MSc Business Finance & Economics (Sheffield) to Fully Funded PhD in Economics (UK): How Competitive?

I’ve received an offer for the MSc in Business Finance and Economics at the University of Sheffield (fully funded). My undergraduate degree was a BBA, so I wasn’t admitted into a core MSc Economics programme. My goal is to pursue a fully funded PhD in Economics in the UK afterward, with the long-term aim of an academic career. How competitive would this pathway be as an international student? What matters most for securing funding and admission — mathematical preparation, econometrics performance, research experience, dissertation quality, references, distinction-level grades? For those familiar with UK PhD admissions in Economics, how do departments evaluate candidates coming from finance/economics hybrid programmes rather than pure Economics MSc tracks? Any advice on how to position myself strongly during the MSc would be greatly appreciated.