Master in Sports Marketing Management
Sport, your passion, your job. If you want to make your passion your lifestyle, training in it will open the doors to success and differentiation.
The sports sector needs professionals who have a broad vision of marketing, with the aim of innovating in product development, implementing technology, amplifying brand communication and strengthening sports sponsorships, taking into account changes in the fan base and the impact of sustainable trends in the design of sporting events.
Our Master in Sports Marketing Management is a marketing management program with a comprehensive vision of the sports sector and its main agents. The master's degree equips you with the ability to analyze, identify opportunities and integrate needs among all stakeholders through a multisport approach and its design, working on each topic from 3 different perspectives: sports property (club, association, federation, sports institution), client brand and athletes.
Master's Degree in Lifelong Learning from ESIC University
Once you finish the program, you will be able to obtain the title of Master of Continuing Education in Sports Marketing Management issued by ESIC University.
- Part Time
Language:
SpanishOn-site
Available locations
- Madrid
WHY STUDY SPORTS MARKETING?
As it is a very specialized sector, this master's degree offers you the opportunity to develop your competencies and skills in a specific way. In addition, sports marketing stands out for:
GROWTH AND DIVERSIFICATION
The trends produced in the change of entertainment consumption, being more conscious in sustainable actions, new perception of health and sport, and digitalization, are producing an effect in which the sports sector is benefiting in terms of growth of real returns on investment. Making this a sector of interest for different brands and investors.
POINT OF VIEW
Sport itself is loved at levels that no commercial brand can ever aspire to. This is why it has become a sector in which retail brands have set their sights, especially in order to reach new generations and associate themselves with positive values such as competitiveness, effort, reward, among others.
DIGITALIZATION
After the pandemic period, the sports sector has undergone a change in the perspective of future vision around the exploitation of sports assets. This implies that there is a growing need to attract profiles with a vision of technology, new consumer trends and sustainability that can renew strategic aspects of brand vision and product design, as well as the exploitation and management of the same.
Why ESIC?
At ESIC we know that the best way to learn is by doing. Therefore, our program is designed based on tools, workshops, real cases and the use of licenses so that you can access the labor market with the best possible preparation. Our Master in Sports Marketing Management stands out for:
Sports Marketing Center. ESIC has this internal organization that since 2011 has been promoting training, networking and actions in the sports sector.
Multisport approach, covering a variety of sports disciplines, such as tennis, paddle tennis, golf, surfing, horseback riding, polo, esports, rugby, field hockey, sailing, as well as basketball, soccer, fitness, cycling, among others.
Multiple business vision, analyzing the same case from the perspective of brand, athlete, sports property and agency.
Clear focus on sports sponsorship, brand generation, influencers, digital media, new technologies and sustainability, providing a differentiating element in the market.
Management skills development module specific to the program's exit profile that includes Critical Thinking, Leadership, Communication, Negotiation and Storytelling.
Expert faculty that combines professional experience in the sports industry with a teaching methodology that facilitates learning.
Real cases brought to the classroom by their protagonists.
Sports Marketing Center. ESIC has this internal organization that since 2011 has been promoting training, networking and actions in the sports sector.
Multisport approach, covering a variety of sports disciplines, such as tennis, paddle tennis, golf, surfing, horseback riding, polo, esports, rugby, field hockey, sailing, as well as basketball, soccer, fitness, cycling, among others.
Multiple business vision, analyzing the same case from the perspective of brand, athlete, sports property and agency.
Clear focus on sports sponsorship, brand generation, influencers, digital media, new technologies and sustainability, providing a differentiating element in the market.
Management skills development module specific to the program's exit profile that includes Critical Thinking, Leadership, Communication, Negotiation and Storytelling.
Expert faculty that combines professional experience in the sports industry with a teaching methodology that facilitates learning.
Real cases brought to the classroom by their protagonists.
The program includes a 5-day BST at the Istituto marangoni in Paris where you can immerse yourself in a specialized Fashion and Luxury Communication Management course in an international environment.
