Overview
Data and analytics play a bigger role in the world of sport than ever before. From athlete recruitment to business strategy, data is now key to almost every aspect of the sport business landscape.
Estimates suggest the UK sports analytics market will grow in value from around £63 million in 2025 to over £600 million by 2035. This rapid growth represents a great opportunity for experts who understand how data can supercharge success in all aspects of sport. (Source: Market Research Future, 2025).
Learn technical skills from recognised experts
Stirling’s MSc Sport Business Analytics course prepares you for this exciting field. You’ll be taught by a combination of experts from our business school, computing science and leading thinkers in sport. Learn from those who have established Stirling as Scotland’s University for Sporting Excellence.
Our Sport Business Analytics course is suitable for applicants who have a passion for sport but may not have a background in coding. We'll teach you the relevant technical skills employers are looking for.
You’ll learn:
- how analytics can benefit many areas of sport: from success on the pitch to smart strategies on the business front;
- practical applications for your skills - get hands-on with real datasets, case studies and industry projects;
- the technical know-how employers want. Gain practical expertise in Python and R;
- how to tackle an industry challenge, with potential opportunities to work with an industry partner.
Transform sport-related data into strategic decisions
The Sport Business Analytics course will give you a deep understanding of how to turn data into sporting success. This includes evaluating strategy, forecasting outcomes and applying behavioural insights to commercial and organisational decisions in sport.
Your studies will also span areas such as economics, management and psychology. We'll also give you the opportunity to focus on the areas you're most interested in. You can explore:
- how data impacts strategic decisions;
- financial analysis at sports organisations;
- or how it all comes together in areas such as recruitment and talent evaluation.
Scotland’s University for Sporting Excellence
When you study at Stirling, you’ll be part of a community where sporting success is in our DNA. We’ve developed an international reputation for delivering Sports degrees that get results. Our campus has excellent performance analysis laboratories and world-class sport facilities. You'll find Olympic athletes and sport novices making the most of these resources.
Throughout your Sport Business Analytics studies, you’ll benefit from our industry connections. We have close ties to national and international sports bodies. The business and computing side of the course is enhanced by our relationship with the Data Lab. This group is a leading research and innovation centre in the fields of data science and AI.
Our business school is AACSB accredited
The University of Stirling is accredited by the Association to Advance Collegiate Schools of Business (AACSB). AACSB International is the world's largest global standard-setting body for business education. Only 6% of the world’s leading business schools achieve this accreditation. This recognises our excellence in business education and societal impact.
Top reasons to study with us
Flexible learning
If you’re interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email Graduate Admissions to discuss your course of study.
Entry requirements
Academic requirements
A minimum of a second class honours degree (2.1 preferred) or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply.
Other routes of entry
If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses. Explore University of Stirling International Study Centre to see the pathway and pre-masters routes available.
International entry requirements
English language requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.0 with a minimum of 5.5 in each sub-skill.
- Pearson Test of English (Academic) 60 overall with a minimum of 59 in each sub-skill.
- IBT TOEFL 80 overall with a minimum of 18 in reading, 17 in writing, 17 in listening and 20 in speaking.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
Pre-sessional English language courses
If you need to improve your English language skills before you enter this course, University of Stirling International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.
Find out more about our pre-sessional English language courses.
Course details
Modules
The module information below provides an example of the types of course module you may study. The details listed are for the academic year that starts in September 2026. Modules and start dates are regularly reviewed and may be subject to change in future years.
Full time MSc modules
Compulsory modules
| Year 1, semester 1 - Autumn | Flying Start Leadership Programme (MANPFSL) | 0 credits |
| Year 1, semester 1 - Autumn | Principles of Management in Sport (SPSP038) | 20 credits |
| Year 1, semester 2 - Spring | Data-Driven Decision Making for Sport (ECSP001) | 20 credits |
| Year 1, semester 2 - Spring | Sport Finance (SPSP001) | 20 credits |
Year 1, semester 2 - Spring options. Choose one module from:
| Year 1, semester 2 - Spring | Machine Learning (ITNPBD6) | 20 credits |
| Year 1, semester 2 - Spring | Business Consulting (MANP005) | 20 credits |
| Year 1, semester 2 - Spring | Text Analytics for Business (MANP006) | 20 credits |
| Year 1, semester 2 - Spring | Sport Event Management (SPSP064) | 20 credits |
| Year 1, semester 2 - Spring | Sport Management and Marketing Challenges(SPSP071) | 20 credits |
Final project:
| Year 1, semester 3 - Summer | Sport Analytics Project (ECSP101) | 60 credits |
Part time MSc modules
| Year 1, semester 1 - Autumn | Flying Start Leadership Programme (MANPFSL) | 0 credits |
| Year 1, semester 2 - Spring | Sport Finance (SPSP001) | 20 credits |
| Year 2, semester 4 - Spring | Data-Driven Decision Making for Sport (ECSP001) | 20 credits |
Year 2, semester 4 - Spring options. Choose one module from:
| Year 2, semester 4 - Spring | Machine Learning (ITNPBD6) | 20 credits |
| Year 2, semester 4 - Spring | Business Consulting (MANP005) | 20 credits |
| Year 2, semester 4 - Spring | Text Analytics for Business (MANP006) | 20 credits |
| Year 2, semester 4 - Spring | Sport Event Management (SPSP064) | 20 credits |
| Year 2, semester 4 - Spring | Sport Management and Marketing Challenges(SPSP071) | 20 credits |
Final project:
| Year 2, semester 5 - Summer | Sport Analytics Project (ECSP101) | 60 credits |
Teaching
Most teaching will be done in face-to-face teaching sessions on campus, including lectures, seminars, and PC lab sessions. This will be complemented by some online content including videos, recorded short lectures, and interactive activities.
Assessment
You’ll be assessed by a combination of exams/class tests and coursework, including written assignments and presentations.
Course director
Fees and funding
Fees and costs
University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.
Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Scholarships and funding
Funding
If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.
Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £13,900 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,858 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £19,255 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
Cost of living
If you’re domiciled in the UK, you can typically apply to your relevant funding body for help with living costs. This usually takes the form of student loans, grants or bursaries, and the amount awarded depends upon your personal circumstances and household income.
International (including EU) students won’t normally be able to claim living support through SAAS or other UK public funding bodies. You should contact the relevant authority in your country to find out if you’re eligible to receive support.
Payment options
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
Our MSc Sport Business Analytics course prepares you for roles in sport where data can enhance decision making. The skills you gain will be relevant across multiple aspects of the sport industry, including:
- Tactical analysis and in-game strategy.
- Talent evaluation and recruitment.
- Market, financial and competitor analysis.
Possible roles you’ll be qualified for include:
- Sport data analyst
- Sport recruitment analyst
- Sport business development specialist
- Sport operations manager
- Sport finance analyst
Salaries for these roles will vary depending on experience and location, but could range from £37,000 to £ 113,000 (Sources: Indeed; Glassdoor; Jooble).
The skills you gain in coding with Python and R, as well as your knowledge of statistical and quantitative methods will also be useful for roles beyond the word of sport.
