Steven Osborne

Lecturer in Sport M​​anagement

Telephone number: 029 2041 7249
Email address:

Steven Osborne is a Lecturer in Sport Management and Development in the Cardiff School of Sport. 

Steven joined the School in 2014, following a four and a half year tenure as a lecturer at Swansea Metropolitan University (now UWTSD). 

Steven has over 20 year's voluntary, professional and academic experience in the sports industry, where he has experience in developing and implementing; strategic change programmes, local and national strategies, managing and leading teams of sports professionals. 

This work has been conducted in all major spheres of sport including voluntary, public, not for profit/private and national organisations.  

He continues to support the development of Welsh Sport as a non-executive director for a not for profit leisure trust and has previously chaired Welsh Rowing and acted as a non-executive director with British Rowing.​  

Research / Publications

Stevens’ interests in research lie within strategic and policy planning for sport and leisure, sporting infrastructures, sports development, commercialisation and enterprise in sport.

  • Global sport ecosystems
  • Sports development and management
  • Leisure management
  • Strategic planning & Sports and leisure policy
  • Governance in sport
  • Not for Profit Management - Leisure trusts & National Governing Bodies
  • Commercialisation and Entrepreneurship in sport
  • Enterprise and entrepreneurial education

Osborne, S.K. (2011) Arena owner/operator/tenant balance: issues? In: M.Dodds and L.E. Swain.eds. 2011. Encyclopaedia of Sports Management and Marketing. Sage.
Griffiths L. and Osborne, S.K. (2011) Product Assortment. In: M.Dodds and L.E. Swain.eds. 2011. Encyclopaedia of Sports Management and Marketing. Sage.
Osborne, S.K, (2011) Are Sports Management Graduates Fit for Purpose? Sport & Physical Activity. Institute of Sports and leisure Management.
Osborne, S.K, (2012) Developing the Welsh Sports Industry Leaders of the Future. South Wales Business Review. Swansea Metropolitan University

Osborne, S.K. and Griffiths, L (2013) Fanatical Followership: Brand Loyalty Lessons From the World of Sport.  CIM Sports Marketing Conference, Swansea, March.
Osborne, S.K (2012) The Challenge of Developing Graduate Employability Skills:  A Sports Management Case Study’.   CMI-SBS Management Research Conference, Swansea, June.
Osborne, S.K. (2011) Are Sports Management Graduates Fit for Purpose? Exploring perceptions of industry leaders and employers. CMI-SBS Management Research Conference, Swansea, June.

Teaching and Supervision

Steven has held lecturing roles in higher education since 2010 and has experience in delivering on undergraduate and postgraduate programmes in sport management, sport development and business. Steven has also supported and led on the development of undergraduate and post graduate degree programmes. This has included module leadership and design on a variety of management related topics and work based learning modules. Specific areas of focus include;

  • Sports development and planning
  • Sports facilities and operations management
  • Entrepreneurship & sports marketing
  • Strategic and change management within sport
  • Industrial placements and work based learning
  • Conventions and events management

Steven also has experience in year group management and acting as a personal tutor. He has   supervised undergraduate dissertation students in sport and postgraduate dissertation students in sport management and business (MBA) related disciplines.

Qualifications and Awards

Current Studies
PhD: ‘Entrepreneurship within the Sport Industry’ 

2012      PGCE Post Compulsory Education & Training (PCET – with Distinction)
2008      Masters of Business Administration (MBA) 
2001      Masters (M.A.) Sport & Leisure Studies  
1999      B.A. (Hons) Sport & Human Movement Studies​​

2012      Student Union Teaching Awards: University Award for Promoting Employability.
2012      Fellow of the Higher Education Academy

External Links

Steven has held management and strategic leadership positions within local, national public and third sector sport and leisure organisations. Steven is a regular contributor to benchmarking and consultancy events within Welsh Sport and has presented at both regional and national industry focused seminars. Within a higher education context Steven has previously been involved in the Chartered Institute for Sport & Physical Activity: UK HE/FE strategic planning group discussing how best to support and develop sports degree students.

Forum Membership

2013 – 2014        Member of CIMSPA UK HE/FE strategic planning group
2012 – 2014        Advisor to Mid and West Wales Sports and Leisure Managers Group
2012 – 2014        Swansea City Football in the Community Project Steering Group
2007 – 2009        Advisor to Swansea Health Social Care and Wellbeing Partnership
2007 – 2009        Advisor to Swansea Children and Young People Partnership.
2000 – 2009        Member of the West Wales Sports Development Forum
2006 – 2009        Member of the South East Wales Sports Development Partnership.
2008 – 2009        Member of West-Wales strategic planning group for sport workforce
2008 – 2009        Member of West-Wales strategic planning group for sport club development.
2003 – 2007        Member of the all Wales Sports Development Benchmarking Group     

Non Academic Conferences

Key note Speaker at Institute of Welsh Affairs (IWA) Sport and Regeneration conference
Key note speaker at South Wales Sports Coach UK Tutor conference
Seminar presenter at South East Wales Sports Development conference.
Seminar presenter at Mid and West Wales Sports Development conference
Key note speaker at Swansea Sports Development conference.
Seminar Presenter Swansea Coaching Summit
Sports Leaders UK : UK Consultation Event

Professional Membership
Member of European Association of Sports Management

Sport / Coaching Profile

Senior Positions (Professional & Voluntary) in Sport Management/Administration
2010 – present   Non-Executive director – Bay Leisure Ltd (Volunteer Role)
2014 – 2014        Volunteer Championship Co-ordinator – IPC European Athletics Championships
2011 – 2013        Chair (CEO) Welsh Rowing (Volunteer Role)
2012 – 2013        Non-Executive Director British Rowing (Volunteer Role)
2008 – 2009        Climbing Higher Officer, City & County of Swansea
2006 – 2008        Senior Development Officer, Sports Council for Wales (Secondment)
2002 – 2006        Senior Sports Development Officer, City & County of Swansea

Playing/ Participating
Welsh Schools Athletics Team – British Schools Athletics Championships (1994)
Swansea Regional District (U20’s) Rugby – Welsh Champions (1999)

Coaching/ Tutoring
2001 – 2007        Swansea & district u12-18 rugby squads Coach/Head Coach. (Volunteer Role)
2006 – 2007        Skills and fitness coach position with the Ospreys Rugby Academy. (Volunteer Role)
2004 – present  National Tutor for Sports Coach UK (Level 3 Certificate in Tutoring Sport -1st 4Sport)