BA (Hons) / FdA

Accredited by the University of Birmingham


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3 years FT (4 years with placement)




48-week placement (optional)


January, September (2021)


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School of Sport and Creative Services
Choose Award

2 years full-time




Opportunities available


January, September (2021)


View Fees

School of Sport and Creative Services
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100% overall student satisfaction (FdA)*

*NSS, 2020

£44m invested in flagship facilities, including sport, to support your future career opportunities

Sport is big business. More people than ever before now understand how an active lifestyle is linked to good physical and mental health, and are prepared to spend their income and leisure time on sports-related activities. Our Sports Management degree course will give you the practical skills you need to make the most of business opportunities in this exciting sector, both at home and abroad.

Sports Management offers a wide variety of employment opportunities, from working for national governing bodies or managing leisure facilities and sports events to sports marketing and commercial development. Our course features distinct learning pathways relating to four key career areas – Leadership and Management, Marketing and Communications, Research or Planning and Performance – ensuring you gain the range of skills vital for success in your preferred field.

Supported by cutting-edge facilities, our Sports Management course gives you the chance to put learning into practice through a variety of residential visits in the UK and overseas, as well as an optional paid 48-week placement. The course also carries industry accreditation and recognition from key bodies including the Chartered Management Institute (CMI), while we are also a higher education partner of the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA), providing you with free student membership and access to their employer database.

Why should I choose this course?

  • RESIDENTIAL VISITS – Explore real-world examples of effective sports management on residential trips paid for by the University – previous destinations have included Rome, Berlin and Switzerland
  • SPECIALISE YOUR STUDIES – Choose from bespoke research options and four distinct study pathways geared towards the career areas that interest you most
  • WORK PLACEMENT (BA only) – Take on an optional 48-week paid placement to experience the industry first-hand – and you won’t incur any tuition fees during your placement year
  • INDUSTRY APPROVED – We are a CIMSPA higher education partner and our course is accredited by the CMI, offering you enhanced industry recognition and additional benefits (e.g. Level 5 leadership qualification, CIMSPA membership on enrolment)
  • TEAM SCOTLAND PARTNERSHIP – Our University will be the home for Team Scotland at the 2022 Commonwealth Games in Birmingham, offering exciting opportunities for our students to work with the team and its athletes

Our facilities

Students on our sports courses at University College Birmingham have access to a wide range of excellent facilities. Our campus features a brand new Human Performance Centre, cutting-edge gym and sports injury and massage clinics, while you also have access to the state-of-the-art facilities at nearby Avery Fields, thanks to our partnership with local rugby club Bournville RFC.

Human Performance Centre 3D tour

Course breakdown

Students on the FdA have the option of progressing onto the final year upon completion of the foundation degree.

Note: Year 3 modules will depend upon your choice of research option:

  • If you choose Research Project – Secondary, you will also take Strategic Global Event Management, Sports and eSports Marketing and Management, Leadership and Coaching
  • If you choose Research Project – Primary, you will also take Strategic Global Event Management and either Sports and eSports Marketing or Management, Leadership and Coaching 
  • Year 1
  • Year 2
  • Year 3

Core Modules

Brand U

You will develop skills and knowledge to support the development of your own personal brand. The U brand module will provide you with a clear idea of the value of your brand and provide you with an understanding of key marketing principles. You will develop a vision for your future career path and recognise the importance of continuing the development of your online presence.

Coaching for Performance and Management

You will be introduced to the dynamic environment of performance and the relationship to coaching, mentoring and management. By examining managerial, mentoring and coaching theory and behaviour you will be able to see its impact on sports and recreation whilst highlighting changing practices in sports organisations.

Finance and Economics of Sport

You will study economic theory and financial reporting with a focus on real sporting situations and live case studies. You will study the practicalities of financial budgets and economic environments and how they can impact on sport using real world situations e.g. Nike, the Premier League and the Commonwealth Games.

Sport and Society Research

In an ever-changing and dynamic environment you need to have a grasp of the contemporary issues affecting the industry scene. You will analyse sport within sociological, economic and historical contexts to enable you to develop an understanding of theories, concepts and research skills in order for you to excel in industry. Additionally, from an academic perspective your vital skills and abilities will be developed to enable you to study effectively at an undergraduate level. Key learning concepts will be identified and related to skills relevant to the industry, which will then be developed through a variety of tasks and activities. This is done in a relevant context that takes into account the wider education and community focus of your course as a whole.

