The Universities Business Challenge is the world’s leading online simulation-based inter-university competition designed to develop undergraduate and postgraduate employability and enterprise skills. Supported by leading universities and graduate employers, over 45,000 students have benefitted from taking part since 1998.
Loughborough Business School was represented in the challenge by a team of five students: Matthew Doel, Aryan Dsouza, Adishree Rai Sood, Lily Patient, and Alice Jaremyc.
They began their journey to the finals by finishing top of their group in the online simulation round, followed by second place in their semi-final at Nottingham Trent University.
On Friday 21 March, the team travelled to the University of Southampton to compete against the 10 best undergraduate teams nationwide. With over 80 teams, primarily final year students, participating in the full process; Loughborough’s students demonstrated outstanding performance throughout.
BSc Accounting and Financial Management student, Adishree Rai Sood said: “Throughout this challenge, I was able to hone key skills such as teamwork, critical thinking, decision-making, and resilience—especially in dealing with setbacks and turning them into learning opportunities. Our trading periods taught us how to analyse markets, manage businesses across different scales and make informed decisions under pressure.
“One of my biggest personal takeaways was during the networking round, where I realized that being an introvert doesn’t mean I can’t connect with others—it just takes the right task to bring out my confidence.
“Beyond the competition, the most rewarding part of the experience was the incredible friendships I built—especially with my four amazing teammates. From the highs of victory to the challenges we tackled together, this journey wouldn’t have been the same without them. An experience that was not just about business—but about growth, teamwork, and connections that will last far beyond the competition.”
Teammate Lily Patient added: “Throughout this challenge, we had the opportunity to tackle real-world business problems, refine our decision-making under pressure, and collaborate in a dynamic, high-stakes environment. Competing against some of the best minds from over 80 teams from universities across the country was a really rewarding experience. Making it to the top three in the grand final was the perfect way to end the competition.”
Academic Lead for Student and Graduate Enterprise, Dr Amanda Berry added: “The University Business Challenge is a fantastic opportunity for our students to push themselves and develop vital career enhancing experience and entrepreneurial knowledge. I’m delighted at this year’s success from the team, to achieve a third-place finish in a national competition is a testament to their incredible dedication and hard work.”