The new partnerships with Sheffield Wednesday Football Club Community Programme (SWFCCP) and B. Braun Sheffield Sharks, join an existing collaboration with Qualitas Sport Ltd.
The partnerships will support the delivery of innovative blended learning opportunities, combining academic study with practical experience in sport business, coaching, and community development, equipping students with the skills and knowledge for the global sports industry.
Through these collaborations, Sheffield Hallam will offer courses including a foundation degree and a one-year top up course that converts a previous qualification into a full honours degree in Sport Business Management.
These collaborations will:
Deliver blended learning programmes combining academic study with practical business-related coaching and community engagement.
Provide inclusive education pathways from FE to HE, supported by mentoring and career guidance.
Enhance student employability through a curriculum which integrates sport business, marketing, event management, and leadership—skills highly valued in the sports sector. Students learn to manage budgets, develop sponsorship strategies, and deliver community programmes, placements, and outreach projects.
Strengthen South Yorkshire’s educational ecosystem and promote lifelong learning.
Dr Ruth Crabtree, Head of the School of Sport and Physical Activity, said:
“We are delighted to collaborate with leading professional clubs and organisations across the city and region. Working alongside partners such as Qualitas, Braun Sharks, and Sheffield Wednesday FC creates exceptional opportunities for our students to learn in a truly applied, real-world context."
At the School of Sport & Physical Activity, we pride ourselves on delivering value-added experiences and practical learning for all our students. These partnerships open doors for individuals who may not have previously considered higher education, enabling them to pursue degrees in dynamic environments while gaining hands-on experience and applying academic knowledge directly to their professional practice.”
SWFCCP, established in 2005, is a leading charitable initiative generating over £8 million in social value during the 2023–24 season. Through its education hub, SWFCCP delivers post-16 BTEC qualifications, degree-level pathways, and community outreach programmes.
James Moore, Degree Coordinator at SWFCCP, said:
“We’re thrilled at Sheffield Wednesday to partner with a world-leading organisation like Sheffield Hallam University. Together, we’ll expand our higher education offering so students can work toward a degree while gaining hands-on experience that sets them up for success in the working world of sports business management.”
B. Braun Sheffield Sharks is a professional basketball organisation committed to education and youth empowerment. The Sharks have engaged over 20,000 students since 2013 through initiatives such as the Sheffield Sharks Education Academy, RESPECT programmes, and the B. Healthy campaign. Their partnership with Sheffield Hallam will provide blended learning opportunities, elite basketball pathways, and community engagement projects, supported by state-of-the-art facilities at Canon Medical Arena.
Marko Backovic, Head of Operations at B. Braun Sheffield Sharks, said:
“We are proud to join forces with Sheffield Hallam University together with some of the region’s most respected clubs and organisations, including Qualitas, and Sheffield Wednesday FC Community Programme."
"Together, we are creating life-changing opportunities for our students—where learning goes beyond the classroom and becomes an experience that shapes futures. At Braun Sharks, we believe education should inspire, empower, and open doors. These partnerships allow students to earn degrees in dynamic, real-world settings, applying their knowledge in ways that make a tangible impact. For many, this is not just a chance to study—it’s a chance to dream bigger and achieve more.”
Current student Connor Dawson said:
“Starting the blended Sport Business Management degree at Sheffield Hallam has been a game-changer for me. The blended learning approach gives me flexibility, and working alongside professional organisations like Qualitas Sport Ltd has opened doors I never imagined. I’m gaining real-world experience while studying, which makes me feel confident about my future career in sport.”
Gavin Bailey, Managing Director at Qualitas Sport Ltd, added: “Qualitas and Sheffield Hallam University are proud to work in partnership to deliver a high-quality, blended learning experience with aspiration, education, and future employment opportunities at its core. Together, we are committed to nurturing talent, strengthening professional expertise, and creating meaningful pathways that uplift our local community.”
