Master in Sports Marketing and Sponsorship

Sports Management School - Barcelona

Program Description

Read the Official Description

Master in Sports Marketing and Sponsorship

Sports Management School - Barcelona

Name of the Master

This Master is aimed at university graduates of broad spectrum, being recommended for the following profiles:

Graduates or Graduates in:

  • Economic Sciences
  • Business Management
  • Law
  • sports science

Candidates who do not have a university degree can submit their application proving a minimum professional experience of 3 years in the sports sector, in positions of responsibility.

It will be, in this case, the Admissions department who validates the suitability of the candidate and its admissibility.


Spanish speaking countries


Language Spanish, with some materials and masterclasses in English.
Professional outings

Take more detailed information from the web and perhaps complete with the one in the file

Marketing, commercial or digital departments of:

  • Professional football clubs
  • Clubs in other sports
  • National or international sports organizations
Sports marketing agencies
Sponsoring brands

Presentation of the Master

If your passion is sport or you want to work in a sector with a rapid evolution and growth, this is your moment to take a step forward.

The world of sports is undergoing a profound transformation in all its aspects and requires trained professionals capable of understanding and taking on new challenges. From the performance management of the athletes, to the business models that support all market players, these changes are happening in an accelerated way due to the impact of technology, in its broadest definition, and the highest demand since the economic point of view.

Therefore, it is essential to professionalize sports entities in management, understanding them as companies that must meet a business objective that allows their success and growth. And this professionalization happens unequivocally for its managers and executives.

The business of sport, regardless of the type of organization or the specific sport, is based on three main pillars that need to be known, managed and expanded.

On the one hand, the most traditional business of operating the sports arena (stadium, arena) is migrating from transactional models based on face-to-face, to models dominated by digital channels. And this digitalization not only affects the sale of tickets, but also the sale of food and drinks, merchandising products, guided tours, etc.

Revenues derived from the exploitation of audiovisual rights have multiplied exponentially due to increased competition, globalization and the increase of windows and possible channels of dissemination. Audiovisual rights have become in many cases the main source of income for clubs and federations, with the double aspect of becoming a relief to corporate finances, but at the same time, in a high dependency. Understanding and managing rights windows, squeezing new digital channels are vital elements in the sports business today.

And as a third element, the management of the sports brand and the brand association and sponsorship agreements have also been impacted by technological changes and the resulting social transformations. The needs of the sponsors have evolved radically in recent years, and the best rated assets currently seek the projection of the brand association in a digital and globalized way. It is therefore key to correctly define a sponsorship strategy to maximize the available assets.

The SMS Master in Sports Management (Sports Management) seeks to train students to occupy the executive and executive positions of sports entities, sports marketing agencies and sponsoring brands.

Thanks to the 1992 Olympic Games, which were recognized by the IOC as the best so far, Barcelona has become one of the cities with the longest tradition in sports. Barcelona is the birthplace of FC Barcelona, ​​the football club with the most fans in the world, hosts many international events of motor and sailing, and is the headquarters of Euroleague Basketball, MotoGP and companies like Mediapro that plays a fundamental role in the production and audiovisual rights of sport.

Taking the Master in Sports Marketing and Sponsorship (Sports Management) at SMS Barcelona, ​​offers a unique opportunity to live that experience and have the best professionals in the industry.

The Master in Sports Marketing and Sponsorship (Sports Management)


  • Introduce the student in the specificities of Sport Business, the institutions that regulate it and the differences between different sports, countries and regions.
  • Train the student in making strategic and management decisions in the sports industry, providing the context and necessary experiences.
  • Understand the pillars of the sport business and delve into each of the sources of income, its business keys and the strategies to maximize its value.
  • Provide practical experience in solving real cases of sports marketing in collaboration with companies and institutions in the sector.
  • Develop the management skills of the student for the management of multi-disciplinary teams.
  • Understand the legal and ethical framework that governs the world of sport, as well as its implications in the business.
  • Develop as a team a business project in the sports sector, applying the knowledge acquired during the Master.


The Master in Sports Marketing and Sponsorship (Sports Management) is structured around the following subjects that are integrated into a Master's Final Project to give you the necessary tools to develop a professional career in the sports business sector.


