Introduction to Sport Business: Innovation, Marketing Strategy & Sustainability

The unit aims to provide students with an introduction to the professional sports industry, an understanding of how to apply an entrepreneurial approach to innovation, the development and marketing of new products/services, and incorporating sustainable development goal into the venture.

Sports business is a growing industry valued at over £400bn. Sports content is broadcast to TVs, tablets and phones across the world simultaneously, with over 3.5 billion people watching and engaging with global sporting events, nearly half the world population.

The globalisation and commercialisation of professional sport has seen sports teams and athletes develop into global brands who transcend their sport. Leading individual athletes nearly £100m a year, and some sports teams are valued at over £5bn.

The industry is not without controversy, widespread corruption has been uncovered in recent years, doping scandals, greenwashing and sport as a component of geopolitics.  In this module, students will learn to situate a new business idea within this context.

Taking an industry led approach, students will learn about industry analysis and key techniques to find and analyse relevant data. Working in teams of ‘sports consultants’ students will undertake a comparative macro-analysis of different sport industries of their choice subject to approval.  The ‘sport consultants’ will apply theory and frameworks such as PESTLE, Porter’s Five Forces, and stakeholder analysis, to industry practice, and identify trends, challenges, and sustainability issues in the sector. Working as a team, they will present their findings in the form of a group presentation.

Students will take a holistic approach to learning about innovation in the sports industry. They will develop research and critical analysis skills, increasing their knowledge and understanding of the industry, whilst developing practical skills through industry-based tasks, working in teams, and delivering a presentation.

Students will then work independently and select an organisation of their choice in the industry.  Taking an entrepreneurial approach, using creativity, applying market research and analysis skills, they will develop a new product/service for the organisation. They will then evaluate their idea and create a marketing strategy for the venture.

Finally, students will reflect on the module, the skills they have developed and how they can apply what they have learnt and developed in their future career.  This will specifically focus on how students have developed entrepreneurial and creative skills when proposing an intrapreneurial innovation for a business venture in organisation. 

This unit provides an introduction to the sports industry focussing on innovation, marketing strategy and sustainability. The aim is for students to develop intellectual skills and a deeper understanding of relevant theory and concepts by adopting an entrepreneurial approach in the sports industry.

Students will gain an understanding of innovation, leadership, new business ventures, marketing, industry structures, organisations, and stakeholders as well as challenges to entrepreneurial activity and sustainable value creation.

On successful completion of the unit, you will be able to:

Understand the role of entrepreneurship in the context of innovation and business development, in the sport industry

Demonstrate an understanding of how to analyse market trends, challenges, innovation, and sustainability issues in the sport industry

Demonstrate knowledge and understanding of what business models and marketing is, and how this can be applied in the sports industry

Apply the tools of strategic management, analyse the position of an organisation, and determine the options available to an organisation, in the context of the sport industry

Demonstrate a knowledge of sustainability issues within the context of business development and both environmental and social responsibility

Introduction to the Sports Industry

The Role of Sport: Society and Commercialisation

Sporting Industries: Analysis and Market Research

Innovation, Technology and the Sports Industry

An Entrepreneurial Mindset and Business Models

Sustainability and the Sports Industry

Marketing, Communication and Sponsorship in the Sports Industry

Sport for Good? Governance, Ethics and Social Enterprise

Sporting Events: Delivery, Impact and Sustainability

This unit is delivered face to face.

12 x 2 hour Lectures (a mixture of in-person lectures and pre-recorded material)

Group Project - Students will work in groups to create and deliver a presentation

Guest Speakers will provide expert insight into practice through live and/or pre recorded content

Understand the role of entrepreneurship in the context of innovation and business development, in the sport industry.

Demonstrate an understanding and how to analyse market trends, challenges, innovation, and sustainability issues in the sport industry  

Demonstrate knowledge and understanding of what business models and marketing is, and how this can be applied in the sports industry.

Apply the tools of strategic management, analyse the position of an organisation, and determine the options available to an organisation, in the context of the sport industry.

Demonstrate a knowledge of sustainability issues within the context of business development and both environmental and social responsibility. 

Evaluate and apply a holistic and systemic approach to investigating complex, open-ended problems using analytical skills and industry analysis.

Work across traditional disciplinary boundaries in order to develop innovative strategies and proposals.  

Assess and apply a framework to employ problem solving skills in examining complex, multi-criteria issues that incorporate uncertainty, conflicts of interest and understanding the competitive and social environment

Construct an argument and business case using creative thinking skills and evaluation of ideas, using critical analysis of data and evidence. 

Work collaboratively as a member of a diverse team, contributing to the development of effective team dynamics and project management processes

Develop skills in structuring, and communicating ideas and proposals, and demonstrate them in the context of an assessed presentation and business style report.

Appreciate the value of creativity, leadership, teamwork, and innovation within an organisation.

Enhance creative thinking and business research skills.

Apply reflective practice to engage in continuing self-improvement in a professional context 

Students will have multiple opportunities to get feedback.

Lectures

Students will be provided feedback during in lecture activity  

They are also encouraged to ask questions throughout, specifically after activities and at the conclusion of topics

Discussion Board

Students are able to ask questions and gain feedback by posting questions on the discussion board at any time during the course.

Additionally, they are able to submit questions directly via email

Formative Assessment – Blackboard Quiz

Student will be provided with immediate feedback upon completion of the quiz

General feedback will also be provided in the lectures following the quiz

Summative Assessments  

Group Presentation

Students will be provided with group feedback based on their presentation

Students will also be provided with general feedback on the cohorts presentation once the presentation have been submitted and assessed

Individual Report

Students will be provided with feedback following the assessment of their individual report

Hoyle, R., Misener, K., Naranaine, L.M., & Ordway, c. (2022). Sport Management Principles and Applications (6th Edition) Routledge.

Ratten, J. & Ferreira, J.J. (2016). Sport Entrepreneurship and Innovation Routledge

Desbordes, M., Aymar, P., & Hautbois, C. (2019). The Global Sport Economy, Contemporary Issues Routledge

Osterwalder, A; Pigneur, Y; Clark, T. (2010). Business Model Generation: A Handbook For Visionaries, Game Changers, and Challengers

Kotler, P. and Armstrong, G., (2018). Principles of Marketing (17th Global ed.). Pearson Education Inc.

Valentin, E.K., (2014). Business Planning and Market Strategy SAGE Publications.

Laasch, O. (2021). Principles of Management: Practicing Ethics, Responsibility, Sustainability 2nd Edition. London: Sage.