Course in Big Data and AI in Sports Management
Private degree issued by Universidad Europea de Madrid
Start: September 2026 | Escuela Universitaria Real Madrid Universidad Europea | Faculty of Medicine, Health and Sports | Title you will receive: Postgraduate Diploma in Big Data and Artificial Intelligence in Sports Management | 9 ECTS |
The Sports Big Data Certificate prepares you to lead the new era of the sports industry, where data and artificial intelligence are redefining how organisations create value, engage with their fans and develop new business opportunities.
You will develop the skills to make a real impact in the sports industry:
- Gain a solid understanding of the fundamentals of Artificial Intelligence, Big Data and Generative AI applied to sport, and their impact on the industry.
- Use data to enhance decision-making across areas such as marketing, business development, CRM, ticketing and sponsorship.
- Apply generative AI tools to create content, automate processes and optimise workflows.
- Design personalisation and fan insight strategies to enhance engagement and improve the fan experience.
Train through a online learning methodology, with access to content from day one, allowing you to organise your studies and progress at your own pace. In addition, you will experience White Week, a unique one-week sports experience featuring live-streamed talks delivered by industry leaders, club executives and elite athletes.
View the Spanish version of the program: Curso en Big Data Deportivo.
The quality you deserve
National Sports Award Copa Stadium
In 2018, Escuela Universitaria Real Madrid Universidad Europea received the National Sports Award Copa Stadium for its contributions to education, research, and the professionalisation of sports on both national and international levels.
Shanghai Ranking 2025
Our faculty of physical activity and sports sciences is ranked among the top 30 worldwide, according to the prestigious Academic Ranking of World Universities by the Shanghai Ranking 2025.
Discover what your experience will be like
Horizon breakers: pushing boundaries, creating your future with AI
At Escuela Universitaria Real Madrid Universidad Europea, we’ll teach you how to apply artificial intelligence (AI) in real-world settings. We’re proud to be recognised by Forbes as one of the most influential universities in education for 2025, thanks to our strong commitment to generative AI.
AI for academy
- You’ll have access to the Advanced Course in Study Techniques with AI, where you’ll learn step by step how to integrate artificial intelligence into your daily life as a student.
- You’ll use tools to increase your productivity and optimise your learning process, enhancing your academic experience and improving your results.
- You’ll also take part in an exclusive workshop with Google, where industry professionals will guide you through the implementation and use of various AI applications.
Study plan
The curriculum of the Postgraduate Diploma in Big Data and Artificial Intelligence in Sports Management is made up of 10 modules that provide you with practical, multidisciplinary and up-to-date training. All materials will be available on the virtual campus.
Study plan structure
The course content includes:
Module I - The AI Revolution in Sport
- Introduction to AI
- The AI Maturity Ladder
- Machine Learning
- Digital Transformation and AI Project Development
Module II - Big Data, Fan Intelligence and Decision Making
- Data as a Strategic Asset
- Sports Industry Data Sources
- Fan Intelligence and Insights
- DataDriven Sports Strategies
- The Sports Organisation Data Ecosystem
- The 360° Fan View
Module III - Mastering Generative AI as a Professional Tool
- How Generative AI Works
- Data, Prompting and Professional Foundations
- Agents and Large Language Models
- Selecting AI Tools for Tasks: ChatGPT, Gemini, Claude and Perplexity
- Effective Prompt Design (Step by Step)
- Custom AI Assistants
Module IV - Scaling Content and Fan Engagement with AI
- Generative AI in Sports Marketing
- AI for Social Media and Fan Engagement
- AIDriven Image Creation and Creativity
- Marketing Automation with AI
- AIPowered Campaign Development
- RealTime Social Media Management with AI
- AI Video Generation (Sora, Veo, Runway)
Module V - Driving Sports Business Performance with AI
- Generative AI Applied to CRM and Fan Intelligence
- Revenue Intelligence with AI
- AI in Sponsorship and Reporting
- AI for Operations and Efficiency
- Building AI Assistants and Chatbots
Module VI - AI Governance, Risk and Responsible Use
- Risks and Misuse of Generative AI
- Data Protection and Privacy in AI
- AI Regulation, IP and Governance
- The EU AI Act and Its Impact on Sport
Module VII - Inside Real Madrid – Understanding the AI Revolution in the Sports Industry
- Introduction to AI Concepts
- The Evolution and Landscape of AI
- Core AI Technologies
- AI Applications Across Industries
- AI as a Driver of Organisational Transformation
Module VIII - Inside Real Madrid – Building AIDriven Sports Organisations
- AIPowered Sports Organisations
- AI and DecisionMaking in Sport
- Revenue Intelligence in Sport
- Sports Business Intelligence and Predictive Analytics
- The Intelligent Sports Organisation
Module IX - Inside Real Madrid – How AI Transforms Fan Experience and Sports Business
- Loyalty Programmes
- Emerging Technologies in Sports Marketing
- Privacy and Ethics in Fan Targeting
- AI and Competitive Advantage
- AI Trends and Future Developments
An intensive programme to specialise in Sports Big Data
1
Initial stage
- Understand the fundamentals of Artificial Intelligence, Big Data and Generative AI, and their impact on the transformation of the sports industry.