1. Environment of the sport and its global market

2. Global sports brand strategy

3. Fan behavior and market research

4. Global sponsorship strategy

5. The business in the sports arena

6. Audiovisual rights in sport

7. Digital strategy, digital marketing and CRM

8.Introduction to sports law: Legal and financial aspects

9. Entrepreneurship and leadership in sports management

10.Consultancy and agency in Sports Marketing

11. Optional subjects (2 out of 3)

11a. Specialization 1: Motor sport and emerging sports
11b. Specialization 2: Social Media and sports media
11c. Specialization 3: eSports
11d. Specialization 4: Sports betting market
11e. Specialization 5: Organization and marketing of international sporting events (Paris)

12. Final Master's Thesis













1. Sports environment and its global market

What are the fundamentals of the sport business in Spain, Latin America and Europe? What is the socio-economic context of the sports business?

This subject aims to deepen the student in the context of the sport business worldwide, and analyze the differences that exist in different markets and sports.

International Sport Governance

Knowing the organizations that govern and regulate sport nationally and internationally, as well as the jurisdiction and hierarchy of the same, is a necessary part in the management of the sport business.

Europe and Latin America vs United States

What are the most notable differences between the sports business in Europe and in the United States? What can we take as a reference for each world?

2. Global strategy of the sports brand

The brand of the club or the sports organization is one of the most relevant assets in the sports industry. It is the pillar on which the business of sponsorship, the sale of merchandising and licenses is built, and is also the subject of corporate communication and public relations.

What is the best Marketing strategy for each organization? How to internationalize the brand? To answer these questions, marketing strategies of various sports organizations in different markets and sizes will be analyzed.

3. Fan behavior and market research

Understanding the customer, and in this case the fan, is a key element to operate the business correctly and market research is the tool that allows us to understand both their behavior and their consumption motivations.

4. Global sponsorship strategy

The different sponsorship strategies currently in force in the market, as well as the evolution derived from digitization, will be studied in a structured manner. The student will work on brand association challenges in different media and with different objectives, understanding the risks of ambush marketing.

Merchandising and brand licensing

Analysis of the opportunities and risks of the transfer of the brand to third parties for the development and commercialization of physical and digital products.

5. Business in the sports arena

How does the Internet affect the business of operating the sports venue? The adoption of WIFI technology in stadiums will lead to changes in current businesses and the appearance of new ones. What can we learn and apply from other sectors?

Ticket Sales

Dynamic prices, pre-sale strategies, management of empty locations for subscribers, increase in average spending per transaction, are just some of the challenges faced by the traditional business of ticket sales. In this part of the subject, the student will learn from the success cases that are taking place in the most advanced stages and arenas.

Hospitality and VIP services

Income derived from hospitality services (Food

Museum and visits to the facilities

Sport is emotion, and followers of teams and athletes want to experience before and after matches. The sports precinct becomes a source of business also during non-match days. What are the keys to making the experience of the fans of the facilities profitable?

6. Audiovisual rights in sport

The third fundamental pillar in the income of the sport business is the sale of audiovisual rights for television and the Internet. It is therefore essential to understand its keys and the impact on the income statement of sports entities.

The television rights market

The increase in revenues derived from audiovisual rights, and the recent impact of the regulatory change in the sale of La Liga rights, has meant a fundamental change in the income accounts of the clubs. Also in other countries (Argentina, Mexico, among others) audiovisual rights are undergoing a transformation, and at the same time the changes in consumer habits mean the need for broadcasters to adapt.

Internet, OTT and new windows

The possibility of reaching audiences directly through the Internet and connected television (OTT, Over the Top TV) opens up new possibilities for consumption and a new competitive framework.

7. Digital strategy, digital marketing and CRM

And completing the group of 4 subjects dedicated to the sports business, the digital strategy of sports entities is covered, digital marketing as a transversal tool for the activation and growth of sales and the opportunities that digital channels open for the creation of own products. by the entities.

Digital strategy

Sports entities have become part of entertainment and communication companies. And from that role, they manage digital audiences far greater than the media. What are the keys to managing the digital business and what strategy to take to maximize the value of the brand and revenues?

Digital marketing

The search, decision making and purchase of almost all products and services goes through the Internet, and the sports sector is no exception. It is therefore necessary to understand the tools that digital marketing puts at our disposal.


What aspects should we take into account in the creation and subsequent exploitation of the CRM? How do we treat and differentiate customers and fans? How do we monetize fans who are not customers?

