Online Master’s in Sports Marketing
Private degree issued by Universidad Europea de Madrid
Classes in English | Start: October 2026 | Escuela Universitaria Real Madrid Universidad Europea | Faculty of Medicine, Health and Sport |
The Online Master in Sports Marketing & eSports Management is designed for professionals who want to grow in the global sports and esports industry while maintaining full flexibility. Backed by Escuela Universitaria Real Madrid, the program blends strategic marketing knowledge with the digital and competitive dynamics of the esports sector.
You will be trained to lead the business and marketing side of sports and esports by:
- Designing data-driven sports marketing and fan engagement strategies.
- Managing sponsorships, partnerships, and brand activations.
- Applying digital tools and analytics to grow audiences and revenue.
- Leading eSports projects and understanding competitive gaming ecosystems.
- Developing innovative proposals and identifying new business opportunities.
With a online methodology, this master’s programme allows you to train with complete flexibility and adapt your studies to your professional pace. In addition, you will have the chance to enjoy an international experience at leading sports institutions, guided by industry experts and executives. A unique opportunity to broaden your horizons and gain a global perspective of the sports industry.
View the Spanish version of the master’s program: Máster en Marketing Deportivo online.
The quality you deserve
Shanghai Ranking
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.
National Sports Award Copa Stadium
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.
Discover what your experience will be like
Attend an international experience and get an inside look at the sports industry. Share this journey with professionals, professors, and classmates from different nationalities, expanding your global network. These are just two of the more than 14 experiences you can choose from:
London
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.
Discover what your experience will be like
From the classroom to success: their stories
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.
AI for talent: join artificial intelligence in sports
AISports artificial intelligence in sports. During the master’s programme, you’ll have the opportunity to join the AISports initiative, where you’ll take part in a series of workshops and educational sessions designed to teach you how to apply artificial intelligence in the field of sports marketing.
Learn from exclusive real-world case studies, discover AI’s impact on the industry, and showcase your skills to earn your official AISports digital badge.
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.
Curriculum structure
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
- Key consumer behavior trends.
- Technology as a vector of innovation in marketing.
- Sports fan engagement.
- Changes in the digital landscape.
- Sustainability in sports industry.
- Product development for connected and healthy lifestyles.
6 ECTS. 3rd Trimester.
Module 10. Marketing plan
- Develop a marketing plan for a sports company.
- Develop an international commercial strategy for a team or athlete.
- Develop a sports event framed within a city marketing strategic plan.
6 ECTS. 3rd Trimester.
Online exams and TFM
This master's degree is 100% online. You will be able to take the exams and the TFM virtually.
An intensive one-year programme to specialise in sports management
1
First semester – Foundations of sports marketing and industry insights
In the first months, you will acquire a solid foundation in sports marketing and esports, understanding its evolution, stakeholders, and digital transformation trends.
- Analyse the sports industry structure, key stakeholders, and emerging trends shaping marketing and esports.
- Master the fundamentals of sports marketing, including its history, evolution, and the role of data intelligence.
- Explore digital transformation strategies and tools applied to sports organizations and esports management.
2
Second semester – Events, esports and future trends
You will progress to advanced topics such as event organization, esports management, and future trends in sportainment and technology, applying your knowledge to real projects.
- Organise sports events and design city marketing strategies through sports.
- Manage esports projects and understand gaming trends and corporate opportunities.
- Innovate by integrating technology, sustainability, and health-focused product development into sports marketing.
Online methodology
Flexibility
Live virtual classes that will be recorded in case you cannot attend or want to see them again.
Support
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.
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 Felipe Medina
Has visto de 11 resultados
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.