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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.
View the online version of the master: Online Sports Marketing Master's Degree.
| Alcobendas | 9 months |
Start: 20 oct. 2025 | Faculty of Medicine, Health and Sport |
| Escuela Universitaria Real Madrid Universidad Europea |
Would you like to develop your professional career in sports marketing? Seize the chance to train alongside internationally renowned professionals, sports organisations, brands and agencies and work from day one on real projects with real clients.
This master’s academic content has been developed by marketing and sports professionals under the supervision of Real Madrid C.F. marketing professionals. Our close industry ties enable us to constantly update the curriculum year on year to adapt to the latest trends and tools hitting the sports marketing world.
You shall be fully immersed in the sports industry right from day one, thanks to our faculty made up of active professionals who can provide you with an insider’s view of the industry. In addition, the master’s offers visits to top-tier sports organisations in Spain and abroad.
As part of your first leap into the industry, we shall ensure you take part in a professional internship at sports companies and marketing agencies. What’s more, selected students can intern at Real Madrid C.F.’s marketing department.
Our faculty members are sports marketing experts who have worked for leading companies and sports organisations including: Puma, Adidas, Real Madrid C.F., the Davis Cup, Innovarout, and more. This gives you a unique chance to expand your international network, enhancing your future professional opportunities.
You shall enjoy exclusive experiences including an international trip to choose amongst the School’s offer, in addition, some other visits in Spain include: La Liga HQ, Mutua Madrid Open Tennis Tournament, Davis Cup Finals in Málaga, Santiago Bernabéu Stadium, Real Madrid City, Volunteering in the Madrid marathon, Montmeló F1 Circuit and the white week, organized by Real Madrid with many club related and international speakers.
You shall enjoy exclusive experiences including an international trip to choose amongst the School’s offer, in addition, some other visits in Spain include: La Liga HQ, Málaga as a sport destination including Davis Cup Finals, Barcelona as a sport destination including Montmeló F1 Circuit, the Santiago Bernabéu Stadium, Basketball match in the Wizink Centre, Real Madrid City and many more sports facilities and institutions.
During the programme you’ll have the chance to share the Campus with students from more than 80 nationalities as 80% of the School’s Students come from other countries our of Spain which Will enrich your experience and learning.
The School’s academic quality is certified by its 17-year history and 15,000 graduates, most of whom are now successful international professionals in the sports industry.
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You will have the opportunity to enjoy a unique trip to Central Europe where you´ll visit some of the most important football clubs, Sports organisations and brands, including: Adidas, Worldwide Headquarters, Bayer Munich, Borussia Dormund and more.
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Key professionals shall share their experiences and knowledge with you and give you the keys to succeed in sports marketing.
100 %
Enjoy professional internships in sports-related companies, sports organisations, brands, marketing agencies and more.
Most of the classes shall take place on Universidad Europea’s campus in Alcobendas. In addition, students shall also make regular visits to the Santiago Bernabéu Stadium for certain activities.
Campus of Alcobendas
Santiago Bernabeu Stadium, a Football History Monument
Campus of Villaviciosa de Odón
Campus of Alcobendas
Its mission is to provide an excellent service as an active participant in learning, research and innovation of its users.
Andrea Blanco
Events Executive at Real Madrid C.F.
Master's in Sports Marketing Alumni 2018/2019
Florian Knorr
CEO of Beovation GmbH
Master's in Sports Marketing Alumni 2015/2016
The programme is structured into theoretical and practical modules covering all aspects of sports marketing. After the theoretical programme, students shall take a final module during which they shall complete their final thesis, as well as a practical module in a company.
The Master's Degree in Sports Marketing, by the European University of Madrid was implemented in the 2012-13 academic year.
60 places.
The sports marketing master doesn´t offer a specific exchange offer but the program includes several international activities that the students will enjoy during the course.
Internships are a key part of your education. Acquiring experience and putting into practice what you have learned during your degree is the best way to enter the employment market. There are two types of internship: curricular (which are included as part of your programme) and extracurricular (which you can do on a voluntary basis).
The Master’s in Sports Marketing offers you the chance to complete internships at some of the most renowned sports brands, organisations and marketing agencies. In addition, selected students can undertake internships at the Real Madrid Marketing Department.
