Online Master’s in Sports Marketing
The Online Master’s in Sports Marketing prepares you to face the challenges of a growing and highly competitive sector. Gain expertise in sports sponsorship, technological innovations, and market dynamics to excel in the industry.
Train in the application of technology to sports marketing, as well as in the latest trends and tools needed to manage brands and sports institutions. Learn directly from industry leaders who will provide unique insights to boost your professional development in this exciting field.
If you’re looking for flexibility, our online methodology offers you what you need. The online classes are taught live and recorded through the virtual campus. You can access them whenever is most convenient for you or watch them again to review concepts.
Live the Real Madrid experience: Enjoy an international trip that will provide you with a global perspective on marketing strategies in the sports industry, guided by professionals and executives from leading institutions in the sector, granting you access to unique networking opportunities.
View the Spanish version of the master’s program: Máster en Marketing Deportivo online.
Private degree issued by Universidad Europea de Madrid
Classes in English | Start: 27 oct. 2025 | Escuela Universitaria Real Madrid Universidad Europea | Faculty of Medicine, Health and Sport |
The quality you deserve
Our Faculty of Physical Activity and Sports Sciences is ranked among the top 25 worldwide, according to the prestigious Academic Ranking of World Universities by the Shanghai Ranking 2024.
In 2018, the Escuela Universitaria Real Madrid - Universidad Europea received the National Sports Award Copa Stadium for its contributions to education, research, and the professionalization of sports on both national and international levels.
Our Graduate School
Live the Real Madrid Experience
Join an international experience and explore the sports industry from the inside. Network with professionals, professors, and peers from diverse nationalities, expanding your global connections.
Discover a unique business model in the birthplace of many sports and a leader in professionalizing the industry. Learn from international experts and visit iconic entities like Chelsea F.C., Watford F.C., IMG, Wembley Stadium, and Wimbledon.
Madrid
Gain exclusive insights into the Real Madrid Club's operations with special access to the Ciudad Real Madrid Florentino Pérez facilities. Visit major international sports entities and meet with their executive leaders.
White Week
Experience a unique sports event featuring streamed talks from industry leaders, club executives, and elite athletes throughout the week.
Rafael Castro
Founder | CEO of SportIQ
The knowledge and experiences I gained were instrumental in founding SportIQ and E&R Sports. These ventures are a direct reflection of the lessons learned and the inspiration drawn from the program.
Pablo Mayagoitia
Analyst
The learning plan was very attractive by itself, but the biggest value comes from lectures by professionals with great expertise and experience in their respective areas, challenging what you currently know and broadening your point of view.
Join the AI in Sports Industry Program
AISports: Artificial Intelligence in Sports
Be part of the AISports: Artificial Intelligence in Sports program. Train to lead the industry through innovation and artificial intelligence. Leadership is embedded in the DNA of our school, driven by a relentless pursuit of success and a passion for constant improvement.
Get ready to apply Artificial Intelligence in the sports industry. You’ll have the opportunity to learn from international experts in AI applied to sports through live online classes, access exclusive content, and develop your Final Master’s Project (TFM) centered on AI.
Study plan
The 100% online Master in Sports Marketing and Esports Management comprises 10 modules, each with 6 ECTS. At the end of the programme, the student will receive the Private Master`s Degree in Sports Marketing and Esports Management Online, granted by the Universidad Europea de Madrid.
Module 1. Introduction to sports marketing
- Marketing 360º review. Updating contents, strategies and tools.
- The sports industry: stakeholders, factors and trends.
- Introduction to sports marketing; history and evolution.
- Sports marketing: a new field for specialization?
6 ECTS. 1st Trimester.
Module 2. Market research and data intelligence applied to sports
- Introduction to market research.
- Quantitative research.
- Qualitative research.
- Research mindset and sources.
- The digital approach: big data and business intelligence for sports.
6 ECTS. 1st Trimester.
Module 3. Digital marketing and digital transformation for sports
- Digital transformation in sport organizations.
- Digital marketing strategies for sports.
- Digital toolbox: how to use for sports.
- Social media management for sports.
- Monetization in the digital era.
6 ECTS. 2nd Trimester.
Module 4. Marketing and communication strategies for sports
- Introduction to the communication process.
- Creativity and innovation for sports.
- Advertising management for sports.
- Fan engagement: the next challenge.