Rankings and accreditations
YESTERDAY, TODAY, ALWAYS
#1
SPAIN
Leaders in marketing master's degrees according to El Mundo
#3
SPAIN
ESIC on the podium of best business schools for recent graduates and young professionals
#34
EUROPE
ESIC in the top European ranking for marketing programs
#49
WORLD
Best marketing school based on feedback from alumni, students and employers
ESIC ACCREDITATIONS
More than 55 years of history mean that we have institutional agreements and collaborations that recognize our quality as a business school. These are our accreditations:
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
National Agency for Quality Assessment and Accreditation (AQA)
Quality Assurance Systems for Centers and Teaching
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
National Agency for Quality Assessment and Accreditation (AQA)
Quality Assurance Systems for Centers and Teaching
ENTRY PROFILE, WHO IS THE MASTER'S PROGRAM AIMED AT?
The Master in Sports Marketing Management is aimed at junior profiles with a maximum of 2 or 3 years of experience whose personal objective is to develop professionally in the sports sector. Our program is designed to accommodate profiles with a background in sports careers, such as INEF or CAFD and sports management; as well as SS degrees, such as marketing, journalism, advertising or ADE, among others. Also for those who have had experience doing internships or working in sports companies, managing brands within the sector.
Objectives of the Master of Continuing Education in Sports Marketing Management
You will identify new opportunities for brand value development through critical and differential analysis of the sports environment, consumers and fans, stakeholders, competitors and trends in the sports industry.
You will design innovative marketing strategies for a growing sports industry in the context of a global and digitized market and economy.
You will learn to plan, budget, implement and control the annual marketing plan, allowing you to measure its impact on the economic-financial and social goals of the brand/company/sports organization and/or the sports environment.
You will be the defender and manager of the prestige and social reputation of the brand, both corporate and personal and/or product before the set of decisions and functions of the company in a global and digitized market.
You will face and solve complex situations systematically, critically and creatively in changing, diverse and global environments.
You will identify opportunities through technology, digitization, data and digital marketing and communication management tools.
You will make decisions and act ethically by applying high standards of respect for human values, cultural diversity and sustainability.
MASTER'S ACADEMIC PROGRAM
The academic structure of the Master in Sports Marketing Management is designed to cover aspects of management vision with the detail of the management and action of the marketing plan. Therefore, the master is divided into 5 modules and a final project.
The main objective of this module is to acquire the basics of sports marketing, knowledge of the sector, analytical skills, and knowledge of the digital and analog journey of the sports fan.
- Fundamentals of marketing and communication in the sports sector.
- Experiences and Sponsorship
- Esports Ecosystem
In this module you will learn to develop a strategic vision for making ethical and sustainable decisions related to where and how to compete. To do this we will work on the analytical skills of the business environment, what business model we want to implement and the impact of technology in the sector. All this based on innovation, methodologies and practical tools, and finally, with a clear focus on the sustainability of the chosen strategic approach.
- Business Strategy
- Business ethics and sustainability
- Legal environment
- Digital Transformation
- Innovation
In order to develop professionally or to be able to grow to occupy managerial positions, it is essential that you acquire a series of managerial skills that ultimately determine the best candidate in a selection process or internal promotion. These skills are today the most sought after by companies regardless of their size and the sector in which they are located.
Therefore, the objective of this module will be to complement the technical skills and knowledge of tools that are seen throughout the master, with competencies that will help them to position themselves in the sector and in the company.
- Critical thinking
- Communication and leadership
- Negotiation
- Storytelling Workshop
The objective is the acquisition of a deep knowledge in elements of sports marketing. These are market needs, branding, sales, finance, with the objective of building a marketing plan.
Through the knowledge of the customer (Buyer/sports fan) and the customer journey, we will work on strategic marketing aspects and then land the definition of the marketing plan.
- Market research
- Brand and sports reputation
- Sales management
- Finance for marketing management
- Marketing plan
The objective of this module is to work on management aspects that will also contribute to differentiation in the market, such as project management applied to the management of sporting events, athlete branding, creation of e-commerce, social media and web analytics, complemented with communication skills.
