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Master's Degree in Sports Marketing Madrid

A unique and pioneering programme to boost your global sports marketing career working alongside renowned professionals from sports companies and marketing agencies ready to support you on your way to success.

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-30% Discount of 30% on the reservation of a place for the course 24/25. Only until 31st May!

Master in Sports Marketing

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.

Alcobendas 60 ECTS
Start: 21 oct. 2024 Title issued by Universidad Europea de Madrid
9 months School of Sports Sciences
Official degree Escuela Universitaria Real Madrid Universidad Europea

Why study this Master’s in Sports Marketing?

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.

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.


International trip

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.


Key professional profiles

Key professionals shall share their experiences and knowledge with you and give you the keys to succeed in sports marketing.

100 %

Of students

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.

Estadio Santiago Bernabéu

Campus of Alcobendas

Santiago Bernabéu Stadium

Santiago Bernabeu Stadium, a Football History Monument

Ciudad deportiva Real Madrid

Campus of Alcobendas

Real Madrid City

The best Training Ground in the world

Biblioteca Dulce Chacón

Campus of Alcobendas

Campus of Villaviciosa de Odón

CRAI Dulce Chacón Library

Its mission is to provide an excellent service as an active participant in learning, research and innovation of its users.

International atmosphere

Discover the experiences of other international students

The School is made up of more than 78% international students from over 75 different countries worldwide.

UE Real Madrid
Comillas‘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.’

Andrea Blanco

Events Executive at Real Madrid C.F.

Master's in Sports Marketing Alumni 2018/2019

Comillas‘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.

Florian Knorr

CEO of Beovation GmbH

Master's in Sports Marketing Alumni 2015/2016

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.

  • The conceptualisation and categorisation of sports marketing.
  • The function of marketing within sports companies.
  • Sports as a marketing tool.
  • The history and evolution of sports marketing
  • Sports in traditional media.
  • Sports on the internet and social networks. Community management for teams and athletes.
  • Sports sponsorship: conceptualisation and categorisation.
  • Sports sponsorship: corporate sponsorship policies and activation of sponsorship.
  • Sports and corporate social responsibility.
  • Personal image management for professional athletes.
  • Analysis of the sports sector and competitors.
  • Analysis of clients.
  • Market research tools. Main studies.
  • Big Data applications in the world of sports.

  • Typical characteristics of sports consumption.
  • The behaviour of consumers of sports products and services.
  • The behaviour of consumers of sports events.
  • Sports consumption in the hierarchy of needs.
  • Strategy in sports products and services.
  • Pricing strategy in sports products and services.
  • Distribution strategy in sports products and services.
  • Media strategy in sports.
  • Marketing-mix strategy applied to sports.
  • The sports marketing planning process.
  • Definition of the marketing plan: stages, structure, format and development.
  • The sports company marketing plan.
  • Internationalizing sports companies.
  • International sports events.
  • City marketing.
  • International marketing strategies.
  • Sports marketing in professional leagues and the Olympics.

  • Strategic and operational marketing.
  • Sponsorship and patronage in sports.
  • Sports rights.
  • Sports and society.
  • Sports and the media.

  • Professional internships
  • Final Thesis

Study Plan

Código Asignatura / Subject CodeMateria / CourseworkECTSTipo / TypeIdioma / Language
0DFP001101Características del Marketing Deportivo6OBLIGATORIAEspañol (es), Inglés (en)
Characteristics of Sports Marketing
0DFP001102Imagen del Deporte y Patrocinio Deportivo6OBLIGATORIAEspañol (es), Inglés (en)
Sports Image and Sponsorship
0DFP001103Investigación de Mercados en el Deporte6OBLIGATORIAEspañol (es), Inglés (en)
Market Research for Sport
0DFP001104Comportamiento del Consumidor6OBLIGATORIAEspañol (es), Inglés (en)
Consumer Behavior
0DFP001105Estrategia de Marketing Deportivo6OBLIGATORIAEspañol (es), Inglés (en)
Sports Marketing Strategy
0DFP001106El Plan de Marketing Deportivo6OBLIGATORIAEspañol (es), Inglés (en)
The Sports Marketing Plan
0DFP001107Marketing Deportivo Internacional6OBLIGATORIAEspañol (es), Inglés (en)
International Sports Marketing
0DFP001108Marketing y Comunicación en el Deporte (Marketing and Communication in Sports)6OBLIGATORIAEspañol (es), Inglés (en)
Marketing and Communication in Sports
0DFP001109Práctica Profesional6OBLIGATORIAEspañol (es), Inglés (en)
0DFP001110Trabajo Fin de Máster6OBLIGATORIAEspañol (es), Inglés (en)
Master's Thesis

The Master's Degree in Sports Marketing, by the European University of Madrid was implemented in the 2012-13 academic year.

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 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.

Cooperating entities


Career opportunities

This exclusive program Will allow you to develop your profesional career in the Sports Marketing world, some of the most recurrent postioins would be:

  • Marketing Departments at sport entities or any other field
  • Communications, Institutional Relations or Public Relations Departments in sports or sports related
  • Communications and Marketing agencies
  • Personal Brand management for professional athletes
  • Marketing and Sports Business consulting
  • Sports Events management
  • New Technologies and Innovation in Sports

The next steps to take

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.


Access test

Start your process by calling +34 911 128 850 or request information and our advisors will contact you.


Place reservation

Once admitted you can pay your reservation to guarantee it.



Bring the necessary documentation to formalize your registration.

Admissions process

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:

  • 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.

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.

Price is not a problem

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.

  • 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 Program 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
  • Chiara Trivella
    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
  • Sergio Nieto
    General Manager of Legends España
  • 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
  • Andrés Tortarolo
    CEO for the sports agency Let´s Vanquish
  • Óscar Ugaz
    Digital marketing consultant, CEO for Atomikal
  • Juan Pablo Molinero
    CMO for the Movistar Cycling Team
  • Antonio Bolaños
    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 and customer strategist
  • Gonzalo Cernuda
    ITF, International Tennis Federation Country Manager
  • Daniel Moreno
    Senior Sports Manager en Puma
  • Nuno Alves
    International Esports Consultant
  • Javier Sobrino
    Managing Partner in Aser Ventures

Academic Quality

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.


Internal Quality Assurance System (IQAS)
Title quality monitoring

Members of the Degree Quality Comitee (CCT)

  • Postgraduate Director
  • Postgraduate Programme Director
  • Students
  • Faculty (Postgraduate Final Project Coordinator and Internship Coordinator)
  • Quality Partner (Quality and Compliance)
  • Academic Director

Key Degree improvements

  • Extension of internships with international companies and institutions
  • Content improvement with the expansion of bibliographic resources and readings recommended by the professors of the degree
  • Improvement in the coordination of contents and subjects through meetings per module and between the different modules

Main title results

  • Dropout rate: 0%.
  • Efficiency rate: 100.0%.
  • Graduation rate: 79.50%.
  • Employability rate: 87.50%.
  • Student satisfaction with the degree: 4.3
  • Satisfaction of professors with the degree: 4
  • Student satisfaction with the teaching staff: 4.1
  • PAS satisfaction with the quality of the degrees of the Faculty/School: 4.1
  • Satisfaction of graduates with the degree: 4.1

University regulations

Frequently Asked Questions

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:

  • 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.

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.