The global sport events market is worth billions of pounds, with the industry expected to continue its steady growth.

Stadiums represent major capital investment for many professional sport organisations and their utilisation presents both financial opportunities as well as challenges. Stadiums are now seen as not just sport venues, but as venues for a wide variety of activities – inside and outside of sport.

Being used for around 35 days per year for their core sport activity means that securing the use of the venue for the remaining approximately 330 days of the year is a key challenge. Many Olympic stadiums and venues throughout the years can be given as examples of becoming the so called ‘white elephants’, i.e. not used (e.g. Atlanta 1996, Athens 2004, and more). There are stadiums however, which could be given as ‘best in class’ examples, setting strategies to be studied and transferred, and standards to be followed.

Wembley Stadium’s event calendar is set to surpass 200 events since 2007, combining domestic and international football with concerts featuring acts such as AC/DC, Coldplay, Beyonce, Ed Sheeran and more, in addition to hosting motorsports, boxing, NFL and rugby events.

Degree content

You will have an introduction to key areas of stadium and events management, and gain an understanding of planning, operations and logistics, among other essential areas to the delivery of successful major sport events. Contributing to the development of important stadium and events management knowledge are interlinked components including marketing, contract negotiation, stakeholder management, leadership and volunteer management.

The degree will provide an insight into the managerial and business facets of delivering a safe and customer focused event experience. This includes exploring various event operations and their impact upon delivering a successful and profitable event, whilst understanding the implications of the legalities and regulations. Areas to consider range from liaising with the police on a match day to building relationships with stakeholders such as local authority and transport officials, to inspiring and motivating your volunteers when hosting major sport events.

You will learn first-hand how a venue’s assets are maximised to ensure sufficient financial returns to repay the capital outlays.

The degree is designed to provide an understanding of developing a compelling visitor experience in a safe event environment, to analyse the various stakeholders associated with an event, and understand operational, logistical and marketing planning and the financial underpinnings needed to ensure income streams from a number of sources.

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Graduates of the BA (Hons) Stadium & Events Management degree will be awarded degrees by our esteemed academic partner institution, Bucks New University.

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UCFB degrees fall under three subject benchmark statements – General business and management (2007); Hospitality, leisure, sport and tourism (2008); and Psychology (2010). Visit the QAA website to access each of these benchmark statements.

Download the BA (Hons) Stadium & Events Programme Specification.

Semester 1

Understanding Sports Business+

Understanding Sports Business

The contemporary sport industry has embraced a number of dynamic innovations used in other sectors, helping to transform both its management and administration, steering it in a more professional manner in some aspects of sport, yet not others. Growing revenue has taken on increasing importance yet some sports still have issues with the media monopoly of others. Resistance to change, amateur practices and poor treatment of some players remain within the industry. You will explore these and other key issues through examining how the core parts of the business (marketing, finance, the media, sponsorship, event management, leadership and HR) operate. You will analyse the development of sport and governance of both elite and grassroots organisations.

An Introduction to Marketing+

An Introduction to Marketing

Marketing has become synonymous with the ways in which firms attract customers and persuade them to purchase goods and services. Marketing is also a business philosophy that places the customer at the heart of all its activities (customer centric) and regards satisfying customer needs and wants as the only way to build sustainable competitive advantage. You will explore the application of marketing concepts and ideas to the modern football industry and how it has contributed to its growth both in grassroots and professional contexts.


Semester 2

Fundamentals of Accounting & Finance+

Fundamentals of Accounting & Finance

This module seeks to develop an awareness of and an understanding of the source and purpose of financial accounting information within the organisation and an understanding of the structure of the main financial statements. It is also designed to encourage students to develop skills necessary to be able to use financial information for planning, control and decision making.

An Introduction to Stadium & Events Management+

An Introduction to Stadium & Events Management

Stadium and events management is a vital component in the global sport and entertainment operation at Wembley stadium. The aim of this module is to introduce students to the central management and planning functions undertaken by stadium managers and their teams to safely operate events. Students will examine core stadium management functions such as facilities management, event planning, health and safety, stadium utilisation, stakeholder management and the marketing of events.

Semester 1

Event Planning+

Event Planning

This module aims to provide students with a theoretical and practical understanding of planning, participating, organising and operating an event. Special events in the modern sports, hospitality and entertainment industries take place in a wide variety of arenas and contexts (i.e. different sports/activities such as football, rugby, ultimate fighting championship, event launches, after dinner speaking and awards ceremonies). There are considerable logistical elements and potential.

problems which must be considered in the planning process. This module provides students with a theoretical knowledge of event planning and management theory which is then applied to the practical task of managing, funding/resourcing an industry related event.

Stadium Management+

Stadium Management

The module examines stadium safety issues and why stadium managers need to maximise sources of income from a range of small and large scale events including sporting, retail, hospitality, conferencing and banqueting. It will provide students with contextual experience of a range of stadium management issues that include stakeholder management, stadium safety and operations and developing income streams. Students are required to analyse key components of stadium management and will apply their learning to contextual assessment.


