BA (Hons)

Sport Marketing

Teaching & Learning

Gain insight into the unique aspects of the Sport Marketing discipline, the marketing of sport and marketing through sport in a changing global environment. You will understand how to navigate the Sport Marketing environment, traditional vs. Sport Marketing principles, consumer behaviour, marketing research, sport product offer, marketing mix, strategic and marketing planning, integrated marketing communications, sponsorship, branding, relationship marketing and digital marketing.

The tabs below detail what and how you will study in each year of your course. The balance of assessments and overall workload will be informed by your core modules and the option modules you choose to study – the information provided is an indication of what you can expect and may be subject to change. The option modules listed are also an indication of what will be available to you. Their availability is subject to demand and you will be advised which option modules you can choose at the beginning of each year of study.

What you'll learn

Explore the latest trends and challenges facing the sport business industry. You'll examine how these issues affect various aspects of sport business management. During your study, you'll learn about different stakeholders involved in the sport industry and how they influence the decision-making process. You'll critique case studies from various sport organisations, both domestic and international, to understand how these issues manifest themselves in practice and how they can be addressed. By the end of the module, you'll have developed an understanding of the complex and dynamic nature of the sport business industry. In addition, you’ll be able to evaluate and propose solutions to existing contemporary issues.
This module provides an introduction to personal, professional and academic skill development. It focuses on developing core skills for a career in sport business management or sport marketing, such as creativity, enterprise, teamwork, communication, research and leadership. You'll also begin the process of career planning.
Sport is one of society's major economic activities and knowledge of the role marketing plays in the sport business landscape has emerged as a valuable asset. On this module you will develop an understanding of the unique nature and application of sport marketing principles and processes to the sports industry, as it becomes ever an integral element in the landscape of sport business.
Gain a comprehensive understanding of the transformative role of new and emerging digital technologies in sport marketing. Through this module, you'll learn how these technologies are used to both create and sustain competitive advantage for sport organisations and enhance the sport consumer experience. You'll be equipped with the foundational knowledge of data analytics and the role of big data in sport marketing decision-making processes. Additionally, you'll learn how to analyse and interpret data to make informed decisions that lead to improved consumer experience. The module will help you to recognise the processes of creativity in the innovation cycle for delivering unique value to sport consumers. You'll learn how innovation is essential for developing new and unique products and services that meet the evolving needs and demands of sport consumers. Furthermore, you'll develop your communication skills as you communicate information on innovative products and services in the sports industry through different graphical and visual representations.
Understand the impact of consumer attitudes and behaviour in differentiating, diversifying and competing in the crowded sport marketplace. You will have the opportunity to study sport consumers in a variety of global contexts and you will be introduced to the challenges sport marketers face when examining the sociological, psychological and situational factors that impact the sport consumer decision making process from an 'active' and 'passive' participant. You will look at diverse customer segments and the role of relationship management to ensure sport organisations can attract, engage and build loyalty to impact future consumption.
Gain a comprehensive understanding of the foundational communication theories and their application in the sports media and marketing industry. You'll learn about the national and global contexts of both traditional and digitally transformed sports media ecology. This will include the latest trends, technologies, and practices used in the industry. You'll evaluate past and current contexts related to social issues such as racism, sexism, genderism, and ableism in local, national, and global sports media ecology. Additionally, you'll learn how these issues impact the sports industry and how media can be used as a tool to address them. This module will also develop your communication skills. You'll have the opportunity to communicate your knowledge on the past, current, and future of sports media ecology through different traditional and digital content formats. By the end of this module, you'll be able to create engaging and impactful content that effectively communicates your knowledge of the sports media industry.
Explore the latest trends and challenges facing the sport business industry. You'll examine how these issues affect various aspects of sport business management. During your study, you'll learn about different stakeholders involved in the sport industry and how they influence the decision-making process. You'll critique case studies from various sport organisations, both domestic and international, to understand how these issues manifest themselves in practice and how they can be addressed. By the end of the module, you'll have developed an understanding of the complex and dynamic nature of the sport business industry. In addition, you’ll be able to evaluate and propose solutions to existing contemporary issues.
This module provides an introduction to personal, professional and academic skill development. It focuses on developing core skills for a career in sport business management or sport marketing, such as creativity, enterprise, teamwork, communication, research and leadership. You'll also begin the process of career planning.
Sport is one of society's major economic activities and knowledge of the role marketing plays in the sport business landscape has emerged as a valuable asset. On this module you will develop an understanding of the unique nature and application of sport marketing principles and processes to the sports industry, as it becomes ever an integral element in the landscape of sport business.
Gain a comprehensive understanding of the transformative role of new and emerging digital technologies in sport marketing. Through this module, you'll learn how these technologies are used to both create and sustain competitive advantage for sport organisations and enhance the sport consumer experience. You'll be equipped with the foundational knowledge of data analytics and the role of big data in sport marketing decision-making processes. Additionally, you'll learn how to analyse and interpret data to make informed decisions that lead to improved consumer experience. The module will help you to recognise the processes of creativity in the innovation cycle for delivering unique value to sport consumers. You'll learn how innovation is essential for developing new and unique products and services that meet the evolving needs and demands of sport consumers. Furthermore, you'll develop your communication skills as you communicate information on innovative products and services in the sports industry through different graphical and visual representations.
Understand the impact of consumer attitudes and behaviour in differentiating, diversifying and competing in the crowded sport marketplace. You will have the opportunity to study sport consumers in a variety of global contexts and you will be introduced to the challenges sport marketers face when examining the sociological, psychological and situational factors that impact the sport consumer decision making process from an 'active' and 'passive' participant. You will look at diverse customer segments and the role of relationship management to ensure sport organisations can attract, engage and build loyalty to impact future consumption.
Gain a comprehensive understanding of the foundational communication theories and their application in the sports media and marketing industry. You'll learn about the national and global contexts of both traditional and digitally transformed sports media ecology. This will include the latest trends, technologies, and practices used in the industry. You'll evaluate past and current contexts related to social issues such as racism, sexism, genderism, and ableism in local, national, and global sports media ecology. Additionally, you'll learn how these issues impact the sports industry and how media can be used as a tool to address them. This module will also develop your communication skills. You'll have the opportunity to communicate your knowledge on the past, current, and future of sports media ecology through different traditional and digital content formats. By the end of this module, you'll be able to create engaging and impactful content that effectively communicates your knowledge of the sports media industry.

