Masters Degree In Sports Marketing de la Universidad Europea

Course In Big Data And AI in Sports Management

A unique and pioneering programme to boost your global sports marketing career working alongside renowned professionals from sports companies and marketing agencies ready to support you on your way to success. Inicio: 28/10/2024

INICIO: Flexible


The Master Degree in Sports Marketing at Real Madrid Graduate School - Universidad Europea is a 9-month programme designed to prepare students to become modern, creative professionals in the sports marketing industry. From day one, you will be challenged to respond to clients’ needs and create winning strategies for real projects.

As part of the marketing master’s, you will learn to design top strategies and add value to brands. Your professors will be successful executives in the sports marketing field, who will share their professional secrets and advice.

Alongside more traditional tools, discover modern sports marketing concepts such as city marketing, community management of athletes and brands in social networks, new channels for exploiting sports rights, corporate social responsibility and ever more varied forms of sponsorship.


Students with a high level of English, with first degrees in: Sports Science; Business Administration or Business Management and Entrepreneurship; Marketing; and any other holder of a higher education qualification who wants a career in sports marketing


Title issued by Universidad Europea de Madrid


Module I: The characteristics of sports marketing
Module II: The image of sports and sports sponsorship
Module III: Market research in sports
Module IV: Consumer behaviour
Module V: Sports marketing strategy
Module VI: The sports marketing plan
Module VII: International sports marketing
Module VIII: Sports marketing and communication
Module IX: Professional internships
Module X: Final thesis


Basic competencies

BC1. Possess and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context.
BC2. That students know how to apply the acquired knowledge and their ability to solve problems in new or unfamiliar environments within broader contexts related to the area of study.
BC3. That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
BC4. That students know how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.
BC5. That students possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

Cross-disciplinary competencies

CC1. Responsibility
CC2. Self-confidence
CC3. Awareness of ethical values
CC4. Communicative skills
CC5. Interpersonal understanding
CC6. Flexibility
CC7. Teamwork
CC8. Initiative
CC9. Planning
CC10. Innovation, creativity

Specific competencies

SC1. Ability to have an integrated vision of all dimensions of the company in the sports sector: external and internal. To do this, they will undertake an autonomous and selective learning that allows them to make decisions and assess their economic and social impact.
SC2. Ability to lead from a comprehensive ethical and social responsibility approach. Projects and teams of departments or units dedicated to sports marketing, assessing the impact of their decisions on profits, the market, people and society.
SC3. Ability to master the keys of the great areas of world sport, especially in the area of marketing, to turn them into competitive advantages.
SC4. Ability to master the economic - legal and technological environment of the sports sector, especially the area of sports marketing, and carry out a medium-long-term strategic evaluation and planning using the reference tools.
SC5. Ability to master new trends and business practices in sports marketing of corporate social responsibility policies that affect the sports sector, especially in the area of sports marketing.
SC6. Ability to assume the competencies of a manager: leadership, emotional intelligence, communication skills, team management, group work, conflict resolution, negotiation and results orientation, etc., always from a responsible approach and from a multicultural perspective respecting the diversity.
SC7. Ability to master the concepts and tools of strategic reference marketing for the organizational dimensioning of a company in the sports industry and be able to select which is the best strategic alternative to apply in that market or company.
SC8. Knowledge of the tools for the marketing management of a company as well as the reference marketing practices in the sports industry.
SC9. Ability to design marketing plans using criteria of coordination with the rest of the planning (financial, operations, etc.) and aligned with the general strategy of the company for companies, departments or business units related to sports marketing.
SC10. Ability to master the key reference concepts for the sizing of new organizational structures in the marketing area and to be able to implement plans that involve changes and adaptations with criteria for optimizing resources and knowledge management in the sports sector.
SC11. Ability to apply and turn into action everything they have learned in one of the decision areas of the company through professional practices.


This exclusive program Will allow you to develop your profesional career in the Sports Marketing world, some of the most recurrent postioins would be:

Marketing Departments at sport entities or any other field
Communications, Institutional Relations or Public Relations Departments in sports or sports related
Communications and Marketing agencies
Personal Brand management for professional athletes
Marketing and Sports Business consulting
Sports Events management
New Technologies and Innovation in Sports