Overview
Sport is big business. Millions of people around the world engage with sport every day. There has been major investment in sports and growth in new technologies and women’s sport. This is increasing the demand for graduates with sport business management skills (Nielsen Sports, 2025).
From big-name brands to sponsorship deals or event management, the worlds of sport and business are more closely aligned than ever. Our Sport Business Management degree will prepare you to be a part of this exciting industry. You’ll learn about marketing, branding, sponsorship, event management and much more.
Your studies in sport business and management will include:
- how to become a strategic leader ready for management roles;
- trends within the business environment and how to respond to them;
- the impact of sport on health, communities, business and the economy;
- understanding the role of sustainability;
- marketing in sport – from global image rights to promoting local events.
Practical experience of sport business management
Our Sport Business Management course prepares you for a career in a wide range of roles. On your placement you'll get first-hand experience of management in a sport business environment. You might run a charity tournament, organise an academic conference, or support a school event. It can be in a range of settings, including a University team or an external organisation. Former students have completed placements with organisations including:
- Rangers Football Club
- Glasgow Warriors
- Scottish Hockey
- Commonwealth Games Scotland
Our Sport staff are focused on your future success. Get insights from sport organisations and former students at our annual career event. Everything you experience and learn on the course will help you pursue a career in sport. You'll benefit from our links to sports organisations including those based on our campus. We use these links to bring you valuable networking and learning opportunities.
Why study sport at Stirling?
We have been Scotland’s University for Sporting Excellence since 2008. We drive sports participation and prepare world-class athletes. Our staff are shaping best practice in sports development and coaching world-wide. You’ll be taught by these expert coaches and researchers. The University has links to leading sporting organisations such as:
- sportscotland
- British Rowing
- British Equestrian Foundation
- UK Coaching
Our campus is home to elite athletes competing in multiple disciplines worldwide.
Top reasons to study with us
Entry requirements
Year 1 entry – Four-year honours
Highers
AABB
A-levels
BBB
IB Diploma
28
BTEC (Level 3)
DDM
Widening access students
Widening access students may be eligible for an adjusted offer of entry. To find out if this applies to you go to our widening access pages.
Care-experienced applicants will be guaranteed an offer of a place if they meet the minimum entry requirements.
Year 2 entry – Three-year honours
Advanced Highers
ABB
A-levels
ABB
IB Diploma
32 points
Essential subjects
To include Business and Physical Education
Other Scottish qualifications
Scottish HNC/HND
Year one minimum entry - Bs in graded units.
Access courses
University of Stirling access course - for mature students only. You must pass the course with 50% or above.
SWAP access course - for mature students only.
Email our Admissions Team for advice about other access courses.
Foundation Apprenticeships
Considered to be equivalent to 1 Higher at Grade B
Other qualifications
English, Welsh and Northern Irish HNC/HND
Merits and Distinctions
English, Welsh and Northern Irish access courses
Access to Higher Education - 60 credits, minimum 45 at QCF Level 3, pass at 60% or above.
International entry requirements
Advanced entry
Year 2 entry
Entry into Year 2 may be possible depending on your HNC/HND course. To find out more go to our articulation pages.
Other qualifications
Advanced entry may be possible depending on your qualifications. For more information, contact our Admissions Team at admissions@stir.ac.uk.
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 routes available.
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.
- TOEFL exams taken before 21 January 2026: 80 overall with 18 in reading, 17 in writing, 17 in listening, 20 in speaking.
- TOEFL exams taken from 21 January 2026: 4 overall with no less than 4 in any band.
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
You’ll study Sport Business Management as a four-year single honours degree. There are three key components to the course: sport management and technical expertise; business enterprise; and market awareness. Years 1-2 are designed to provide you with a broad grounding in the subjects of business, management and sports studies within the global environment. Years 3-4 provide you with theory and applications of sport business management including marketing, policy, event management and more. You’ll also have numerous opportunities to develop work-related skills at every stage of your studies.
Modules
Course details
Teaching
The Sport Business Management course is delivered by leading academics working in the fields of Sport and Business. There’s a variety of delivery methods, ranging from lecture-style presentations to small group interactive sessions.
Assessment
Assessment is designed to engage you in thinking about the real-world challenges that sport businesses encounter. Ranging from reflective essays, business reports and group work challenges, each assessment offers the opportunity for you to display your developing skills as a future business leader.
Classroom hours
You'll take three modules every semester, each of which is likely to have a total of 30-40 contact hours – normally equating to 2 lectures and 1 seminar per week, per module. Your timetable will vary depending on your choice of non-core modules.
Study abroad
You’ll have the opportunity to broaden your horizons and study abroad through our well-established connections with several international universities.
Contact
Fees and funding
| Scottish students | ||
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This fee is set by the Scottish Government and is subject to change. Although you’re liable for annual tuition fees, if you are domiciled in Scotland you can apply to the Student Awards Agency for Scotland (SAAS) to have your tuition fees paid by the Scottish Government on your behalf. |
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| Students from England, Wales, Northern Ireland and Republic of Ireland | ||
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This tuition fee may be subject to change depending on guidance provided by the UK Government. You can apply for financial assistance, including a loan to cover the full cost of your tuition fees, from your relevant funding body. Students from the Republic of Ireland are eligible for a tuition fee loan of up to £9,535 from the Student Awards Agency for Scotland (SAAS). We also offer additional funding for students from England, Wales, Northern Ireland and Republic of Ireland. See our funding opportunities section below for more information. | ||
| International students (including EU) | ||
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Eligible students will automatically receive a scholarship worth between £10,000–£20,000 over the duration of your course. See our range of generous scholarships for international undergraduate students. |
Fee information
You will be charged the annual fee each year when you enrol.
If you need to take additional modules or resit modules, you will be liable for an additional fee.
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.
Funding
Sports scholarships
Our International Sports Scholarship Programme is one of the largest high-performance sports programmes in the UK.
See what funding opportunities and loans are available to help you with tuition and living costs.
Students from Scotland
Find funding opportunities for Scottish students.
Students from England, Wales, Northern Ireland and Republic of Ireland
Eligible students will receive our Stirling Success Scholarship which is worth £5,000.
International students
Eligible international students will automatically receive a scholarship worth between £10,000-£20,000 over the duration of your course. Find funding opportunities for international students.
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
Preparing you for the world of work
We’re members of the Marketing Society Scotland – strengthening our bond with industry and business. This course leads to many opportunities across a range of sport business organisations, including project management of sporting events or management of a retail sport business. Get real-world experience by working alongside a business on a consultancy project in your final year.
Examples of job sector roles our Sport Business Management graduates pursue include:
- Sport Management roles
- Sport Marketing
- Sport Sponsorship and Media
- Sport Event Management
- Health and Fitness Sector
When you study at Stirling we also seek to give you an edge in the job market with our range of specialist career services.
Find out more about how we prepare you for the world of work.
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