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.
Official degree issued by Universidad Europea de Madrid
| Alcobendas | Start: 20 oct. 2025 | Faculty of Medicine, Health and Sport | Escuela Universitaria Real Madrid Universidad Europea |
1
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.
30
Key professionals shall share their experiences and knowledge with you and give you the keys to succeed in sports marketing.
100 %
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.
Campus of Alcobendas
Santiago Bernabeu Stadium, a Football History Monument
Campus of Villaviciosa de Odón
Campus of Alcobendas
Its mission is to provide an excellent service as an active participant in learning, research and innovation of its users.
Andrea Blanco
Events Executive at Real Madrid C.F.
Master's in Sports Marketing Alumni 2018/2019
Florian Knorr
CEO of Beovation GmbH
Master's in Sports Marketing Alumni 2015/2016
AISports: artificial intelligence in sports
Be part of the AISports: artificial intelligence in sports programme. Train to lead the industry through innovation and artificial intelligence. Leadership is embedded in the DNA of our school, driven by a relentless pursuit of success and a passion for constant improvement.
Get ready to apply artificial intelligence in the sports industry. You’ll have the opportunity to learn from international experts in AI applied to sports through live online classes, access exclusive content, and develop your final master’s project (TFM) centered on AI.
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.
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) |
The Master's Degree in Sports Marketing, by the European University of Madrid was implemented in the 2012-13 academic year.
60 places.
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.
Start your future at Universidad Europea
You can become a student at Universidad Europea in three easy steps.
1
Start your admission process by calling +34 911128850 or request information and our advisors will contact you.
2
Once you have been admitted, secure your place by paying the reservation fee.
3
Submit the required documents to formalise your enrollment.
Scholarships and financial aid
We want to help you. If you want to study at the 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.
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.
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.
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.
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:
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.