This specialization offers an in-depth education in sports marketing, blending strategic principles with the latest tools transforming the industry. Across four courses, learners will build essential expertise in the sports marketing landscape—from core concepts and consumer insights to brand development, fan engagement, and partnership strategy.

The curriculum examines the impact of emerging technologies such as artificial intelligence, augmented reality, blockchain, and NFTs on sports marketing, while also addressing challenges in event promotion, sustainability, and the merging of traditional sports with esports. Real-world case studies, including Real Madrid C.F.’s global digital strategy, are explored throughout.

This specialization is designed for professionals in marketing, communications, or sports seeking to lead forward-thinking, sustainable, and globally-minded sports marketing efforts.

Praktisches Lernprojekt

Throughout this specialisation, students will reinforce their learning through practical projects and applied tasks at the end of each module. These activities prompt reflection on key marketing principles, explore strategic and innovative approaches in sports, and apply course content to real-world industry scenarios.

From developing brand identities and fan engagement plans to evaluating sponsorship impact and campaign effectiveness, students will engage in hands-on exercises that mirror the challenges faced by today’s sports marketers.

Each task also fosters collaborative learning through peer discussions, where learners exchange ideas, critique strategies, and gain diverse perspectives on global sports marketing practices. By completing these projects, students deepen their understanding of how marketing, technology, and cultural trends intersect in sport, while building critical thinking and communication skills essential for future professionals.