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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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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.

  • Face to face
  • Alcobendas
  • Start: 26 oct. 2021
  • 9 months
  • Official degree
  • 60 ECTS
  • Title issued by Universidad Europea de Madrid
  • Real Madrid Graduate School - Universidad Europea
  • School of Sports Sciences

Get a 20% discount on the reservation fee if you register before June 30th.

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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.

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.’


International trip

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.


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.

Acreditacion SISCAL

Accreditions and Recognitions

Institutional accreditation SISCAL madri+d

In 2020, the School of Physical Activity and Sports Sciences was certified for the implementation of the IQAS under the SISCAL model and with the institutional accreditation for this centre.


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


Much more than a campus. Our academic model has been developed to allow you to enhance your skills. You shall be trained in one of the largest entrepreneurial hubs in Madrid and Spain. What’s more, top professionals shall mentor and advise you on your entrepreneurial adventure at our startup incubator: ENTREPRENEURSHIP HUB

campus Alcobendas Universidad Europea
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


Discover the experiences of other international students

The School is made up of more than 70% international students from over 50 different countries worldwide.

UE Real Madrid


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.

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.


Offered in the current academic course.

  • 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 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)
0DFP001110 Trabajo Fin de Máster 6 OBLIGATORIA Español (es), Inglés (en)
Master's Thesis

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 implementation

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

Academic calendar



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.

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.

  • Celia Morales, Hospitality and VIP área director in Real Madrid C.F.
  • David Moracho, Marketing services manager in Real Madrid C.F.
  • Álvaro Vitores, Partnerships department in Real Madrid C.F.
  • Michael Sutherland, Chief Transformation Officer in Real Madrid
  • Pablo Carrizosa, Partnership Department in Real Madrid
  • Juan Antonio Frutos, Loyalty programs director in Real Madrid C.F.
  • Rubén Rueda, Santiago Bernabéu tour and museum manager in Real Madrid C.F.
  • Julian Mellini, Head of Insights, Data and Business Intelligence in Real Madrid C.F.
  • Sergio Nieto, General Manager Retail for Real Madrid in Legends
  • Ramiro Lahera, President of the Madrid Triathlon Federation
  • Edouard Legendre, CEO for Longrun, Ogilvy permanent consultant
  • José Moya, General Manager for La Liga University
  • José Miguel García, Operations manager in Mutua Madrid Open
  • Pedro Díaz Ridao, Universidad Europea Professor in the Sports Science School
  • Álvaro Fernández - Luna, Universidad Europea Professor in the Sports Science School
  • David Torres, Spain and Portugal Adidas marketing manager
  • 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)
  • Will Symon, Global Partnerships in Fórmula 1
  • Simon Chadwick, International sports industry consultant
  • Joan Sardá, International sponsorship consultant and customer strategist
  • Pablo Vega, CrossDNA General Manager
  • Maja Milutinovic, Sports Business Development Manager


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.

Career Opportunities

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.


Admissions application

Candidates shall not be charged, and their place shall not be guaranteed, until the reservation has been formalised. Get in touch with us!

The next steps to take

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.


Personalised advice


Send application documentation


Interview with the Programme Director

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.

Places for incoming students

60 places


Confirmation of Admission


Official confirmation of reservation enrolment

Credit recognition and centre transfers

If you would like to receive a personalised credit recognition plan quickly, free and without any commitment, you can do so here.

Regulations for credit transfer and recognition


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 (SGIC)


University regulations


Suggestion, complaints and claims mailbox


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

Evaluation process results

Student Services

Management Systems

Guidance Services

Information Services

Complementary Services Offered