What are you looking for?

Ej: Medical degree, admissions, grants...

Information: +34 917407272

Masters 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.

Select your program


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
  • Start: 26 oct. 2021
  • 9 months
  • 60 ECTS
  • Escuela Universitaria Real Madrid - Universidad Europea - Madrid
  • Title issued by Escuela Universitaria Real Madrid - Universidad Europea
  • Communications and Social Sciences Faculty
  • Alcobendas

Get a 50% discount on the reservation fee if you register before January 31st.

See terms and conditions

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.


Discover an innovative, flexible and personalized academic model that integrates face-to-face and virtual training with cutting-edge technology.


A hands-on experience set in fully-equipped facilities that recreate today’s working environments. A vast faculty made up of real-world professionals will lead classes that are directly related to their career experience, guaranteeing you will constantly apply your learning to real-world contexts right from day one.


In the extended classroom, you’ll be able to attend classes in person on campus or connect remotely through the digital classrooms. You’ll interact in real time from wherever you are with cameras, 360° microphones and smart boards. What’s more, you’ll have access to hands-on virtual activities in the form of simulations, gamification and virtual labs, with no limit to the number of practical classes you can take.


Personalise your education by exploring the digital content, and exclusive elements available to you, such as introductory courses, workshops, masterclasses and webinars with prestigious experts, as well as virtual simulations that leverage interactive virtual reality and gamification, allowing you to practice your skills at your own speed.



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.


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

‘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


Discover the experiences of other international students

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

You are about to have a life-changing experience

Welcome to 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.

Master’s in Sports Marketing - Methodology

  • The Master's in Sports Marketing offered by the Universidad Europea - Real Madrid Graduate School is a pioneering international programme in the field of sports marketing. It is designed to give international or Spanish students with a global and multicultural outlook the training they need to take advantage of professional opportunities in the combined fields of marketing and sports.
  • The programme combines a theoretical approach with hands-on experience at some of the biggest sports brands in Spain and internationally.
  • Right from day one, students shall be challenged to work like professionals delivering real projects for real clients—such as leading sports organisations and brands—responding to and meeting their needs.
  • Our innovative methodology combines online resources, case studies and real scenarios based on the professional world of sports.
  • After completing the programme, students shall graduate with a Master's in Sports Marketing from Universidad Europea de Madrid.
  • Unique programme in Spain providing access to an official PhD. programme according to the regulations of the European Higher Education Area.
  • The programme finishes with professional internships in the marketing and communications departments of sports-related companies and institutions, including none other than Real Madrid C.F. as well as other teams, sports marketing agencies and large companies which deploy marketing and communication strategies in the sports world.


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

Academic calendar



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.

  • D. David Torres
    Adidas Spain Marketing Director.
  • D. Juan Pablo Molinero
    Movistar Cycling Team Marketing and Communication Director.
  • Ricardo Alonso
    Marketing Director, Real Madrid C.F.
  • D. Antonio Bolaños
    Volvo Ocean Race former General Manager. Sports consultant.
  • Juan Antonio Frutos
    Head of Relationship Marketing, Real Madrid C.F.
  • David Moracho
    Director of Marketing Services, Real Madrid C.F.
  • Celia Morales
    VIP Area - Corporate Hospitality Director, Real Madrid C.F.
  • Joan Sardá
    Former Sponsorship Director for Grupo Mahou San Miguel, marketing consultant.
  • Ramiro Lahera
    Tactika Trail CEO, Madrid Triathlon Federation President.
  • Roberto García
    Running Sales Specialist, Adidas.
  • José Moya
    La Liga Business School General Manager.
  • Maurici Segú
    CEO at Innovarout, Former Marketing Manager, Hotusa.
  • Edouard Legendre
    Geometry Global Sponsorship Director.
  • José Miguel García
    Chief Operations Officer at the Tennis Madrid Mutua Open.
  • Pablo García
    CEO at Bewolfish.
  • Oscar Ugaz
    Sports Digital Business Manager and Speaker.
  • Andrés Tortarolo
    CEO of Let's Vanquish agency.
  • Maja Milutinovic
    Sponsorship Manager at TLC Consulting.
  • Sergio Nieto
    Former CEO for Under Armour Spain, CEO at Panasport LTD.
  • David Hopkinson
    Global Head of Partnerships at Real Madrid C.F.
  • Michael Sutherland
    Chief Transformation Officer in Real Madrid C.F.
  • Pablo Carrizosa
    Partnerships department in Real Madrid C.F.
  • Elisabeth Op de Beck
    Corporate Hospitality Director at the Davis Cup Finals.
  • David Rumbao
    Marketing Director at Mapoma (Madrid Popular Marathon).
  • Simon Chadwick
    Director of the Centre for Sports Business at Salford University in Manchester.

Employability and Internships

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 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.


Admissions to the Real Madrid Graduate School at Universidad Europea are open year-round, although enrolment is subject to the number of spaces available.

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




  • 9 monthly payments: 1.933€
  • Place reservation: 1.500€
  • Payment flexibility.
  • Universidad Europea Discounts Official Scholarships.
  • Official Scholarships


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.













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

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.

Admissions process

Admissions are rolling throughout the year for the Universidad Europea - Real Madrid Graduate School programmes according to the availability of places.

For personalised advice, you can go to either of our university campuses (Alcobendas or Villaviciosa de Odón, in Madrid) or contact us by phone: (+34)91 112 88 50 or e-mail: escuelauniversitariarealmadrid@universidadeuropea.es to receive advice from the Graduate Admissions staff.

Once candidates have received advice and have provided the necessary documentation, the Graduate Admissions staff shall set a date 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 formally been reserved.

The Universidad Europea - Real Madrid Graduate School reserves the right to cancel or delay the start of a graduate programme if the required minimum number of enrolled students is not met. The University also reserves the right to make any necessary changes to timetables, faculty assignments, locations and campus for any programme. For more information, please check the Graduate School Regulations.

Admissions Committee

C/ Tajo s/n 28670, Villaviciosa de Odón, Madrid

+34 91 211 53 65


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

Universidad Europea has received recognition from various bodies which support its academic quality. In particular, it has received the following prestigious awards: the European 500+, the QualiCert and the Madrid Excelente Quality Seal.

In the international QS Stars accreditation rating, Universidad Europea has obtained a total of four out of five stars. This external accreditation system determines the level of excellence achieved by universities in several areas. Universidad Europea has achieved the highest score of five stars in employability, teaching, facilities and social responsibility.

*These awards have been awarded to Universidad Europea de Madrid.


System of Internal Assurance Quality


University's regulations


Link to the complaints and suggestions system

You can leave your suggestions, complaints and/or complaints through an online instance by clicking here.

Process results


Student Services

Management Systems

Guidance Services

Information Services

Complementary Services Offered

The website of Universidad Europea de Madrid makes use of its own and third-party cookies to offer you a better service
More information