Master of reference in Spain in the field of marketing and sports.

The Master in Sports Marketing Management covers a need for professionalization in the world of sports marketing. It is a sector of enormous opportunities for national and international development, and assumes that future professionals who want to be employed in this sector, must acquire specialized knowledge, which allows them to execute an adequate management, exploitation and use of opportunities and challenges that arise. .


  • The Sport Business industry is a sector that needs more and more specialized professionals capable of providing value and sports marketing solutions.
  • The impact of sport on the Spanish economy already represents 2.5% of the national GDP, and it is estimated that it will continue to grow at a faster pace than other sectors. It is one of the sectors with the most growth from the economic and social point of view.

Differential Factors

  • 400 hours
  • 22 experiences cases
  • 10 masterclass
  • 28 hours of tutoring

Center of specialization in Marketing and Sports (CMD). It is an ESIC project that was born with the vocation of being the reference center of the market, where sports professionals and the company find a space to create and add value to sports marketing. The CMD ESIC offers the sector of the Sports Industry and its professionals research projects, informative activities, academic programs and meetings and networking activities./>


  • Know the reality of the sport business sector and its opportunities.
  • Provide participants with their own tools and abilities to manage projects and activities in the sports environment.
  • Know the marketing keys to align the interests of the sport, brands and fans.

Addressed to

  • Newly graduated from the races indicated below, between 22 and 25 years old, interested in developing their career in the sports industry.
  • Students from the ESIC degree area.
  • Graduates from other schools or universities, always from the field of administration and business management, marketing and communication.
  • Students with a "junior" profile who have completed a postgraduate degree in business administration and management, marketing and / or communication at ESIC or other schools and / or universities.
  • Newly graduated students of INEF

Recommended knowledge in Marketing and General Business Management that favor the absorption of the specialization contents required in the master.


This program integrates the elements that allow the transfer of knowledge and its practical application in the Sport Business industry.

  • PRESENTIAL SESSIONS: leading experts from each subject will reflect on the most relevant subjects and aspects of the reality of Sport Business. The teaching contribution, the team work and the exchange of ideas suppose a constant in the methodology of the program.
  • MASTERCLASS: in these sessions, personalities from the world of sports will share their experiences with the students. These real experiences will be linked to the subjects of the program.
  • EXPERIENCES / PRACTICAL CASES: outstanding cases in sports marketing related to the modules in progress and taught by their own protagonists, professionals in the sector.
  • TUTORIALS: 28 hours of tutorials in different sessions during the development of the project where groups can answer questions and / or raise questions of interest.
  • COMPREHENSIVE PROJECT: At the end of the program and coinciding with the end of internships in companies, students will defend the project worked in a group before a court. These projects will be selected by the program management.
  • PRACTICES IN COMPANIES: The practices are conceived from two perspectives:
    • Develop a practice in a company linked to the world of sports.
    • The student will decide if he validates his internship work for a consultancy or an entrepreneurship project, which will also be carried out as final work (after consensus with the program management).


  • Module 1: Market and sports environment
    • Society, sport and entertainment: evolution, consumption and trends.
    • Environment, scenarios and agents in the sports and entertainment sector.
    • Fundamentals of the sports sector: definition and characteristics.
    • Exploitation of sport: markets, products and competition.
    • Organizational structures of sports companies.
    • CSR and values ​​in sport.
    • The professional athlete, his role in the sector.

Sportainment: the new concept of Sports Marketing. "Antonio Lacasa
"Minority and emerging sports".

  • Module 2: Direction and management of sports marketing
    • Definition and characteristics of sport as a product.
    • Market research and analysis in the sports and entertainment sector: techniques.
    • Strategic and tactical marketing, and its planning.
    • Results and analysis of returns.
    • Content Marketing: development and implementation.
    • Experiential marketing and tryvertaising in sport scenarios.
    • Products and services in sport:
      • Branding management: brand and identity.
      • Exploitation and licensing.
    • Comprehensive management of sports sponsorship.
    • Concept and sponsorship formats.
    • Scenario and agents of sponsorship implementation: entities, activities, events, athletes and notorious figures.
    • Tools and exploitation of sponsorships: supports, channels and naming.
    • Activities and activation tools in the sponsorship.
    • Ambush Marketing

"The Marketing of a leading team: the Inter Movistar case". Julio García Mera
"Hyundai: Fan Zone, activation of a sponsorship". Margarita Rodríguez
"Integral Sponsorship Activations-Endesa Experience".