Semester 2

Research Methods+

Research Methods

The aim of this module is to provide the student with an understanding of research principles, a range of quantitative and qualitative research methodologies and appropriate analysis for these. This will enable the student to develop the research skills and knowledge necessary to undertake an independent research project. Students will be provided with support in developing their writing style to incorporate citations and make use of referencing.

They will be introduced to Academic Journals and will use these to inform their understanding of the research approaches used in the sector. This will also serve to familiarise the learners with the role of Journals in their wider study. The final aspect of this module will introduce hypothesis testing, with learners making use of a computer package to undertake simple statistical tests commonly used within their subject area.

Digital Marketing+

Digital Marketing

Digital technology plays a significant part in developing marketing plans. It is important for a marketer to determine which technological application is the most important in any given marketing campaign. This module will provide you with a perspective of the marketing information systems infrastructure. You will be expected to develop an understanding in how evolving technologies can support the marketing of products and services.

Semester 1

Leadership & Management+

Leadership & Management

Self-analysis and development of leadership and management qualities are a prerequisite for students wishing to elevate their career in sports business management or associated fast moving consumer group (FMCG) industries. The aim of this module is to enable students to understand and evaluate their leadership and management skills and consequent behaviours. They will learn how to appraise managerial and leadership theory and to develop their own leadership and management skills pertinent to a career as a business manager.

The module supports students as they identify and develop their strengths and development opportunities supported by a clear and measurable development plan to improve their management and leadership behaviours.

Negotiation & Winning Contracts+

Negotiation & Winning Contracts

The negotiation and winning of contracts is instrumental in Stadium and Events Management. In an increasingly competitive market the ability to attract, secure and deliver contracts to promoters, artists and organisations alike is paramount driving core stadium revenues. The module will examine negotiating and securing contracts, developing relationships with artists and meeting event promoter’s needs with reference to resolving legal disputes without recourse to litigation. This module will draw upon the shared services and partnership with Wembley stadium to bring to life the negotiation and securement of event contracts.


Semester 2

Research Project+

Research Project

This module aims to provide students with the opportunity for independent learning through the completion of an individual, extended research project. The project requires a high level of individual application and commitment to research and enquiry. It provides students with the opportunity to identify, reflect upon and explore a topic that has implications for their own professional development.

Global Marketing Management+

Global Marketing Management

The aim of this module is to develop your understanding of global complexities such as the impact of cultural and dynamic markets. The module will enable you to apply global marketing theories and concepts to the business of sport and in particular, the business of football. The international business environment is examined in the context of foreign markets and customers. Due diligence will be considered prior to entry of new markets through research and evaluation of entry strategies. You will consider how to develop a global marketing campaign.


* Modules listed above may vary depending on changes to the syllabus.

Applications are welcomed from students with a genuine passion and ambition to work in the football, sport and events industries. Please see the individual degrees for our UCAS tariff point score entry criteria.

The minimum academic requirement for this degree course is a 96 UCAS point score under the new UCAS tariff system for 2017 entry.

Other minimum requirements

Applicants will normally have achieved one of the following:

  • A minimum of 2 A Levels including two C grades
  • A BTEC Extended diploma grade MMM
  • A BTEC Diploma grade DD
  • A combination of BTEC and A-Level qualifications with at least two C graded A levels or Merit graded BTEC equivalents.
  • International Baccalaureate (minimum of 28 points)
  • An Advanced GNVQ in an appropriate subject at Distinction level
  • An Access Course: minimum of 60 credits, including at least 45 at Level 3
  • An equivalent level 3 qualification

Applicants should have a strong GCSE profile, including English at Grade C, or equivalent and Maths at Grade C (specifically for Football Business & Finance, Sports Business & Sports Law and Sport Psychology).

Other qualifications, including overseas, may be considered. Applicants for whom English is a second language should have achieved IELTS 6 or equivalent for entry into Level 4.

We also welcome applications from mature students who may not possess the above qualifications but may have relevant experience.

All applicants will be expected to demonstrate a specific interest in their preferred area of study and should have a commitment to engaging with the subject through the academic programme and our complementary curriculum involving high profile guest speakers, master classes and short course opportunities.

Entry with advanced standing

Students are normally expected to start at Level 4, but can be admitted to any level of the course which is considered suitable, after portfolio review and interview, using the Credit Accumulation and Transfer Scheme (CATS). Under this arrangement, a student may apply to have previous academic credits or other learning or experience taken into consideration. Such applications are considered by the Faculty CATS committee and must be supported by the Academic Department.

Scholarships & Bursaries

A limited number of scholarships and bursaries are available for 2015. Visit the undergraduate scholarships and bursaries page for more information.

If you have any further questions regarding entry requirements, please contact us at admissions@ucfb.com.

With no two events ever being the same and the growth of the events industry, UCFB’s BA (Hons) Stadium & Events Management graduates could pursue a variety of career opportunities.

Examples range from stadium and venue management to event operations, bidding, consultancy, legacy and sustainability projects. Other career prospects for graduates include management and operational roles in major sport events such as the Summer and Winter Olympics, Commonwealth Games, World Cups, European Championships and Grand Slams.

UCFB Student Profiles: BA (Hons) Stadium & Events Management

Piotr-Klimowicz

Piotr Klimowicz, BA (Hons) Stadium & Events Management

Read more about Employability at UCFB