8. Introduction to sports law: Legal and financial aspects

This course will introduce the student to the legal and regulatory context of sports entities and their financial structure and control and management criteria.

Legal aspects

Like any economic sector, the sport business is governed by the different legal frameworks of each country, and also by its own regulations of supra-national entities that are given the responsibility of arbitration. And if ethics in all human activity is fundamental, in the sports industry even more since it has become a social reference that captures the attention of a large part of society.

Financial aspects

Understanding the financial structure of sports entities, and the accounting criteria by which they are governed is also necessary to complete the strategic vision sought by the program.

9. Entrepreneurship and leadership in sports management

The sports industry is probably one of the most globalized sectors from the labor point of view. This globalization therefore implies the need for professionals with working skills in multi-cultural and multi-disciplinary teams.

Sports marketing applies to multiple positions and organizations in the sector, from the clubs and federations themselves, to sports agencies or sponsoring brands. The rapid transformation of the sports business is also generating the emergence of hundreds of new start-ups with disruptive value propositions.

This subject seeks to identify the managerial and strategic management skills needed to occupy positions of responsibility in the sports industry, as well as to guide students in different professional outings and in the creation of entrepreneurial projects within the sports industry. The students will also deepen in the concepts of entrepreneurship, its phases, methodologies and financing models of the projects.

10. Consulting and agency in Sports Marketing

The course focuses on understanding the role of sports marketing agencies in the sports value chain, their value as intermediaries and support for the different actors in the business. It is approached from a practical point of view through the presentation of real experiences that will require the student to contribute and present their best solution to the proposed challenges.

Resolution of cases

The student, working as a team, must propose, develop and finally expose solutions to the different real cases that will arise.

11. Optional subjects

The program allows the election of several specialization subjects to add 10 ECTS credits.

11a. Specialization 1: motor sport and emerging sports

Optional subject that will delve into the particularities of motor sport and emerging sports. On the one hand, motor sport is one of the few that has really global competitions. Formula 1, MotoGP and the recent appearance of Formula E, and the future MotoE, compete or complement each other?

11b. Specialization 2: social media and the media

Social networks have become massive channels in which clubs and sports institutions have the opportunity to communicate with their followers as never before. These channels add audiences greater than many traditional or digital media, and make clubs an influential media. How to manage communication in multiple languages ​​globally? What role do sports media play in the sports business? Should clubs or leagues become media? The subject will review the strategy in networks of major sports brands (clubs, leagues, athletes and sponsors), the particularities of the different social channels at the level of audience profile and engagement and the relationship of the media with sports entities.

11c. Specialization 3: eSports

ESports (or videogame competitions) are halfway between sports and audiovisual entertainment. The main videogame competitions have audiences of millions of fans on the Internet that follow the vicissitudes of teams and professional players, some real stars. The world of professional sports is showing great interest in this new sector, as evidenced by the fact that several NBA franchises and some football teams have invested in eSports teams. Will they be part of the usual activity of clubs in the future? Are they a threat or an opportunity?

11d. Specialization 4: Sports betting market

Another market with great growth worldwide is the Fantasy Games and the traditional sports betting, which are one of the relevant players in sports in many countries. How does this market work and how is it complemented by sports entities? How do you participate in the industry's value chain?

11e. Specialization 5: Organization and marketing of international sporting events (Paris)

Students who take this optional subject will go to Paris for two full weeks.

This elective course focuses on understanding the particular characteristics of major international events. This is the case of the Olympic Games, the World Cup or the annual tournaments bringing together international participants.

Classes will be held at the SMS headquarters in Paris and will be taught in English. Within the program of activities there will be visits to the following sports institutions and organizations:

  • Organizing Committee of the Olympic Games of Paris 2024
  • Organizing Committee of the Rugby World Cup France 2023
  • Facilities of the international tennis tournament Roland Garros

12. Final Master Project

The Final Master Project includes all the learning that the student has been acquiring throughout the Master in their different subjects. For its realization, we work in groups, since the goal is to the extent possible that the work is close to the reality of the profession. It will consist of implementing a business plan in a sports entity or sponsoring brand with a briefing of objectives and needs, and where the student will be shown to be able to apply all the knowledge imparted in the different subjects and carry out the project. start to finish

Additional activities

Within the activity of the program, different activities that complement the subjects will be organized:

  • Visit to the sports facilities of several entities, such as:
    • FC Barcelona
    • RCD Espanyol
    • High Performance Sports Center (CAR)
    • Girona FC
    • Reial Tennis Club Barcelona
    • Circuit de Catalunya of Formula 1 and Moto GP
  • Visit to the Camp Nou Experience of FC Barcelona and the Olympic Museum of Barcelona
  • Masterclasses in emblematic places:
    • Camp Nou (FC Barcelona)
    • Circuit de Catalunya
  • Assistance to the Sport Technology Symposium organized by FC Barcelona
  • Assistance to the Word Football Summit in Madrid


Michael Tapiro

Founder of Sports Management School

Michael started his career as a rugby player at the Stade Français. Years later, he chose to start and created the Rugby Club Paris Neuilly. Years later he founded the agency Au delà du sport, which was specialized in the relationship between sport and business management. In parallel, Michael taught marketing for more than 15 years, until in 2010, decided to start his own school creating the Sports Management School (SMS), a business school specializing in sports management, which is now a founder and teacher .

Joaquim Cardona

Master in Business Administration and Management from ESADE, Joaquim Cardona worked 4 years as Head of Digital Business at FC Barcelona in the commercial and marketing area.

Experienced digital business professional, he was the Director of Lavinia Interactiva, a marketing and digital services agency specialized in the audiovisual and media industry.

Currently, Joaquim is VP for the Spanish and Latin American region of the sports platform and academic director of the SMS Sports Business Master.

Laurent Colette

Laurent has spent his entire career in the world of international marketing. Start your tour at L'Oreal in Paris before developing various functions at AC Nielsen (market research). He was marketing director of Nike Iberia and later marketing and commercial director of Port Aventura, then managed by Universal Studios.

In 2003, I joined FC Barcelona as director of facilities for the first time. After an interim of 4 years as an international consultant in sports marketing, tourism and entertainment, in 2010 he returned to FC Barcelona as Chief Marketing

Since March 2017, he works as a strategic consultant, mainly in the world of sports and tourism

Oliver Seibert

Oliver Seibert is Sales and New Business Director at MediaPro, one of the most important companies in the sale of audiovisual rights in sports, as well as in sports audiovisual production.

Previously, Oliver was Executive Media Director at Infront Sports

Ajram belt

Professional in the world of marketing and sponsorship, above all sports, with more than 12 years of experience in different multinationals such as Banco Sabadell, Zurich Seguros or Futbol Club Barcelona.

Founder of CA Sports Marketing, a company dedicated to the intermediation of sponsorship agreements.

Cruyff Consulting is currently developing that, within the Cruyff brand family of services, it offers consulting services for sports marketing, sponsorship and activation.

He teaches sponsorship and sports marketing in the main masters and postgraduates of Spain.

Xavier Vilaseca

IP specialist lawyer

In the legal field he has developed his career in various fields, working for boutiques such as Durán-Sindreu in the emerging world of new technologies (data protection), in industrial property agencies (trademarks and patents) and in WIPO itself (Organization World Intellectual Property) in collaboration with the Permanent Representation of the Government of Spain in Switzerland.

Finally, in the hiring of athletes in publisher agreements (in image rights and their exploitation). His vision as Sports Consultant and Event Planner in the last 5 years of professional experience complete a expertise also from the perspective of Marketing and Finance, thus providing added value in the field of sport business.

Jonathan Verge

A double degree in Economics and Market Research from the University of Barcelona, ​​Jonathan starts his

career in Cuatrecasas, the leading law firm in Spain and Portugal, acquiring an extensive

experience in marketing and business development. After more than 3 years in the Firm, he studied two postgraduate courses

Sports Marketing After the completion of his studies, he promotes the advertising and sponsorship department of Palco23,

average leader in economic information of the sport business in Spain. Next, he works for Neptuno Atlético

of Madrid Premium as sales manager during the inauguration and start-up of the Metropolitan Wanda,

new stadium of the football club. Currently, he is responsible for sponsorships of the Circuit de Barcelona-Catalunya.

This school offers programs in:
  • Spanish

Last updated November 24, 2018
Duration & Price
This course is Campus based
Start Date
Start date
Nov. 2019
12 months
Full time
9,700 EUR
Spain - Barcelona, Catalonia
Start date : Nov. 2019
Application deadline Request Info
End date Request Info
Nov. 2019
Spain - Barcelona, Catalonia
Application deadline Request Info
End date Request Info