Sports Business and Management MSc

Program Overview

The MSc Sports Business and Management program from the University of Liverpool Management School provides students with a comprehensive understanding of the global sports business, preparing them for careers in marketing, finance, strategy, operations, and more. Ranked 1st in the UK, 3rd in Europe, and 14th in the world, the program emphasizes practical skills through guest speakers, case studies, and industry visits. Graduates have secured positions with leading sports organizations, demonstrating the program's success in equipping students for success in the competitive sports industry.

Program Outline

Degree Overview:

The MSc Sports Business and Management offers students a master's level understanding of the global business of sport - its organisations, stakeholders and the disciplines which make it operate successfully - with a business focus on the challenges and opportunities within the global sports business.

• Objectives: The program aims to provide students with the knowledge and skills necessary to work and engage in business-related roles of sports organisations.
These include marketing, finance, strategy, international development, data analytics and research, relationship management, and human resources. Students may also pursue operations-related roles.
• Description: The MSc Sports Business and Management is ranked 1st in the UK, 3rd in Europe, and 14th in the world in the 2023 SportBusiness Postgraduate Rankings.
The program was designed in consultation with industry employers, including Liverpool and Everton Football Clubs, St. Helens RFLC (Rugby League) and Deloitte, to identify and incorporate the skills required by industry both now and in the future. Modules cover the global context of sports business, sports marketing and sponsorship, sports operations and events, and leadership in sport. In the capstone ‘Sports Business Practice’ module students will have opportunities to visit Premier League Football Clubs as well as high-profile sports businesses from cricket, rugby and other sports. Students will have access to excellent sports business speakers to enhance their understanding of the practical aspects of working in the global sports business market. The Management School has a range of additional funding opportunities for outstanding master’s students, including the 50% ULMS Excellence Scholarship.

Outline:

• Structure: The 12-month program consists of eight taught compulsory modules, each focusing on a major area of Sports Business and Management.
These are followed by a 60 credit project carried out over the summer period with a choice of either Strategic Business Research for Sport (ULMS500) or Dissertation (ULMS790).
• Course Schedule:
• Semester One:
• THE GLOBAL CONTEXT OF SPORTS BUSINESS (ULMS856)
• SPORTS MARKETING AND SPONSORSHIP (ULMS857)
• SPORTS OPERATIONS AND EVENTS (ULMS859)
• Sports Finance (ULMS722)
• Semester Two:
• LEADERSHIP IN SPORT (ULMS858)
• STRATEGIC ORGANIZATION (ULMS765)
• SPORTS BUSINESS IN PRACTICE (ULMS860)
• Final Project:
• DISSERTATION (ULMS790)
• Strategic Business Research for Sport (ULMS500)
• Module Descriptions:
This module is designed to introduce students to the complex, multi-domestic environment in which sports business exists. The political, social, economic, and technological significance of sport relative to contemporary issues of governance, ethics and sustainability in the business of sport is of critical importance to this module. Additionally, the internationalization of major sports brands into overseas markets necessitates enquiry into the commercialisation and consumption of sport in both local and international contexts. These topics also act as a primer for later modules in marketing, and sports business practice. International case studies in the business of sport, and guest speakers will be used to punctuate theoretical discussions, and help illustrate core concepts for students. The central aim here is to provide students with an overview of the global sport arena, whilst also equipping them with a critical lens in which to evaluate the practice and impact of sports business.
• SPORTS MARKETING AND SPONSORSHIP (ULMS857): Marketing and sponsorship are two of the key commercial drivers of the sports industry.
They also differ substantially in both conceptualisation and practical implementation in comparison to other industries. This module introduces students to these fundamental differences, along with the unique management approaches, communication platforms, organisational processes associated with the marketing and sponsorship activities in professional sport. A key part of the module is also to introduce students to the concept of social marketing, drawing attention to the potential for commercially relevant, yet socially impactful marketing and communications practice.
• SPORTS OPERATIONS AND EVENTS (ULMS859): This module will provide students with a critical understanding of the concepts and theories of operations and event management with regard to sports organisations.
It will enable students to evaluate the operation of sports facilities, stadia, arenas and events through case studies, guest speakers and visits. Additionally, students will undertake a simulation exercise that enables them to apply operations theory and evaluate their own operations practice. The module will focus on the balance sheet, breaking it down into the main assets that are used by a sporting institution and the alternative means through which those assets are financed. The concept of profitability and breakeven (for private and non-profit making organisations) from the income statement will be used to identify the main revenue streams and costs involved in running a sporting institution along with the differences between profit and cash flows. The module will show how to analyse the financial statements of a sports based business through the use of financial metrics and key performance indicators, which identify financial and non-financial trends. Ownership models will be analysed with the emphasis between those which focus on sporting versus financial achievements. Different techniques and models will be used to show how to value a sporting institution, along with the risks of using some of these models.
• LEADERSHIP IN SPORT (ULMS858): This module will examine leadership in sport from a number of perspectives.
It will enable students to reflect on their own perspective of leadership and how this has developed, including the influence of sport. It will then critically examine the range of leadership theories using appropriate cases of leaders/leadership situations within sport. Guest lectures from noteworthy leaders in sport will enable students to appreciate a breadth of leadership approaches. Responsible leadership will be explored in the context of student’s own values and through evaluation of cases of recent scandals and examples of the ‘dark side of leadership’ within sport. Finally, using appropriate psychometric assessments, students will consider their own leadership development needs.
• STRATEGIC ORGANIZATION (ULMS765): This module investigates the intersections between organisation studies and strategy.
The module makes use of online collaboration tools to stimulate group work and discussion. Further, sports economics will be used as a laboratory to study general economic problems. While the module does not require any previous knowledge in econometrics and quantitative analysis, the ultimate aim is for students to learn to interpret some of the main results found in relevant research papers on the different aspects of sports business. For example, a good understanding of data analytics and the economics of sport are essential in today’s data-driven, technologically leveraged sports industries. The use of digital technology in performance management, marketing, sponsorship and fan engagement all require some level of analytical interpretation and economic appreciation.
• SPORTS BUSINESS IN PRACTICE (ULMS860): This module will critically examine business practice in a range of sports organisations from a number of different perspectives.
It will particularly examine the impact of contemporary issues on sports organisations and innovative practices being used to address them. This will be through the use of case studies, visits and guest lectures from sports organisations such as the Rugby Football Union, the Football Association, Sport England and Liverpool Football Club. This will enable the integration and application of knowledge and learning from the variety of modules studied within the MSc Sport Business. Based on this integration of knowledge and practice, students will examine their own career aspirations and the attributes they need to develop in order to manage their future career. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.
• Strategic Business Research for Sport (ULMS500): This module enables the development of knowledge and understanding of the multi-level processes involved in organisational and managerial practices of sports organisations.
The module provides a practical platform to develop business analysis and strategic decision-making skills; additionally it provides the opportunity to demonstrate the ability to research, analyse and present information coherently in order to support a recommended course of action. The individual assignment provides the opportunity to carry out an in-depth investigation of a management issue relevant to sports organisations. This will require the critical evaluation and synthesise of relevant theories, models and practices of management in order to examine and suggest recommendations to address a specific issue within the sport business environment. The reflective element of the individual assignment enables a critical evaluation of the learning process during the module and programme.

