Keele University

What you'll study

The programme blends business fundamentals with applied sport-sector subjects. In the early stages you will cover core topics such as principles of management, marketing, organisational behaviour, finance and economics alongside introductions to sport policy and the structure of the sport industry. Modules progress to more specialised study in areas such as sports marketing and sponsorship, event and venue management, commercial strategy, sports law and governance, and performance and data analytics for sport.

Teaching typically includes lectures, small-group seminars, workshops and practical sessions using campus sports facilities and performance-analysis software. Research methods and a business-focused project or dissertation are core components in the final year, giving you the skills to plan and complete applied research or a consultancy-style assignment. There is normally an option to take a placement year in industry or to study abroad, enabling applied learning through internships with clubs, governing bodies, commercial agencies or event organisers.

• Year 1: foundational modules in business and sport, introducing marketing, management, law, and sport-sector structures.
• Year 2: intermediate modules including finance for sport, sponsorship and commercial partnerships, event management, and applied analytics.
• Placement or Year Abroad: optional professional experience or international study to develop employability and sector networks.
• Final Year: advanced topics, elective modules, and a capstone research project or industry-based consultancy.

Entry requirements

Applicants are expected to hold a recognised secondary school qualification such as A-levels, a BTEC or T‑level, or an appropriate Access to Higher Education qualification. Keele considers a range of qualifications and combinations; typical offers reflect standard undergraduate entry levels. Applicants should normally have GCSEs (or equivalent) in English and mathematics.

Mature applicants and those with relevant workplace experience are welcome and may be considered on an individual basis. The programme may also require a personal statement outlining your interest in sport and business and, in some cases, an interview or additional evidence of relevant experience (for example, volunteering, part-time work, coaching or event support).

Career prospects

Graduates move into a wide range of roles across the sport and leisure sector and in related commercial industries. Typical destinations include jobs in sports marketing and sponsorship, event and venue management, club or team administration, commercial operations for federations and governing bodies, participation and community sport roles, media and communications, and performance analysis or operations within professional and grassroots settings.

Skills developed on the programme — including commercial awareness, project management, data literacy, and professional communication — are also valued by wider business employers, commercial agencies and public-sector leisure providers. Many graduates progress to postgraduate study in sport management, marketing, business or specialist areas such as sports law or performance science.

Why study at Keele University

Keele offers a campus-based learning environment with strong interdisciplinary links between business and sport-focused schools, meaning you benefit from expertise across management, economics, and sport and exercise sciences. Teaching is research-informed and delivered in a combination of lectures and small-group seminars, giving access to academic staff and support services.

The university provides on-site sports facilities and performance spaces to support practical learning, and has established links with local and regional sports organisations, clubs and commercial partners to help secure placements and live consultancy projects. Keele’s careers and employability teams provide dedicated support for CV development, placements and graduate recruitment, ensuring students have practical preparation for careers in the sport industry.