- Sports communication scenario: platforms, apparel, stakeholders.
- The sports industry marketing and communication trends.
6 ECTS. 2nd Trimester.
Module 5. Sponsorship management
- Sponsorship overview: the sports approach
- Sponsorship strategies for sport organizations: theory and trends.
- Sponsorship activations and service to sponsors.
- Sponsorship case studies.
6 ECTS. 2nd Trimester.
Module 6. Sport events organization
- Sport events: definition, typology, stakeholders.
- How to manage and operate sport events.
- Marketing and communication for sport events.
- International sport events case studies.
- City marketing through sports
6 ECTS. 3rd Trimester.
Module 7. Esports management
- The Esports industry after COVID: facts and figures.
- Esports management for sport properties.
- Esports: the corporate side.
- Gaming trends and future developments for Esports. Case studies
6 ECTS. 3rd Trimester.
Module 8. The future of sports
- Welcome to the sportainment era
- Sports and tourism: the unbeatable duo
- Sports and health: connecting the future
- Women´s sports: towards professionalization
- What to expect for the 2050 sports industry: are you ready?
6 ECTS. 3rd Trimester.
Module 9. Impacting sports technologies in marketing
6 ECTS.
Module 10. Marketing plan
6 ECTS.
Online exams and TFM
This master's degree is 100% online. You will be able to take the exams and the TFM virtually.
Universidad Europea online: leaders in innovation and quality education
Flexible and tailored to your needs
Universidad Europea’s online methodology allows you to adapt your training to your circumstances.
Experiential
Learning based on continuous practice and real cases in simulated environments that will prepare you to face the challenges of the professional world.
Constant communication
With the latest technologies, you will be in direct contact with the university, your teachers and your classmates.
Continuous support
Your lecturers and tutor will answer your questions and accompany you throughout your learning journey.
Our educational model
At Universidad Europea, we are committed to an education that prepares you for the needs of the professional world. Thanks to our methodology, you will be able to gain the knowledge, skills, abilities and competences that provide maximum employability in a global world.
Experiential Learning
The student learns by doing; there is no learning without action.
Meaningful learning
The teacher relates the knowledge, skills and previous experiences to the interests, expectations and cognitive characteristics of the students.
Collaborative learning
The students "learn together", so they are motivated not just by their own learning but to increase the achievements of others, forming a social and academic learning experience.
Professional learning
The teacher acts as an advisor and as a guide of the learning towards a professional application.
Constructive and discovery learning
Students investigate and explore concepts. This allows you to build cognitive structures by comparing, relating and reorganising new concepts with those you have already dealt with.
Autonomous learning
The teacher encourages the students to learn for themselves, developing self-learning. The student is understood as an active and cooperative agent, protagonist of their own education.
Individualised learning
The teacher is sensitive to the diversity and different learning styles of the students, adjusting the training activities to suit their needs.
Creative learning
The development of creativity and initiative allows knowledge to be perceived as open, unfinished, something which can always be redefined and understood from other points of view.
Admissions
Recommended profile
The Masters is ameined for students coming from different areas as business administration, sport management, marketing, communication, advertising, sport science or related.
The Master in Sports Marketing is an excellent choice for sports, marketing and communication professionals in business that want to develop their careers in the sports industry and use the program to update their profile.
Admissions requirements
For access to the Accredited Private Master`s Degree Master in Sports Marketing and Esports Management online it is necessary to fulfill one of the following REQUIREMENTS:
- To be in possession of a University Degree. In the case of being a graduate from a university outside of Spain, it is not necessary to have had the degree officially recognised by the Spanish Education Ministry.
- To have accredited professional experience related to the programme of interest. This guarantees the achievement of the abilities specified in the Profile for prospective students section. Some of the programmes offered at Universidad Europea do not allow access through professional experience. See the full list here.
- Higher Vocational Training Graduates who can accredit professional experience after completion of the internship.
In all cases, the University may limit access to certain degrees if a specific university degree has not been previously completed.
Admissions process
The admission process to pursue an online undergraduate or postgraduate certificate at Universidad Europea can be carried out throughout the year, although enrolment on any of our programmes is subject to availability. In order to complete the process, follow these simple steps:
1
Documentation
You will need to send the specific documentation to your personal advisor
- Admissions form.
- Legal document required for accessing the programme
- Photocopy of your ID.
