Master’s Degree in Sports Marketing

A pioneering sports marketing program allowing graduates to boost their global careers.

As the only official masters program in its field in Spain, this program prepares students to be modern, creative professionals in the sports marketing industry.

In the PDF you will find:

  • Detailed study plan
  • Why this degree is perfect for you
NEED MORE HELP?+34 648 203 802
Master in Sports Marketing


Oct 23, 2020


9 months

Hyflex (Real and virtual classrooms)


in Spanish

  • Hands-on experience at events such as the Tennis Madrid Mutua Open International.
  • Visits to global organizations such as Adidas, Bayern Munich FC as well as at Real Madrid FC.
  • Our HYFLEX Experiential Learning model integrates the face-to-face and virtual classroom. 100% digitized classrooms, with cameras, 360 microphones and smart boards.

Get a 20% discount on the reservation fee if you register before October 31st. Check the terms and conditions here.

In the PDF you will find:

  • Detailed study plan
  • Why this degree is perfect for you
NEED MORE HELP?+34 648 203 802

Key Points

Boost your career in the sports world with this innovative masters program.

  • Start date

    Oct 23, 2020

  • Modality

    Hyflex (Real and virtual classrooms)

    Available in Spanish
  • Duration

    9 months

  • ECTS


  • Language


  • Campus

    Madrid Alcobendas

  • University

    Universidad Europea de Madrid

  • Knowledge Area

    Communication and marketing

  • Study Type


Why study this program?

+ 30 key professional profiles

within the faculty with a global vision of Sports Marketing.

+10 Professionals from Real Madri...

who participate as professors in the Master’s Degree

Unique trips

To Belgium, Netherlands and Germany to learn from different Clubs

Andrea Perissinotto

Andrea Perissinotto

Manager for Institutional Relations

"At Universidad Europea we know that the treatment of the student is the most important. Please fill in your details and we’ll contact you"

disfruta de hasta un 90% de descuento

Solo hasta el 16 de julio.

Pide información y nuestros expertos se pondrán en contacto contigo. ¡Plazas limitadas!

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We ask you for some information, just to be able to call you and give you all the information you need

Ideal for you if you want to learn


Student profile and study access information

The program 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 sport 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
  • Any other holder of a higher education qualification who wants a career in sports marketing

Admissions Proces

The admissions process for Real Madrid Graduate School – Universidad Europea programs can take place at any time during the year, although enrollment on any graduate program will depend on the availability of places.

For personalized 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: to receive advice from the Graduate Admissions staff.

Once candidates have received advice and have provided the necessary documentation, the Graduate Admissions staff will set a date for taking a personal interview with the Master’s Program Director or a member of the Admissions Committee.

The admissions process involves no costs or commitment for candidates until their place is formally reserved.

Real Madrid Graduate School - Universidad Europea reserves the right to cancel or delay the start of a graduate program if the required minimum number of enrolled students is not met. The University also reserves the right to make any necessary changes in timetables, faculty assignments, location and campus for the programs. 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


Most of the classes take place at Universidad Europea’s campus in Alcobendas. In addition, students also make regular visits to the Santiago Bernabeu for some of the activities.

Study plan

The program is structured into theoretical and practical modules covering the discipline of sports marketing in all fields. After the theoretical program students will take a final module, during which they will complete their final thesis, and a practical module in companies in the sector.

Module I The characteristics of sports marketing

  • The conceptualization and categorization of sports marketing
  • The function of marketing within sports companies
  • Sports as a marketing tool
  • The history and evolution of sports marketing

Module II The image of sports and sports sponsorship

  • Sports in the traditional media
  • Sports on the Internet and social networks. Community Management for teams and athletes
  • Sports sponsorship: conceptualization and categorization
  • Sports sponsorship: corporate sponsorship policies and activation of sponsorship
  • Sports and corporate social responsibility
  • Personal image management for professional athletes

Module III Market research in sports

  • Analysis of the sports sector and competitors
  • Analysis of clients
  • Market research tools. Main studies
  • Big Data applications in the world of sports

Module IV Consumer behavior

  • Typical characteristics of sports consumption
  • The behavior of consumers of sports products and services
  • The behavior of consumers of sports events
  • Sports consumption in the hierarchy of needs

Module V Sports marketing strategy

  • Strategy in sports products and services
  • Price strategy in sports products and services
  • Distribution strategy in sports products and services
  • Media strategy in sports
  • Marketing-mix strategy applied to sports

Module VI The sports marketing plan

  • The sports marketing planning process
  • Definition of the marketing plan: stages, structure, format and development
  • The sports company marketing plan

Module VII International sports marketing

  • Internationalizing sports companies
  • International sports events
  • City Marketing
  • International marketing strategies
  • Sports marketing in professional leagues and the Olympics

Module VIII Sports marketing and communication

  • Strategic and operational marketing
  • Sponsorship and patronage in sports
  • Sports rights
  • Sports and society
  • Sports and the media

Module IX Professional internships Module X Final thesis


The faculty in the sports marketing master degree is formed by academics and External experts and professional in Business that are in a continuous contact with the sports marketing industry. Furthermore, the course is providing some specific master classes where Real Madrid managers will explain their related management areas in the club. The most important are: 


