Master in Sports Marketing
The Master’s in Sports Marketing at Escuela Universitaria Real Universidad Europea is an official programme designed to prepare you for strategic and operational roles in marketing within the sports industry. With a practical, immersive, and industry-focused approach, you will learn to make real-world decisions in areas such as sports brand management, sponsorship, communication, and strategic marketing planning for sports organisations and related companies.
What will you learn during the master's?
- Understand the characteristics and specificities of sports marketing and how to apply them to brands, clubs, competitions, and athletes.
- Design image, branding, and sports sponsorship strategies aligned with business objectives.
- Analyse markets and audiences through sports-focused market research.
- Integrate marketing and communication to maximise the value of sports brands and properties.
Live the Real Madrid experience. You will have the opportunity to participate in an international trip designed to explore the workings of leading sports institutions. Additionally, throughout the programme you will take part in exclusive experiences, visits, and activities that will give you first-hand insight into sports marketing and broaden your global perspective of the industry.
Official degree issued by Universidad Europea de Madrid
| Alcobendas | Start: October 2026 | Faculty of Medicine, Health and Sport | Escuela Universitaria Real Madrid Universidad Europea |
A master’s that tops the rankings so you can lead the future of sport
Shanghai Ranking
Our faculty is ranked among the top 25 in the world, according to the prestigious 2025 Academic Ranking of World Universities by Shanghai Ranking.
National Sports Award
Escuela Universitaria Real Madrid Universidad Europea was honoured with the 2018 National Sports Award ‘Copa Stadium’ for its outstanding contribution to education, research, and the professionalization of sport at both national and international levels.
Discover Escuela Universitaria Real Madrid
Immerse yourself in experiences that will shape your career
White Week
An event organised by the school with exclusive access for our students. A full week of unique sessions with leading professionals in the sports industry, professional athletes, and senior executives from Real Madrid C.F.
Exclusive visits
Throughout the programme, you will take part in activities and educational visits to different sports events and facilities.
Real Madrid game
Experience the excitement of Real Madrid matches, including basketball games at the WiZink Center, youth academy games and more
They tell it themselves
Andrea Blanco
Events Executive at Real Madrid C.F.
The most significant benefit was the chance to interact with true industry professionals. I can define my experience in three words: ambition, proactivity and endeavour.
Florian Knorr
CEO of Beovation GmbH
It was a great experience and a unique programme given the interactions with so many company directors. I also had the chance to experience an internship at Real Madrid C.F.
Study plan
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.
Syllabus structure
Programa de estudios
PRIMER CURSO
| Materia | ECTS | Tipo | Idioma de impartición |
|---|---|---|---|
| 1. Sport Marketing Characteristics | 6 | Compulsory | English (En) |
| 2. Sport sponsorships and sport image | 6 | Compulsory | English (En) |
| 3. Market research for sports | 6 | Compulsory | English (En) |
| 4. Consumer behaviour | 6 | Compulsory | English (En) |
| 5. Sports marketing strategy | 6 | Compulsory | English (En) |
| 6. Marketing plan for sports | 6 | Compulsory | English (En) |
| 7. International sports marketing | 6 | Compulsory | English (En) |
| 8. Marketing and communication in sports | 6 | Compulsory | English (En) |
| 9. Internship | 6 | Compulsory | English (En) |
| 10. Final Master Project | 6 | Compulsory | English (En) |
What you will learn semester by semester
1
First semester
Learn to understand the industry
- Understand the characteristics of sports marketing and its impact on brands, competitions, clubs, and athletes.
- Analyse sports image and sponsorship, learning to create visibility and engagement strategies.
- Apply market research tools in sports to identify audiences, trends, and opportunities.
- Understand sports consumer behaviour, developing strategies that connect emotionally with fans and stakeholders.
- Gain a global perspective of the sector and its challenges, including digitalisation, sustainability, and new technologies.
2
Second semester
Design and execute your strategies
- Develop a complete sports marketing plan, integrating objectives, budget, KPIs, and activation actions.
- Manage the international dimension of sports marketing, understanding global markets and cross-border strategies.
- Integrate theoretical learning with masterclasses, visits, and real projects, consolidating practical experience.
- Undertake professional internships in leading sports companies and organisations, including Real Madrid C.F.
- Develop leadership and management skills in sports marketing projects, applying everything learned in your Master’s Final Project.
Collaboration entities
In addition to the ongoing collaboration throughout the master's program with various national and international clubs, the following collaborating companies stand out:
More information
Programme implementation
The Master's Degree in Sports Marketing, by Universidad Europea of Madrid was implemented in the 2012-13 academic year.
Places for incoming students
60 places.
Key competencies on this programme
Basic competencies
- BC1. Possess and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context.
- BC2. That students know how to apply the acquired knowledge and their ability to solve problems in new or unfamiliar environments within broader contexts related to the area of study.
- BC3. That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
- BC4. That students know how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.
- BC5. That students possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.
Cross-disciplinary competencies
- CC1. Responsibility.
- CC2. Self-confidence.
- CC3. Awareness of ethical values.
- CC4. Communicative skills.
- CC5. Interpersonal understanding.
- CC6. Flexibility.
- CC7. Teamwork.
- CC8. Initiative.
- CC9. Planning.
- CC10. Innovation, creativity.
Specific competencies
- SC1. Ability to have an integrated vision of all dimensions of the company in the sports sector: external and internal. To do this, they will undertake an autonomous and selective learning that allows them to make decisions and assess their economic and social impact.
- SC2. Ability to lead from a comprehensive ethical and social responsibility approach. Projects and teams of departments or units dedicated to sports marketing, assessing the impact of their decisions on profits, the market, people and society.
