Business Studies and Sport

Sport and business are two of the most dynamic sectors in contemporary society, and the intersections between them have grown enormously in recent decades. Professional sport is now a global industry involving broadcasting rights, sponsorship, events management, athlete representation, facility development, and community engagement, and all of these areas require people who understand both the business logic and the sporting context. At the University of Stirling, Business Studies and Sport is a four-year full-time degree that gives you a thorough grounding in both disciplines, preparing you to work across the full range of organisations where these worlds meet.

You will study core business subjects including marketing, finance, strategy, and organisational behaviour, developing the analytical and managerial competencies that underpin effective decision-making in any commercial context. Alongside this, you will examine sport from social, economic, and policy perspectives, exploring how governing bodies operate, how events are staged and managed, how sport functions as a vehicle for public health and community development, and how commercial imperatives interact with the values of fair competition and inclusion. A year abroad is part of the programme, giving you experience of studying in an international environment and broadening your understanding of how business and sport operate across different cultural and regulatory settings.

Stirling's well-established connections to elite sport in Scotland provide a distinctive backdrop to your studies. The typical entry tariff is 168 UCAS points.

Graduates from this programme pursue careers in sports management, event organisation, marketing within the sports and leisure industries, performance analysis, sports development, and commercial roles within governing bodies and professional clubs. Many also move into broader business careers, where the combination of analytical skills and sector knowledge proves highly marketable. Postgraduate study in sports management, business, or related disciplines is a common route for those seeking to specialise further, and Stirling has strong links to professional networks that support career development.