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As the only official master's programme in its field in Spain, this programme thoroughly prepares students to become modern, creative professionals in the sports marketing industry by providing all the tools necessary to succeed. Right from day one, you will be challenged to respond to clients’ needs and create winning strategies for real projects.
Learn to design top strategies and add value to your brand from successful executives in the sports marketing field, who shall 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.
Get a 30% discount on the reservation fee if you register before April 30th.
See terms and conditionsWould 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.
Enjoy exclusive experiences with Real Madrid C.F. and take part in the White Week event, professional visits, live sporting events, networking events and a one-of-a-kind international trip.
You shall enjoy exclusive experiences including an international trip around Europe where you shall visit different top-class sports organisations and meet their executives, including: Bayern Munich, Adidas Worldwide Headquarters, Borussia Dortmund, AJAX Amsterdam and more. Some other visits in Spain include: RFEF, La Liga, Rafa Nadal Academy, Santiago Bernabéu Stadium, Wanda Metropolitano Stadium and more.
The School’s academic quality is certified by its 14-year history and 11,000 graduates, most of whom are now successful international professionals in the sports industry.
Florentino Pérez, Real Madrid C.F. President
‘Talent, sacrifice and commitment are the basis for success.’
Enjoy a global pioneering programme where you shall learn alongside top leading professionals in sports marketing.
A unique school with outstanding experiences and opportunities for your professional future.
Make the most of a unique masterclass where you shall discover how digital transformation is affecting sports companies with Michael Sutherland, Chief Transformation Officer at Real Madrid C.F.
Benefit from four hours of training on one of the most promising businesses in the sports industry and discover THE FUTURE OF THE ESPORTS INDUSTRY with some of the most important professionals in Spain in this field.
Live the Real Madrid Experience: professional visits, international trips, networking, live sport events and much more.
Participate in White Week: an exclusive week of conferences with leading professionals and athletes in an unparalleled environment—the Santiago Bernabéu Stadium.
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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, Bayern Munich, Borussia Dortmund 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.
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Enjoy professional internships in sports-related companies, sports organisations, brands, marketing agencies and more.
If you complete your degree at Universidad Europea this year and you wish to go further, we are on hand to help. Check out Scholarships information.
All members of our Alumni Community have the chance to study a new program with a 15% discount on Tuition Fee.
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.
Santiago Bernabeu Stadium, a Football History Monument
The best Training Ground in the world
‘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
‘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
Providing you with a helping hand. If you choose to study at Universidad Europea, you shall have the opportunity to apply for a wide range of UE and official scholarships.
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.
Offered in the current academic course.
| Código Asignatura / Subject Code | Materia / Coursework | ECTS | Tipo / Type | Idioma / Language |
|---|---|---|---|---|
| 0DFP001101 | Características del Marketing Deportivo | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Characteristics of Sports Marketing | ||||
| 0DFP001102 | Imagen del Deporte y Patrocinio Deportivo | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Sports Image and Sponsorship | ||||
| 0DFP001103 | Investigación de Mercados en el Deporte | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Market Research for Sport | ||||
| 0DFP001104 | Comportamiento del Consumidor | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Consumer Behavior | ||||
| 0DFP001105 | Estrategia de Marketing Deportivo | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Sports Marketing Strategy | ||||
| 0DFP001106 | El Plan de Marketing Deportivo | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| The Sports Marketing Plan | ||||
| 0DFP001107 | Marketing Deportivo Internacional | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| International Sports Marketing | ||||
| 0DFP001108 | Marketing y Comunicación en el Deporte (Marketing and Communication in Sports) | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Marketing and Communication in Sports | ||||
| 0DFP001109 | Práctica Profesional | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Internship | ||||
| 0DFP001110 | Trabajo Fin de Máster | 6 | OBLIGATORIA | Español (es), Inglés (en) |
| Master's Thesis |
Basic competencies
Cross-disciplinary competencies
Specific competencies
The Master's Degree in Sports Marketing, by the European University of Madrid was implemented in the 2012-13 academic year.
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.
In order to carry out an internship in a company, you’ll need to have passed 50% of your credits and have registered before you start the internship. Both the company and a professor on your course shall monitor your progress on the internship and shall provide you with an evaluation at the half-way mark and upon completion.
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.
The faculty on this degree has 70% of doctors.
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.
Internships in companies are a key element in your training. Gaining experience after what you have learned in your degree is the best way to enter the job market. There are two types of internships, curricular (included in your study plan) and extracurricular (which you can do voluntarily).
In the case of the University Master's Degree in Sports Marketing, in addition to the mandatory professional internships that students must carry out and which are carried out in entities, brands or sports properties and top-level marketing agencies, students will have the opportunity to take immersions in the organization of top international sporting events (Davis Cup of Tennis, World Padel Tour Finals ...) and even participate in the organization of them (ATP-WTA Finals Masters 1000 Madrid Mutua, World Football Summit ...).
Additionally, and from the first week, students constantly develop real projects with real companies that become clients of their agencies, having to respond to the needs that the client exposes, working under pressure, with demanding delivery dates and real clients that demand of the student. professional projects. A unique apprenticeship to become an experienced professional before even joining the job market.
To carry out the curricular internships in companies, you will need to have 50% of the credits approved and enroll in the subject before starting your internship. These practices are monitored by the company and the internship teacher, as well as the preparation of intermediate and final reports for their evaluation.
If you want to improve your work experience before completing your university education, you can do extracurricular internships. You can do them in any course but we remind you that the practices are a formative complement to your studies; therefore, the more knowledge you have acquired throughout your degree, the more you will benefit from the internship experience.
The internship period shall take place during or after the programme in collaborating companies. At the end of this period, students shall write a report summarising their activities. Companies shall select students after evaluating their C.V.s and the skills they have developed on the course. The best students shall have the option of interning at the Real Madrid marketing department. Take your first leap into sports marketing.
Some of the top companies and sports entities in which you can enjoy professional internships:
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.
Candidates shall not be charged, and their place shall not be guaranteed, until the reservation has been formalised. Get in touch with us!
Start the admission process for a master’s degree at Universidad Europea today! We shall guide you through all stages of the process from start to finish, so you don’t have to worry about anything.
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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.
60 places
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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.
