Bachelor of Business (Sport Marketing and Management)

3 Years On Campus Bachelors Program

University of Wollongong

Program Overview

The Bachelor of Business (Sport Marketing and Management) at University of Wollongong combines core business knowledge with specialised expertise in the rapidly growing sports industry, preparing students for careers in sports marketing, sports administration, sponsorship, event management, and athlete representation. Delivered at the Wollongong Campus, New South Wales, Australia, this program is ideal for students who are passionate about sport and want to develop the business, leadership, and marketing skills needed to succeed in professional sporting organisations.

Curriculum Structure

Year 1

In the first year, students build a strong foundation across key business disciplines while developing an understanding of how organisations operate in modern business environments. Subjects such as Accounting and Financial Management, Marketing Principles, and Management and Organisations introduce essential concepts in business decision-making, consumer behaviour, and organisational management.

Year 2

During the second year, students begin their Sport Marketing and Management major and explore the commercial side of the sports industry. Through subjects such as Sport Marketing, Sport Management, and Consumer Behaviour, students learn how sporting organisations attract fans, manage brands, secure sponsorships, and create engaging customer experiences.

Year 3

The final year focuses on advanced industry applications and professional practice within sport business environments. Students undertake subjects such as Strategic Sport Management, Sport Sponsorship and Promotion, and a Business Capstone Project, where they apply their knowledge to real-world challenges, often alongside opportunities for internships or industry-based projects with sporting organisations.

Focus Areas:

Sport marketing, sport management, sponsorship and brand partnerships, consumer behaviour, event management, leadership in sport, athlete and career management, sport business strategy, fan engagement, and sports industry operations.

Learning Outcomes:

Develop the ability to market sporting brands and events, manage sports organisations, analyse consumer and fan behaviour, create sponsorship strategies, lead teams, and apply business principles to the operation and growth of sporting enterprises.

Professional Alignment (Accreditation):

UOW's business programs are accredited by the Association to Advance Collegiate Schools of Business (AACSB), a prestigious accreditation held by a small percentage of business schools globally, ensuring international recognition and high-quality business education standards.

Reputation (Employability Rankings):

UOW Business is recognised internationally for delivering industry-relevant business education and practical learning opportunities. The program includes opportunities for internships, industry projects, and professional experience, helping graduates develop workplace-ready skills and valuable industry connections before graduation.

Experiential Learning (Research, Projects, Internships etc.)

Students in the Bachelor of Business (Sport Marketing and Management) at University of Wollongong gain practical experience by applying business and marketing concepts directly to the sport industry. The program focuses on real-world problem-solving, industry engagement, and collaborative learning, helping students understand how sporting organisations operate, how sponsorships create value, and how marketing strategies are used to grow sporting brands. Throughout the degree, students build professional networks while developing skills that are highly relevant to the sport business sector:

Sport industry internship: Students have the opportunity to undertake professional experience through an internship with a sporting organisation. For students in the Sport Marketing and Management major, the Business Internship Program (BUS 395) is a core subject, providing structured workplace experience and industry connections.
Industry-based projects: Students may complete research projects focused on solving real-world challenges faced by sporting organisations, allowing them to apply marketing and management concepts to practical business situations.
Capstone business project: In the final year, students complete an interdisciplinary capstone subject where they collaborate with students from other disciplines and apply their learning to authentic business scenarios.
Collaborative group learning: The degree emphasises teamwork and cross-disciplinary collaboration, reflecting the way sport and business professionals work in industry environments.
Sport marketing specialisation: Students explore sponsorship activation, sport consumer behaviour, sport organisation management, leadership in sport, and the promotion of sporting careers and businesses.
Business Internship Program resources: Students use the UOW Student Placement System (Sonia Online) to apply for and manage internship opportunities sourced through the Faculty of Business and Law.
Library and learning facilities: Students have access to UOW Library services, digital business databases, collaborative study spaces, academic skills support, and industry research resources to support coursework and projects.
Industry networking opportunities: Through internships, employer engagement activities, and industry-connected learning experiences, students develop professional relationships within the sport and business sectors.

Progression & Future Opportunities

Graduates of the Bachelor of Business (Sport Marketing and Management) at University of Wollongong develop specialised expertise in sport marketing, event management, sponsorship, fan engagement, and business management. The degree prepares students to work in the growing global sport industry, combining business knowledge with practical skills relevant to professional sporting organisations, events, and commercial enterprises.

Typical career roles: Sports Marketing Coordinator, Sponsorship Manager, Sports Event Manager, Community Engagement Officer.

Future Progression & Opportunities:

Career support services: UOW Careers and Employability Services provides career consultations, resume and interview support, networking opportunities, employability workshops, internship guidance, and employer engagement programs designed to help students build successful careers.
Employment outcomes and salary: Graduates entering sport marketing and management careers typically earn starting salaries ranging from approximately AUD $60,000–$80,000. The median early-career salary is generally around AUD $70,000–$75,000, with opportunities for significant progression into management and leadership positions.
University–industry partnerships: UOW maintains strong industry relationships through internships, industry projects, guest speakers, and professional networking opportunities with organisations across the sport, entertainment, events, and business sectors.
Long-term accreditation value: The degree is delivered through UOW's internationally recognised business faculty, ensuring graduates gain respected business and management qualifications valued by employers both in Australia and internationally.
Graduation outcomes: Graduates are prepared for careers across professional sports clubs, sporting associations, event management companies, sponsorship agencies, community sport organisations, and corporate marketing departments involved in sport and entertainment.

Further Academic Progression:
After completing this degree, students can continue their studies through postgraduate programs such as a Master of Business Administration (MBA), Master of Marketing, Master of Management, Master of International Business, or other specialised business master's degrees. These qualifications can support progression into senior sport management, commercial operations, strategic marketing, event leadership, and executive management roles within the sport industry.