Course summary

Sport is a global phenomenon that captivates audiences and transcends boundaries. Underpinning it all, the business side of sports is a dynamic, competitive industry in its own right, involving instantly recognisable brands and hugely popular products, services and events. Our Sport Business Management course equips you to meet the industry’s need for technically competent, customer-oriented and commercially-minded practitioners who can apply their knowledge across the domestic and international sports markets. You’ll graduate with core management skills and an understanding of key contemporary issues in sport business – from marketing and branding, to sponsorship, event management and corporate social responsibility. Everything you study will be rooted in the needs of industry, and you’ll be taught in realistic, sports-based working environments. Stirling is one the best places to study sport in the UK and provides a unique context for your studies. We’re Scotland's University for Sporting Excellence and were awarded UK Sports University of the Year 2020 (The Times and The Sunday Times Good University Guide). We're also 1st in Scotland for sports research with 80% of our research in Sport and Exercise Sciences and 80% of our research in Business and Management Studies classed as world leading or internationally excellent (REF 2021). Your career in the sports business starts here.