Sport Marketing MSc

Entry requirements:
2:1 +
1 year
up to 4 years
Start date:
October 2018
UK/EU fees:
International fees:



in the world for sport

QS World University Ranking by Subject 2017.


University of the Year for Sport

The Times Good University Guide 2017


New for 2018, our MSc Sport Marketing programme will provide you with a robust understanding of the key principles of marketing, whilst delivering the latest best-practice from industry so that you compete as a marketer in the fast-paced and ever-evolving sport business sector.

Our MSc Sport Marketing programme has been designed to give you a comprehensive understanding of sport marketing, and will provide you with the skills needed to address associated challenges in the most effective way.

Through world-class teaching from our academics, 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 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 practical modules such as the Collaborative Project and Design Innovation Project.

The Institute for Sport Business is proud to partner with a number of London-based leaders in sport, including World Rugby, BT Sport, CSM Strategic, West Ham United Foundation, Global Sports Jobs, Chelsea Football Club, and Sport Industry Group. Being surrounded by inspiring leaders of sport will enable you to experience leadership in various different contexts and gain first-hand perspectives of effective leadership from top leaders in the field.

What makes this programme different?

  • Understand the latest developments and discoveries in the field of sport marketing
  • Learn from renowned industry leaders in sport, including World Rugby, BT Sport, West Ham Football Club Foundation, Chelsea Football club and more
  • Gain a postgraduate qualification from the world's #1 university for sport (QS World Rankings by Subject 2017)
  • Be inspired by a world-class sporting environment, with some of the world’s most iconic sporting venues on your doorstep, including the London 2012 Acquatics Centre and Velodrome
  • Learn from and network with pioneering thought-leaders from a range of organisations, from small entrepreneurial start-ups to multi-national corporations

Who should study this programme?

If you are looking for a marketing and communications role within the sport sector, then this programme is for you. You will gain insights from current sport business professionals and will undertake careful analysis of existing sport marketing campaigns so that you can uncover the tools needed for success.

Entry requirements

An honours degree (2:1 or above) or equivalent overseas qualification recognised by Loughborough University.

English Language Requirements

The standard University IELTS English language requirement is 6.5 overall with 6.0 in each individual element (reading, writing, listening and speaking).

What you'll study

The Institute for Sport Business delivers teaching from world class academics, influential thought leaders and inspiring professionals who share a passion for sport business.


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. 


  • 40% Sponsorship Pitch
  • 60% Marketing Plan

Strategic Marketing Management

By the end of this module you will be able to perform a critical analysis of the way in which an organisation positions its products and services in a market. This module examines recent developments in marketing thinking and market strategy development and focuses on the dynamic aspects of market strategy development. We will investigate the current issues facing the sector, including relationship and Internet marketing. This, alongside use of a simulation exercise, will provide you with practical experience of the development and adjustment of strategies in an integrative manner. The module draws on key theories in strategic marketing management, building on the latest academic insights into market orientation, segmentation and positioning, value-creating strategies, branding and customer retention.

Learning Outcomes

On completion of this module, you should be able to:

  • Demonstrate a critical awareness of the factors involved in the 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 skills 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


  • Case analysis (40%)
  • Report (60%)

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.


100% Coursework consisting of:

  • 20% Group project proposal
  • 20% Individual reflection
  • 30% Final Project Report
  • 30% Project deliverables to the client

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%)

International Marketing

This module will build on your understanding of the principles of international marketing whilst providing you with an understanding of the key concepts and issues related to international marketing. This will enable you to develop your own decision-making skills for the formulation and implementation of international marketing plans.

Learning Outcomes

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 international marketing;
  • 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;


  • Coursework (50%)
  • Exam (50%)

Design Innovation Project

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

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

Learning Outcomes

On completion of this module you 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


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 your 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 you will complete a project as part of your 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:

  • 20% Literature review
  • 20% Research proposal
  • 60% Dissertation report/essay

Optional modules

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


  • 40% Essay
  • 40% Project
  • 20% Presentation

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 


  • 40% executive dashboard report
  • 40% group case study analysis
  • 20% predictive regression model

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

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. 


  • 50% in-class tests
  • 50% report

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; 


  • 20% Presentation
  • 40% Case Study Analysis
  • 40% Group Report

How you will be assessed

You will complete a combination of written and practical assessments. You can expect to complete essays and reports of varying lengths, as well as presentations, proposals and pitches in some cases. For information about the assessments you will be expected to complete for each module, please see the module lists for this programme.

How you'll study

Independent study
Group work
Practical sessions

Your personal and professional development

New for 2018, our MSc Sport Marketing programme has been carefully designed to empower you with right knowledge and skills to progress into a range of marketing roles within the sport business sector.

Future career prospects

An MSc in Sport Marketing will prepare you for careers in middle and senior marketing positions in range of sectors, including commercial, not-for-profit and international sporting organisations.

Postgraduate-level knowledge of marketing theory and practice will prepare you for careers in and beyond specialist marketing, advertising and PR agencies. Marketing plays an integral role for most organisations and businesses, which means your skills and experience will be highly sought after by all industry sectors.

Opportunities of particular interest may include careers in commercial sporting organisations, as well as international governing bodies of sport and the government. You will also have access to the training and development to establish your own sport enterprise if desired.

Graduates may also wish to enhance their knowledge and career prospects further by undertaking a PhD programme with the Institute for Sport Business.

Your personal development

Enterprise Through the Curriculum is an intrinsic element of every master’s programme at Loughborough University London and has been carefully designed to give students the best possible chance of securing their dream role.

From employability profiling to live group projects set by a business or organisation, and from site visits to organisation-based dissertation opportunities, Loughborough University London is the first of its kind to develop a suite of activities and support that is positioned as the underpinning of every student’s experience.

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. 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.

Our academics

Our academics are actively involved in a variety of industry sectors and have links with innovative organisations who work with us on a variety of projects.