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BA (Hons) Sports Business and Coaching

TARIFF: 88 - 112
  • Study Mode: Full time
  • Location: High Wycombe
  • Duration: Three Years
  • Start Date: September 2022
If you dream of being in the thick of the sporting action, through coaching and managing elite athletes then look no further than our hands-on, exciting BA (Hons) Sports Business and Coaching degree.
Dive into the world of sport and discover how you can launch your career. This degree is specifically designed to allow you to learn the fundamentals of business whilst developing the skills needed to effectively manage and lead people. You will explore topics including, sport business, financial decision making, performance analysis and strategic sports management.
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Open Days

We understand that when it comes to deciding where you’d like to study, there are a lot of things to consider. Come along to our Open Day and discover why BNU could be the place for you. You can find out more about your course, meet the course team, and get all your questions answered.

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Application Guide

For everything you need to know about applying, check out our Application Guide. You can find useful information for each stage of your application journey – from before you even apply to what to do if you receive an offer, and everything in between.   

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Students' Union

At BNU, we believe in putting our students first. That’s why we’re the only university in the UK to offer free access to such a diverse and exciting range of activities through our SU – all to enrich your university experience.

Why study this subject?

Sport is a universal and lucrative industry with Sport England estimating that as a whole it contributes £39 billion to the UK economy. Whatever your interest there is always an opportunity to get involved and make your mark and our sports business and coaching degree is the ideal way to gain the practical and theoretical skills needed to thrive in this fast-paced and unpredictable sector.

Studying a degree dedicated to sports business and coaching allows you to graduate with confidence knowing you have the knowledge and experience of the sport industry needed to make an impression on employers.

With a theoretical and practical approach to understanding the sport management and coaching industry you will develop a robust transferrable and applied skillset, from critical thinking to research.

We ensure you are well-placed to be noticed as you enter a modern and growing sector with the ability to deliver sport and coaching in various ways, from coaching and managing athletes themselves, to overseeing aspects of commercial sports enterprises.

Standing out from the crowd is a benefit in a competitive industry and studying a degree with a coaching and business component is the best way to gain the experience and understanding in people management whilst having the commercial and operational knowledge needed to succeed.

Why study at Buckinghamshire New University?

For over 15 years BNU has been a leader in developing sport-related degrees and we are proud of our first-class reputation with industry groups. By studying with us you will be able to benefit from our connections and partnerships with public and private sector sport organisations. We are passionate about ensuring you are fully prepared to make your mark once you graduate.

It is not just about learning in the lecture theatre, we believe there is no substitute for practical, industry experience. There is plenty of opportunity to jump right in thanks to our strong relationships with the National Sports Centre at Bisham Abbey, Stoke Mandeville Hospital (the birthplace of the Paralympics), pro basketball team - London United, and Reading Ladies Football Club. We are especially proud to be one of the only universities in the UK to focus on disability sport, an area of increasing performance.

Being so close to the business hub in London means there are opportunities for you to complete placements and work experience during your time at BNU. In addition to this we welcome guest speakers from the industry, including alumni, so you can get a real feel for the doors that will be open to you when you graduate, meaning you’ll interact with lots of different people within the sports and business industries.

What facilities can I use?

We have a state-of-the-art gym and our human performance laboratory is home to an indoor, three-lane running track that has 3D motion-capture technology.

This facility helps to enhance athletes’ performance through improved technique, and also assists with injury prevention and rehabilitation.

The lab is also equipped for assessing a range of physiological, biomechanical and psychological parameters meaning you’ll always have lots of choice when it comes to designing a research experiment.

What will I study?

Our course is the perfect way to equip yourself with a detailed understanding of how different organisations in sport are structured and what drives consumer behaviour within the industry. This will help you to form your own ‘coaches toolkit’, an invaluable set of skills that will give you a solid foundation throughout your career.

You’ll learn the different techniques used for analysing performance and sharpen your athlete development and business skills. What’s more, many coaches in the industry are self-employed so we’ll set you up for success as a business-savvy and innovative entrepreneur.

In your first year, you’ll be learning the fundamentals of sport and business. Topics ranging from financial decision making to sport marketing principles will develop your business mind and areas examining sport and society and sport business will ensure you begin to understand how sport and business work together.

In Year Two, you will gain a more strategic understanding of business operations and begin to work with real clients to put your knowledge into action. You will expand on your familiarity with concepts, such as digital business and new technologies, financial performance in sport business, coaching and athlete development, performance analysis and strategic marketing.

In your final year, you will delve into learning about subjects including entrepreneurship, management, funding and professional development. You will also work closely with your personal tutor on a research dissertation project, meaning you can dive more deeply into an area that you’re really passionate about.

How will I be taught and assessed?

