Online Postgraduate Course in Sports Marketing

In a sphere as complex as the sports industry and sports management, sports marketing plays an essential role in guaranteeing income and ensuring the growth and economic sustainability of any company dedicated to the sports industry and sports management.

  • Sports Marketing
  • Sponsorship
  • Sports Communication
Next edition
Classes start
10 March, 2021
Program ends
20 July, 2021
ECTS credits
2100 €

In a constantly changing and highly competitive sector such as the sports industry, sports marketing and its methodology have become the key to determining the success of a sports management company. With the Online Postgraduate Course in Sports Marketing you will train as a professional in the sports sector at an international university, from the perspective of sports communication and marketing applied to companies, foundations, associations, federations, sponsorships, and sports organizations.

You will learn about the latest sports marketing strategies in digital media, you will gain experience in managing your brand and you will learn more about sponsorships and the strategic aspects of companies. Data control, market research, marketing and communication, and social networks are essential for a brand in the sports industry to connect with and retain its customers. In addition to studying the theoretical and practical bases, you will learn how to create your own sports marketing plan with the personalized support of all the teachers and other students of the eCampus.

Throughout the postgraduate course in sports marketing, you will develop the basic and international concepts of marketing and its methodology, the representation of athletes, communication both online and offline, strategic marketing, sports management, and market research for companies. In addition, you will progress and improve your management skills, thus perfecting decision-making in the sports industry.

In order to provide these theoretical and practical foundations in sports marketing, the postgraduate course is based on real cases and practices transferred by active professionals in the sector.

Why choose this program


Learn from experts in the sector

The teaching team for the postgraduate course in sports marketing is made up entirely of professionals who are experts in sports marketing and specialists in new trends in marketing and communication of sports clubs, leagues, federations, and entities. All of them with a proven teaching experience and linked to the sports industry.


Get help from a mentor

From day one, a mentor (a sports marketing and sponsorship professional) will guide you, challenge your ideas, and methodology, help you identify opportunities, projects, companies, and reference activities with which to enrich your project in the sports industry.


Gain access to streaming sessions

Every week you will have live webinars by active professionals in the sports sector, who will explain new trends in marketing, sponsorships, digital strategy, sports businesses, and how they experience these trends in their companies.


Put your knowledge into practice

With teachers who are also sports marketing professionals, you will be able to test your knowledge through the debate and development of practical and real cases that take place in companies in the sports industry.

Who is it for?

The postgraduate in sports marketing is aimed at university graduates, professionals, and athletes who wish to direct their professional activity towards the area of sports marketing (both online and offline), communication, and representation of athletes.

Admission and enrolment


The postgraduate course in sports marketing is divided into 5 major subjects with different methodologies, which address Communication and Sports Marketing from different perspectives and practice credits.

Communication in sport

Integrated marketing communications
Design of a marketing campaign
General and specialized media
Offline and online communication strategies
The role of mainstream and unconventional media in sport
Communication in sports entities and companies
Case studies

Brand management: sports sponsorship

The players of the sponsorship
Sponsorship in times of pandemic and vaccine
Brand management of sponsorship: positioning and territory
The sponsor's objectives: sponsoring in the marketing mix
The sales process and quality of service
The sponsored-sponsor relationship. The route of good sponsorship
Selection of sponsors
Brand activation
Metric for calculating return on investment in sponsorship
The sponsorship dossier
New sponsorship formulas: naming rights of stadiums and sports arenas

Market researchh

Market research techniques
Primary and secondary information sources
Omnibus surveys and consumer panels
Quantitative and qualitative research
In-depth interviews. Focus Group
Sample surveys. Random and convenience sampling
Questionnaires. Type of questions and format of answers
Market research today. The use of online tools
Online Reputation. Online measurement tools
Creation of alerts. Syndication of contents. Online surveys
Analytics of the website and that of the competition's website
Market sizing. Potential and real market
Case studies

Digital marketing in sport

The traditional business models of the sports sector versus the digital model
The characteristics and dimensions of the digital model and the innovator's dilemma: examples from the sports sector
Organizational aspects and their relationship with digital business and marketing
Identification of opportunities and threats in the digital sector. The McKinsey Model
Strategic planning and digital marketing. Objectives, tactics, indicators, and goals
Use of platforms (the "mobile first" example)
Generation of traffic and conversions: from awareness to performance (CPM, CPC, and CPA).
Identification of points of improvement in the conversion process
How not to lose the business focus in a digital project (the ecommerce case of a football club)
Analysis of digital channels, classification, and selection by objectives
Channel Mix selection and planning of digital platforms (Facebook, Twitter, TikTok, etc.)
Advertising on digital platforms: what to do and how to do it
Search engines and organic positioning strategies. Content optimization, results measurement, and benchmarking
Search engine advertising, keyword selection, campaign design, and execution
Mobile marketing, AR, Wearables and video marketing to connect with the audience
Email Marketing and content marketing strategies
Measurement, Best Practices and Tools

Representation of athletes

Creation of a personal brand
The figure of the agent and the manager
Athlete representation agencies
Exploitation of the athlete's image rights
Athlete's business plan
The contract: content and main clauses
Contract negotiation strategies
Case studies

Qualification obtained

Once you have passed the program, you will be awarded the degree of Curso de Postgrado en Marketing Deportivo, issued by Pompeu Fabra University.


