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Master in Sports Marketing and Esports Management Online

Specialise in Sports Marketing and Esports and learn from the very best: Real Madrid. You will become familiar with how to apply marketing strategies that need an in-depth understanding of the right content and tools to achieve your objectives in the sports sector.

Select your program:


Online Sports Marketing Master's Degree

The Master in Sports Marketing online is a 9-month university programme that provides you with a sports marketing specialisation and allows you to build a very specific profile within the field of marketing and communication in the sports industry.

You will learn about the Esports industry as a new sector, as the gaming industry is increasing in profile and importance worldwide, providing excellent career opportunities.

This international online master focuses on the field of sports marketing, designed to give you a global and multicultural outlook and the training you need to take advantage of professional opportunities in the combined fields of marketing and sports.

Live the Real Madrid experience. Enjoy exclusive experiences with the Real Madrid C.F. including their White Week, in this unique week-long conference attended by elite athletes, current and former Real Madrid footballers, and experts from the global sports sector.

Online with live classes English , Spanish
Start: 30 oct. 2023 48 ECTS
Title issued by Universidad Europea de Madrid 9 months Private degree Real Madrid Graduate School - Universidad Europea School of Sports Sciences

Universidad Europea - Real Madrid Graduate School

The School has been educating professionals in all areas of sports for more than 15 years, leading the training and digital transformation in sport. More than 13,000 graduates today carry out their professional activity in the sports industry.

The Real Madrid Experience

To understand the Real Madrid business model, a successful story where sports, management and marketing have been combined to pursue excellence in every field.

Networking opportunities

You will have the opportunity to attend virtual events, online experiences, special access to premium content, where you can interact with the best professionals and executives in the sports industry.

Prestigious faculty

An updated and innovative faculty formed by professionals sports marketing experts that are fully connected with the latest trends and innovations in sports marketing.

Why study this online master's in sports marketing?

The programme will explore, with a modern, hands-on and innovative approach, the different sport marketing contents and tools. You will enhance your skills and competences to achieve a more attractive and competitive profile through a practical and project-based approach during the whole master.

Enhance your professional profile in the marketing area by increasing your knowledge of the latest contents, tools and strategies. These include:

  • Digital Marketing.

  • Fan Engagement.

  • Digital Transformation.

  • Artificial intelligence applied to sports: big data and business intelligence.

You’ll learn about this new and growing sector that provides many opportunities both internal (gaming companies) and external (brands using Esports).

The Esports industry is increasing in importance worldwide in an exponential way providing excellent career opportunities can be addressed both ways:

  • As a great industry that generates revenues and employment itself.

  • As a great connection for sport institutions and brands to achieve marketing objectives and attract and engage younger audiences.

Your professional future

With this programme you can develop your career in any marketing or communication position within the sports sector, including at:

  • Sport clubs of the different sports.
  • Federations and official bodies.
  • Sport events both in the amateur and professional sports.
  • Sport marketing agencies.
  • Sport communication and athlete´s representation agencies.
  • Sport companies of any kind: gyms, technology related, others.
  • Sport tourism projects from the different areas.
  • Other sport related projects.

International Experiences

The international vocation of the School allows it to offer the student a unique and exclusive offer of International field trip that will allow you to discover the most renowned sport entities and facilities worldwide, during these experiences you’ll have the chance to learn hand to hand with their professionals the most succesfull strategies and models in the Sports Industry. Fort he HEalth and Sports program the School offers a specialluy designed experience in Rome.

Specialist courses

Gain new skills and boost your career by studying one of our specialisation and innovation courses once you have completed your MBA.

Choose the area of specialisation that interests you the most, such as: Artificial Intelligence, Big Data, Digital Transformation or Sports Coaching.

Lead the digitisation of the sports sector and learn from the very best at Real Madrid F.C. Enjoy online training, in which you will have the opportunity to attend live masterclass with industry experts.

