- The agreement allows Vanderbilt Master of Marketing students to earn a second Master’s degree in Sport Marketing Strategy from the Real Madrid Graduate School Universidad Europea.
- Students will combine online coursework with an on-campus academic experience in Madrid, working on real innovation projects alongside Real Madrid professionals.
- The program offers a unique European and American academic perspective through two globally renowned institutions.
Real Madrid Graduate School Universidad Europea and the Owen Graduate School of Management at Vanderbilt University have signed a strategic academic agreement to offer a double Master’s degree in Sports Marketing, reinforcing their shared commitment to excellence, innovation, and international education in the sports industry.
Under this agreement, students enrolled in Vanderbilt University’s Master of Marketing program will have the opportunity to complete five courses at the Real Madrid Graduate School, enabling them to obtain an additional Master’s degree in Sport Marketing Strategy. This innovative program combines academic rigor with practical, real-world experience in one of the most influential sports organizations in the world.
As part of the program, students will complete three online courses:
- Sponsorship Management
- Sport Events Organization
- eSport Management
In addition, students will travel to Madrid to take two on-campus courses at the Real Madrid Graduate School:
- Marketing in the New Era
- The Real Madrid Challenge
The Real Madrid Challenge
The course The Real Madrid Challenge represents one of the most distinctive components of the program. During this module, students will work directly with professionals from Real Madrid Next, the club’s innovation department, on real projects currently being developed by the organization. This hands-on professional experience prepares students for future careers in the global sports industry by exposing them to real business challenges, strategic decision-making, and innovation processes within an elite sports institution.
According to Emilio Butragueño, Executive Director of the Real Madrid Graduate School Universidad Europea and Director of Institutional Relations at Real Madrid, “This agreement represents a significant step forward in our commitment to providing students with an international, practical, and excellence-driven education. By collaborating with Vanderbilt University, one of the most prestigious universities in the United States, we offer our students a unique opportunity to gain a dual academic vision—European and American—while experiencing firsthand how innovation and strategy are applied within Real Madrid. For the club, this partnership strengthens our role as a global benchmark not only in sports, but also in education and knowledge transfer.”
Indeed, this collaboration offers students a unique dual academic vision, combining American and European perspectives in sports marketing and management, supported by the expertise, prestige, and international reach of both institutions. The program is designed to equip future leaders in sports marketing with the strategic, analytical, and practical skills required to succeed in an increasingly global and digitalized sports ecosystem.
Thomas Steenburgh, Ralph Owen Dean and professor of marketing at the Vanderbilt University Owen Graduate School of Management:
“This agreement with the Real Madrid Graduate School represents a unique opportunity for Vanderbilt University and for our students. By combining the academic excellence of Vanderbilt Business with the global prestige and industry expertise of Real Madrid, we are offering our Master of Marketing students an unparalleled global learning experience. This collaboration allows them to develop a truly unique perspective that will be invaluable for any career in the sports and entertainment industries.”
With this agreement, Real Madrid Graduate School Universidad Europea and Vanderbilt University reaffirm their commitment to developing innovative educational models that connect academia with industry and provide students with transformative international learning experiences.