Craig Hopkins

I have a unique combination of academic knowledge and practical experience in the sporting industry which has given me an understanding of all aspects from club development to professional development. I have practical experience in the sports industry where I have held various roles such as sports club marketing, facility manager, sports centre manager, athletic association president, sports development officer, hospitality host co-ordinator, college sports maker and business consultant. All these roles required an understanding of the key industrial principles including working with people, coaching, customer service, finance, budgeting, marketing, facility management and managing people. I have worked with a variety of different sports people who are entrepreneurs to generate growth strategies, develop business plans, marketing materials and develop their personal brand. 

Before arriving at University College Birmingham, I taught for the PGA (Professional Golfers Association) teaching the Business and Management modules on their degree programmes, with students around the world my development of digital innovation really took off. The development of Canvas and interactive teaching tools in education can take teaching to new heights and create exciting opportunities. 

I am a former professional basketball player who has played in England and abroad. I have my coaching qualification in Basketball at level 3 which gives me an understanding of coaching strategies and techniques at the highest NGB level and have coached at Elite Academy and International level for Wales U14, U18/21’s. But my current passion is at the Master’s level encouraging participation and Elite performance pathways beyond the national teams. I am currently the assistant coach for GB Wolfpack (Men’s O40’s Masters team) and current silver medallist at the previous two FIMBA European Championships and will be competing at the World Championships in 2025.  

I teach a range of modules across the Business School including BA Business Enterprise, BA Business Management, BA Marketing Management, BA Digital Marketing and the MSc Business Enterprise courses. 

• Entrepreneurship
• Presentation Skills
• Business Management and Leadership
• Coaching
• Sports Management
• Sports Development
• Sports Marketing
• Education (Digital Learning and Innovations)