ComillasSport is a universal language that generates emotions. This master's degree is emotion. It’s an experience that adds value and allows you to learn everything you need from the sport industry - one that has the capacity to impact millions of people every day. By the end of the program you will be ready to lead and be a part of it.

Daniel Gómez

Program Director. Máster in Sports Marketing, Athlete's manager.

Online methodology


Live virtual classes that will be recorded in case you cannot attend or want to see them again.


You will have the support of our expert professors who will facilitate your learning, as well as an accompanying tutor who will guide you and help you achieve your goals.

Experiential Learning

Receive comprehensive training based on real-life cases combined with theoretical and practical learning.

Study plan

The 100% online Master in Sports Marketing and Esports Management comprises 8 modules, each with 6 ECTS. At the end of the programme, the student will receive the Master in Sports Marketing and Esports Management – Online, granted by the Universidad Europea de Madrid.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.


Daniel Gómez

Program Director. Master in Sports Marketing, Athlete's manager.

  • Fiorella Cavalli
    Manager SponsorUnited.
    Professor module 1: Introduction to sports marketing.
  • Bárbara Plazas
    Brand and Business Consultant – Gravita.
    Professor module 2: Market reasearch and data intelligence applied to sports.
  • Óscar Ugaz
    Strategy Director – Atomikal.
    Professor module 3: Digital Marketing and digital transformation for sports.
  • Daniel Gómez
    Director Master.
    Professor module 4: Marketing and communication strategies for sports.
  • Daniel González
    Sports partnershio Manager – Dapper Labs.
    Professor module 5: Sponsorship management.
  • Antonio Bolaño
    Ex Director Genrente – Volvo Ocean Race.
    Professor module 6: Sports events organization.
  • Nuno Alves
    Client Services Director – WINK.
    Professor module 7: eSports industry management.
  • Juan Pablo Molinero
    CMO Movistar Team.
    Professor module 7: eSports industry management.


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.

For admission to the Master in Sports Marketing and Esports Management , the following is required:

  • The candidate must have training in business administration, sport management, marketing, communication, advertising, sport science or related.
  • Candidates without previous training in this field will be reviewed and their previous demonstrable experience in this field.

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:



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.


Admissions test

Once your documentation has been reviewed, your personal advisor will contact you.

  • Competency assessment test.
  • Personal interview.
  • Language assessment test (if applicable).


Reserving a place

Formalising the reservation of a place through our different methods of payment

  • Direct debit.
  • Credit card.
  • Online payment.

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

Universidad Europea is renowned for its academic excellence and has been recognised worldwide with awards as prestigious as the European Seal of Excellence 500+, QualiCert certification, and the Madrid Excellence award.

In the international accreditation rating, QS Stars, Universidad Europea has obtained a total of four stars out of five. This external accreditation system determines the level of excellence achieved by universities in several areas. Universidad Europea has achieved the maximum score of five stars in employability, teaching, facilities and social responsibility.


Internal Quality Control System

Universidad Europea has established an internal quality control system in accordance with the directives of the Fundación para el Conocimiento Madri+d, Regional Agency for the Evaluation of the Quality of Universities, as a structure for guaranteeing the quality of new degrees in accordance with the quality directives of the European Higher Education Area (EHEA) and Organic Law 4/2007 of 12 April modifying Organic Law 6/2001 of 21 December on Universities.


Regulations of the university
System of complaints, claims, and suggestions

Universidad Europea has made the “General Online Application” available to resolve any questions, queries or complaints.

Members of the CCT
  • Pablo Burillo - Director of the MBA Online
  • Mrs. Marisa Sáenz - Director of the MBA In-person
  • Mrs. Raquel Esteban - Academic Director Real Madrid Graduate School
  • Mrs. Silvia Fernández - Postgraduate Deputy Dean
  • Mrs. Veronica Gabaldón - Academic Coordinator
  • Student delegate
  • Gianfranco Ferrari - Responsible for quality at UEM
Process results