Assessment:

• Methods: Students are assessed via coursework, essay, group work, presentations, case studies, negotiation exercises, reports and examinations.
The weighting of individual components will vary from one module to another.
• Criteria: Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.

Teaching:

• Methods: Modules are taught using the latest active learning techniques.
These include the use of real-world case studies from the world of professional sport, authentic assessment tasks that mimic sports organisation activities and requisite outputs, business scenario and negotiation simulations, use of interactive participation software, and lecture capture. The principal forms of teaching are lectures and seminars with lectures normally being supported by material such as hand-outs and presentations. Seminars allow for a more detailed discussion of a topic under the direction of a tutor. You are normally expected to prepare work in advance for seminars and may be expected to present work or give presentations. Following semester two you will complete either a dissertation or the Strategic Business Research for Sport project with the support of an academic supervisor. This final project enables students to specialise in an area of the sports business discipline to deepen their knowledge, understanding and capabilities in this area. Teaching time will account for an average of 10 hours per week and you should anticipate an additional 24 hours of self-directed study and group work per week.
• Faculty: The program is delivered by the triple-accredited University of Liverpool Management School.

Careers:

• Potential Career Paths: Graduates from our Sports Business and Management MSc course have secured jobs with companies such as:
• Red Bull
• Cobalt
• Professional Footballers Association
• Deloitte LLP
• German Football Association
• PFC Levski Sofia
• UEFA
• Procam Television Holdings Ltd
• Outcomes: Graduates from this programme will have the skills necessary to work and engage in business-related roles of sports organisations.
These include marketing, finance, strategy, international development, data analytics and research, relationship management, and human resources. Students may also pursue operations-related roles.

Other:

• Accreditation: The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
• Support: From arrival to alumni, we’re with you all the way:
• Careers and employability support, including help with career planning, understanding the job market and strengthening your networking skills
• Confidential counselling and support to help students with personal problems affecting their studies and general wellbeing
• Location: The program is delivered at the University of Liverpool Management School.
• Student Life: The School has a thriving international master’s community with a comprehensive, interdisciplinary programme of social and extra-curricular events and dedicated careers and employability support.

UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)

Full-time place, per year £13,750 Part-time place, per year £6,875

International fees

Full-time place, per year £28,000 Part-time place, per year £14,000 Fees stated are for the 2024-25 academic year. Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support. You can pay your tuition fees in instalments. All or part of your tuition fees can be funded by external sponsorship. International applicants who accept an offer of a place will need to pay a tuition fee deposit. Additional costs This could include buying a laptop, books, or stationery.