If you want to gain extra work experience before completing your university studies, you are welcome to carry out extracurricular internships. You can carry out an internship in whichever year of your studies you choose, but we would like to remind you that they are formative and should complement your studies. The more theoretical knowledge you have acquired throughout your degree, the more you shall benefit from an internship.
This exclusive program Will allow you to develop your profesional career in the Sports Marketing world, some of the most recurrent postioins would be:
Start your future at Universidad Europea
Choosing what to study is one of the most important decisions, so we have a process and an advisory team that will help guide you on this path.
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Start your process by calling +34 911 128 850 or request information and our advisors will contact you.
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Once admitted you can pay your reservation to guarantee it.
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Bring the necessary documentation to formalize your registration.
The admissions process for the Real Madrid Graduate School programmes can take place at any time during the year, although enrolment on any graduate programme shall depend on the availability of places.
If you would like to receive personalised advice from the Graduate Admissions team, you can visit us at one of our two campuses (Alcobendas or Villaviciosa de Odón) or contact us via:
Phone: +34 911 128 850
E-mail: escuelauniversitariarealmadrid@universidadeuropea.es
Social media: @realmadridUE
Once candidates have received advice and have provided the necessary documentation, the Graduate Admissions staff shall set a date for the entrance exams corresponding to the programme they are interested in, and for a personal interview with the Programme Director or a member of the Admissions Committee.
The admissions process is both cost-free and commitment-free for candidates until their place has been formally reserved.
The admissions process consists of the following stages:
Once the candidate has been contacted and has provided the required documentation, the Postgraduate Admissions team shall arrange for the applicant to take the entrance exams corresponding to the programme of interest as well as a personal interview with the Programme Director or a member of the Admissions Committee.
The admissions process is both cost-free and commitment-free for candidates until their place has been formally reserved.
Once the requirements have been met, the student shall be admitted to the master’s after their suitability has been evaluated, taking into account their previous academic record, professional experience in the relevant field, language skills (accredited by official bodies), specific complementary training, as well as any other merits that are assessed at the discretion of the Programme Management.
The Universidad Europea - Real Madrid Graduate School reserves the right to cancel any postgraduate degree, delay its start date if the minimum number of students is not reached, or to change the schedules and/or faculty if necessary. It also reserves the right to change the location or campus where it is taught.
The programme is designed for marketing, business, communication and sports sciences graduates with a passion for marketing and sports. It is also aimed at those working in the sports sector looking to deepen their knowledge and boost their careers.
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.
Check our special financing terms & conditions.
Program directors
Ricardo García-Viana Brookes
Marketing Professor in the Social Sciences School at Universidad Europea. Former indoor soccer professional player.
Ricardo Alonso
Head of Marketing Department at Real Madrid C.F.
This marketing specialty focuses on sport and its ability to communicate and transfer values and achieve consumer identification with the brand thanks to the consumer's already existing relationship as a fan of that sports entity or athlete.
This field of marketing allows the protagonists of the sports industry to monetize the social base that followsthem and indentifies with the club/entity/athlete.
Emotions play an essential role in sports marketing, the already existing connection between the fan and the athlete/sports entity makes it much easier for brands to engage with that public by communicating through these channels.
When considering where to study a postgraduate program in Sports Marketing, there are several essential aspects to evaluate: Study Plan, Teaching Staff, Professional Opportunities, Facilities...
Among the Masters offered in Spain, the Real Madrid Graduate School – Universidad Europea stands out, a pioneer in the national market. This Official program has a teaching staff made up of active professionals who are part of the biggest sports organisations and marketing agencies. This, together with events such as White Week or the trip to various leading sports entities across Europe, will allow you to develop an exclusive international professional network of contacts that will be of great importance in your career.
Additionally, the professional internships and the real projects carried out in the classroom in this Master assure you numerous professional opportunities.
The four main skills you’ll need for sports marketing are:
If you are passionate about sports and business, the field of Sports Marketing is yours! Studying a postgraduate specialisation in Sports Marketing will allow you to develop your professional career in the field of Marketing by working directly on projects related to your passion, sports.
A program in this field will give you the necessary knowledge of the sports business in order to be able to establish the necessary strategies for the maximum monetisation of the sporting event, the fan or the sporting performance of an entity or athlete.
A Master in Sports Marketing will allow you to access a professional career in which you will have the ability to manage the global business of a sports entity or work in a marketing agency with clients and projects related to sports.