- SC3. Ability to master the keys of the great areas of world sport, especially in the area of marketing, to turn them into competitive advantages.
- SC4. Ability to master the economic - legal and technological environment of the sports sector, especially the area of sports marketing, and carry out a medium-long-term strategic evaluation and planning using the reference tools.
- SC5. Ability to master new trends and business practices in sports marketing of corporate social responsibility policies that affect the sports sector, especially in the area of sports marketing.
- SC6. Ability to assume the competencies of a manager: leadership, emotional intelligence, communication skills, team management, group work, conflict resolution, negotiation and results orientation, etc., always from a responsible approach and from a multicultural perspective respecting the diversity.
- SC7. Ability to master the concepts and tools of strategic reference marketing for the organizational dimensioning of a company in the sports industry and be able to select which is the best strategic alternative to apply in that market or company.
- SC8. Knowledge of the tools for the marketing management of a company as well as the reference marketing practices in the sports industry.
- SC9. Ability to design marketing plans using criteria of coordination with the rest of the planning (financial, operations, etc.) and aligned with the general strategy of the company for companies, departments or business units related to sports marketing.
- SC10. Ability to master the key reference concepts for the sizing of new organizational structures in the marketing area and to be able to implement plans that involve changes and adaptations with criteria for optimizing resources and knowledge management in the sports sector.
- SC11. Ability to apply and turn into action everything they have learned in one of the decision areas of the company through professional practices.
Programme mobility offer
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
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.
Admissions
Start your future at Universidad Europea
You can become a student at Universidad Europea in three easy steps.
1
Admission exams
Start your admission process by calling +34 911128850 or request information and our advisors will contact you.
2
Place reservation
Once you have been admitted, secure your place by paying the reservation fee.
3
Enrollment
Submit the required documents to formalise your enrollment.
Scholarships and financial aid
We want to help you. If you want to study at Universidad Europea, you will have at your disposal a wide selection of own and official scholarships.
Credit recognition and transfers
You don’t have to stick with something you don’t like. That’s why we’ve designed specific plans for credit recognition and transfers.
Request your online credit recognition review, transfer your academic file and start studying at Universidad Europea.
Admission process
Admissions process
The admissions process for Escuela Universitaria Real Madrid 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:
- Personalised advice
- Submission of application and documentation for assessment of the candidate's profile
- Profile assessment and interview
- Confirmation of admission
- Formal reservation and enrolment
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.
Escuela Universitaria Real Madrid 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.
Profile for prospective students and how to access this degree
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.
Admissions requirements
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.
Faculty
Program directors
Ricardo Garcia-Viana Brookes
Programme director Master´s Degree in Sports Marketing.
Laura Monteagudo
Programme director Master´s Degree in Sports Marketing.
Our teaching staff
- Manuel Cano
Marketing services manager in Real Madrid C.F. - Álvaro Vitores
Partnerships department in Real Madrid C.F. - Vitor Lopes
Market research manager in Real Madrid CF - Pablo Carrizosa
Partnership Department in Real Madrid - Sergio Cervantes
Loyalty programme Manager Real Madrid C. F. - Ana Rossell
Sporting Director at Real Madrid Women’s team - María Borrás
Tour & Bernabéu Museum Manager at Real Madrid C. F - Luis Serrano
Big Data & Business Inteligence Dept. at Real Madrid C. F - Julien Piwowar
Real Madrid Next Director - Paula Serrano
Partnerships Dept. at Real Madrid C. F. - Juan Camilo Andrade
Press Officer at Real Madrid C. F. - Juan Fernández
Director at Centro Nacional del Golf - Pablo Vega
International Sports Marketing consultant - Ramiro Lahera
President of the Madrid Triathlon Federation - Edouard Legendre
CEO for Longrun, Ogilvy permanent consultant - José Moya
General Manager for La Liga University - Álvaro Fernández - Luna
Universidad Europea Professor in the Sports Science School - Roberto García
Key Account Manager in Adidas Spain - Daniel Moreno
Sports Manager in Puma Spain - Francisco Fernández
Atlético de Madrid Human Resources Manager - Óscar Ugaz
Digital marketing consultant, CEO for Atomikal - Antonio Bolaños
Former General Manager in the Volvo Ocean Race - David Rumbao
Marketing manager in Elipse and Mapoma (Maratón popular de Madrid) - Simon Chadwick
International sports industry consultant - Joan Sardá
International sponsorship consultant - Gonzalo Cernuda
ITF, International Tennis Federation Country Manager - Nuno Alves
International Esports Consultant - Javier Sobrino
Managing Partner in Aser Venture - Valentín Hernández
Ilya Topuria Brand Manager
Frequently asked questions
What is the role of marketing in sports?
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.
How do I start a career in sports marketing?
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, Escuela Universitaria Real Madrid stands out, a pioneer in the national market. This official programme 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.
What skills are needed in sports marketing?
The four main skills you’ll need for sports marketing are:
- Task management: sports marketers are routinely responsible for a wide array of different things, such as promotional efforts for sports events, coordinating ad copy and media buying, media creation, meeting with merchandising teams, developing budgets, drawing up a social media calendar, and planning events and initiatives.
- Big picture thinking: each department or team within a sports organisation will have their own needs and requirements. With each action sports marketers take, they have to be considerate of their objectives and what they’re trying to accomplish.
- Communication skills: being able to write and communicate effectively is useful in so many dimensions of sport marketing.
- Initiative and leadership ability: sport can be incredibly fast-paced at times. Being able to make decisions and take on leadership roles is key for a successful career in sports marketing.
Where can I study sports marketing?
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 programme 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.