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.
Sports Marketing Strategies & Innovation
Sports Marketing Strategies & Innovation
This course is part of Sports Marketing: The Technological Formula Specialization
Instructor: Marisa Sáenz
Included with 
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
Skills you'll gain
- Augmented and Virtual Reality (AR/VR)
- Blockchain
- Global Marketing
- Storytelling
- Strategic Communication
- Brand Management
- Cross Platform Development
- Customer Engagement
- Virtual Teams
- Sustainability Reporting
- Corporate Strategy
- E-Commerce
- Influencing
- Customer experience improvement
- Game Theory
- Digital Marketing
- Marketing
- Marketing Strategy and Techniques
- Contract Management
- Event Planning
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
August 2025
Assessments
8 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
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
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
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
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
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
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
Explore more from Business Strategy
Status: PreviewNorthwestern University
Status: Free TrialUniversity of California, Irvine
Status: Free TrialYonsei University
Status: FreeUniversity of Michigan
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
More questions
Financial aid available,