At Buckinghamshire New University we like to foster an interactive and student-focused teaching style where we blend lectures, workshops, group work, independent study, case studies, coaching sessions and guest speakers to enhance the learning experience.

The coaching modules across all three years include practical opportunities for you to develop and practice key coaching skills like preparation and planning, hands-on coaching and practice evaluation.

We aim to provide you with a balance of industry knowledge and experience as well as the underpinning academic theory, meaning you will have important transferable skills making you into a culturally aware, prepared and confident graduate.

Our assessments reflect our employer-led course philosophy, they are real world centric with live briefs from businesses and cases that challenge students to produce a tangible result and not simply demonstrate knowledge of a subject. We set a variety of assessments across the three years of the degree; these include:

  • coursework
  • essays
  • individual presentations
  • reflective assignments
  • timed assessments

Placements Plus

BNU is a Placements Plus university. So, whatever degree you do, you can be sure there’ll be plenty of industry-relevant opportunities on offer, to help you get into your chosen field.

We’ll also prepare you for work beforehand, with special skills for work training, further boosting your CV, and building skills employers will value.  In recognition of the value we place on these skills we have incorporated this experience into your study time.

Placements Plus is all about helping you get some valuable experience under your belt while you’re a student, to increase your choices later, and help you get the graduate-level job you want.

Useful Information

BA (Hons) Sports Business and Coaching Programme Specification

What are the course entry requirements?

A typical offer will require a UCAS tariff score of: 88 - 112

A minimum of two full A-levels (or equivalent) is required. Every application is considered on an individual basis.

For further details of our international English entry requirements, please visit our international pages.

Applicants who do not meet the minimum requirements for the three-year undergraduate programme, or those who do not feel fully prepared for a degree course, can apply for a four-year programme including a Foundation Year; find out more.


This provides a guide of the modules that make up your course. You can find more information about how your course is structured on our Academic Advice section.

Year 1 Modules

Financial Decision Making

Principles of Marketing

Introduction to Coaching Theory and Practice

The Sport Business

Foundations of Sports Research

Professional and Academic Skills for Sport

Games in Sport and Education

Sport and Society

Year 2 Modules

Digital Business and New Technologies

Strategic Marketing

Sports Operations Management (optional)

Coaching and Athlete Development

Research in Sport and Exercise

Understanding People in Sports Business

Sports Nutrition (optional)

Performance Analysis

Sport Broadcasting and Media (optional)

Sport Sponsorship and Events

Year 3 Modules

Sport Commerce and Regulation

Contemporary Coaching Issues

Funding for Sport (optional)

Club Business: Football (optional)

Research Dissertation

Professional Development and Employability (optional)

Applied Performance Analysis (optional)

Working and Learning in Exercise Health and Fitness

Small Business and Entrepreneurship (optional)

Strategic Sports Management and Finance

What are the tuition fees


Home, Academic Year 2022 - 2023

£9,250 per year


Overseas/International, Academic Year 2022 - 2023

£14,250 per year

The University is unable to accept any new applications from students who require sponsorship for a student visa to start in September 2022. This is due to the overwhelming popularity of our courses and visa processing timeframes.  Applications are still being taken from students who are already in the UK and hold the right to study.

From September 2022, those students living in the UK or Republic of Ireland, and EU nationals with settled status in the UK, will be considered Home students.

Most courses will involve some additional costs that are not covered by your fees.

You could benefit from financial support through a bursary or scholarship during your time as a student. For more details visit our financial support, bursaries and scholarships section.

Questions about fees?

Contact our Enquiries Team:

0330 123 2023

What are my career prospects?

We want you to succeed at university and beyond and are committed to supporting you to carve out the route to your chosen career. We’ll help you to develop crucial skills, encouraging you to become enterprising, employable and good business leaders. We could also help you find employment after graduation. Have a look at our Careers and Employability pages to find out more.

Our BA (Hons) Sports Business and Coaching course will help prepare you for a range of career possibilities. You’ll be qualified to work in a range of career pathways:

  • Sports events management
  • Sports Coach
  • Sport facility management
  • Sports entrepreneur
  • Sports marketing and media
  • Health and fitness industry
  • Self-employment in sports business

Marketing, advertising and sponsorship positions in agencies and commercial sports businesses will be a natural fit for you too.

You might also think about a career in community sports trusts and professional sports clubs – the opportunities are endless.

Graduates can also choose to study for a postgraduate course like our PGCert Business Leadership or IMBA.

Did you know?

We are one of the Top 10 UK universities mostly likely to produce graduates who go on to own or manage a business (Capital on Tap, 2021), find out more about this excellent news.

Course leader

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Andrew Rankin
  • Senior Lecturer
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