, and even understand the impact of sponsorship on each team as well as its fans. Another significant impact sports analytics have had on professional sports is in relation to sport gambling. In depth sports analytics have taken sports gambling to new levels, whether it be fantasy sports leagues or nightly wagers, betters now have more information than ever at their disposal to help aid decision making. A number of companies and webpages have been developed to help provide fans with up to the minute information for their betting needs.

Learning outcomes

On completion of this module students should be able to:

  • Explain and appraise basic statistical concepts, technologies and their applications in the sports world
  • Synthesise and flexibly apply knowledge to characterise, analyse and solve a wide range of problems in sport
  • Describe a broad survey of methods used in sports data acquisition, process, analysis, visualization and implementation
  • Explain the balance between the complexity/accuracy of the statistical models used and the timeliness of the delivery of the solution
  • Locate and use data and information and critically evaluate its quality with respect to its authority and relevance
  • Interpret, formulate and appraise decision-making in sport business and performance
  • Effectively communicate both technical and non-technical material in a range of forms (written, electronic, graphic, oral), and to tailor the style and means of communication to different sport audiences
  • Employ problem solving and critical thinking skills as it is applied to sport business and performance
  • Explain technical material to the lay person.


  • Presentation (40%)
  • Case Study Project (60%)

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.


  • Executive dashboard report (40%)
  • Group case study analysis (60%)

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.


  • Presentation (25%)
  • Case Study Analysis (40%)
  • Group Report (35%)

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. 


  • Presentation (20%)
  • Field trip analysis (40%)
  • Group report (40%)


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:
  • Research proposal (10%)
  • Dissertation report (90%)

Optional modules (choose one)

Strategic Sport Sponsorship

This module will outline the main themes that underpin sport sponsorship, and the evolution of sport sponsorship in the digital age. We will consider strategic sponsorship matching, as well as targeting and acquisition of sponsorships in the UK and beyond. By the end of the module, you will be able to identify the practices and techniques for strategic sport sponsorship, including the challenges that sponsors and sponsees encounter in a sport context.
Learning Outcomes
On completion of this module, you should be able to:
  • Assess the major theories, principles, and concepts surrounding sport sponsorship
  • Appraise how sponsorship can achieve business and marketing objectives
  • Apply traditional and contemporary techniques and practices involved in conceptualising and analysing strategic sport sponsorship opportunities and challenges
  • Evaluate strategic sport sponsorship ideas and concepts
  • Apply strategic sport sponsorship principles that can be utilised in different sport environments
  • Critique the relationship between strategic sport sponsorship objectives and broader sport marketing objectives
  • Generate new ideas and concepts appropriate to sport sponsorship
  • Select and use appropriate investigative and research skills to identify sport sponsorship opportunities
  • Essay (60%)
  • Report (40%)

Sport Business and Innovation

This module is designed to equip students with an understanding of the main theoretical and empirical issues in the development of sport innovation and an appreciation of the relevant skills needed to manage sport innovation. The module also provides evidence based on applied sport innovation examples from the sport industry. Students will have the opportunity to develop an innovative business concept for the sport business industry.

Learning Outcomes

On completion of this module students should be able to:

  • Identify, explain and apply the theoretical underpinning of innovation and entrepreneurship as they relate to sport business
  • Identify through personal reflection key behaviours, attributes and skills required for innovation in sport business
  • Interpret the changing sport business environment using a variety of analytical tools and identify potential market opportunities within the sport business sector
  • Prepare and deliver a persuasive sport innovation proposal.


  • Essay (40%)
  • Project (40%)
  • Presentation (20%)

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.


  • In-class test (30%)
  • Group project report (70%)

Optional modules (choose two)

Sport Integrity

The aims of this module are to:

  1. Examine the nature of sports integrity and the threats to it presented by the manipulation of sporting outcomes and corrupt governance practices in both national and international contexts, including key legal and regulatory areas.
  2. Develop a greater awareness of ethical issues in relation to combatting sport integrity issues.
  3. Explain the role of the board, and senior management, in providing organisational leadership and implementing cultural change, with particular emphasis on composition and values-based leadership models.
  4. Consider the importance of professional conduct, athlete reputation and public confidence in sport.
  5. Critically review a range of legal and regulatory issues in sport.

This module is likely to include: defining the nature and meaning of sport integrity in sport competitions and governance, including historical and empirical perspectives; combatting corruption in sport and anti-corruption risk minimisation strategies, the criminalisation of manipulation of sporting outcomes, anti-doping; regulation and governance including regulatory measures, structure and role of investigative and enforcement bodies, powers of investigation and information sharing; ethical reasoning and its practical application to key sport industries; compositional governance and vertical leadership and good governance vs. structural governance; and analysis and evaluation of sport integrity cases.