Connected with the sports world, companies, and sports entities, the teachers at our international university and on the Postgraduate in Sports Marketing offer students the knowledge and tools necessary to specialize in a rapidly growing sports industry.

Academic directors

Carles Murillo Fort

Academic Director


Xavier Moya Illa

Teaching Assistant BSM


Santi Cabrera Rëdel
Christopher Tulloch

Associate UPF

Manuel Vericat Ramos

Professor of the Master in International Business of the UPF BSM.

Alberto Lempira Guevara Chacon
  • Santiago Cabrera
    Director in Sol Advertising.
    Graduated in Information Sciences from the Autonomous University of Barcelona.
  • Josep Maria Figueras Alcina
    Director of You First and Manager of Ona Carbonell.
    Graduated in Management and Business Management for ESADE.
    Master of Business Administration for ESADE
  • Alberto Lempira Guevara
    Doctor of Business at the University of Barcelona  
    Marketing consultant specializing in Digital Business Development and Strategies
  • Manuel Vericat Vericat
    Telecommunications engineer currently Solutions Specific Knowledge Leader Technology in Everis - an NTT Data Company.
    Technical consultant and technology-based entrepreneur consultant
    Professor of the Master of International Business at the UPF BSM.


At UPF Barcelona School of Management we are committed to a flexible and dynamic online methodology, the aim of which is to place students at the centre of the process so that they are masters of their learning process.

To facilitate day-to-day management and the achievement of your academic goals, the postgraduate program in sports marketing is structured into subjects and practice credits, with which you will acquire knowledge, and instrumental and aptitude skills.

All this, while having 24/7 access to the students' virtual environment so that you can organize your study without schedules and at your own pace. In this way, you can combine it with your work and personal life, making the most of the time you have for it.


Didactic and interactive materials

Various materials and formats will make your experience of the sports industry more motivating: videos, case studies, content maps, and downloadable resources. Designed and periodically updated by professionals and experts in the field, they put at your disposal the latest knowledge, skills, and tools to take your sports marketing career to the next level.


Active and collaborative learning

Participation and discussion with other international students and teachers are essential for the collaborative learning process of sports management in companies. We will provide you with various tools such as the Discussion Forum, where you can propose new discussion topics, comment on and respond to proposals and strategies presented by the teacher or answer interesting comments.


Streaming sessions with experts

Through videoconference sessions with the expert teacher or special guests related to sports marketing, you will be able to ask questions, discuss your learning, and connect in real time as if you were all in the same place. To ensure the flexibility of the training, we record the sessions so that you can refer to them if you have not been able to connect.


Personalized support

You will have the support of the expert tutor, who will guide you through each didactic unit; the help of the coordinator and the program manager in the delivery of activities, qualifications, management of procedures, or access to services, and the guidance of the career advisor in the improvement of your personal brand and the search for professional opportunities in companies and in sport management.


The learning process is characterized by its flexibility, since, in the virtual learning environment, the structure of the school calendar and the diversity of multimedia resources which are made available to the student allows them to acquire knowledge in a self-regulated manner.

The support of the teaching staff and interaction with classmates is carried out by making use of a wide variety of communication channels that facilitate proximity and didactic dialogue. 


Professional Future

Supported by active professionals and much practice, with the Online Postgraduate in Sports Marketing you will develop the communication skills requested by the sports industry, such as brand management and the strategic marketing knowledge necessary to assume the sports marketing strategy of a company .

Student profile

The Online Postgraduate Course in Sports Marketing is aimed at university graduates or professionals with business experience who want to get to know the latest practical tools, strategies, and trends in marketing and communication, sponsorship, digital strategy, and communication in the sports industry.

Career opportunities

With the Online Postgraduate Course in Sports Marketing you will achieve wide employability in the sports industry. You be able to work in any multinational sports company, sports club, or federation where you will develop the digital and commercial strategy and its implementation in the market. In addition, you will be able to transmit with precision and rigour the vision, mission, values, and objectives of sports entities.

  • Product Manager
  • Brand Manager
  • Athlete Representative
  • Head of Communication Departments
  • Business management in sports clubs
  • Digital Marketing Manager of a sports multinational
  • External Consultant on sports market research

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

To access the admission process of the Online Postgraduate in Sports Marketing Management and take the credits it is necessary to be a university graduate or a higher graduate.

Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary. In case of not showing fluency in oral comprehension, during the admission process additional certifications or tests may be requested that will show sufficient and adequate ability to follow the sessions.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 3349.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education, or through collaboration agreements with financial entities.

Grants and discounts


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

In addition, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).

Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.

The Agency for Management of University and Research Grants of Catalonia (AGAUR, in Spanish) also offers loans to university students with legal residence in Catalonia through the PREPOST program.

El programa postgrado en marketing deportivo tiene financiación con Zänk

Application for admission
You are applying for admission to the program:
Postgraduate Course Online in Sports Marketing
Modality: Distancia
Language: Spanish
Price: 2100
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.

Online Postgraduate Course in Sports Marketing