MSc Sports Marketing

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Today, sport is a global business catering to ever-larger audiences, using increasingly sophisticated channels. 

There are new markets to explore and new income streams to harness. And as it grows, it evolves, with new trends developing - like the growth of AR and VR technologies - offering a world of opportunity.

This course is designed to make the most of that opportunity. While it offers a specialist sports perspective, it all starts with marketing. You'll cover aspects both traditional and cutting-edge, then see how it all fits in the world of sport. From there, you'll be ready to tackle your dissertation, where you will focus academic research on a topic directly related to your interests.

A global industry

Sport is a product that’s almost universal. That offers a variety of exciting career possibilities for graduates who combine professional marketing skills with an in-depth understanding of sport. This course provides it all.

It’s a marketing qualification set in the context of sport. So you’ll get to grips with various different elements of marketing, like digital marketing strategies and marketing communications as well as looking into specialist areas in sports marketing. By the time you leave us, you’ll be equipped to take on a range of roles in this fast-paced and exciting sector.

Features and Benefits

  • A specialist combination – One of the few courses in the country that mixes marketing and sport, with a real focus on professional marketing principles. 
  • Triple crown - study in a Business School that has prestigious triple accreditation from EQUIS, AACSB and AMBA.
  • Expert teaching team – Learn from specialists at the forefront of sport marketing theory, who bring their professional experience and insight into the classroom. 
  • Informed by research – With our links to the Sport Policy Unit, our course is shaped by research at the cutting edge of sport, nationally and globally.
  • Links with the sport industry – Our connections with the Rugby Football League, Manchester City Football Club and British Cycling (among others) give you access to industry professionals, through guest speakers, events and potential partnership projects.
  • Sports volunteering – Our placement teams have built fantastic contacts with sports organisations, offering opportunities to make volunteering a part of your postgraduate studies.
  • A city made for sport – Manchester is a capital of sports, with major arenas, global clubs and a wide range of events. There’s a world of sporting opportunity on our doorstep.
“The masters in sports marketing blends a specialism in sport with core marketing principles and techniques.” Dr Leah Gillooly, Senior Lecturer

Accreditations, Awards and Endorsements

“At Manchester Met, you will be taught by a team of people who have got real practitioner experience. Together we can help you find your direction and what you want to do in the future.”

David Edmundson-Bird, Principal Lecturer in Digital Marketing

Career Prospects

The course might be based in the UK, but sports marketing is a field that translates across the world, offering possibilities with national and international organisations, not to mention global brands. And, while it’s a specialist course focused on the world of sport, it’s rooted in marketing principles and techniques that are valuable across a range of sectors.

Studying in Manchester puts a city obsessed with sport on your doorstep – with a range of brands, professional bodies, venues and events, all offering career-boosting opportunities. From volunteering, internships and community work, to networking opportunities and guest lectures, there’s plenty for you to get stuck into. 

By the time you leave us, you should be ready to tackle a range of roles in a sports marketing agency, in sponsorship and consultancy, or as part of an in-house marketing or events team with anyone from a local authority to a global sports brand.

Learn more about graduate careers

Entry requirements

You’ll need a good UK honours degree – at least a 2:2 – or the international equivalent. 

Overseas applicants will require IELTS with an overall score of 6.5 with no less than 5.5 in any category, or an equivalent accepted English qualification. Accepted English qualifications can be viewed here.


"We teach a mainstream core curriculum in economics, international business, the impact of sports governance and the development of sport as a business. But as a modern university, we go much beyond that...."

Listen to what Donna Lee, Head of Department, has to say about studying at Manchester Metropolitan University..

Course details

Sport is a global industry that offers a world of opportunity to graduates. This course is designed to help you make the most of that opportunity. 

Because the course is built on a well-rounded – and transferrable – understanding of marketing techniques and principles, it’s open to graduates of any subject. So it’s an ideal option if you’ve studied a business-related field and you’d like to focus on this area, or if you want to build on sports studies with some professional, business-focussed skills. It’s also a valuable option if you’re a marketing professional looking for the extra skills and recognised qualification to give your career a boost.

While the course offers a specialist sports perspective, it all starts with marketing skills and understanding. You’ll cover aspects both traditional and cutting-edge, learning about digital and content strategies and marketing communications. Then you’ll see how it all translates in the world of sport, thinking critically about which approaches fit – and how the unique features of sport might demand something different. With specialist sport-focussed units, you’ll look at managing sponsorship and how to engage fans and consumers.

Option units will give you the chance to dig deeper into specialist areas that interest you – such as Sport Law or Sports Events Management. From there, your dissertation project goes further, offering the opportunity to pick your own topic within the sports marketing arena for you to research, dissect and write about.

Over the course of the first two terms, you’ll study six core units – covering everything from masters-level learning and digital strategy to sports marketing and marketing communications – plus two option units. In your third term, you’ll focus on your dissertation, exploring a topic of your choice.

Throughout the year, you’ll also have guest lectures from industry figures, together with the chance to take on an internship and opportunities to volunteer with sports organisations.

