Master's Degree in Sports MarketingMadrid

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.

• 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

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

60 places.

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:

• Real Madrid FC
• Atlético de Madrid FC SAD
• Mutua Madrid Open
• Adidas International Generation
• Kappa Sport Finance
• Octagon
• Valencia FC
• Real Sociedad FC
• Getafe FC
• ADA Alcorcón
• Estudiantes Baloncesto
• Baloncesto Fuenlabrada
• Spanish Olympic Committee
• Basketball Spanish Federation
• Spanish Royal Football Federation
• Mediapro
• LaLiga
• Asociación de Clubs de Baloncesto (ACB)
• You First Sports
• Olympic Channel
• World Football Summit
• Mahou San Miguel
• Microsoft Global Sport Innovation Center (GSIC)
• Beiersdorf (Nivea)
• LVN Sports
• Puma
• Sport Madness
• Let´s Vanquish
• Real Madrid Campus Experience
• Madrid C.F.F
• Sponsors United
• Davis Cup (Kosmos)
• Centro Nacional del Golf
• Sports Innovation Alliance

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.