Meet your Programme Director

Our unique sporting environment and opportunities to work alongside world-leading athletes and industry professionals, also allow you to gain the practical experience sought after by graduate employers. This unrivalled student experience is just one of the reasons we are ranked as the number 1 university in the world for sport-related subjects (QS University Rankings).

This programme gives you a thorough understanding of sport business, the economics of sport, sport marketing and media or sport policy, governance and law, and more.

Teaching in all of these areas is delivered by research-active academics, like Peter, who are driving forward understanding of the skills and techniques required to excel within the sector.

Peter’s primary research interests are in sports marketing, and more specifically in the areas of sport sponsorship strategy and evaluation.

Learning from real life situations in a global context

I am fascinated about the relations between consumers and sport brand's strategic use of sponsorship.

Insights from my research on how athlete brand image affects psychological commitment and sponsor responsibility are central to the Global Sport Marketing and Media module and the Managing Strategy Development in Sport Organisations module that I teach. This research identified which aspects of an athlete’s brand image most strongly influence consumers’ psychological commitment. These insights help managers allocate resources more efficiently and effectively to make the most of athletes’ images.

One of the main benefits for students is that you will be learning from real life situations in a global context, and you will be able to relate these issues to the context of the country which you come from when looking for employment.

Our graduates are known around the world for their engagement in the sport sector. Many of our graduates go on to work for professional sports teams, sport marketing and sponsorship agencies, and sport governing institutions.

Impact of research on your learning

It is the opportunity to benefit from world-leading research, which makes this programme so exciting. Loughborough is known for its outstanding student experience and excellent facilities. Most importantly, you’ll learn from international academics who are leading cutting-edge research throughout your time at the University.

"We hope our programme will give you the knowledge, and the inspiration, you need to succeed."

If you have any questions about your offer or your course, please get in touch with us.