This paper provides an overview of the development and implementation of a three-year industrially supported Sports Technology Bachelor Degree Programme (with an optional placement year in industry) from within the School of Mechanical and Manufacturing Engineering at Loughborough University, UK. The paper describes how engagement between course providers, industry and students has been encouraged and integrated into the curriculum. It is highlighted that the degree programme has flourished as a direct result of the already strong research activities in this area. Attention is given to the structure and content of the programme, links and discussions held with the sporting goods industry and the aspirations and career destinations of students and graduates. We have initiated many industry activities and believe that this is a key factor in attracting increasing student numbers. Examples include, one-year student placements in industry, industry sponsorship of undergraduate projects, extensive donations of equipment for teaching purposes, ongoing input from a departmental industry advisory board and a programme steering group that includes senior industry, academic and sports governing body representatives. In addition, industry are involved directly in teaching which includes visiting lectures, site visits and factory tours. Emphasis is given to how the needs of industry have been accommodated and how industrial support was sought and subsequently integrated into the programme. Insights gained from student feedback forms are discussed It is hoped that the paper will be of interest to others operating similar programmes and perhaps more importantly to those currently considering how to work co-operatively with industry to enhance engineering education for undergraduate students.