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University of Stirling: Sport Business Analytics

Institution University of Stirling View institution profile
Department Stirling Business School - Strategy, Operations, Analytics and Systems
Web www.stir.ac.uk
Email postgraduate.admissions@stir.ac.uk
Telephone 01786 466655
Study type Taught

Summary

Data and analytics play a bigger role in the world of sport than ever before. From athlete recruitment to business strategy, data is now key to almost every aspect of the sport business landscape.\ Estimates suggest the UK sports analytics market will grow in value from around £63 million in 2025 to over £600 million by 2035. This rapid growth represents a great opportunity for experts who understand how data can supercharge success in all aspects of sport. (Source: Market Research Future, 2025).\ Learn technical skills from recognised experts\ Stirling’s MSc Sport Business Analytics course prepares you for this exciting field. You’ll be taught by a combination of experts from our business school, computing science and leading thinkers in sport. Learn from those who have established Stirling as Scotland’s University for Sporting Excellence.\ Our Sport Business Analytics course is suitable for applicants who have a passion for sport but may not have a background in coding. We'll teach you the relevant technical skills employers are looking for.\ You’ll learn:

  • how analytics can benefit many areas of sport: from success on the pitch to smart strategies on the business front;

  • practical applications for your skills - get hands-on with real datasets, case studies and industry projects;

  • the technical know-how employers want. Gain practical expertise in Python and R;

  • how to tackle an industry challenge, with potential opportunities to work with an industry partner.

Transform sport-related data into strategic decisions\ The Sport Business Analytics course will give you a deep understanding of how to turn data into sporting success. This includes evaluating strategy, forecasting outcomes and applying behavioural insights to commercial and organisational decisions in sport.\ Your studies will also span areas such as economics, management and psychology. We'll also give you the opportunity to focus on the areas you're most interested in. You can explore:

  • how data impacts strategic decisions;

  • financial analysis at sports organisations;

  • or how it all comes together in areas such as recruitment and talent evaluation.

Scotland’s University for Sporting Excellence\ When you study at Stirling, you’ll be part of a community where sporting success is in our DNA. We’ve developed an international reputation for delivering Sports degrees that get results. Our campus has excellent performance analysis laboratories and world-class sport facilities. You'll find Olympic athletes and sport novices making the most of these resources.\ Throughout your Sport Business Analytics studies, you’ll benefit from our industry connections. We have close ties to national and international sports bodies. The business and computing side of the course is enhanced by our relationship with the Data Lab. This group is a leading research and innovation centre in the fields of data science and AI.

Master of Science

The University of Stirling is an international university committed to helping students Be the Difference in the world. Based in the heart of Scotland, Stirling is a place where ability – not background – is valued, and teaching, employability and facilities are all rated five-star (QS Stars University Ratings 2024).

That’s just part of the reason Stirling was shortlisted for University of the Year in the Times Higher Education (THE) Awards 2024, rated top 30 in the UK for postgraduate teaching (Postgraduate Taught Experience Survey 2024) and number one in the UK for campus environment (The International Student Barometer …

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