Learning outcomes

On completion of this module students should be able to:

  • Assess emerging and contemporary issues in the field of sports integrity
  • Critically evaluate contemporary sport governance, policy and ethical practice standards
  • Understand the measures taken by sport organisations to address threats to sports integrity
  • Address critically selected integrity and ethical issues, challenges and problems related to the sport industry
  • Appraise new developments in sports law for mandatory information sharing and monitoring arrangements
  • Identify and analyse threats to sport integrity
  • Independently examine, research and analyse ethical and legal issues relating to sports integrity
  • Demonstrate ethical reasoning processes to analyse and evaluate sport integrity practices
  • Demonstrate an advanced understanding of best practice principles of risk minimisation from other domains and how they may be innovatively applied in sport
  • Generate new ideas and concepts appropriate to sport integrity
  • Select and use appropriate investigative and research skills to identify sport integrity and ethical issues.


100% coursework consisting of:

  • Ethical Reasoning (40%)
  • Sport Integrity Case Analysis (60%)

Advanced Big Data Analytics

This module is likely to explore the following topics: big data and associated challenges; machine learning for predictive analytics: generative models, reinforcement learning; neural networks and deep learning; deep learning techniques for dimensionality transformations and reductions; architectures for big data: introduction to Hadoop and map reduce; and visualisation tools for big data systems.
The aims of this module are to: introduce the concept of Big Data systems and the challenges posed by such systems; and introduce the requirement of advanced analytics, processing techniques and architectural solutions to tackle the problems encountered.

Learning Outcomes

On completion of this module you should be able to:
  • Describe the theoretical background of big data, and recognise the need for big data analytics
  • Have a critical awareness of machine learning algorithms for data analytics in big data systems
  • Describe distributed architectures of big data systems including database technologies used in industrial big data systems
  • Understand signal processing techniques for big data systems with advanced matrix manipulation
  • Appreciate various visualisation tools and techniques
  • Select and apply various machine learning algorithms to a given data set to interpret the data and make necessary predictions
  • Demonstrate ability to evaluate and select an appropriate database technology for a given need for big data storage and retrieval
  • Analyse the need for visualisation and employ appropriate visualisation tools
  • Critically analyse building blocks of a practical big data systems for performance improvement
  • Demonstrate programming skills related to data analytics and usage of associated tools
  • Formulate creative data solutions that start with cleaning up raw data sets, to discover new patterns that are underlying, to make necessary predictions, utilizing established state-of-the-art tools and techniques
  • Develop experimental, analytical and problem solving skills in data driven applications
  • Illustrate professional report writing, presentation and communication skills to communicate complex ideas to expert and non-expert audiences
  • Develop creative thinking skills to demonstrate ways of solving problems with existing tools.


Assessment will be coursework based, consisting of:

  • Individual Theoretical Analysis (40%)
  • Group Technical Report / Simulations (60%)

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

The aim of this module is to focus on a range of issues intersecting between sport, economics and law to equip students to carry out critical evaluations of current issues and contemporary management practice in sport, across a broad range of providers.

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.


  • Coursework (45%)
  • Report (55%)

International and Comparative Employment Relations: Sports Industry Focus

This module will introduce you to the study of industrial and employment relations in international and comparative institutional perspective. We will explore various industrial relations systems and institutions especially those of the UK, Continental Europe, USA and China.

We will discuss the role of the state, employers, trade unions and workers when discussing matters affecting employment and industrial relations. We will address systems of collective bargaining, the employment relationship, worker participation, regulation and the role of international institutions such as the International Labour Organisation (ILO) and global union federations.

The module also explores contemporary issues in the development of transnational structures and processes including the development of International Framework Agreements, international labour standards, transnational works councils and social dialogue.

The module will introduce students to the field of employment relations as an academic and policy oriented discipline, including various theoretical approaches and traditions, provide students with a comparative analysis of national industrial relations systems, focuses on the UK, Europe USA and China and provide in-depth analysis of key actors in employment relations, including employers, trade unions and the state.

Learning outcomes

On completion of this module students should be able to:

  • Explain key concepts in contemporary industrial and employment relations in comparative and international perspective
  • Identify the global, national and sectoral institutional contexts of industrial relations
  • Assess aspects of diversity and change in industrial relations in the countries and sectors studied
  • Critically analyse national / sectoral variations in employment relations systems and their interaction with transnational structures and processes
  • Critically evaluate key theories in the areas of employment relations and comparative institutional analysis
  • Assess industrial relations systems in comparative and international perspectives
  • Critically evaluate the functions, problems and benefits of collective bargaining, worker participation, regulation and international institutions
  • Reflect critically on practices of and relations between employers, workers, trade unions, the state and international institutions.


  • Two in-class assignments (80%)
  • Group presentation (20%)

Future career prospects

This programme will provide you with knowledge of the technologies driving sport digital and media development, and other related activities. You will have the opportunity to develop advanced networking skills and will work in collaboration with others in order to compete in today’s global sport business environment.

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



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.

Your personal development

The careers and employability support on offer at Loughborough University London has been carefully designed to give you the best possible chance of securing your dream role.

Loughborough University London is the first of its kind to develop a suite of careers-focused activities and support that is positioned as the underpinning of every student’s programme. Opportunities include employability assessments, group projects set by a real businesses and organisations, company site visits and organisation-based dissertation opportunities.

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