Core Modules

CWG 2022

You will be provided with the unique opportunity to investigate the rationale behind sport as a tourist endeavour, with a particular focus on Birmingham's 788 million pound investment in the Commonwealth Games 2022. In doing so, you will examine the relationship between sporting event and tourism development, an overview of the typical sport tourist and the perceived impacts associated with hosting prestigious events. The CWG2022 module is an experiential focus on regeneration and rejuvenation.

Digital Media and Marketing

You will develop a digital marketing understanding and be able to apply this to a 'real world' sporting organisation. The Digital Media and Marketing module will provide you with the in-depth knowledge of the impact digital marketing campaigns have on the consumer and how to use data to implement content at the right time and to the right people. Live exposure to the sporting sector will play a significant part in this module offering the student the opportunity to engage with marketers and enrich their learning experience.

Investigative Journalism

You will be provided the skills and knowledge required in areas of sport investigation through research, from collating data to statistical analyses to dig deeper and draw attention to matters that may otherwise be unobserved. The Investigative Journalism module is a journey of research exploration in the field of sport.

Managing and Leading People

Human resource issues, both nationally and internationally, impact on all sports organisations regardless of their size, therefore, you will learn about corporate HR situations and how to resolve them. You will also appreciate the importance of good leadership and the role of the line manager in engaging and developing creativity in people.

Optional Placement module

Work Placement

You will gain valuable work experience on a 48 week work placement. This is an exciting opportunity to put what you have learned into practice, broaden your experience and demonstrate your abilities to potential employers.

Core Modules

Strategic Global Event Management

You will be provided the unique opportunity to apply management project skills to a real case study where you will follow the phases and guidelines for project management. You will be involved with the project management process at all stages culminating towards a timely and budgeted outcome. In doing so, you will focus on developing strategies to ensure a successful outcome.

Option Group must include 1 research module

Management, Leadership and Coaching

In an ever-changing and challenging business environment, strong leadership is vital to business success. To become adept in such changing times, individuals need to develop personal leadership skills. Initially, the module introduces contemporary theories and models underpinning leadership. From this, students will be given an opportunity to develop personal leadership skills, including coaching, mentoring and communication. The module will also enable students to reflect on prior and existing leadership experience, work through case studies, business insights and engage in critical dialogue with others to develop their own leadership skills.

Research Project - Primary

n the Primary Research Project module you will build upon and apply the research skills and knowledge developed in the level 5 Investigative Journalism module to acquire data first-hand (collecting your own research), rather than being gathered solely from published sources.

Research Project - Secondary

In the Secondary Research Project module you will apply the research skills and knowledge acquired in the level 5 Investigative Journalism module to provide a critical judgement of the literature under review regarding its value, quality and contribution to theory and practical application or provide a new perspective from which to view an individual research concern in the field of sport.

Sport and eSports Marketing

You will develop a broader understanding of the fastest growing sport on the planet - eSports - and use this knowledge to apply strategic marketing concepts in real industry situations. The Sport and eSports Marketing module will provide you with an in-depth knowledge of how to use your understanding of digital and traditional marketing concepts and apply these strategically to the world of eSports. You will analyse major eSports events and tournaments and use your knowledge of the eSports eco-system to present solutions to live case study scenarios.

The modules listed above for this course are regularly reviewed to ensure they are up to date and informed by industry as well as the latest teaching methods. On occasion, we may need to make unexpected changes to modules – if this occurs, we will contact all offer holders as soon as possible.

Entry requirements

Sports Management BA (Hons)

A-levels: An A-level grade profile of CCC-CDD.

BTEC: A BTEC grade profile of MMM-MMP. This can be achieved from either an Extended Diploma or a combination of smaller BTEC qualifications.

Tariff: Other Level 3 qualifications are accepted for entry. A minimum of 96-80 UCAS Tariff points will be required.

Access to Higher Education Diploma: 96-80 UCAS Tariff points, including a minimum of 15 Level 3 credits at Distinction.

Sports Management FdA

A-levels: An A-level grade profile of CD-DD.

BTEC: A BTEC grade profile of PPP-PP. This can be achieved from either an Extended Diploma or a combination of smaller BTEC qualifications.