What you'll learn

This module will enhance your knowledge and skills, support the development of your professional profile, and create solid foundations for you to work towards achieving your career aspirations. It will enable you to enhance your employability through the development of context-specific and transferable skills. You'll be supported to audit, select, engage in, and complete work-based learning activities to help boost your career prospects.
Understand the changing sport broadcast landscape and critically analyse the dilemmas of rights holders, the use of multi-digital and social media, as well as strategies to engage consumers. You will also consider the power and influence of sponsors, the issue of ambush marketing and major sport events, and the importance of brand management, analytics and tracking exposure and engagement across various platforms.
Sport fans and consumers are increasingly surrounded by media and marketing-related messages. This comes as a result of the digital and technological advancements transforming the way in which we interact with each other and sport organisations. This also creates marketing opportunities and challenges for organisations when trying to attract, engage, persuade, and influence consumption related outcomes. This module will enable you to gain an in-depth understanding of the marketing communications mix from both a theoretical and practical perspective. You'll explore how different forms of communications work together for a synergistic effect. You'll also be able to apply integrated marketing communications principles to evaluate and develop sport marketing campaigns.
Build on your research and study skills acquired in year one. You'll become a consumer of research which will help prepare you for other second-year modules and your Final Year Project. By the end of the module, you'll be able to search for and apply relevant literature and theory, choose research designs to address research enquiries, analyse and interpret empirical data, and present research findings. You'll achieve this by participating in practical sessions that apply theory in practice.
Gain a critical insight into the growth and development of sport sponsorship in a global and local context. You will acquire knowledge into the sponsorship management processes from a rights owner and sponsors perspective in order to understand the relationship and relevance to strategic decision-making.
This module will enhance your knowledge and skills, support the development of your professional profile, and create solid foundations for you to work towards achieving your career aspirations. It will enable you to enhance your employability through the development of context-specific and transferable skills. You'll be supported to audit, select, engage in, and complete work-based learning activities to help boost your career prospects.
Understand the changing sport broadcast landscape and critically analyse the dilemmas of rights holders, the use of multi-digital and social media, as well as strategies to engage consumers. You will also consider the power and influence of sponsors, the issue of ambush marketing and major sport events, and the importance of brand management, analytics and tracking exposure and engagement across various platforms.
Sport fans and consumers are increasingly surrounded by media and marketing-related messages. This comes as a result of the digital and technological advancements transforming the way in which we interact with each other and sport organisations. This also creates marketing opportunities and challenges for organisations when trying to attract, engage, persuade, and influence consumption related outcomes. This module will enable you to gain an in-depth understanding of the marketing communications mix from both a theoretical and practical perspective. You'll explore how different forms of communications work together for a synergistic effect. You'll also be able to apply integrated marketing communications principles to evaluate and develop sport marketing campaigns.
Build on your research and study skills acquired in year one. You'll become a consumer of research which will help prepare you for other second-year modules and your Final Year Project. By the end of the module, you'll be able to search for and apply relevant literature and theory, choose research designs to address research enquiries, analyse and interpret empirical data, and present research findings. You'll achieve this by participating in practical sessions that apply theory in practice.
Gain a critical insight into the growth and development of sport sponsorship in a global and local context. You will acquire knowledge into the sponsorship management processes from a rights owner and sponsors perspective in order to understand the relationship and relevance to strategic decision-making.

