This course examines how emerging technologies and evolving formats are transforming the landscape of sports marketing. Learners will gain insights into planning and executing marketing strategies for both local and global sporting events, with a focus on building momentum before, during, and after each event. Special attention is given to how organizations like the IOC sustain long-term fan engagement.

The curriculum explores the use of cutting-edge technologies—including augmented and virtual reality, blockchain, and NFTs—and how these tools are reshaping fan interactions and brand experiences. It also investigates the growing influence of esports and the convergence between gaming and traditional sports. Finally, students will learn to incorporate corporate social responsibility, sustainability, and storytelling into the strategic success measures of major sports events. Real-world case studies provide practical applications for thriving in today’s dynamic marketing environment.