Sport Management MSc

This programme will equip you with an expert understanding of sport and the practical experience needed to pursue a variety of exciting roles in the sports industry.


Hear from Sport Management MSc students and recent graduates, and the academic staff, about the opportunities to gain experience in the sport industry during the course.

The Sport Management MSc programme explores the multi-faceted area of sport management, combining specialist sport modules with practical experience in the industry. You will develop the skills to excel in a broad range of roles that make sport organisations run and events happen, including within governing bodies, federations, clubs, sponsors, marketing, the media, government, or heritage organisations.

This course is ideal for individuals with a degree in sport (management, coaching or science), event management, marketing, media, business management or humanities who wish to have a career in the sports industry. 

Practical experience working within a sport organisation is embedded into the programme and you will also be encouraged to volunteer at local, national, and international sporting events. We have excellent industry links and previous students have worked with Leicester Tigers, Nottinghamshire County Cricket Club, Leicester Riders’ Basketball Club and USA Bobsled and Skeleton and at the IAAF Indoor World Championships, British Rowing Indoor Championships, British Triathlon events and British Swimming Championships. Your learning will be enriched by DMU Global, where students have previously visited the Munich Olympic Park, Garmisch-Partenkirchen ski jump, and Allianz Arena.

Key features

  • You can exit the course with a Postgraduate Diploma, Postgraduate Certificate or an Institutional Credit award depending on the credits you have successfully achieved.
  • Study a range of sports to give you knowledge across the industry and develop the expertise that will enable you to work at a local, national and international level.
  • Gain the skills and experience to be well-positioned for this competitive sector. You can get hands-on experience and have the opportunity to investigate a real-world problem for a sporting organisation with a business or heritage focused project.
  • Take part in volunteering opportunities to kickstart your career. We have links to high-profile sporting organisations including the Commonwealth Games, the British Bobsleigh and Skeleton Association, Leicester City Football Club, Leicester Tigers Rugby Football Club, the British Basketball League, Leicestershire County Cricket Club and the Nottingham Open.
  • Through DMU Global you will contextualise your learning, with opportunities to visit sport heritage sites and major sport venues in Germany. 
  • Benefit from mentorship by sport industry professionals and insight from guest speakers who have recently included 2022 Olympic silver medalist Jackie Narracott, a member of Under Armour’s global events team, Matthew Hochberg, the founder of Hochberg Sports Marketing in the USA and Lisa Allan, Competition Manager for the International Judo Federation.
  • Learn in small groups and be part of a strong community in which students from across the globe bring their different perspectives, enhancing your international outlook.
  • Enjoy opportunities with DMUsport which offers over 30 sports clubs and activities.

Talk to our course team

If you would like to find out more about how this course can help you achieve your career ambitions, send a message to our course team [Dr Heather L. Dichter (she/her)] who would be happy to chat to you. Alternatively, you can register for our next postgraduate event or call our course enquirers team on +44 (0)116 2 50 60 70  / WhatsApp: 0797 0655 800.

Meet professional short track speed skater and DMU student Farrell Treacy who is training for a coveted spot on Team GB for the 2022 Winter Olympics.


Follow us on our Sport Management MSc X account.


DMU offers a range of undergraduate and postgraduate scholarships and bursaries to help you realise your academic ambitions.

International Scholarships

Find out about available scholarships and country specific fee discounts for international students. 


More courses like this

Sport Management PG Dip/PG Cert
Management, Law and Humanities of Sport MA
Sports History and Culture MA
Cricket Management PG Cert

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DMU has been shortlisted for the Postgraduate Award in the 2024 Whatuni Student Choice Awards (WUSCAs), as voted for by students.

  • UK
  • EU/International

Programme codes: 

September: N88071 
January: N88081


September: One year full-time, two-years part-time.

January: 18 months.

Start date: January 2024 and September 2024

Fees and funding: 2024/25 full-time tuition fees for UK students: £9,435

Find out more about course fees and available funding.

Find out more about additional costs and optional extras associated with this course.

Programme codes: 

September: N88071 
January: N88081


September: One year full-time.

January: 18 months.

Start date:  January 2024 and September 2024

Fees and funding: 2024/25 tuition fees for EU and international students: £15,800

Find out more about course fees and available funding.