- Management of sporting events
- Sports marketing manager
- Web & Social analytics
- E-commerce project
The completion of some modules is marked by a cross-cutting group assignment. You will do a livecase group work as part of the module evaluation. These cases will consist of a real briefing that will be presented by a TOP company or professional in the sector, and you will have 3 to 4 weeks to execute it. Finally, you will present it in an executive manner to the expert to obtain practical feedback.
Each case will have specific topics to evaluate the model and, in addition, it will be carried out according to the reality close to each site.
Finally, you will carry out a final project, Final Group Work (TFM), which you will present and defend in front of an examining board.
*Academic structure subject to change. Some business reality and networking sessions may be delivered in webinars outside of class hours.
PRACTICAL PART
IMMERSIVE TOURS AND BUSINESS REALITIES
Immersive visits are activities that take place outside the classroom, with the objective of experiencing firsthand elements such as management of sports venues, event management and competitions, among others.
The business realities are masterclasses or workshops where you will work with an expert in the sector on very specific aspects of sports marketing, with the aim of complementing the academic content of the subjects.
These are some of the topics of the business realities and visits/activities:
Madrid: Visit to the CSD, Visit to the Vuelta, Visit to the Wanda Metropolitano, Visit to Movistar Riders.
Within the business realities you will have presentations on Esports, Women's Football, sports sponsorship, media and press, organization of sporting events, and much more.
*Tours and themes are subject to change and availability. An activity can be cancelled without being replaced by another one.
Group cases
The group cases are conducted under the livecase format. That is, they are real cases presented by their protagonists, typical of the sports industry, where you will have to put into practice the skills learned in the module, working as a team. The evaluation consists of two aspects:
Academic aspect: your group will deliver a descriptive and academic analysis paper, which will be reviewed by the professors of the subjects.
Executive aspect: your group will present to the expert in an executive manner and in a client presentation format, the conclusions and recommendations of your work.
Therefore, the Master in Sports Marketing Management consists of 4 livecase assigned to 4 modules. Some of the brands participating (depending on the venue) are: Satchi&Satchi Sports, Kosmos, Ocean Race, Saucony, La Vuelta Ciclista, Besoccer, Kantar, etc.
TOOLS YOU WILL LEARN
These are some of the tools you will work with throughout the course. Not only will you put them into practice in the master's degree, but you will internalize their use so that they become support tools in your working life.
TEACHING METHOD
TRANSFORMATIVE LEARNING BY ESIC
It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally.
In your journey of personal transformation, you will interact with five pillars of support, which underpin your learning experience:
- Business reality brought to the classroom through case studies and practical activities.
- Soft Skills fundamental for your personal and professional development
- An expert teaching and sectorial faculty
- A heterogeneous community of national and international students
- All the areas and services that ESIC puts at your disposal
The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the center of the learning process and guides you towards academic excellence. The objective is for you to acquire competencies through the practical application of knowledge and tools.
The resources you will have at your disposal are:
- Asynchronous support materials, videos, readings, etc.
- Self-evaluation
- Tutored application and feedback
- Practical and experiential activities
- Evaluation system that combines the demonstration of individual and group achievements.
- Supervised final project
Faculty and guest speakers
The essence of our program lies in an exceptional faculty. Our faculty is composed of leading professionals and academics with vast experience in the field of marketing and sales. These experts combine their in-depth theoretical knowledge with solid practical experience, offering students a unique and valuable perspective. In addition, many of our professors hold leadership positions in renowned companies, ensuring a direct connection to the latest industry trends and practices.
Aranzazu Gómez Gutierrez
Carlos Ranedo Fernández
Alberto Fernández Canelo
Margarita Rodriguez
Victor Cobos
Ana Maria Álvarez Mesas
Chema Martínez
Ferrán Neira Torné
Felipe Martín Martín Martín
Diego Bernabé Chozas
Jorge de Sebastián Pérez-Manglano
José Moreno Cervera-Mercadillo
José Luis Abajo (Pirri)
Juan Antonio Cantón Molina
David Serrahima
*Faculty and guest speakers are subject to change.
Employability
89%
of our students are working in the industry one year after completing the program.
