Developing Effective Sports Marketing Strategies

Developing Effective Sports Marketing Strategies

This course is part of Sports Marketing: The Technological Formula Specialization

Instructor: Marisa Sáenz

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Build strong brand identities for teams, leagues, and athletes
Design fan engagement strategies powered by segmentation and AI
Analyze and implement sponsorships and tech-enabled partnerships

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

8 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Sports Marketing: The Technological Formula Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course centers on designing and executing impactful sports marketing strategies. Learners will discover how to craft strong brand identities for teams, leagues, and athletes, drawing on real-world case studies—such as the NBA—to understand what elevates a sports brand to iconic status. The course also explores fan engagement strategies, including audience segmentation, loyalty programs, and the use of AI-driven platforms like LiveLike.

In addition, it emphasizes the strategic role of sponsorships and partnerships, introducing frameworks for building value-based collaborations. Learners will examine how modern tech stacks and data analytics enhance marketing performance and decision-making. A dedicated module highlights Real Madrid C.F.’s digital transformation and its innovative use of personalization to deepen fan relationships. By the end of the course, students will be prepared to craft integrated marketing strategies that fuel long-term brand growth in the sports industry.

Explore the foundations of strong sports brands—from teams and leagues to athletes. This module covers the importance of brand identity, proven brand-building strategies, and lessons from the NBA’s iconic marketing approaches.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 54 minutes

Brand Identity in Sport: Differentiation, Loyalty and Strategic Growth 12 minutes
Building a Strong Brand Identity: Keys to Authenticity and Adaptability 12 minutes
From Identity to Strategy: How to Turn a Sports Brand into Commercial Success 9 minutes
Advanced Sports Branding Strategies: Engagement, Data and Fan Relationships 9 minutes
NBA: From Sports League to Global Entertainment and Cultural Icon 6 minutes
Innovation and Technology in the NBA: Creating Immersive Fan Experiences 7 minutes

3 readings Total 165 minutes

Complementary Resources on The importance of brand identity for teams, leagues, and athletes 50 minutes
Complementary Resources on Strategies for building a strong sports brand 70 minutes
Complementary Resources on NBA case study: Iconic brand and its marketing approaches 45 minutes

2 assignments Total 60 minutes

Brand building in sports marketing 30 minutes
Brand building in sports marketing 30 minutes

1 discussion prompt Total 10 minutes

Brand building in sports marketing 10 minutes

Unlock the secrets to deep and lasting fan engagement. Learn how to segment fans, leverage AI-powered tools, and build loyalty through targeted programs. Discover real-world applications and use cases, including innovative solutions from Livelike.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 44 minutes

Fan Targeting in Sports Marketing: Personalisation for Greater Loyalty 7 minutes
Privacy and Ethics in Fan Targeting: Building Trust in Sports Marketing 10 minutes
Loyalty Programs in Sport: Rewarding Passion and Strengthening Bonds 6 minutes
Evolution of Loyalty Programs: Personalisation, Data and Sustainable Growth 6 minutes
LiveLike and the Digital Experience Revolution: Interaction, Community and Loyalty 5 minutes
LiveLike in Action: How Interactivity and AI Transform the Fan Experience 9 minutes

3 readings Total 115 minutes

Complementary Resources on Understanding Fan Segmentation and Behavior + Tools and Platforms Using AI to Transform Sports Marketing 20 minutes
Complementary Resources on Building Long-Term Relationships with Fans Through Loyalty Programs 55 minutes
Complementary Resources on Livelike use cases & concrete applications 40 minutes

2 assignments Total 60 minutes

Fan Engagement Strategies 30 minutes
Fan Engagement Strategies 30 minutes

1 discussion prompt Total 10 minutes

Fan Engagement Strategies 10 minutes

Examine the vital role of sponsorships in sports marketing. This module covers the strategies behind successful sponsor-team partnerships, the importance of a robust tech stack, and the impact of data-driven capabilities on partnership value.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 53 minutes

Sponsorships in Sport: Strategic Alliances that Boost Brand and Experience 8 minutes
Advanced Sponsorship Strategies: Athletes, Media, Ethics and Emerging Opportunities 10 minutes
Successful Sports Sponsorships: From Advertising to Strategic Partnerships 10 minutes
Sports Sponsorships in Action: Success Stories and Activation Strategies 11 minutes
Technology and Data in Sports Sponsorship: Artificial Intelligence, Analytics and Adaptive Strategies 7 minutes
The Future of Sports Sponsorship: Data, Technology and Scalable Strategies 7 minutes

3 readings Total 135 minutes

Complementary Resources on The Role of Corporate Sponsorships in Sports Marketing 50 minutes
Complementary Resources on Strategies for Successful Sponsor-Team Partnerships 50 minutes
Complementary Resources on The Need for Tech Stack and Data-Driven Capabilities 35 minutes

2 assignments Total 60 minutes

Sponsorships and Partnerships 30 minutes
Sponsorships and Partnerships 30 minutes

1 discussion prompt Total 10 minutes

Sponsorships and Partnerships 10 minutes

Gain exclusive insights into Real Madrid’s pioneering approach to digital transformation. Explore the club’s vision and strategy, platform and product innovation, and how AI-powered personalization is redefining fan connections and engagement.

What's included

5 videos3 readings2 assignments1 discussion prompt

5 videos Total 37 minutes

Introduction to Real Madrid Digital Vision 5 minutes
Digital Strategy Manifesto 8 minutes
Creation of a modular technology platform 8 minutes
The product life cycle 8 minutes
AI-driven personalisation 8 minutes

3 readings Total 120 minutes

Complementary Resources on Real Madrid’s Digital Transformation – Vision, Strategy, and Fan Connection 55 minutes
Complementary Resources on Building the Digital Backbone – Platform Innovation and Product Lifecycle at Real Madrid 35 minutes
Complementary Resources on AI-driven personalisation 30 minutes

2 assignments Total 60 minutes

The Real Madrid way 30 minutes
The Real Madrid way 30 minutes

1 discussion prompt Total 10 minutes

The Real Madrid way 10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

48 Courses 6,346 learners

Offered by

Real Madrid Graduate School Universidad Europea

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