Read more about this year of study

Core Units

Marketing Communications

This unit introduces students to the important area of marketing communications.  The focus includes market sector analysis, marketing communications planning process, creativity within traditional and digital communications, and integrated campaigns. 

Strategy for Digital

Digital marketing never stays still. Learn about emerging techniques and best practice in the industry. You’ll develop the skills to create a winning digital communications strategy, measure your success and create a seamless experience for clients. 

Content Strategy

With various digital channels, influencers and user-generated content at your disposal, you can create exciting content for your audiences. Learn the theory and techniques behind what it takes to create, measure and optimise digital content. 

Sports Marketing

This unit explores the two main strands of sports marketing: i) the marketing of sport at both professional and grassroots levels; and ii) marketing through sport, including the use of sports sponsorship as a vehicle for building brands.

Critical Perspectives in Sports Marketing

This unit examines a range of emergent perspectives on marketing applied to sport. Key theories and concepts are critiqued with reference to contemporary sports marketing practice and their applicability to 21st century sports organisations.

Masters Level Learning

This unit develops students’ critical thinking, and other advanced study skills, including analysis, writing and referencing skills, to successfully operate at Masters level.

Dissertation - Sports Marketing

In this unit, students are expected to identify, structure, frame and investigate a complex managerial or business issue and produce a substantial written document of their achievements and conclusions.

Likely Optional Units

Digital Measurement and Evaluation

You’ll never improve your campaigns if you don’t understand what’s working and what isn’t. Using an evidence-based approach to measure performance, you’ll evaluate communications strategies and use analytics to gauge success. 

Sports Law

This unit encompasses the field of sports law, focusing on the impact of domestic, European and transnational laws and legal norms on the playing, governance and consumption of sports and sporting events.

Sports Events Management

The unit will develop students’ knowledge of sporting events through the critical examination of issues associated with managing and enhancing the event experience.

Placement options

While this course doesn’t include any placement opportunities as part of the course, you can gain useful work experience through the Business School’s Postgraduate Internship Programme. With a short-term internship, you’ll not only show potential employers that you’re ready to get to work, you’ll also gain some vital experience and make some valuable connections for your professional network.

While an internship involves at least 100 hours of work – starting any time between November and early August – how you do those hours is flexible. You could work full time during a break in your studies, or you might do a day or two a week throughout term time, fitting it around your studies.

Department of Economics, Policy and International Business

Our Economics, Policy and International Business Department advances knowledge on the issues that matter on a contemporary global stage.

The department is committed to teaching excellence and is led by world-class professionals and academic economists. Reacting to the global needs of the digital age, its aim is to enable students to explore the vast areas influenced by economics and policy.

More about the department

Taught by experts

Your studies are supported by a team of committed and enthusiastic teachers and researchers, experts in their chosen field. We also work with external professionals, many of whom are Manchester Met alumni, to enhance your learning and appreciation of the wider subject.

Meet our expert staff


UK and EU students

UK and EU students: Full-time fee: £9,250 per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

UK and EU students: Part-time fee: £4,625 studied per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Non-EU and Channel Island students

Non-EU international and Channel Island students: Full-time fee: £16,000 per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Non-EU international and Channel Island students: Part-time fee: £8,000 studied per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Additional Information

A Masters qualification typically comprises 180 credits, a PGDip 120 credits, a PGCert 60 credits, and an MFA 300 credits. Tuition fees will remain the same for each year of study provided the course is completed in the normal timeframe (no repeat years or breaks in study).

Additional costs

All of the books required for the course are available from the library. The University also has PC labs and a laptop loan service. However, many students choose to buy some of the core textbooks for the course and/or a laptop. Students may also need to print their assignments and other documents. Campus printing costs start from 5p per page. Estimated costs are £300 for a laptop up to £100 for books and printing. Total optional cost: £400

Postgraduate Loan Scheme

Loans of up to £10,906 for many Postgraduate Courses

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Alumni Loyalty Discount

Rewarding our graduates

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How to apply

The quickest and most efficient way to apply for this course is to apply online. This way, you can also track your application at each stage of the process.

Apply online now

If you are unable to apply online, you can apply for postgraduate taught courses by completing the postgraduate application form. There are exceptions for some professional courses – the course information on our on-line prospectus will give you more information in these cases.

Please note: to apply for this course, you only need to provide one reference.

You can review our current Terms and Conditions before you make your application. If you are successful with your application, we will send you up to date information alongside your offer letter.


Programme Review
Our programmes undergo an annual review and major review (normally at 6 year intervals) to ensure an up-to-date curriculum supported by the latest online learning technology. For further information on when we may make changes to our programmes, please see the changes section of our Terms and Conditions.

Important Notice
This online prospectus provides an overview of our programmes of study and the University. We regularly update our online prospectus so that our published course information is accurate. Please check back to the online prospectus before making an application to us to access the most up to date information for your chosen course of study.

Confirmation of Regulator
The Manchester Metropolitan University is regulated by the Office for Students (OfS). The OfS is the independent regulator of higher education in England. More information on the role of the OfS and its regulatory framework can be found at

All higher education providers registered with the OfS must have a student protection plan in place. The student protection plan sets out what students can expect to happen should a course, campus, or institution close. Access our current Student Protection Plan.