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Sport Management and Marketing

MSc

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Key information

Key information for 2026-27

Start date:
October 2026
Study route:

  • One year full-time, on campus

  • Two years part-time, on campus

Status:
Fully approved
Location:
Birkbeck Campus, Central London
Awarding body:
University of London
Study options:
Full-time | Part-time | On campus

Course overview

This MSc Sport Management and Marketing is designed to offer you a unique blend of theoretical insights and practical application. It is ideal if you are an ambitious graduate wishing to advance your understanding of sport and marketing and gain an advantage in a rapidly evolving and competitive industry.

  • Why choose this course?
    • This well-established and respected course has been running for more than 25 years and follows an industry-relevant curriculum, ensuring your knowledge of the field is up to date and relevant.
    • It provides you with career-enhancing networking opportunities with links with top sport organisations and expert speakers, including high-level alumni.
    • You will learn alongside students from a range of personal and professional backgrounds in a learning environment that is fun, constructive and intellectually stimulating.

  • What will I learn?

    Combining insight from a range of industry guest speakers and expertise from internationally renowned academics, this course offers you a sharp analysis of contemporary sport management and marketing practices, alongside access to leading research in the field.

    You will study key aspects of sport management and marketing, including:

    • economics
    • governance and strategy
    • branding
    • digital marketing and promotion
    • the wider social, political and cultural aspects of sport.

  • How will I learn?

    You will learn via a dynamic mix of lectures, interactive seminars, guest speaker sessions and independent study. This rewarding combination of learning opportunities will develop your analytical skills and provide you with the networking opportunities you need to develop your career in the sport industry.

    This course is available to study full- or part-time and follows an evening timetable with classes in the evening.

  • How often will I attend classes?

    Full-time: Two to three evenings a week, October to July.

    Part-time: One to two evenings a week, October to July.

  • Pathways

    This course has additional Pathways to offer you the chance to specialise depending on your interests and career goals.

  • Course disclaimer

    Birkbeck makes all reasonable efforts to deliver educational services, modules and programmes of study as described on our website. In the event that there are material changes to our offering (for example, due to matters beyond our control), we will update applicant and student facing information as quickly as possible and offer alternatives to applicants, offer-holders and current students.

    Most of our courses are taught in the evenings, however some of our courses offer a daytime timetable. Where there is an option to attend daytime teaching sessions, this is stated in the How will I learn? section.

More highlights

  • You will study in the heart of London, with access to cultural highlights, as well as top sport organisations and extensive professional networks.
  • We have well-established links with expert guest speakers and industry professionals across a whole range of sport organisations, including UEFA, the FA, the Premier League, F1, UK Sport, Sport England, ECB, RFU, Premier League clubs and many others.
  • Our staff are active researchers who publish in the top academic journals, as well as engaged classroom teachers who are committed to supporting students in their academic and professional progress.
  • This course is directly associated with the Birkbeck Sport Business Centre, one of the world's leading centres for sport management research, teaching, training, consultancy and policy advice.
  • Birkbeck’s outstanding career support offers personalised coaching, tailored career programmes, micro-placements and digital skills development, ensuring you are fully prepared to thrive in today's dynamic job market.
  • The Birkbeck Women in Sport Scholarship is offered to an excellent and deserving female student.

Modules and Teaching

Birkbeck Business School

The school is research-driven across a wide range of disciplinary themes with academic staff who create new knowledge, push boundaries and publish in leading academic journals.

Visit the school

Entry requirements

Our standard entry requirements for postgraduate courses are a second-class honours degree (2:2) in any area of study from a UK university, or an equivalent international qualification - find details of entry requirements and equivalencies for over 120 countries world-wide.

We welcome applicants without traditional entry qualifications as we base decisions on our own assessment of qualifications, knowledge and previous work experience. We may waive formal entry requirements based on judgement of academic potential.

On your application form, please list all your relevant qualifications and experience, including those you expect to achieve.

Apply now to secure your place. The earlier you apply, the sooner your application can be considered, and you can enrol. You do not need to have completed your current qualification to start your application.

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Fees

MSc: One year full-time or two years part-time, on campus, starting in October 2026

Academic year 2026-27

Part-time home students: £7,800 per year
Full-time home students: £15,600 per year
Part-time international students: £12,195 per year
Full-time international students: £24,390 per year

Students are charged a tuition fee in each year of their course. Tuition fees for students continuing their course may be subject to annual inflationary increases. For more information, please see the Fees Policy.

Discover the financial support available to you to help with your studies at Birkbeck.

Birkbeck's campus is located in the historic and vibrant Bloomsbury area of central London - named one of the best places to live in London 2025 by The Times.

Careers and employability

On successfully graduating from this MSc Sport Management and Marketing, you will have gained an array of important transferable skills, including:

  • analytical skills to evaluate complex scenarios and devise innovative solutions
  • advanced communication techniques essential for influencing stakeholders and driving change
  • the ability to lead and manage teams effectively, making informed strategic decisions.

Studying this MSc will prepare you for management and leadership roles in a wide range of organisations. Possible roles include:

  • manager
  • consultant
  • analyst
  • agent
  • administrator
  • policy adviser.

Graduates from this course have gone on to be employed at the following organisations:

  • Arsenal Football Club
  • Alpine F1 Team
  • beIN Media
  • Borussia Dortmund
  • Brentford Football Club
  • Deloitte
  • FIFA
  • The Football Association
  • The Football Foundation
  • J-League Europe
  • The Lawn Tennis Association
  • Sky Sports
  • Tottenham Hotspur Football Club
  • YouGov Sport.

We offer a comprehensive careers service - Careers and Enterprise - your career partner during your time at Birkbeck and beyond. At every stage of your career journey, we empower you to take ownership of your future, helping you to make the connection between your experience, education and future ambitions.

Student support

Birkbeck offers study, learning and wellbeing support to undergraduate and postgraduate students to help them succeed.

Our Learning Development Service provides a lively programme of free weekly workshops building essential academic skills - from writing and critical thinking to maths and referencing - offering flexible sessions, practical tips, and online resources to boost your skills and confidence.

Our Disability and Mental Health Service can support you if you have disabilities, specific learning differences, mental health conditions or neurodivergence, by providing practical support to help you achieve your academic potential.

Our Counselling Service aims to support you with any emotional and psychological difficulties that are affecting your experience and engagement with your studies at university. It is a free, non-judgemental and confidential service which consists of a consultation process followed by time limited counselling contact.

Find out more about the full range of student services we offer at Birkbeck.

How to apply

You apply directly to Birkbeck for this course, using the online application link.

You will need to prove your identity when you apply. Find out more about how to apply.

Study routes for Sport Management and Marketing (MSc)

Please select a study route below to continue your application.

Please note that international students who require a Student visa to study in the UK can only apply for full-time, on campus routes.

Starting in October 2026

Full-time

Part-time