- Curriculum vitae.
2
Admissions test
Once your documentation has been reviewed, your personal advisor will contact you.
- Competency assessment test.
- Personal interview.
- Language assessment test (if applicable).
3
Reserving a place
Formalising the reservation of a place through our different methods of payment
- Direct debit.
- Credit card.
- Online payment.
Faculty
Erik Medina
Program Director. MBA in Sports Management.
Ricardo Alonso
Master Co-director. Head of Marketing Department at Real Madrid C.F.
Our teaching team
- Sergio Cervantes
Head of Loyalty Programs at Real Madrid C.F.
Professor of module 1: Intro to Sports Marketing. - Ramiro Lahera
Managing Director at Ramla Sport.
President of Madrid Triathlon Federation.
Professor of module 1: Intro to Sports Marketing. - Alex Zusammen
Foaunder at Impulsyn.
Hed of Marketing & Business at Los Sauces.
Professor of module 1: Intro to Sports Marketing. - Fiorella Cavalli
Market Manager for Spain in European Football, Women's Football and Player's Endorsements.
Professor of module 1: Introduction to Sports Marketing.
Professor of module 2: Market Research and Data Intelligence Applied to Sports.
Professor of module 3: Digital Marketing and Digital Transformation for Sports. - Antonio Bolaños
Former Managing Director at Volvo Ocean Race.
Professor of module 1: Introduction to Sports Marketing.
Professor of module 2: Market Research and Data Intelligence Applied to Sports.
Professor of module 6: Sport Events Organization. - Pablo Vega
Vicepresident Madrid Triathlon Federation.
Professor of module 2: Market Research and Data Intelligence Applied to Sports. - Sarita Saffon
Senior UX Research Consultant.
Professor of module 2: Market Research and Data Intelligence Applied to Sports. - Andres Mercader
Co-Founder Xeerpa.
Professor of module 2: Market Research and Data Intelligence Applied to Sports. - Ignacio Mochales
Director of Waterpolo League at the Spanish Swimming Federation.
Former Senior Project Manager at FIFA.
Professor of module 2: Market Research and Data Intelligence Applied to Sports.
Professor of module 8: The Future of Sports. - Oscar Ugaz
Strategic Director at Atomikal
Former Digital Business Manager at Real Madrid C.F.
Professor of module 3: Digital Marketing and Digital Transformation for Sports. - Manuel Dominguez
Partnership Associate at Double Tap.
Professor of module 3: Digital Marketing and Digital Transformation for Sports. - Fernando Ortiz
Social Media Executive at Real Madrid C.F.
Professor of module 3: Digital Marketing and Digital Transformation for Sports. - Zarif Rasul
Social Media Executive at Real Madrid C.F.
Professor of module 3: Digital Marketing and Digital Transformation for Sports. - Gonzalo Sobrini
Head of Social Media at Real Madrid C.F.
Professor of module 4: Marketing and Communications Strategies for Sports. - Jaime Dominguez
Chief Marketing Officer at World Football Summit.
Professor of module 4: Communication Strategies for Sports.
Professor of module 5: Sponsorship Management.
Professor of module 6: Sport Event Organization. - Kelly Cuesta
Brand Marketing and Communication Strategist.
Professor of module 4: Communication Strategies for Sports.
Professor of module 5: Sponsorship Management.
Professor of module 6: Sport Event Organization. - Felipe Mora
Senior Partnerships Executive at Socios.
Former Operations Executive at Real Madrid C.F.
Professor of module 4: Communication Strategies for Sports.
Professor of module 5: Sponsorship Management.
Professor of module 6: Sport Event Organization.
Professor of module 7: eSports Management.
Professor of module 8: The Future of Sports.
Professor of module 9: Impacting Sports Technology in Marketing.
Institutional Accreditation SISCAL madri + d
In 2020, the Faculty of Physical Activity and Sports Sciences was certified after the successful implementation of SGIC (quality guarantee) under the SISCAL model, with institutional accreditation awarded for this same centre.
Quality Guarantee
As part of its strategy, the University has an internal quality plan whose objective is to promote a culture of quality and continuous improvement, and which allows it to face future challenges with the maximum guarantee of success. In this way, it is committed to promoting the achievement of external recognitions and accreditations, both nationally and internationally; the measurement and analysis of results; simplification in management; and the relationship with the external regulator.