Introduction to Sport Business: Innovation, Marketing Strategy & Sustainability

Are you interested in the dynamic and fast-paced world of professional sports? Do you have a passion for innovation and want to explore how an entrepreneurial approach can drive positive change in this industry? This unit is designed to provide you with an exciting introduction to the professional sports industry and equip you with transferable skills and experiences that will support you in your future career.

The sports business is a thriving global industry valued at over £400 billion, captivating billions of viewers worldwide. Whether it's watching your favourite team on TV, or engaging with sports content on your phone, the influence and reach of this industry are unparalleled, with nearly half the world population participating. However, alongside its growth, the sports industry faces numerous challenges, including corruption, doping scandals, and the complex interplay of sports and geopolitics. Our unit will immerse you in this fascinating context, enabling you to critically analyse and situate new business ideas within this dynamic landscape.

Throughout the unit we adopt an industry-led approach, offering you the opportunity to act as a sports consultant. Firstly, working in teams, you'll undertake an analysis of different sports industries, using analytical frameworks and exploring sustainable approaches.

Working individually, you'll select an organisation within the industry and take an entrepreneurial approach to develop a new product or service. With creativity as your fuel and market research as your compass, you'll craft a cutting-edge marketing strategy to drive the success of your venture.

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)

6 x 1 hour Seminars

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. 

Apply and develop information literacy skills

Apply problem solving skills within the context of a team project

Research and critically analyse information from published literature and internet sources to produce written reports  

Create and deliver a presentation using PowerPoint or similar tools.

Reflecting and analysing what has been learned through the experience 

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.