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 sports events, networking possibilities and internships in sport-related brands.


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 sports institutions yet and the huge investment in 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 it 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.

Key aspects

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

There is a double connection between sports and the world of marketing and sales. On the one hand, there is an increasing number of companies whose 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 special - 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 on real companies situations, external visits, and participation in sports events.


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:

  • Visit the Bernabéu Stadium
  • Visit Real Madrid Valdebebas Training Center
  • Visit the Barclaycard Arena
  • Visit the Microsoft Global Sports Innovation Center
  • Visit the Spanish Football Federation
  • Participation in some running/cycling events (Madrid half Marathon, Ecotrimad, etc…)
  • Visit 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.


MODULE 1.- The characteristics of sports marketing

MODULE 2.- The image of sports and sports sponsorship

MODULE 3.- Market research in sports

MODULE 4.- Consumer behavior

MODULE 5.- Sports marketing strategy

MODULE 6.- The sports marketing plan

MODULE 7.- International sports marketing

MODULE 8.- Sports marketing and communication

MODULE 9.- Professional internships

MODULE 10.- Final thesis


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

Program taught in:
  • English (US)
  • Spanish

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Last updated May 30, 2019
This course is Campus based
Start Date
1 year
18,600 EUR
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Master Degree in Sports Marketing