  • 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.
  • Jorge de la Vega - Partnership Manager, 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 Sponorship Director for Grupo Mahou San Miguel, marketing consultant
  • Ramiro Lahera - Tactika Trail CEO, Madrid Triatlón Federatio President.
  • Roberto García - Running Sales Specialist, Adidas.
  • David Torres - Marketing Director for Adidas Spain 
  • 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 Speker.
  • Andrés Tortarolo - CEO de la agencia Let´s Vanquish 
  • Maja Milutinovic - Sponsorship Manager at TLC Consulting
  • Sergio Nieto - Former CEO for Under Armour Spain, CEO at Panasport LTD
  • Mr. David Hopkinson - Global Head of Partnerships in Real Madrid
  • Mr. Michael Sutherland - Chief Transfor  mation Officer in Real Madrid
  • Mr. Pablo Carrizosa - Partnerships department in Real Madrid
  • Dª Elisabeth Oop de Beck - Corporate Hospitality Director in Davis Cup Finals
  • D. David Rumbao - Marketing Director in Mapoma (Maratón popular de Madrid)
  • Mr. Simon Chadwick - Director of the Centre for Sports Business at Salford University in Manchester
Price and advantages Master’s Degree in Sports Marketing

20 %



Total price

Find your scholarship

  • Flexible payments
  • Grants for high performing students
  • Grants for continuing students
  • Grants for simultaneous studies
  • First in family scholarships
  • Universidad Europea scholarship
  • Official scholarships


Discover a new academic model, flexible and personalized, that integrates the face-to-face and virtual classroom.

  • In the Extended Classroom you will be able to attend class in person on campus or remotely connected through digitized classrooms: real time interaction, wherever you are, with cameras, 360 microphones and smart boards.
  • Learning through simulated environments, gamification and virtual laboratories that will allow you to study further, where the real world does not reach, with no limit to the number of practical classes.
  • Experience focused on learning through "doing". An innovative training adapted to the work reality, in complete facilities capable of reproducing work environments.


  • The Master’s Degree in Sports Marketing, offered by Real Madrid Graduate School and Universidad Europea, is a pioneering international program in the field of sports marketing, 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 program combines a theoritical approach and hands on experience at some of the biggest sports brands in Spain and internationally.
  • After completing the course, students receive the qualification of Máster Universitario en Marketing Deportivo from Universidad Europea de Madrid.


Also available to study

in Spanish

You can also check

Admission process

1. Documentation

To begin your admission process, the first thing to do is book your appointment online or by calling +34 91 112 88 50.

  • Selectividad card showing eligibility status
  • Two photocopies of your ID
  • Academic record file transfer 
  • Proof of payment of the Admission fee before or on the date of appointment

2.  What does the admissions test consist of?

  • Skills and abilities test
  • General knowledge test
  • Language assessment test
  • Personal interview

When will you know you’ve been accepted?

You’ll find out the result of the admissions test via an admissions letter that you’ll receive by email. If you have any doubts or queries, you can contact our Admissions Department for New Students at

3. Reserve your place

Along with the admissions letter, you will receive an envelope with information about official registration. It is recommended that in order to reserve your place, you should respond within 7 days of receiving the letter.

4. Registration

All students joining the Universidad Europea for the first time, wanting to study a degree, must open a file with the university, prior to registration. The Department of Admission for New Students will provide the candidate with all the documentation and forms to complete their registration.

Convalidations and transfers

You don’t have to carry on doing something you don’t want to. For this reason, we have designed specific convalidation and university transfer plan. If you want to know your personalized plan, as quickly and easily as possible, send us an email to along with the following documentation:

  • Personal academic certificate of the original degree.
  • Study plan sealed by the Secretariat of the center of origin.
  • The academic program of the subjects studied and/or enrolled in the original degree.
  • Officially translated degree certificate (only in the case of foreign graduates)

In case of requesting recognition for professional experience, you will be required to provide;

  • Work life certificate
  • Curriculum vitae
  • Company certificate, only in those cases where it is necessary to prove the functions performed in the company, or in cases of students with international professional experience who cannot provide a work-life certificate.

For any questions, you can contact our advisers by calling +34 91 112 88 50.

Scholarships and grants program

We’re here to help. If you want to study at Universidad Europea, you have a number of internal and official scholarship options to apply for. In addition, we provide comprehensive Financing and Discount options

Professional practices

Internships in companies are a key element in your education. Acquiring experience and putting into practice what you have learned on your degree is the best way to enter the labor market. There are two types of internship, curricular (which are included as part of your program) and extracurricular (which you can do on a voluntary basis).

In order to carry out an internship in a company, you’ll need to have passed 50% of your credits and register before you start the internship. Both the company and a professor on your course will monitor your progress on the internship as well as providing an evaluation at the half way mark and upon completion. 

If you want to gain extra work experience before finalizing your university studies, you are welcome to carry out extracurricular internships. You can carry them out in whichever year of your studies you choose but we remind you that internships are formative and should complement your studies. The more theoretical knowledge you have acquired throughout your degree, the more you will benefit from the internships.