Start dates:

September: UCFB Wembley, UCFB Etihad Campus or Distance (online)

Course length: One year (full-time) and two year (part-time) options available

Degree overview

This degree is designed for graduates and industry practitioners with an interest in sport, and those with a particular interest in, or experience of communications and marketing. The programme covers key themes such as sports marketing, sports media management, sports media content creation, global sports leadership and options including customer relationship management, sports sponsorship, and brand management and contemporary issues in sport.

Teaching locations & learning options
UCFB Wembley

This degree is available at UCFB Wembley, London, which the iconic Wembley Stadium at the heart of its campus. What could be more motivating for a future career in the sports industry than walking into the most famous stadium in the world? Our UCFB Wembley campus enjoys excellent facilities with lecture theatres, seminar rooms, quiet study areas, library and media suites.

Wembley Stadium

Arch View House

UCFB Etihad Campus

This degree is available at our Etihad Campus, Manchester, a state-of-the-art campus devoted to the football industry in the heart of Manchester – one of the world’s most famous footballing cities with a thriving student population.

Etihad Stadium

Distance Learning (online)

Our Distance Learing degrees are taught by the same leading industry experts who teach our on-campus degrees with teaching delivered online via our dedicated Online Hub which can be accessed anytime making this a flexible study option that fits around your existing commitments.

Each module typically has 6 live teaching sessions for you to attend, enabling you to interact and collaborate with academics and your peers. These sessions are also recorded. 

For our postgraduate degrees starting in September, the live online sessions are delivered early evening UK time. 

For our postgraduate degrees starting in January, the live online sessions are delivered between 8.30-11am UK time.

Click here for our full list of Distance Learning degree FAQs

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Degree content

This programme will give participants a rounded and specific oversight of one of the most exciting yet challenging sectors in front line sport. Modules such as Global Sports Marketing & Digital Communications, Global Sports Marketing & Digital Communications and Customer Relationship Management will enable students to engage in some of the core elements of senior marketing and media roles within the sports industry.

While the programme will concentrate on digital elements of the industry – an ever growing trend – traditional marketing and communication methods will be explored to give participants complete oversight of their potential future career opportunities.

Teaching locations for this degree include:

UCFB Wembley

UCFB Etihad Campus

In addition to our teaching locations, we also use specialist facilities throughout the academic year as well as additional facilities where required.

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Guillembalague Portrait

Versatility is everything. It's about smelling the opportunity and developing your career, not staying still and constantly moving.

Guillem BalagueSky Sports pundit


Together with the University of East London, we are taking the opportunity to review and reinvigorate our curriculum. The modules below are planned for delivery on the programme beginning in September 2022, but are still to be confirmed at a validation event beforehand:

Degree specification documents and information

The Global Institute of Sport is an embedded college of the University of East London. All GIS graduates will receive a degree from the University of East London.

Degree modules
  • Global Sports Leadership
  • Applied Professional Project
  • Global Sports Marketing and Digital Communications
  • Sports Media Management
  • Sports Media Content Creation
  • Customer Relationship Management (Option)
  • Branding and Sports Sponsorship (Option)
  • Contemporary Issues in Sport (Option)
Educational aims

The main educational aims of the course are to:

  • Unite, inspire and equip the current and future leaders of the global sports industry, with the skills knowledge and network to take the world of sport to continually new heights
  • Prepare students for a career in the sports media, media content creation, journalism and marketing sector
  • Provide students with the extended knowledge of the sports media, sports communications, journalism and marketing sector of the economy
  • Enable students to develop their communication, analytical, problem-solving and creative skills, demanded for career enhancement in sports media and marketing
  • Develop students’ ability to reflect on contemporary approaches resulting in best practice for a dynamic sports media and marketing environment.
  • Develop students’ critical analysis and problem solving skills for business digital transformation
  • Utilise distinctive delivery locations and professional relationships to provide students with opportunities to engage with industry throughout the programme
  • Enable students to believe in bold, passionate leadership and a focus on success
  • Develop students’ ability to adopt a diversity of thought, recognise and apply ethical practices which shape the choices within sports media and marketing
Global Sports Leadership

Delivered across all GIS Master’s programmes to provide a foundation of knowledge of leadership and its application in sport, the Global Sports Leadership module provides a global sporting context to underpin each degree specialism.

Covering fundamental leadership principles including culture, performance analysis, diversity and inclusion, leadership styles and innovation within a contemporary sporting context, this module allows students to develop a broad appreciation of the sports industry and become leaders in their field.

A core aspect of the module is to bring in global leaders from the pitch, the boardroom and the industry to enable students to access and reflect on real-life and current industry experiences and insight. Many of the sessions will be shared across multiple GIS degree programmes, allowing students to learn from and network with each other throughout the Global Sports Leadership module.