- Learn how data is reshaping decision-making in sports organisations across areas such as marketing, business development, CRM, ticketing and sponsorship.
- Analyse how sports organisations use data-driven models to integrate technology, strategy and business into their processes.
- Identify the main applications of Artificial Intelligence in the sports industry and its transformative potential.
2
As the programme progresses
- Apply generative AI tools for content creation, process automation and productivity enhancement in professional environments.
- Develop personalisation strategies and fan insights based on data and digital behaviour.
- Learn to identify opportunities for AI application in revenue generation, operational efficiency and decision-making.
- Acquire prompting techniques and the use of intelligent assistants to optimise workflows in sports organisations.
Career opportunities for the Sports Big Data certificate
The sports industry is undergoing a profound transformation driven by artificial intelligence, the strategic use of data and process automation in decision-making, marketing and business management. The Sports Big Data Certificate prepares students to develop their careers in key, high-impact roles within the global sports ecosystem.
Digital Transformation Director
Lead the technological evolution of clubs, leagues or federations through the adoption of artificial intelligence, data and digital capabilities.
Sports Marketing Manager
Design data-driven fan engagement strategies based on personalisation and artificial intelligence to enhance engagement and loyalty.
CRM Manager
Transform fan data into actionable insights to optimise segmentation, communication and fan value.
Revenue and Ticketing Manager
Optimise revenue and commercial opportunities through analytics, automation and predictive models applied to the sports business.
Sponsorship and Activation Manager
Develop data-driven sponsorship acquisition and activation strategies to maximise brand value.
Business Intelligence Manager
Analyse data and generates strategic insights to support decision-making within the organisation.
Digital Transformation and AI Consultant
Support sports organisations in adopting data, AI and automation-based solutions to enhance competitiveness.
Discover the benefits of our online learning methodology
Intuitive Virtual Campus
Benefit from the latest virtual learning technologies through our online platform, accessible from any device, anywhere in the world.
Flexible Study Planning
Access all course content from day one and organise your studies around your schedule, allowing you to learn whenever and wherever it suits you.
Engaging Learning Resources
Study using downloadable materials, explanatory videos and practical exercises. All programmes are supported by the academic excellence and educational quality of Universidad Europea.
Admissions
Recommended profile
The sports industry is undergoing a profound transformation driven by artificial intelligence, the strategic use of data and process automation in decision-making, marketing and business management. The Postgraduate Diploma in Big Data and Artificial Intelligence in Sports Management prepares you to develop your career in key, high-impact areas within the global sports ecosystem.
Admissions requirements
To gain admission to the Postgraduate Diploma in Big Data and Artificial Intelligence in Sports Management, applicants must meet at least one of the following requirements:
- Hold a Bachelor’s degree. For graduates from foreign education systems, formal recognition of the degree is not required.
- Demonstrate accredited professional experience, in line with the specific requirements of each professional field, ensuring the acquisition of the competencies required for admission to the programme. Certain qualifications are expressly excluded by Universidad Europea and do not allow access through professional experience alone.
- Hold a Higher Vocational Training qualification (Advanced Technician level) with accredited professional experience following the completion of internships.
In all cases, Universidad Europea may restrict access to certain programmes if a specific prior university qualification has not been completed.