Sport, Media and Culture, BA (Hons)

Prepare for a Career in Sport Media and Journalism

Student filming someone taking part in sport activity

Course Overview

Our BA in Sport, Media and Culture offers a dynamic blend of critical theory and hands-on experience, equipping you with the tools to analyse, create, and innovate across sports journalism, public relations, digital media, and film.

This programme embeds critical thinking, media literacy, and research-led learning from the outset. You’ll benefit from expert-led teaching dedicated to cutting-edge media research, alongside real-world projects and authentic assessments that reflect industry practice.

You will develop the essential skills to become an adaptable, reflective media professional - ready to navigate and contribute to the fast-changing media landscape.

This degree also offers deeper understanding into how sport, sporting culture, and sports journalism have shaped social and cultural life in contemporary Britain and beyond. You'll explore the growing socio-economic influence of sport on a global scale.

Through the study of concepts such as fandom, national identity, sports narratives, and media representation, you'll gain a critical understanding of how sport is framed and experienced through media and culture today.

Why Sport, Media and Culture at Swansea?

Our Media and Communication programmes are consistently high-performing, and are currently ranked:

  • 2nd in the UK for Student Satisfaction (Complete University Guide 2026)
  • 5th in the UK for Student Experience (Times Good University Guide 2026)
  • 5th in the UK for Student Voice (NSS 2025)*
  • 9th in the UK for Career Prospects (Guardian University Guide 2026)

*based on the average positivity score per theme in the NSS 2025 when ranked against universities as featured in the Times Good University Guide.

Your Sport, Media and Culture Experience

Our Sport, Media and Culture degree has been designed to allow you to develop and apply a practical interdisciplinary skillset to real life situations. Upon completion, you will know how to find interesting and compelling sports news stories, write stories for publication, film and/or record that story for broadcast or for podcasts, edit the package so that it can be broadcast in various formats, and know how to drive audiences and promote that story.

Developed with employability at its core, this programme maps out viable employment routes into the sports mediascape, culminating in the opportunity to undertake a range of sports communication placement options in the third year of your studies.

Outside of your studies you will be part of a supportive student community and will be able to get involved in many different sports clubs and societies including the Media society.

The programme also includes the opportunity to study a Year Abroad or a Year in Industry. A Year Abroad allows you to hone your intercultural awareness, developing your skills in relation to international journalism and content creation.

The Year in Industry can be spent in the UK or overseas, giving you valuable workplace experience. The University advocates for paid placements, with an average salary of £20,000+. Unpaid placements are considered on a case-by-case basis. Although securing a placement is the responsibility of the student, we work with several organisations that provide a range of opportunities. If you choose to pursue a Year in Industry, you will be supported throughout the application journey with advice, guidance, and resources. If you are unable to secure a placement by the end of the second year of study, you will be able to transfer onto the equivalent 3-year degree programme.

Sport, Media and Culture Employment Opportunities

In your final year, you’ll have the opportunity to undertake a sports communication internship, where you will be required to complete 50 hours of hands-on experience within a professional sports media environment.

This placement offers valuable exposure to the sports sector and allows you to develop a range of transferable skills, including promotional writing, sports media production, and content creation. It’s a chance to apply your theoretical knowledge in real-world contexts, enhancing your professional confidence.

In your final year, you’ll have the opportunity to undertake a sports communication internship, where you will be required to complete 50 hours of hands-on experience within a professional sports media environment.

This placement offers valuable exposure to the sports sector and allows you to develop a range of transferable skills, including promotional writing, sports media production, and content creation. It’s a chance to apply your theoretical knowledge in real-world contexts, enhancing your professional confidence.

Our Graduates have gone on to thrive in careers such as:

  • Sports Journalism
  • Sports Broadcaster
  • Media Relations Specialist
  • Sports Social Media Manager
  • Sports Event Coordinator
  • Sports Public Relations Manager
  • Sports Marketing Specialist
  • Sports Analyst/Commentator
  • Sports Content Creator
  • Sports Information Director

Opportunities for further study at Master’s level are also available.

Modules

We're currently reviewing our curriculum to enhance your learning experience and embed skills that will benefit your future career. This means that some modules may be subject to change.

Entry Requirements

The University will consider applications from students offering a wide range of qualifications.

Typical A level Offer

ABB-BBC

Sport, Media and Culture, BA (Hons)

Sport, Media and Culture with a Year Abroad, BA (Hons)

Sport, Media and Culture with a Year in Industry, BA (Hons)