In an exciting development for sports education in Australia, two significant Sydney venues, the Sydney Cricket Ground (SCG) and Allianz Stadium, will be transformed into university campuses starting January 2026. The University of Newcastle will utilise these iconic locations for its Master of International Sports Business and Master of Sports Analytics programs, adopting a unique “stadium campus” model, a first of its kind in the country.
Interestingly, these campuses will not feature traditional classrooms; instead, existing corporate suites will be revamped into “living labs” for students. Professor James Skinner, Dean of the Newcastle Business School, highlighted that this dynamic setup will allow students to spend up to two days a week at the stadiums, offering them real-world insights into the sports business as it unfolds.
This innovative approach leverages the current facilities and infrastructure at the stadiums, adapting them for educational use. Students will benefit from learning within the heart of the sports industry, gaining exposure to various customer and client groups and tackling real challenges faced in the sector.
In addition to classroom learning, students will have the opportunity to engage with stadium staff, executives, and distinguished speakers from the sports world, including Matildas head coach Tom Sermanni. Such direct access not only enhances the educational experience but also opens doors to internships and job opportunities in a rapidly evolving sports landscape.
The Global Institute of Sport, which collaborates with the University of Newcastle, has successfully implemented similar campus models worldwide, with prestigious locations like Webley Stadium in the UK and Chase Stadium in the US. Up until now, the Melbourne Cricket Ground had been the only stadium campus in Australia, offering limited distance courses. This new initiative by the University of Newcastle marks a significant milestone, as it represents the first instance of a traditional degree being offered in a stadium setting.
With Australia poised for a “golden decade” of sports leading up to the Brisbane 2032 Olympic Games, the timing of this initiative is particularly fortuitous. It is estimated that over 100,000 job opportunities may arise in Queensland due to the upcoming Olympics, positioning students from this innovative program advantageously for future employment.
Currently, enrolment is exclusive to those pursuing the specified master’s degrees, but there is potential for future expansion into other programs. Professor Skinner notes that the partnership between the University of Newcastle and GIS merges strong academic foundations with vital industry connections, providing students with an unparalleled educational experience that equips them for careers in the sports sector.