Find out more about additional costs and optional extras associated with this course.

Entry criteria

Entry criteria

You should have the equivalent or above of a 2.2 UK Bachelor’s Honours degree in a relevant subject such as business management, marketing, media, event management, sport (any discipline: management, coaching, science) or humanities.

If you have other professional qualifications and industry experience we will consider your application on an individual basis.

As part of the application, you will be required to write a personal statement which addresses:

  • your motivations for studying Sport Management MSc
  • your experience in sport
  • your motivation for studying Sport Management MSc at De Montfort University and how this course will help you achieve your career goals


Non-standard applicants will be invited to attend an interview.

English language requirements

If English is not your first language an IELTS score of 6.0 overall with 5.5 in each band (or equivalent) when you start the course is essential.

English language tuition, delivered by our British Council-accredited Centre for English Language Learning, is available both before and throughout the course if you need it.

Structure and assessment


Course modules

Teaching and assessment


September full-time start, course structure and options:

Block 1: International Sport: Events, Governance, and Ethics

This module introduces students to the contemporary landscape in global sport, focusing on mega-events, governance and ethics. It uses historical and contemporary approaches and, while teaching students about structures, governance, management, and commercial aspects, encourages critical thinking on political, social, cultural, and economic lines. Ongoing crises in international and national sport, ranging from doping and match-fixing to alleged corruption in governing bodies, mean that no individual within the sport industry can ignore the issue of ethics. It will take as its starting point the creation of national and international sport structures and the boom in major sporting events. The module addresses the historical perspective on how these events have emerged and how they link to the different contexts in which they have flourished before moving into critical contemporary analysis of existing events.

The module considers events through the bidding and hosting processes, infrastructure, security, advertising and marketing, media rights, volunteering, and legacies while also examining the legal and organisational frameworks for sport and exploring a range of thematic case studies of problematic areas in sport, such as doping, violence, discrimination, child protection, the environment, and transgender and human rights. By exploring these issues in a critical academic way, informed by historical and contemporary perspectives, students will develop a clear sense of the challenges facing contemporary sport and an agenda for maintaining excellence and reforming problematic areas. This module will include visits, e.g., to the London Olympic Park.

Students will work in pairs to create a bid book from the perspective of a city and sporting event organiser hoping to host the world championships in a specified sport. The bid book should be 3000-4000 words and incorporate relevant images and designs. Students will also write a 2000-word essay on a different topic.

Block 2: Marketing Principles in Sport and Cultural Event Contexts 

This module provides students with knowledge and understanding of key marketing principles and how to apply them to sport and cultural events in national and global contexts. Students will begin to explore, understand and debate key marketing concepts and relate them both to global sport and cultural event organisations and future opportunities.

Specifically, the module covers a variety of traditional marketing concepts, such as the marketing environment, segmentation, targeting and positioning, the marketing mix, marketing communications, sponsorship and branding, and consumer and audience behaviour. It also provides students with programme-specific content related to marketing in sporting and cultural event contexts within national and global contexts to allow specialist exploration of programme areas. Examples from both international and local sport and cultural event organisations are drawn upon to help students understand the industries. 

Assessment is through a Group Marketing Report (1,500 words per student) and an Essay with Infographic (2,000 words, plus Infographic).

Block 3 and 4:

Sport Heritage

Sporting heritage and legacy is a growing phenomenon. Increasing numbers of sport organisations and clubs are developing ways of showcasing their history and heritage, through such avenues as halls of fame, museums, stadium tours, and heritage-based merchandise. In addition, the non-sporting heritage industry at local and national levels is increasingly taking note of sport, and is promoting sporting heritage through museum displays, commemorative plaques, and sports-themed tourist activities. This module critically explores the development of this phenomenon, linking it to the diversification of the heritage industry, and to sports' and clubs' quest for legacy as part of their identity and brand. It begins by asking what sport heritage is, and by examining the legal, academic, cultural, commercial, and political frameworks within which sport heritage functions. This includes comparisons and contrasts between British and international models. The module will then consider various themes in sport heritage, including museums and halls of fame, heritage tourism, heritage-based merchandise, and heritage strategies. The module will include visits to key sport sites and museums so that students can experience hands-on the ways in which heritage is presented and promoted, while an international trip (where feasible) will allow students to see how other countries fit sport venues into their historical contexts and how their heritage is promoted.