+3.700
internship offers generated through our professional development unit
+2.200
job offers processed by our UDP
JOB OPPORTUNITIES
Our Master's Degree in Sports Marketing Management enables you to hold positions both from the perspective of sports property as well as that of the client. This greatly expands the range of possibilities you can have when looking for options in the labor market.
- Product Manager in sports properties or client
- Brand management and communication of professional athletes
- Responsible for sporting events
- Sponsorship Manager
- Communication and reputation manager (company, federation, associations, athletes)
- KAM in sports marketing agency
- Account manager at sports marketing agency
WHERE DO OUR STUDENTS WORK?
PROFESSIONAL DEVELOPMENT UNIT UDP
ESIC's Professional Development Unit is made up of a team of professionals dedicated to boosting your professional career, whether you are studying in the classroom or as an Alumni. You can count on the UDP if you need to enter the world of work, as they have their own employability portal, although they also collaborate with international portals, fairs and employability events.
With almost 4,000 internship offers and more than 2,000 job offers, the UDP has an employability rate of 95% for students advised in the area of Marketing and Sales, or 100% for the area of Communication, among others.
INTERNSHIPS AND COLLABORATING COMPANIES
In the master's degree in digital marketing you will have constant contact with working professionals from pioneering companies, either through workshops or interventions in the program. In addition, if you are looking to complete your training with internships in companies, ESIC offers the possibility of getting in touch with top companies in the sector. Among them we highlight:
SPORT BUSINESS SUMMIT EVENT
Relive the 1st edition of our Sport Business Summit.
We present our biggest sports event where you can discover everything that is currently happening in the industry from different professionals in the sector. From a complete learning about sport to being able to establish new connections with great brands. In the 1st edition we had the presence of Relevo, Grup Mediapro, MadCup and Getafe C.F., a day of real stories and valuable insights.
Sport, innovation, branding.
The new era of the sports ecosystem.
Non-Curricular International Stay
You can complete an optional international experience that complements your education with an immersion into the world of international business. Explore new cultures while gaining practical knowledge and building a global network. Transform your learning and open doors to unique personal and professional opportunities.
"Understanding today's business environment" | 1 Week
The "Understanding Today's Business Environment" course at Georgetown offers an in-depth exploration of the key issues influencing the contemporary business environment. Designed for professionals seeking to understand the challenges and opportunities in today's business world, this course provides a comprehensive view of the economic, technological, social and political factors shaping business strategies today.
In this non-curricular international experience you will learn about American cultural milestones and current trends in global business management, understand the challenges of a globalized economy and how financial policy underpins it. You will explore the role of artificial intelligence in international business and experience how international financial institutions impact the organic and acquisitive growth remains of the modern enterprise.
*Places subject to availability and destinations subject to change. The amount of the Non-Curricular International Stay is not included in the Master. Prices and conditions on request.
"ESG in the new business era" | 1 Week
During a week-long academic, cultural and corporate experience, you will have the opportunity to delve into the impact of ESG on today's global business agenda. ESG means using environmental, social and governance factors to assess the sustainability of companies and countries. These three factors are considered to best embody the three major challenges facing business and society at large, which now encompass climate change, human rights and legal compliance.
Starting from the broad context of what ESG represents for corporations, customers, financial institutions and investors, the program covers from the strategic perspective of companies incorporating ESG and sustainability, the internal and external communication of ESG commitment and progress, to how corporate policies are defined and led for the company to generate a positive impact in a circular global economy.
With this international non-curricular experience you will understand the global context of ESG and how it differs from the corporate sustainability construct, learn to synthesize how corporate strategy incorporates an ESG-oriented vision and mission. You will be able to define and implement a strategy for internal and external communication of ESG efforts and explore how corporate leadership is put at the service of ESG and sustainability policies.
*Places subject to availability and destinations subject to change. The amount of the Non-Curricular International Stay is not included in the Master. Prices and conditions on request.
"Digital Innovation and Transformation: Estonia's path to the Future" | 1 Week
Estonia's path to the Future is an intensive one-week program designed to explore the latest trends, tools and strategies in the field of digital innovation in an environment of technological ferment. This small Baltic country with just over one million inhabitants decided to take the digital leap and today has become the example to follow for the digital transformation of Europe. During this week, you will have the opportunity to immerse yourself in various aspects of digital transformation, from the conceptualization of innovative ideas to the practical implementation of technological solutions based on visits to Start Ups and academic sessions with experts.
