Sports Marketing Strategies & Innovation

Sports Marketing Strategies & Innovation

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

1 week 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

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Build global sports marketing strategies powered by data and technology
Learn to leverage AI, AR, and fan insights to design personalized experiences
Develop brand value, loyalty, and monetization through innovation

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 examines how emerging technologies and evolving formats are transforming the landscape of sports marketing. Learners will gain insights into planning and executing marketing strategies for both local and global sporting events, with a focus on building momentum before, during, and after each event. Special attention is given to how organizations like the IOC sustain long-term fan engagement.

The curriculum explores the use of cutting-edge technologies—including augmented and virtual reality, blockchain, and NFTs—and how these tools are reshaping fan interactions and brand experiences. It also investigates the growing influence of esports and the convergence between gaming and traditional sports. Finally, students will learn to incorporate corporate social responsibility, sustainability, and storytelling into the strategic success measures of major sports events. Real-world case studies provide practical applications for thriving in today’s dynamic marketing environment.

Discover proven marketing strategies for local and global sporting events. This module guides you through creating buzz before, during, and after events, with a special focus on the International Olympic Committee’s (IOC) engagement tactics.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 62 minutes

Sports Event Marketing: Strategies for Local and Global Success 16 minutes
Integrated Sports Marketing Strategies: Ticket Sales, Merchandising and Fan Experience 9 minutes
360° Marketing for Sports Events: Expectation, Participation and Post-Event Connection 8 minutes
Post-Event Marketing: Building Legacy and Keeping Fans Connected 10 minutes
IOC Global Engagement Strategies: Lessons from the Olympic Model 8 minutes
IOC Strategies in Action: Tools and Tactics for Global Engagement 10 minutes

3 readings Total 127 minutes

Complementary Resources on Marketing Strategies for Local and Global Sporting Events 27 minutes
Complementary Resources on Building Hype: Pre-Event, During-Event, and Post-Event Marketing 70 minutes
Complementary Resources on A look in IOC Engagement Strategies 30 minutes

2 assignments Total 60 minutes

Sports Event Marketing 30 minutes
Sports Event Marketing 30 minutes

1 discussion prompt Total 10 minutes

Sports Event Marketing 10 minutes

Dive into the latest technological advancements shaping sports marketing. Learn how augmented reality, virtual reality, blockchain, and NFTs are opening up new avenues for fan engagement and value creation.

What's included

4 videos2 readings2 assignments1 discussion prompt

4 videos Total 59 minutes

Augmented and Virtual Reality in Sports Marketing: Innovation for the Fan Experience 14 minutes
AR and VR in Sports Marketing: Advanced Strategies and Practical Applications 17 minutes
Blockchain and NFT in Sports Marketing: Innovation, Transparency and Fan Experience 9 minutes
Blockchain and NFT in Sport: Monetisation, Smart Contracts and Engagment Strategies 19 minutes

2 readings Total 60 minutes

Complementary Resources on Augmented Reality (AR) and Virtual Reality (VR) in Marketing 30 minutes
Complementary Resources on Blockchain and NFTs in Sports Marketing 30 minutes

2 assignments Total 60 minutes

Emerging technologies in sports marketing 30 minutes
Emerging technologies in sports marketing 30 minutes

1 discussion prompt Total 10 minutes

Emerging technologies in sports marketing 10 minutes

Understand the growing influence of esports and gaming in the sports marketing mix. Explore opportunities for collaboration between traditional sports and esports, and analyze successful cross-industry campaigns that are redefining the field.

What's included

5 videos3 readings2 assignments1 discussion prompt

5 videos Total 51 minutes

The Rise of Esports in Sports Marketing: Connecting with New Global Audiences 12 minutes
Esports Marketing Strategies: Brands, Influencers and Future Trends 11 minutes
Synergies between Traditional Sports and Esports: Collaboration and Growth Strategies 11 minutes
The Merger of Traditional Sports and Esports: Strategies for Growth and Participation 7 minutes
Esports and Traditional Sports: Global Expansion and Connecting with New Audiences 9 minutes

3 readings Total 85 minutes

Complementary Resources on The Growing Influence of Esports and Gaming in the Sports Marketing Mix 25 minutes
Complementary Resources on Opportunities for Collaboration Between Traditional Sports and Esports 25 minutes
Complementary Resources on Successful Case Studies of Cross-Industry Campaigns 35 minutes

2 assignments Total 60 minutes

The impact of esports on sports marketing 30 minutes
The impact of esports on sports marketing 30 minutes

1 discussion prompt Total 10 minutes

The impact of esports on sports marketing 10 minutes

Challenge conventional ideas of success in major sports events. This module examines common misconceptions, the importance of sustainability and corporate social responsibility, and how sports marketing narratives are evolving in a changing world.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos Total 60 minutes

Redefining Success in Major Sporting Events: Expectations, Challenges and Sustainable Strategies 12 minutes
Clear Strategies for Successful Sports Events: Branding, Economic Impact and Legacy 10 minutes
Sustainability in Sports Marketing: Impact, Responsibility and Long-Term Strategies 13 minutes
Implementing Sustainability in Sports Marketing: Strategies, Challenges and Opportunities 12 minutes
Sport Marketing and CSR: Impact Strategies and Lessons from Paris 2024 9 minutes
Closing the Cycle: Lessons from Paris 2024 and the Future of Sports Marketing 4 minutes

3 readings Total 70 minutes

Complementary Resources on 5 misconceptions for a successful Major Sports Events 35 minutes
Complementary Resources on The Role of Sustainability in Modern Sports Marketing 17 minutes
Complementary Resources on Evolving the Narrative of Sports Marketing 18 minutes

2 assignments Total 60 minutes

Redefining Success for Major Sports Events - CSR and Key crieria 30 minutes
Redefining Success for Major Sports Events - CSR and Key crieria 30 minutes

1 discussion prompt Total 10 minutes

Redefining Success for Major Sports Events - CSR and Key crieria 10 minutes

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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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