This unit provides a detailed analysis of sport in a global context. Through the use of international case studies it aims to give students a deep understanding of the processes of globalisation and the ways in which they have shaped the structure and conduct of sport around the world. Students will initially explore the commercialisation of sport and trace its evolution into a business. Various commercial themes will be addressed, including a detailed study of sport consumption. Special attention will be given to the motivations and behaviour of sports consumers, together with strategies for engaging with diverse groups and cultures. Students will also examine the impact of technology and the entrenchment of it in media entertainment. This will lead into a critical evaluation of sport-commerce as an industrial sector, a contributor to economic growth, and arena of political influence.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Analyse and describe the ever-evolving process of the globalisation of sport  
  2. Critically reflect on the power relations and who are the key global players influencing the development and progress of sport (business);  
  3. Research and appraise the government's role as an allocator of resources to the sport sector, and critically assess the impact and legacies of sport events, sporting competitions, and active recreation programs on host cities, towns, and local communities, taking into account economic, social, environmental, and health & well-being outcomes; and  
  4. Critique the links between political agendas and sport business; and  


Assessment type Description Grade
Case Study Case Study 1 20%
Case Study Case Study 2 20%
Report Article on current sport business topic 30%
Presentation Presentation on a current sport business opportunity. 30%

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