In this international non-curricular experience you will understand the fundamentals of digital innovation and its impact on business and society, explore emerging technologies and their application in problem solving, develop practical skills for the generation and execution of innovative ideas with Start Ups and incubators, and become familiar with agile methodologies and user-centered design approaches. Additionally, you will learn to evaluate the market potential and viability of digital innovations.
*Places subject to availability and destinations subject to change. The amount of the Non-Curricular International Stay is not included in the Master. Prices and conditions on request.
Campus and prices
Master's Degree in Sports Marketing Management in Madrid
The Master's Degree in Sports Marketing Management is taught at the ESIC Business & Marketing School campus in Madrid. Our campus was inaugurated in 2021 and has 36 classrooms, an auditorium for 300 people, 16 work rooms, 5 meeting points, gym, mindfulness room, cafeteria and much more. Our classrooms are filled with master's and postgraduate students specializing in marketing, management and technology. The campus is the ideal place to network, work on your ideas and learn. But above all, it's the perfect place to live in the present and build for the future.
Campus in Madrid
Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid
View in Google Maps
ADMISSION PROCESS
We accompany you throughout the whole process, guiding and advising you to choose the best option for your professional career. These are the steps to follow:
1 Application
- Request information through our form.
- A consultant will contact you within 24-48 hours.
- You will have a first contact call and a consultancy will be convened for questions and doubts.
- There is a second call where all your doubts are solved and you are guided in everything you need.
2 Test
- If the program fits you, you proceed to apply.
- You prepare the necessary documentation (such as university degree or certificates).
- You conduct a personal and professional rehearsal.
- You deliver all the documentation.
3 Interview
- Once the documentation is approved, you will be scheduled for an interview with the program director.
- In this interview, you will be able to discuss specifics you want to know about the program, as well as any questions you may have.
4 Enrollment
- After the interview, your consultant will contact you within 24-48 hours to notify you if you have been accepted into the program.
- Once you have been accepted, you have about 5 days to formalize your registration.
- As soon as the registration is completed, you will be given all your access (virtual classroom, e-mail...).
- Of course, our last step is always to congratulate you and wish you to make the most of your training.
SCHOLARSHIPS AND GRANTS
We do not want economic issues to be an obstacle for you to achieve your goals and ensure a training with a future, therefore, we present a wide range of possibilities that will help you in this regard, both the Scholarship Plan that we have developed from ESIC, as well as those that are available to you from different public or private organizations. The scholarships and grants available are as follows:
- - Own scholarships
- - National scholarships
- - International scholarships
- - Mobility grants for international internships
- - Insurance and assistance
FINANCING
ESIC has financing agreements with certain banks under preferential conditions for students enrolled in any of the school's programs. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your career.
If you live outside of one of the cities where ESIC has a campus, and you are looking for accommodation, we recommend a series of companies and residences dedicated to student housing. Find the one that best suits your needs.
More information
ESIC has partnered with the Flywire platform to accept payments from foreign students from all over the world. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. You will have real-time tracking and multilingual support around the clock.
More informationFREQUENT QUESTIONS
The study grants will be communicated to you during the selection process. Our grants are adapted to each profile and date of enrollment. In addition, you can find out about the scholarships that we have both from ESIC and those offered by other public and private organizations.
Yes, there is a percentage of compulsory attendance in the face-to-face Masters. However, you may have a small percentage of unexcused absences.
As regulated by Royal Decree 822/2021, of September 28, which establishes the organization of university education and the procedure for quality assurance, ESIC offers you various programs including MBAs, Master's Degrees and Master's Degrees in Lifelong Learning backed by the prestige of our university: ESIC University.
In this way, you will be able to choose between:
- University Masters, with which you will obtain an official degree from ESIC University.
- Lifelong Learning Masters, with which you can obtain a degree issued by ESIC University.
- Private Master's degrees issued by ESIC Business & Marketing School
ESIC AGENDA
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