Master's Degree in Sports Marketing (Escuela Universitaria Real Madrid)

Master's Degree in Sports Marketing (Escuela Universitaria Real Madrid)

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    From October 2017 to June 2018

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The Master’s Degree in Sports Marketing at the Real Madrid Graduate School – Universidad Europea gives marketing professionals specialist training in tools for understanding, mastering and adding value to management in one of today’s fastest-growing fields, including sports brands, institutions, teams, and even individual athletes.

This course brings students up to date with recent marketing trends and teaches them how to use them with precision to add value in the world of sports. It combines projects based on real-world case studies, supervised by professionals, with field trips to different sports events and competitions to see how they work from the point of view of marketing.

The program is rounded out with professional internships in the marketing and communications departments of sports-related companies and institutions, including Real Madrid CF as well as other teams, sports marketing agencies, and large companies that include sports in their marketing and communications strategies.

There are no plans for mobility programs with other institutions, given the characteristics of the master's, although it does include international activities such as lectures by international figures, internships outside Spain, and a trip to Germany to interact with professionals from other countries.

Acerca del Master's Degree in Sports Marketing (Escuela Universitaria Real Madrid)

Postgraduate Qualifications
Different Areas of Knowledge
International Students
Different Nationalities

To enter a Master's program, students must have an official degree from either a Spanish university or an equivalent higher education institution in the European Higher Education Area that entitles them to enter a Master’s degree course in the awarding country.

Those holding qualifications from education systems outside the European Higher Education Area can also access higher education without needing to validate their qualifications, after the University has verified that their level of training is equivalent to the relevant Spanish university qualifications, and that it would entitle them to enter a graduate course in the issuing country.

The recommended profile is a graduate with a degree in sports and exercise sciences (especially with a focus on sports management) or a degree in areas relating to business management (particularly marketing) or communication (especially advertising and public relations)

Logotipo de Universidad Europea de Madrid


The program is structured into theoretical and practical modules covering the discipline of sports marketing in all fields. After the theoretical program students will take a final module, during which they will complete their final thesis, and a practical module in companies in the sector.

Module I The characteristics of sports marketing
  • The conceptualization and categorization of sports marketing
  • The function of marketing within sports companies
  • Sports as a marketing tool
  • The history and evolution of sports marketing
Module II The image of sports and sports sponsorship
  • Sports in the traditional media
  • Sports on the Internet and social networks. Community Management for teams and athletes
  • Sports sponsorship: conceptualization and categorization
  • Sports sponsorship: corporate sponsorship policies and activation of sponsorship
  • Sports and corporate social responsibility
  • Personal image management for professional athletes
Module III Market research in sports
  • Analysis of the sports sector and competitors
  • Analysis of clients
  • Market research tools. Main studies
  • Big Data applications in the world of sports
Module IV Consumer behavior
  • Typical characteristics of sports consumption
  • The behavior of consumers of sports products and services
  • The behavior of consumers of sports events
  • Sports consumption in the hierarchy of needs
Module V Sports marketing strategy
  • Strategy in sports products and services
  • Price strategy in sports products and services
  • Distribution strategy in sports products and services
  • Media strategy in sports
  • Marketing-mix strategy applied to sports
Module VI The sports marketing plan
  • The sports marketing planning process
  • Definition of the marketing plan: stages, structure, format and development
  • The sports company marketing plan
Module VII International sports marketing
  • Internationalizing sports companies
  • International sports events
  • City Marketing
  • International marketing strategies
  • Sports marketing in professional leagues and the Olympics
Module VIII Sports marketing and communication
  • Strategic and operational marketing
  • Sponsorship and patronage in sports
  • Sports rights
  • Sports and society
  • Sports and the media
Module IX Professional internships
Module X Final thesis


Ricardo García-Viana Brookes
Professor of Tourism, Marketing and Event Planning at the Universidad Europea de Madrid. Former indoor soccer professional

Begoña Sanz
Commercial and Marketing Director for Real Madrid CF


Professors of the Master’s Degree in Sports Marketing include:

Ricardo Alonso
Marketing Director, Real Madrid CF

Juan Antonio Frutos
Head of Relationship Marketing, Real Madrid CF

Jorge de la Vega
Partnership Manager, Real Madrid CF

David Moracho
Director of Marketing Services, Real Madrid CF

Olivier Bara
Commercial Director of Facilities Management, Real Madrid CF

Celia Morales
VIP Area - Corporate Hospitality Director, Real Madrid CF

Rafael de los Santos
New Media Director, Real Madrid CF

Julio del Río
Managing Director, Sportship Marketing

Joan Sardá
CRM & New Marketing Projects Director, Grupo Mahou San Miguel

Ramiro Lahera
Former Director of Marketing for Madrid 2016 and the Spanish Basketball Federation

Roberto García
Running Sales Specialist, Adidas

David Torres
Football Specialist, Adidas

Yuri Morejón
Chairman & CEO, Comunicar es Ganar

José Moya
CEO at Sconsulting, Former General Director, Elche CF

Maurici Segú
CEO at Innovarout, Former marketing manager, Hotusa

Edouard Legendre
Geometry Global Sponsorship Director

José Miguel García
Chief Operations Officer at the Tennis Madrid Mutua Open

Javier Sobrino
Marketing lecturer and consultant

Pablo García
One Box Ticketing Supervisor

Oscar Ugaz
Sports Digital Business Manager and Speker

Thomas Fricke
Football Consultant, part of the 2006 World Cup Organizing Committee

The Master’s program gives you a global overview of the sports marketing industry. It also provides the tools and skills you need for your career in a fascinating area of work, where people love marketing just as much as sports, and bring passion to the job. 
Guillermo González Top graduate of our first Sports Marketing Master’s Degree, class of 2013. Real Madrid Graduate School - Universidad Europea

This course marked a turning point in my career.
Rodrigo Escalante - Jr. Sponsorship Manager of SAB Miller in Peru (Master’s degree, class of 2015).


CB1 – Having and understanding knowledge which provides a basis or opportunity for originality in the development and/or application of ideas, often in a research context.
CB2 – Students can apply the acquired knowledge and their problem-solving ability in new or little-known environments within wider contexts relating to their area of study.
CB3 – Students can integrate knowledge and address the complexity of forming judgments based on information which, while incomplete or limited, includes reflections on the social or ethical responsibilities connected to the application of their knowledge and judgment.
CB4 – Students know how to communicate their conclusions and the knowledge and ultimate reasons underpinning them to specialist and non-specialist audiences clearly and unambiguously.
CB5 – Students have the learning skills which enable them to continue studying in a largely self-directed or autonomous manner.


CT1 – Responsibility
CT2 – Self-confidence
CT3 – Ethical values
CT4 – Communication skills
CT5 – Interpersonal comprehension
CT6 – Flexibility
CT7 – Teamwork
CT8 – Initiative
CT9 – Planning
CT10 – Innovation and creativity


CE1 – Able to have an integrated view of all dimensions of sports-related companies, both external and internal. Their independent, selective self-learning skills will enable them to make decisions and assess their economic and social impact.
CE2 – Able to lead from a standpoint of ethical integrity and social responsibility. Leading projects and teams in sports marketing departments or units, assessing the impact of their decisions on profits, the market, people and society.
CE3 – Able to master key points in the large areas of world sports, especially in marketing, and make them into competitive advantages.
CE4 – Able to understand and master the economic, legal and technological context of the sports industry, especially the sports marketing area, making assessments and strategic mid- and long-term plans using the appropriate tools.
CE5 – Able to master new trends in sports marketing and new business practices stemming from corporate social responsibility policies affecting the sports industry, especially in the area of sports marketing.
CE6 – Able to assume the responsibilities and skills of an executive: leadership, emotional intelligence, communication skill, team management, teamwork, conflict resolution, negotiating, orientation to results, etc., always from the point of view of responsibility and multiculturalism, respecting diversity. 
CE7-  Able to master the leading strategic marketing concepts and tools for the organization and dimensioning of a sports industry company, and to select the best strategic option to apply for the market of the company. 
CE8 – Knowledge of the tools needed for managing marketing in a company and the leading marketing techniques in the sports industry. 
CE9 – Able to design marketing plans using the criteria of coordination with other plans (financial, operational, etc.) and in line with the overall company strategy, for companies, departments or business units relating to sports marketing.
CE10 – Able to master the key and benchmark concepts for dimensioning new organizational structures in the marketing area, and able to implement plans which involve change and adaptation, with the criteria of optimizing resource and knowledge management in the sports industry.
CE11- Able to apply and put into action everything they have learned in their internship in the decision-making areas of a company.