  • Module 3: Integral event management
    • Sports events: scenarios and typologies.
    • Philosophy of event management: greatness, spectacle and excellence.
    • Organizational aspects of events in Sport:
      • Defining and differentiating aspects of the event.
      • Organizers and third parties.
      • Contents
      • Creation and planning.
      • Aspects of production and implementation.
      • Marketing and exploitation of events: business units.
      • Aspects of communication of events.
    • Implementations of sport events:
    • Leagues and competitions.
    • Championships, World Championships and Olympic Games
    • Events and macro special sporting events and traveling.
    • Another sports:
      • Not regulated.
      • Exhibits
      • extreme sports
      • Mixed sports and new modalities.

"La Vuelta Ciclista a España: the management of the third largest traveling event in the world". Javier Guillen / Jorge Sebastián
"The F1 circus"
"The world of Runnig" .Chema Martínez

  • Module 4: Management of integral communication in sport
    • Integrated Marketing and corporate communications, in the Sports environment.
      • Conventional formats and advertising.
      • Corporate and institutional communications.
      • RR.PP and protocol.
    • Relations with the media and press office:
    • Generation of milestones and contents:
      • Sources.
      • Information formats.
      • Advertorials.
    • Follow-ups and returns.
    • Particularities of journalism specialized in sports.
    • Press office 2.0.
  • Audiovisual and multimedia environment in sports.
  • Panorama of the audiovisual business in sport.
  • Mass media and sport: - Coverages and audiences.
  • Coverages and hearings.
  • Rights management, sales and distribution.
  • Management of audiovisual content.
  • Production:
  • Channels, broadcasters and producers.
  • Retransmissions and spaces.
  • Television retransmissions.
  • Radio broadcasts.
  • Special programs.
  • Exploitation of marketing of audiovisual products in sport:
  • Products and formats: advertising, sponsorship and placement.

Communication of Club "Students".
Workshop media management.

  • Module 5: Finance for management
    • Financial management of entities and activities in sport.
    • Financial management: financing, costs and returns.
      • Financial statements.
      • Analysis of income accounts.
      • Analysis of heritage.
    • Budgetary concepts and models.

Workshop budget.
Workshop economic aspects-Business plan.

  • Module 6: Legal environment and sports law
    • Legal environment of sports activities.
    • Sports management: representation and agents.
    • Licenses, image rights and exploitation.
    • Negotiation and contractual formats.
    • Taxation.

Legal environment of signings.
Image rights.
Workshop contract sponsorship.

  • Module 7: Legal environment and sports law
    • Sport and digital entertainment: market, scenarios and trends.
    • Fundamentals of communication and online marketing and digital products in sports.
    • Business models and applications:
      • Home entertainment and sports: applications and exploitation:
        • Gaming and Advergaming.
        • Mobile Marketing: devices, applications and exploitation in sport.
        • Internet
        • Platforms 2.0: Webs and portals.
        • Content management and exploitation.
        • Integration of multiplatform channels and second screen.
        • Management of Social Media in sport:
        • Marketing and strategic foundations.
        • Networks, blogs and social media.
        • Consumer, fan and fan: target segmentation.
        • Community management
        • Control of feedback, metrics and content adaptation.
        • SEO positioning.
        • Brand image and reputation.
        • Digital applications of sport:
        • Ticketing management
        • Augmented reality in sports venues and events.
        • Track events and information in real time.

Second screen - YouTube.
Iker Casillas World.
Workshop social networks.

  • Module 8: Commercial management in sport business
    • Organization and commercial management.
    • Marketing of sales management - Strategic aspects and models.
    • Commercial skills: Team management and negotiation.

Sponsorship business management workshop.
Commercial management of spaces in events and sports environments.

  • Module 9: Professional and managerial skills
    • Managerial competences: Interpersonal communication and presentation techniques.
    • Managerial skills: Creation of a personal brand.
    • Managerial competences: Leadership.

Workshop personal marketing in social networks.
Workshop communication in public.

Center of specialization in Marketing and Sports (CMD)

It is an ESIC project that was born with the vocation of being the reference center of the market, where sports professionals and the company find a space to create and add value to sports marketing. The CMDESIC offers the Sports Industry sector and its professionals research projects, informative activities, academic programs and meetings and networking activities.

Associated Rankings

ESIC is ranked 12th Business School in the World.

The Director General of ESIC is the 76th Spanish business leader.

3rd Business School in Spain with the best reputation.

ESIC is ranked within the top 250 Business Schools in the world and most importantly one of the seven "Top-Tier Employability" business schools in Europe.

2nd Business School of Spain in the sectorial ranking.

Program taught in:
  • Spanish

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This course is Campus based
Start Date
9 - 12 months
14,100 EUR
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