Students will conduct heritage research to develop material from the perspective of a sport organisation using archival materials and photographs, and design and create this assignment using Adobe Creative Cloud (1000 words). Students will also write a 2,000-word essay.

In addition, students will select one of the following modules during:

Block 3 and 4: Fieldwork (with permission of academic team)

The fieldwork experience module entails students gaining at least 250 hours of experience with a relevant organisation. Fieldwork experiences may be organised by the Programme Leader or by the students themselves with a reputable organisation or business. All fieldwork experiences will require approval by the module leader.

The module requires individual work, for which each student will be assigned a supervisor for meetings and support. These could be face-to-face or video-conferencing calls. Students will be required to attend a 2-hour workshop, during which they will learn about professionalism and conduct at work, getting the most out of the fieldwork experience, and writing a reflective journal. Additional class time will address mentorship and developing professional skills.

Assessment is through a Reflective Journal (3,500 words) and a presentation.


Block 4: Events Leadership

This module provides students with the tools to make a critical investigation of the context in which cultural, sporting and commercial events operate in contemporary Britain and globally, alongside issues of leadership and development support that are required for an evolving sector. It explores the needs of individuals leading events management organisations, and the skills required to motivate, manage and organise staff and other stakeholders to create excellent events. The module also incorporates the study of some operational elements of event leadership in practice such as business planning.

Students will write an essay (3,000 words) in which they critically evaluate contemporary events leadership issues and either give a 15-minute presentation or produce a digital Professional Portfolio.

Blocks 5 and 6: Consultancy Project

Consultancy Project

The Consultancy Project offers students an opportunity to complete a practical, business-focused project relating to their chosen industry. In completing the project, students will apply theoretical knowledge gained on their course from discipline-specific modules and link theory with real life practical issues and decisions. The Consultancy Project allows students, when applicable, to engage with parties external to the University and assists the development of skills relevant to future career enhancement.

Consultancy Projects may be proposed by any kind of organisation, including companies of various sizes, not-for-profit organisations, and clubs. Students will prepare a report in the form of a consultancy report, complete with an explanation of the problem they addressed in the project, the methods used, and theories applied to analyse the problem, the results of research undertaken, and key recommendations for the organisation. 

Each student will be allocated an academic tutor to assist them through the project, helping with each of the assessment elements and giving guidance on the academic content. 

Students will submit a Project Plan, a 3,000-word summary of strategy, methodologies and tactics for the project; and a Final Report, including the research, analysis, recommendations, and critical review of the techniques used. 

The January start does NOT have the option to take the fieldwork module. Students will take the other four modules listed in blocks 1-4. January start students will have the summer to gain experience volunteering at a variety of sporting events. For more information about the January or part-time course structure and options, please contact the course leader noted above.

Note: All modules are indicative and based on the current academic session. Course information is correct at the time of publication and is subject to review. Exact modules may, therefore, vary for your intake in order to keep content current. If there are changes to your course we will, where reasonable, take steps to inform you as appropriate.



Teaching and learning methods include traditional lectures, tutorials, seminars, workshops, case study analysis, audio-visual presentations, guest lectures, collaborative group work, such as presentations and projects, individual presentations, and industry experience through hands-on fieldwork. In addition, wide use will be made of the virtual learning environment.

Site visits to a range of local, national, and international sport-related organisations and institutions enable students to see how ideas from academic study can be applied in the real world.

Assessment methods balance practical, industry-related pieces with traditional essays, as well as a presentation. These include project plans, reflective journals, and reports.

Contact hours

You will normally attend around 12 hours of timetabled taught sessions including lectures, tutorials, workshop and studio sessions each week. You are also expected to undertake around 23 hours of independent study each week. Your precise timetable will depend on the modules timetabled each week.

Students who start the course in September have the option, with the permission of the programme team, to undertake a fieldwork experience module with a sport organisation or business during their second term. The programme’s established connections within the sport industry provide these opportunities, although you are welcome to develop your own sport connections into a fieldwork.  Your exact schedule will be negotiated with the host organisation.

In addition, each module provides a 2-hour surgery each week for individual consultation with the lecturer. You may also have some scheduled meetings with your programme leader and personal tutor throughout the year to discuss your academic progress and personal development.