Entry requirements

Requirements overview

Applicants should hold a 2:1 honours degree or a recognised overseas equivalent. Applicants may be accepted with a 2:2 honours degree (or equivalent) provided that they can otherwise demonstrate a strong profile with 50% or above in their dissertation module.

Professional experience and industry qualifications can be assessed for applicants without the standard entry requirements. All applicants will be provided with an opportunity to be assessed and to discuss their suitability for the programme with the academic team. All applicants are also provided with information relating to student services, with whom they can make contact, should they require additional support or advice as well as information related to appropriate bursaries and funds.

Applicants from non-majority English speaking countries will be asked for an English qualification which tests Speaking, Listening, Reading and Writing and will be asked to achieve an overall IELTS score of 6.0 (minimum of 5.5 in each section) or recognised equivalent.

If you are unsure whether you meet the entry criteria for this programme, or whether you require IELTS results, please email with a copy of your most recent CV including nationality, visa status if applicable, and undergraduate degree transcripts. Candidates with a strong CV may qualify for a supplementary admissions interview to support their academic application.

International students

GIS cannot currently sponsor non-EU students’ visas.

  • You will not need a visa to study in the UK if:
  • You are a British citizen
  • You are a citizen of a European Economic Area (EEA) member state or Switzerland
  • You have a visa to stay in the UK for another purpose that allows you to study

If you are still unsure whether you would need a visa to study in the UK, or for more information, please contact You can also study one of our Online Master's degrees

How to apply

To apply for this degree, please click here and follow the instructions to complete your application via our Learner Portal.

Application documents

Relevant documents for EU, UK and international applications:

  • Completed and signed application form;
  • Personal statement
  • Copy of transcripts of highest qualification achieved and English translations (if applicable);
  • One academic and one professional reference and English translation (if applicable);
  • Copy of proof of English language level e.g. IELTS (if applicable).

Career prospects

The specificity of sport, with its high media coverage and numerous stakeholders, requires managers to have uniquely honed business skills and an in-depth knowledge of the football industry. The programme has been developed for those with aspirations towards senior positions within the core media and marketing departments of football and sports clubs and similar organisations.

At GIS, we are proud that over 92% of our 2017 graduates are in full-time employment within six months and 82% of these graduates work in sport.

UCFB and its Global Institute of Sport were ranked in the top 5 'Best Universities for Employability' in 2021.

GIS graduate and Marketing and Partnerships Officer at Somerset FA Conor Ogilvie-Davidson

Regional football associations around the country help to make the game tick along at grassroots level by running leagues, bringing together volunteers and initiating youth projects. Working at the Somerset FA is Conor, a MSc International Sport Management (Online) graduate.

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Conor Ogilvie-Davidson
Student profile Maria Hasler

Maria Hasler has played football for Austria at two youth levels and on a scholarship at Florida Atlantic University. However, a multitude of injuries have sadly played a major role in her playing career being restricted.

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Maria Hasler


Home students
£10,950 MSc fee
International students
£16,450 MSc fee

Please note, these are indicative fees based on 2021 programmes. The fees for 2022 will be announced in autumn 2021.

Available tuition fee discount
Postgraduate Loyalty Discounts

These discounts are open to any UCFB, Buckinghamshire New University and University of East London graduate who has received and accepted an offer to study at postgraduate level with UCFB’s Global Institute of Sport.

GIS Alumni

If you’d like to extend your time with us, we’re pleased to offer all GIS graduates:

UCFB and GIS business partners

We're pleased to offer all UCFB and GIS business partners 15% fee tuition discount on all Undergraduate, Master's and Executive Education programmes and 25% off our Professional Qualifications

Additional information about fees

Visit our dedicated page about fees and student finance.

Part-time option

For part-time courses the tuition fee will be split accordingly per year i.e 50% in year 1 and 50% in year 2 (for a two year programme) as per below table.

Full-time (one year) Part-time (two years)
£10,950 £16,450 £5,475 £8,225
Additional costs

In some instances, optional Employment & Enrichment activities provided by UCFB may carry an additional cost for participants (e.g. qualifications with external certification such as FA Coaching Badges). Any additional costs will be provided to students in advance of any such sessions running.


GIS has a range of scholarship options to help with the cost of studying and to encourage students to embrace their time at GIS and graduate with more than just their university degree. Click here to learn more.

Campuses & global hubs

On top of Wembley Stadium and Etihad Campus, the Global Institute of Sport utilises a network of global stadium venues. Inter Miami CF Stadium, plus Global Hubs at New York’s Red Bull Arena, Atlanta’s Mercedes-Benz Stadium, Toronto FC’s BMO Field and the Melbourne Cricket Ground (MCG) allow students to truly immerse themselves in the world of sport.

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