Option modules may include

Develop your understanding of relevant social science perspectives applied to contemporary soccer. You'll learn to relate these critical approaches to important contemporary issues within the sport.
Study the key concepts supporting sports events. This module will provide essential knowledge relating to the dynamic planning processes involved. You'll study the manager’s role in the organisation and delivery of successful events. You'll also engage in experiential learning where you'll work with external partners to deliver industry insight. You'll achieve this as you undertake a portfolio of experiences at sports events.
Develop the applied knowledge of how economic principles apply to the sport industry through analysis of current contemporary issues such as athletes' salaries, valuating professional athletes and impacts of mega events.
Enterprise and the development of new SME’s is a vital engine of sport business and economic growth. It is also a growing aspiration amongst students to launch business start-ups. This module will equip you with a greater understanding of the application of enterprise skills to increasing income. You'll develop knowledge of the process, circumstances, considerations and barriers to enterprise planning and development within sport.
This module will give you a broad understanding of the legal principles which arise in contemporary sport business. You'll be introduced to the relationship between sport and the law and get an overview of sports regulation and jurisprudence and its impact on sports delivery. The module will also introduce you to the judiciary systems in England and Wales and the role of European and international sport law. Ultimately, you'll draw together your knowledge gained from previous modules to gain an understanding of the role of law and case law in the sports environment.
Develop your understanding of relevant social science perspectives applied to contemporary soccer. You'll learn to relate these critical approaches to important contemporary issues within the sport.
Study the key concepts supporting sports events. This module will provide essential knowledge relating to the dynamic planning processes involved. You'll study the manager’s role in the organisation and delivery of successful events. You'll also engage in experiential learning where you'll work with external partners to deliver industry insight. You'll achieve this as you undertake a portfolio of experiences at sports events.
Develop the applied knowledge of how economic principles apply to the sport industry through analysis of current contemporary issues such as athletes' salaries, valuating professional athletes and impacts of mega events.
Enterprise and the development of new SME’s is a vital engine of sport business and economic growth. It is also a growing aspiration amongst students to launch business start-ups. This module will equip you with a greater understanding of the application of enterprise skills to increasing income. You'll develop knowledge of the process, circumstances, considerations and barriers to enterprise planning and development within sport.
This module will give you a broad understanding of the legal principles which arise in contemporary sport business. You'll be introduced to the relationship between sport and the law and get an overview of sports regulation and jurisprudence and its impact on sports delivery. The module will also introduce you to the judiciary systems in England and Wales and the role of European and international sport law. Ultimately, you'll draw together your knowledge gained from previous modules to gain an understanding of the role of law and case law in the sports environment.

What you'll learn

Develop a critical understanding and awareness of contemporary sport branding issues and practices. You will study the role of brands, the concept of brand equity and the advantages of creating strong brands in sport, and you will explore the range of alternative branding strategies available to the sport's marketer, and the different approaches to measuring brand effectiveness.
Build a comprehensive understanding of the digital analytics and metrics used to monitor and evaluate the effectiveness of digital sports marketing activities across various platforms. This will include web, mobile, and social media. You'll enhance your critical thinking and problem-solving skills as you analyse performance metrics and understand how they’re used to offer solutions to sport marketing problems. In addition, you'll acquire the skills to critically analyse the use of emergent digital technologies in sports marketing. You'll use this knowledge to apply the insights they generate to optimise marketing activities.
Undertake an extended and largely independent piece of work that demonstrates research skills, critical thinking, and an awareness of ethical methodological approaches to study. You'll be provided with a choice of project types that reflect the key knowledge, skills and attributes of graduate careers associated with your course. This could be in the form of a traditional dissertation, consultancy project or business or marketing plan. This module will help you to generate new knowledge that has practical value and will prepare you for a career in your desired field.
Develop your sport marketing skills and competencies through a 'real life' marketing simulation. You'll build on the knowledge and skills acquired in previous modules to produce a culturally appropriate, professional, and ethical strategic marketing plan. Your plan will provide integrated marketing solutions that address the micro and macro environmental factors for sport organisations, partners, and agencies.
Develop a critical understanding and awareness of contemporary sport branding issues and practices. You will study the role of brands, the concept of brand equity and the advantages of creating strong brands in sport, and you will explore the range of alternative branding strategies available to the sport's marketer, and the different approaches to measuring brand effectiveness.
Build a comprehensive understanding of the digital analytics and metrics used to monitor and evaluate the effectiveness of digital sports marketing activities across various platforms. This will include web, mobile, and social media. You'll enhance your critical thinking and problem-solving skills as you analyse performance metrics and understand how they’re used to offer solutions to sport marketing problems. In addition, you'll acquire the skills to critically analyse the use of emergent digital technologies in sports marketing. You'll use this knowledge to apply the insights they generate to optimise marketing activities.
Undertake an extended and largely independent piece of work that demonstrates research skills, critical thinking, and an awareness of ethical methodological approaches to study. You'll be provided with a choice of project types that reflect the key knowledge, skills and attributes of graduate careers associated with your course. This could be in the form of a traditional dissertation, consultancy project or business or marketing plan. This module will help you to generate new knowledge that has practical value and will prepare you for a career in your desired field.
Develop your sport marketing skills and competencies through a 'real life' marketing simulation. You'll build on the knowledge and skills acquired in previous modules to produce a culturally appropriate, professional, and ethical strategic marketing plan. Your plan will provide integrated marketing solutions that address the micro and macro environmental factors for sport organisations, partners, and agencies.