Self-directed study: In order to prepare for, and assimilate, the work in lectures and seminars you will be expected to source and read relevant journal articles, book chapters and industry publications, available through our online learning resources, and to actively participate in class discussions. The time allocated for independent study, revision and reflection is approximately 23 hours per week.

During the final term, you will undertake independent research for your final project and you are expected to allow around 35 hours per week for this. You will be allocated a dedicated academic supervisor to support you and you will be able to contact them on a regular basis.



Facilities and features

Library and learning zones

On campus, the main Kimberlin Library offers a space where you can work, study and access a vast range of print materials, with computer stations, laptops, plasma screens and assistive technology also available. 

As well as providing a physical space in which to work, we offer online tools to support your studies, and our extensive online collection of resources accessible from our Library website, e-books, specialised databases and electronic journals and films which can be remotely accessed from anywhere you choose. 

We will support you to confidently use a huge range of learning technologies, including the Virtual Learning Environment, Collaborate Ultra, DMU Replay, MS Teams, Turnitin and more. Alongside this, you can access LinkedIn Learning and learn how to use Microsoft 365, and study support software such as mind mapping and note-taking through our new Digital Student Skills Hub. 

The library staff offer additional support to students, including help with academic writing, research strategies, literature searching, reference management and assistive technology. There is also a ‘Just Ask’ service for help and advice, live LibChat, online workshops, tutorials and drop-ins available from our Learning Services, and weekly library live chat sessions that give you the chance to ask the library teams for help.

More flexible ways to learn

We offer an equitable and inclusive approach to learning and teaching for all our students. Known as the Universal Design for Learning (UDL), our teaching approach has been recognised as sector leading. UDL means we offer a wide variety of support, facilities and technology to all students, including those with disabilities and specific learning differences.

Just one of the ways we do this is by using ‘DMU Replay’ – a technology providing all students with anytime access to audio and/or visual material of lectures. This means students can revise taught material in a way that suits them best, whether it's replaying a recording of a class or adapting written material shared in class using specialist software.

Campus centre

The home of  De Montfort Students' Union, (DSU) our Campus Centre offers a welcoming and lively hub for student life. Conveniently located at the heart of campus, it includes a convenience store, a Subway and a Starbucks. Here you can find the DSU-owned charitable accommodation service Sulets and DSU’s shop, SUpplies, selling art supplies, stationery and clothing, and printing and binding services. The building is also home to the DSU officer team. 

Opportunities and careers

Find the people who will open doors for you

DMU's award-winning careers service provides guaranteed work experience opportunities DMU Careers Team

DMU Global

This is our innovative international experience programme which aims to enrich your studies and expand your cultural horizons – helping you to become a global graduate, equipped to meet the needs of employers across the world.

Through DMU Global, we offer a wide range of opportunities including on-campus and UK activities, overseas study, internships, faculty-led field trips and volunteering, as well as Erasmus+ and international exchanges.

Previous students have been to Germany to see the Munich Olympic Park, Garmisch-Partenkirchen ski jump, and Allianz Arena and to Toronto to visit the Hockey Hall of Fame, the National Hockey League and watch a Toronto Blue Jays baseball game. Graduate Shray Upadhyay said: "I came to understand that sports business is more than just organising an event or competition.The highlight of the European trip was the bobsled ride at Innsbruck. We not only visited an Olympic venue but were able to experience how an Olympic event feels.”



Graduate careers

The sport industry is dynamic and fast-moving, with a variety of exciting career opportunities. Through guest speakers, site visits and industry experience, you will discover the broad range of roles that are available and position yourself to pursue your chosen path. The course has employability skills specific to the sport industry embedded in the curriculum, alongside opportunities to gain hands-on experience with sport organisations and businesses.

Graduates will be ideally placed to work within governing bodies, federations, clubs, sponsors, marketing organisations, the media, public relations, local and central government, or legacy and heritage organisations. 

Jake Wells secured a role as a partnership delivery executive at Leicester Tigers after impressing the club during his fieldwork there. He said: “Throughout the Master’s we have group activities working with real-life companies and pitching a marketing strategy to a business owner. Experiences like that really helped me prepare for the fieldwork and built my confidence. Read Jake's story here

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