University course · real outcomes from HESA / Discover Uni · part of Careermash

University degree

Sports Studies and Marketing

University of Stirling

Qualification

Degree

Length

4 yrs

UK fees / yr

£9,535

Study

full-time

Robin · your guide

Here's the honest picture on this course - what you'd study, whether you'd likely get in, what it pays, and where it leads. Everything's real data.

About this course

Sports studies and marketing is a combination that reflects the commercial and cultural significance of sport in modern society. Sport is not simply an arena of physical contest: it is a global industry, a vehicle for sponsorship and media revenue, a platform for community engagement, and a subject of serious academic inquiry. Understanding both the social, historical, and scientific dimensions of sport and the marketing strategies and commercial frameworks through which it is organised and promoted prepares you for careers at the intersection of these two fields.

The University of Stirling's four-year full-time Sports Studies and Marketing programme draws on Stirling's long-standing strength in sport-related education and research. You will study the sociology and history of sport, sports psychology, policy and governance, and the role of sport in public health and community development alongside core marketing principles including consumer behaviour, brand management, digital marketing, communications strategy, and market analysis. The programme takes both subjects seriously, ensuring you develop real analytical depth in sports studies and genuine marketing competence, rather than treating either as superficial background to the other.

The programme includes a year abroad, giving you the opportunity to study sport and marketing in a different national context, which is particularly valuable in a sector where international events, global sponsorship deals, and cross-border media rights are central commercial realities.

A typical entry tariff of 168 points reflects the programme's academic expectations, and you will graduate with a portfolio of applied marketing projects alongside your academic knowledge of the sports sector.

Graduates pursue careers in sports marketing, sponsorship, event management, sports media, brand management within sports organisations, public relations, and community sport development. The combination of sector knowledge and marketing expertise is particularly valued by sports clubs, governing bodies, agencies, broadcasters, and sponsors. Postgraduate study in sports management, marketing, or business is also a natural next step.

Could you get in?

The grades students arrived with

48-63 pts1%

64-79 pts1%

80-95 pts3%

96-111 pts3%

112-127 pts4%

128-143 pts9%

144-159 pts19%

160-175 pts18%

176-191 pts14%

192-207 pts11%

208-223 pts6%

224-239 pts7%

240+ pts5%

How they qualified

70% got in with A-levels. The rest came in a mix of ways:

A-levels70%

other higher education26%

another degree2%

Other1%

Could I get in? Try your grades

120 UCAS pts

Pay & prospects

89%

In work or further study after

85%

Continue past first year

84%

Student satisfaction

What graduates earn over time

£26,000

After 15 months

£25,500

3 years on

£33,000

5 years on

What graduates actually go on to do % of leavers

Sales occupations15%

Business and public service associate professionalsHighly skilled55%

Natural and social science professionalsHighly skilled7%

Administrative occupations10%

Managers, directors and senior officialsHighly skilled7%

Leisure, travel and related personal service occupations6%

Sports and fitness occupationsHighly skilled7%

Elementary occupations10%

What students say National Student Survey

84%

of students are satisfied with the course overall

Teaching84%

Assessment & feedback81%

Academic support80%

Well organised86%

Learning resources86%

Student community84%

In students' own words

★★★★★

Genuinely worthwhile

I was sceptical before starting — now I'd recommend it to anyone. The best part: the teaching staff are genuinely world-class and accessible. If I'm honest, accommodation allocation was stressful in the first year. On the city — good transp…

Class of 2023 · Full-time

★★★★☆

Would do it again

Honestly, one of the best decisions I've made. The best part: the accounting and finance streams are taught by practitioners, not just academics. If I'm honest, the timetable has some awkward 9am / Friday afternoon slots. On the city — loca…

Class of 2022 · Full-time

More courses like this

Tec Partnership

Tourism Management

£9,535

The University of Leicester

Finance

Anglia Ruskin University

Business and Human Resource Management

The University of Surrey

International Business Management

The University of Kent