Option modules may include

Gain an in-depth understanding of how sport has become a global phenomenon. You'll draw upon your existing knowledge and skills to unpick the historical, geopolitical, economic, technological, media, and ideological drivers to sport globalisation. You'll learn how to make informed decisions when developing global strategies within sport business. You'll also begin to understand the response of global organisations to the features and influences of the sports business environment.
Examine contemporary issues in sport governance across a variety of sport business contexts. Your studies will take a multidisciplinary approach, drawing on policy, law, sociology and relevant research, beginning with theories and models of governance. You will look at good governance in a range of business contexts and at regulatory oversight of governance in sport business, using appropriate cases or examples of good governance and failures as learning tools. You will critically examine areas such as corruption in sport, whistleblowing, international anti-doping governance.
Develop an awareness of the concepts, theory, policy and practice associated with SPD. You will draw upon various concepts and theories (such as hegemony, post-colonial, change and action, leadership, project and programme management) to illuminate the complex power and processes inherent in the practices of SPD.
Gain theoretical and practical knowledge of project leadership and creativity concepts, theories, and techniques as applied to sport-related projects. Using project management tools and techniques, you'll learn how to effectively plan, execute, monitor and evaluate sport-related projects. You'll also be able to apply creative problem-solving techniques to address project challenges and opportunities. In addition, you'll develop effective communication, collaboration, and stakeholder management skills necessary for project success.
Enhance your employability and future career prospects by undertaking a year’s paid placement between years 2 and 3. You'll have the opportunity to develop business contacts and professional networks, gain understanding of the jobs and career market and develop key employability and professional skills.
Gain an in-depth understanding of how sport has become a global phenomenon. You'll draw upon your existing knowledge and skills to unpick the historical, geopolitical, economic, technological, media, and ideological drivers to sport globalisation. You'll learn how to make informed decisions when developing global strategies within sport business. You'll also begin to understand the response of global organisations to the features and influences of the sports business environment.
Examine contemporary issues in sport governance across a variety of sport business contexts. Your studies will take a multidisciplinary approach, drawing on policy, law, sociology and relevant research, beginning with theories and models of governance. You will look at good governance in a range of business contexts and at regulatory oversight of governance in sport business, using appropriate cases or examples of good governance and failures as learning tools. You will critically examine areas such as corruption in sport, whistleblowing, international anti-doping governance.
Develop an awareness of the concepts, theory, policy and practice associated with SPD. You will draw upon various concepts and theories (such as hegemony, post-colonial, change and action, leadership, project and programme management) to illuminate the complex power and processes inherent in the practices of SPD.
Gain theoretical and practical knowledge of project leadership and creativity concepts, theories, and techniques as applied to sport-related projects. Using project management tools and techniques, you'll learn how to effectively plan, execute, monitor and evaluate sport-related projects. You'll also be able to apply creative problem-solving techniques to address project challenges and opportunities. In addition, you'll develop effective communication, collaboration, and stakeholder management skills necessary for project success.
Enhance your employability and future career prospects by undertaking a year’s paid placement between years 2 and 3. You'll have the opportunity to develop business contacts and professional networks, gain understanding of the jobs and career market and develop key employability and professional skills.

This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.

Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.