Programme information

This programme will provide you with a robust understanding of the key principles of marketing and the study of sport business, so that you can compete as a marketer in the ever-evolving sport industry.

Through world-class teaching, you will develop a complex understanding of the latest sport marketing and business management techniques. You will discover the latest sport marketing tools used by real organisations in the industry, and will analyse and evaluate some of the local and global challenges faced by sport marketers today.

Through careful analysis and learning, you will discover how to create successful sport marketing strategies, using market research, targeted marketing techniques and marketing communications knowledge, as well as project management and campaign monitoring skills. Alongside teaching of sports marketing theory and practice, you will gain hands-on experience of project planning and industry collaboration, through a number of practical modules. Graduates of this programme will be suited to roles in brand management, sponsorship, marketing communications, social media marketing and digital marketing.


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Entry requirements

An honours degree (2:1 or above) or equivalent overseas qualification from a wide range of subjects and 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 2019/20:

  • £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.

View scholarships for 2018 entry

Programme aims

  • Gain a comprehensive understanding of sport marketing and develop the skills needed to address associated challenges in the most effective way
  • Utilise sport marketing techniques to analyse and evaluate problems and respond to challenges faced by marketers in real world scenarios
  • Build knowledge and expertise in various elements of marketing practice, with a view to creating successful sport marketing campaigns and strategies
  • Acquire the employment skills needed to enter a professional sport marketing role, including market research strategies, communication skills, target marketing and campaign monitoring and management experience
  • Gain an overarching view of the context in which today’s consumers, businesses and societies operate, including the ethical requirements faced by the sport marketing industry

Programme modules

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

To complete the MSc in Sport Marketing, you must complete nine modules, which includes a Dissertation. You can choose either Sport Business and Innovation or Sport Business Statistics in Semester one. In semester two, you can choose between Sport Economics and Law or New Media and Sport Analytics. Please note: if you would like to study New Media and Sport Analytics in semester two, you much choose Sport Business Statistics and Analytics in semester one.

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%)

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
  • Understand how sponsorship can achieve business and marketing objectives
  • Apply techniques and practices involved in conceptualising and analysing strategic sport sponsorship opportunities and challenges
  • Research, analyse, and present strategic sport sponsorship ideas and concepts
  • Apply strategic sport sponsorship principles that can be utilised in different sport environments
  • Understand the relationship between strategic sport sponsorship objectives and broader sport marketing objectives
  • Demonstrate initiative and personal responsibility
  • Continue to learn independently and to develop professionally.


  • Essay (60%)
  • Group report (40%)

Strategic Marketing and Management

By the end of this module students will be able to perform a critical analysis of the way in which an organisation (firm) positions its products and services in a market. This module examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. It will give them practical experience of the development and adjustment of strategies in an integrative manner, through the use of a simulation exercise. The module draws on key theories in strategic marketing management, building on the latest academic insights. Topics addressed in the module include: market orientation, segmentation & positioning, value-creating strategies, branding & customer retention.

The module aims to familiarise students with current advanced practices in marketing strategy, and equip students with the necessary academic insights about how organisations (firms) design and position their products in the market.

Learning Outcomes

On completion of this module students should be able to:

  • Critically analyse factors involved in marketing of products and services
  • Critically reflect on traditional and emerging marketing practices
  • Critically investigate and reflect on the impact of marketing choices
  • Identify marketing strategies and suitable tools to reach organisational and marketing goals
  • Critically synthesise and reflect on the professional and academic journal literature
  • Synthesise information from appropriate sources
  • Demonstrate effective communication to persuade and influence stakeholders
  • Demonstrate effective report writing skills
  • Select and use appropriate investigative and research skills
  • Exhibit care for written and spoken communications.


Assessment is made up of 100% coursework assignment (3,000 words).

Sport Marketing

This module will include: the main themes that underpin media and marketing, the evolution of media and marketing in a sport context, the practices and techniques for effective sport media and marketing, the types of media and marketing, and consumer and fan engagement.
The aims of this module are to be introduced to key concepts in sport media and marketing and to develop understanding of the nature of sport media and marketing.

Learning Outcomes

On completion of this module you should be able to:
  • Assess the major theories, principles, and concepts surrounding sport media and marketing
  • Apply techniques and practices involved in conceptualising and developing a marketing plan
  • Gather, analyse, and present sport media and marketing ideas and concepts
  • Apply sport media and marketing principles that can be utilised in different sport environments
  • Demonstrate initiative and personal responsibility
  • Continue to learn independently and to develop professionally.


  • Presentation (40%)
  • Marketing Plan (focus on digital / branding strategies) (60%)

International Marketing

This module aims to provide you with an understanding of the key concepts and core issues in international marketing and to develop decision-making skills for the successful formulation, implementation and control of international marketing programmes.

Learning Objectives

By the end of the module you should be able to:
  • Describe the core issues associated with the development of international marketing strategies
  • Explain the key decisions and problems associated with developing a marketing mix in an international setting
  • Analyse the international marketing environment of an organisation
  • Debate international marketing issues in a group setting
  • Use web-based information on internationalmarketing
  • Evaluate the impact of contextual influences on international marketing decision making
  • Work independently and manage time effectively
  • Work effectively in a small team on case studies and projects.


  • Group assignment (50%)
  • Exam (50%)


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)

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%)

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%)

Optional modules (choose two)

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%)

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%)

Design Innovation Project

The Design Innovation Project is designed so that students develop and gain experience in using key skills that will enable them to work successfully with various organisational project team members in the face to face and distributed product development process. The module will prepare the students to develop as culturally competent project leaders.

The aim of this module is to provide students with skills for working in design innovation work teams.

Learning Outcomes

On completion of this module students should be able to:

  • Develop strategies to plan and execute a project across distributed collaborative teams.
  • Understand the impact of distributed project teams on project management
  • Develop and gain experience in using distance communication
  • Explore cultural issues and concepts with exchanges and project evaluation
  • Develop skills in generating and ev aluation of project briefs
  • Demonstrate increased awareness of cultural issues and concepts
  • Develop strategies to make a contribution diverse project teams
  • Use distance communication tools
  • Provide critical feedback to peers
  • Articulate a project brief and project review criteria
  • Use digital communication tools
  • Develop teamwork skills
  • Develop the means to implement and communicate the strategy to a 'client'
  • Communicate effectively, with colleagues and a wider audience, in a variety of media
  • Solve problems in creative and innovative ways
  • 30% Design Process Diary
  • 30% Reflective Article
  • 40% Project Deliverables

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%)

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%)

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

Graduating from Sport Marketing will provide you with job opportunities in brand management, marketing communications, social media marketing and digital marketing (in job roles such as Online Community Manager, SEO Specialist and Social Media Executive).

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


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.


Modules are assessed by a combination of written assignments, group exercises, presentations and time constrained assignments. Take a look at our modules to see what assessments you can expect to undertake.

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