Apprenticeship: Achieve an advanced apprenticeship (Level 3).

Tariff: Other Level 3 qualifications are accepted for entry. A minimum of 56-32 UCAS Tariff points will be required.

Access to Higher Education Diploma: 56-32 UCAS Tariff points.

Non-tariff: Non-UCAS Tariff-based Level 3 qualifications are also considered for entry. Please contact to check your eligibility.

Work-based: We also give equal consideration to applicants who are currently in work and wish to apply to University College Birmingham. To apply, you must have a minimum of 3 years’ relevant work experience, demonstrating management or supervisory duties. Your application must also include a reference from your line manager supporting your entry to higher education. For further details, please contact Admissions.

Key information

Teaching and assessment

Note: Indicative information only – actual timetables and assessment regimes will be issued at your induction.


Example of a typical teaching week (up to 12 contact hours):

  • Large group teaching – 6 hours
  • Smaller group teaching – 4 hours
  • Tutorials – 2 hours

You will also need to commit around 20 hours per week for individual study time.


Estimated breakdown of assessment for this degree course:

  • Coursework – 55%
  • Practical assessment – 40%
  • Written examinations – 5%

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2015-2020.

Additional qualifications and training

  • You will have the opportunity to achieve a First Aid qualification as well as access to subsidised coaching qualifications.
  • As this course is accredited by the CMI, you will be able to receive a Level 5 leadership qualification.

Scholarships and bursaries

Sporting Excellence Scholarship

Students on our sports courses at University College Birmingham may be eligible to receive one of our Sporting Excellence Scholarships. These are open to applicants from any country who are able to demonstrate ongoing excellence in sporting achievement.

Two levels of support package are available, with awards of up to £3,000 towards competitions, training costs and equipment over three years of study. The scholarship also includes:

  • University-branded training kit 
  • Free gym membership 
  • Individually tailored programme - may include nutrition, sports psychology, strength and conditioning or lifestyle support 
  • Weekly sports therapy/massage 

To find out more about the levels of support and eligibility criteria, visit our scholarships and waivers page.


As a new student studying this degree full-time, you will receive £300 per year via our Kick-Start Scheme (eligibility criteria applies). This scheme will support your studies and future career by contributing to course-related materials, uniform or selected items on campus. You might even qualify for an additional £500 per year.

Tuition fees

UK/EU students

If you are a UK/EU student enrolling on a full-time foundation degree or a BA/BSc in 2020/21, your fee for this academic year will be £9,250 per each full year. A half year tuition fee is £4,625. UK/EU students do not pay tuition fees for any placement periods.

International students

If you are an international student enrolling on a full-time foundation degree or a BA/BSc in 2020/21, your fee for this academic year will be £11,500 per year.

If you complete a placement year, there will be an administration fee of £500 for a full year, or £250 for a half-year placement.


of graduate employers say relevant experience is essential to getting a job with them

Work placements

Work placements are vital for gaining real-life experience and for building your confidence and skills before you finish your course – and they may even lead to a job when you graduate. Our hired@UCB team can help find the ideal placement for you.

Our BA (Hons) Sports Management course features an optional 48-week paid placement, during which you will not incur any tuition fees. Additional opportunities for work experience are also available throughout both the BA and FdA courses.

Work alongside experts in your sector

A snapshot of some of the employers we have worked with:

  • Wolverhampton Speedway
  • Aston Villa Ladies FC
  • League Managers Association
  • Sport4Life
  • Anytime Fitness Edgbaston
  • The Pumphouse Gym
  • Tempest Executives
  • The Clubhouse, Solihull

I loved the mix of business and sports modules. There are also annual residential course trips, small class sizes and plenty of variation in assessment methods. I was encouraged to embrace the business modules as much as the sport modules, as they are just as useful for my career.

Amii Attard Sports Management BA (Hons)

Career opportunities

The example roles and salaries below are intended as a guide only.

Sports marketing manager

Average Salary: £33,500

Business development manager (sport)

Average Salary: £30,000

Sports strategy officer

Average Salary: £30,000

Fitness centre manager

Average Salary: £23,000 – £30,000

Sports development officer

Average Salary: £30,000

Event manager

Average Salary: £33,000


We are here to support your career goals every step of the way. 


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Tom is having a ball as marketing strategist for a Canadian Major League Soccer team, and it all started at University College Birmingham.

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