Foundations of Sports Marketing

Foundations of Sports Marketing

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

Understand the principles and emotional drivers of sports marketing
Identify key actors and dynamics in the sports marketing ecosystem
Apply KPIs and ROI to evaluate campaign effectiveness

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 establishes a strong foundation in the sports marketing industry, beginning with key definitions, its broad scope, and the emotional resonance that sets it apart. Learners will examine how sports marketing differs from traditional marketing and why sports serve as a powerful cultural and social force.

The course then delves into core concepts, including the sports marketing mix (4Ps), audience segmentation, and the distinct roles played by fans, sponsors, and athletes. Participants will explore the major stakeholders in the sports marketing ecosystem—such as teams, leagues, brands, and media—and how strategic partnerships and endorsements drive campaign success. The course also equips learners with tools to assess marketing performance using KPIs, ROI, and other key metrics. Through real-world case studies and practical examples, learners will build a solid base for creating and evaluating effective sports marketing strategies.

Gain a clear understanding of what makes sports marketing distinct. This module covers its definition and scope, how it differs from general marketing, and examines the powerful emotional and cultural role of sports in society.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 55 minutes

Definition and scope of sports marketing 9 minutes
Definition and scope of sports marketing 2 9 minutes
The basics of sports marketing 9 minutes
Sports Marketing vs. General Marketing: Emotion, Tradition and Cultural Connection 9 minutes
The role of sports as an emotional and cultural phenomenon 9 minutes
How cultural dimensions evolve over time? 10 minutes

3 readings Total 180 minutes

Complementary Resources on Definition and scope of sports marketing 60 minutes
Complementary Resources on Key differences between sports marketing and general marketing 60 minutes
Complementary Resources on The role of sports as an emotional and cultural phenomenon 60 minutes

2 assignments Total 60 minutes

Introduction to Sports Marketing 30 minutes
Introduction to Sports Marketing 30 minutes

1 discussion prompt Total 10 minutes

Introduction to Sports Marketing 10 minutes

Explore the fundamental principles that shape successful sports marketing. Learn about the sports consumer, the application of the marketing mix (4Ps) in a sports context, and how loyalty, passion, and identity influence marketing strategies.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 64 minutes

The Sports Marketing Ecosystem: Fans, Sponsors and Athletes in a Network of Connections 12 minutes
Sports Marketing Strategies: Connecting with Fans, Sponsors and Athletes 9 minutes
The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion 9 minutes
Venue and Promotion in Sports Marketing: Beyond the Stadium and Advertising 11 minutes
Loyalty, Passion and Identity: Keys to Success in Sports Marketing 11 minutes
From Emotion to Strategy: Programmes and Tactics to Enhance Sports Marketing 11 minutes

3 readings Total 185 minutes

Complementary Resources on Understanding the Sports Consumer: Fans, Sponsors, and Athletes 55 minutes
Complementary Resources on The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion 80 minutes
Complementary Resources on The Impact of Loyalty, Passion, and Identity in Sports Marketing 50 minutes

2 assignments Total 60 minutes

Core principles of sports marketing 30 minutes
Core principles of sports marketing 30 minutes

1 discussion prompt Total 10 minutes

Core principles of sports marketing 10 minutes

Delve into the network of key stakeholders—teams, leagues, athletes, sponsors, and media—and see how their relationships drive the industry. Analyze how sponsorships, partnerships, and endorsements create value, and learn from successful marketing ecosystems in major global leagues.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 66 minutes

The Sports Marketing Ecosystem: Strategic Connections for Success 11 minutes
Synergies in Sports Marketing: How Collaboration Drives Success 11 minutes
Strategic Sponsorships in Sport: Beyond Logo, Towards Connection and Impact 10 minutes
Sports Sponsorships: Athletes as Ambassadors and Connection Makers 11 minutes
Successful Strategies in Sports Marketing: Lessons from the Global Major Leagues 12 minutes
Lessons from Sports Marketing: Applicable Strategies for Growth and Expansion 11 minutes

3 readings Total 155 minutes

Complementary Resources on Key Stakeholders—Teams, Leagues, Athletes, Sponsors, and Media 40 minutes
Complementary Resources on How Sponsorships, Partnerships, and Endorsements Drive Marketing 60 minutes
Complementary Resources on Successful Marketing Ecosystems in Major Sports Leagues (NBA, IPL, EPL, MLS) 55 minutes

2 assignments Total 60 minutes

The sports marketing ecosystem 30 minutes
The sports marketing ecosystem 30 minutes

1 discussion prompt Total 10 minutes

The sports marketing ecosystem 10 minutes

Master the metrics that matter. This module focuses on identifying key performance indicators (KPIs), tools for evaluating the effectiveness of campaigns, and understanding the critical role of ROI in sponsorship and advertising decisions.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 72 minutes

KPIs in Sports Marketing: Measuring Success and Making Strategic Decisions 11 minutes
Evolution of KPIs in Sports Marketing: Advanced Analytics and Adaptability 14 minutes
Measurement Tools in Sports Marketing: Keys to Strategic Success 10 minutes
Optimising Sports Marketing: Methodologies, Visualisation and Ethical Use of Data 9 minutes
ROI in Sports Marketing: Measuring Impact and Optimising Strategies 14 minutes
Applying ROI in Sports Marketing: Strategy, Negotiation and Growth 13 minutes

3 readings Total 140 minutes

Complementary Resources on Key Performance Indicators (KPIs) in Sports Marketing Campaigns 30 minutes
Complementary Resources on Tools for Evaluating Campaign Effectiveness 70 minutes
Complementary Resources on The Role of ROI in Sponsorships and Advertising Decisions 40 minutes

2 assignments Total 60 minutes

Metrics and Evaluation in Sports Marketing 30 minutes
Metrics and Evaluation in Sports Marketing 30 minutes

1 discussion prompt Total 10 minutes

Metrics and Evaluation in Sports Marketing 10 minutes

Earn a career certificate

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Instructor

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

48 Courses 6,373 learners

Offered by

Real Madrid Graduate School Universidad Europea

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