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Master’s Degree in Sports Marketing - Universidad Europea de Madrid - Real Madrid

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Marketing and Communication

Master’s Degree in Sports Marketing

Modality
Campus Based
Language
English
Duration
October - June
ECTS
60
This Master is the only official program in this field in Spain, fully adapted to the European Higher Education Area and with direct access to any PhD. program
About the program

Study sports marketing with the best possible partners: Universidad Europea and Real Madrid, the top income generator and most recognized brand in Sports worldwide.

Experience the most modern way of teaching including real projects and case studies, participation in sport events, networking possibilities and internships in sport related brands.

Fernando Sotomayor
Sportafolio
The master experience allowed me to enhance my knowledge about the sports industry and build a solid international network with my classmates and professional contacts. Finally I was able to apply all this values back to my country, founded my first company (Sportafolio,com) and be part of the first professional league in Peru.
Details

Goal

The objective of this program is to form, update and specialize students as marketing and communication professionals with a specific orientation for sports. The lack of professionalism in multiple sport institutions yet and the huge investment on sports in the different sectors create a perfect scenario for the arrival of modern, creative and updated marketing professionals in the sports industry.

Who is for?

International or Spanish students with an excellent 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

The Master’s degree is also especially suited as a private degree program for sports industry professionals who want to deepen and broaden their expertise in order to further their careers.  

Top 3 Reasons why
100%
of our students advance in their careers thanks to the mandatory internships included in the program.
More than 30
sports industry experts -some of them part of Real Madrid– are part of our Faculty: learn with the best.

Visit national and international facilities and events as part of the Masters program.

 
Our collaborators
Our intership program will let you learn from the best inside sports organizations and leading companies in sports-related disciplines
 
Admissions
Learn everything you need to know to participate in the program, from documentation, interview process and registration.
Key aspects
Location
  • Campus Alcobendas of Universidad Europea, combined with visits to the Real Madrid facilities and participation in different sport events.
Schedule
Monday to Thursday from 17.30 to 21.30
Duration
60 ECTS, one academic year, from October 2016 to June 2017.
Price
18.540€

Key aspects

The sports sector is growing exponentially all over the world. It is also a hugely global industry.

There is a double connection between sports and the world of marketing and sales. On the one hand, there are an increasing number of companieswhose business relates to sports, and which need an in-depth understanding of the right marketing and sales tools to achieve success in their competitive environment; and on the other hand, sports are by nature an excellent communications platform for companies in any economic sector, thanks to their extraordinary reach in the media and the values they transmit, and they can provide great added value to any company or brand associated with them.

Alongside more traditional marketing tools, 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 define the profile of modern sports marketing.

Spain is one of the world centers of sports marketing and has some of the leading athletes and teams in the world’s most popular sports. In recent decades the country has also organized many world-level sports events, leveraging the impetus of the Barcelona Olympics. Meanwhile, some of the most important individual and group sports rights contracts involve Spanish agents.

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 Master’s degree also offers the possibility of an internship in the Marketing Department of Real Madrid C.F. for the best-performing students in the program.

STUDENT PROFILE

The program is specially - but not only- thought for marketing, business, communication and sports sciences graduates with a passion for marketing and sports.

STUDY OPTIONS

Campus based (English taught or Spanish taught)

INSTRUCTIONAL APPROACH

Updated teaching methodologies including teamwork and discussion, business case-studies analysis, the development of projects based in real companies situations, external visits and participation in sport events.

ACTIVITIES

The program includes multiple external activities where we´ll experience directly the know-how of sport business explained by its real protagonists. Some examples of what we do are:

  • Visits to the Bernabéu Stadium
  • Visit to Real Madrid Valdebebas Training Center
  • Visit to the Barclaycard Arena
  • Visit to the Microsoft Global Sports Innovation Center
  • Visit to the Spanish Football Federation
  • Participation in some running / cycling events (Madrid half Marathon, Ecotrimad, etc…)
  • Visit to the Spanish Olympic High Performance Training (C.A.R)
  • Participation in the Tennis Madrid Mutua Open
  • International trip to Germany including participation in the ISPO and SPOBIS events and visits to Adidas HQ worldwide plus Bayern Munich and Borussia Dortmund football Clubs.
Programa
MODULE 1.- 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 2.- 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 3.- 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 4.- 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 5.- 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 6.- 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 7.- International sports marketing
  • Internationalizing sports companies
  • International sports events
  • City Marketing
  • International marketing strategies
  • Sports marketing in professional leagues and the Olympics
MODULE 8.- Sports marketing and communication
  • Strategic and operational marketing
  • Sponsorship and patronage in sports
  • Sports rights
  • Sports and society
  • Sports and the media
MODULE 9.- Professional internships
 
MODULE 10.- Final thesis
 
Directores
Ricardo García-Viana Brookes
Profesor de la Universidad Europea de Madrid
Begoña Sanz
Directora de Marketing y comercial del Real Madrid C.F.
Profesores
La Universidad se reserva el derecho a realizar las modificaciones oportunas en la relación de profesores que integran el claustro, siendo los representados en esta relación una muestra del conjunto.
Collaborators
REAL MADRID CF
GETAFE CF
VALENCIA CF
LEGANÉS CF
ADA ALCORCÓN
REAL MADRID CF
ESTUDIANTES
FUENLABRADA BASKET
MOVISTAR CYCLING TEAM
BALONMANO ALCOBENDAS
INTER MOVISTAR FÚTBOL.SALA
INNOCEAN (KIA – HIUNDAY)
HEINEKEN
MAHOU – SAN MIGUEL
KYOCERA
AUDI
BEIERSDORF
ADIDAS
KAPPA
GLOBAL MERCHANDISING (ADIDAS – REAL MADRID)
TORNEO TENIS MADRID MUTUA OPEN
R.F.E.F
C.O.E
TACTIKA TRAIL
SPORTSHIP MARKETING
HAVAS SPORT
WWP GROUP
POPIN GROUP
HEY GROUP
U FIRST SPORTS
FAN CONSULTING
OGILVY
GREY
380º AROUND MARKETING
Admission

The admissions process for Universidad Europea Graduate Schoolprograms 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 (La Moraleja or Villaviciosa de Odón), or contact us by phone: 902 23 23 50 or e-mail: postgrado@uem.es to receive advice from the Graduate Admissions staff. For calls from outside Spain, please use this number: (+34) 917 407 272.

Once candidates have received advice and have provided the necessary documentation, the Graduate Admissions staff will set a date for taking the entrance exams corresponding to the program they are interested in, and for 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
postgrado@uem.es

Assessor:
Dña. Cristina Ostaríz