The modules, and the competences most strongly developed in each one, are distributed as follows:

MODULE. CONSUMER BEHAVIOR: CE 1, 2, 4, 8, and 10
MASTER’S GRADUATION PROJECT MODULE: CE 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, and 11
INTERNSHIP MODULE: CE 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, and 11

The program offers a wide range of career opportunities, especially given the boom in sports and the increased expenditure / investment in sports marketing and communication by companies in different productive sectors. Positions and areas of interest include:

  • Marketing departments in companies in the different sectors that use sports to reach their target markets.
  • Communications departments in companies in the different sectors that use sports to reach their target markets.
  • Head of marketing / communication in sports federations, official institutions relating to sports, and athletes’ associations.
  • Head of marketing / communication in companies directly relating to sports (sports clothing, gyms, facilities, technology, etc.)
  • Sports marketing and communication agencies.
  • Sports event planning agencies
  • Marketing and communication departments of sports clubs in different specialist areas.
  • Sports-related media
  • Representatives of professional athletes, especially in the area of communication
  • Tech companies and sports-related applications
  • Sports-related research institutes and consultancies

In a survey of graduates of the class of 2015, 83% of respondents stated they were working in the sector, and the remaining 17% expected to start doing so soon.


The Universidad Europea de Madrid has a wide-ranging database of sports-related companies where students in the Master's in sports marketing can take their internship. Some of the most important companies with whom we have an ongoing relationship and which regularly offer internships include:


Real Madrid CF
Atlético de Madrid CF
Getafe CF 
Valencia CF
Leganés CF
ADA Alcorcón
Valladolid CF
Real Sociedad CF


Real Madrid CF
Fuenlabrada Basket
There are more clubs in different sports or locations where internships can be taken, such as the MOVISTAR cycling team or the INTER MOVISTAR futsal team.






These are just a few examples from a database of over 200 companies relating to sports marketing.


The degree program lets students take internships while studying, or when they finish the on-campus classes.
Internships are selected according to academic and business criteria, established by each company in conversations with the program’s academic coordinators.
In the case of internships with Real Madrid, the club selects the best candidates from the students suggested by the academic coordinators.
They take into account a series of academic criteria, such as students’ level of interest and participation in the earlier modules of the program, and their grades. Based on this, the Club selects the best candidates, according to the proposals and the available vacancies.

The Universidad Europea is the leading private university in numbers of international students. Each year it welcomes 2,000 new students from 60 different countries, 20% of whom are foreign students. It is the only Spanish institution to be a member of the international network Laureate International Universities, the leading higher education association with over 80 universities in 28 countries, committed to an education with international values, favoring a more competitive profile for our students, who are prepared for global success. This network facilitates international mobility agreements and exchanges for students in the different member universities.

Our academic offer includes over 80 programs in a bilingual format, entirely in English, or in other languages, offered in partnership with prestigious international universities such as the London School of Economics (LSE) and the University of California at Berkeley.

The aim of this approach is to help students become integrated in an international milieu from the start, both academically with university exchange programs, and with internships in international companies.

In the case of the Real Madrid Graduate School – Universidad Europea, and specifically its sports marketing program, the international perspective is even more prominent, as the Master's is taught by professors with an international outlook and approach, and includes a trip to Germany, where students can interact with clubs and institutions from other countries.

Si procedes de fuera de la Comunidad de Madrid y quieres realizar un programa presencial, puedes encontrar un alojamiento adecuado a tus necesidades: cercanía del campus, seguridad, comodidad, ambiente académico, buen servicio, mobiliario de calidad, etc. Gracias a las dos residencias para estudiantes que la Universidad Europa dispone, ambas en el propio campus y con capacidad para más de 550 personas, con todas las necesidades domésticas, académicas y de seguridad que como estudiante necesitas.

Estas residencias están destinadas tanto para alumnos como para aquellos profesores o personal que lo requiera en algún momento: intercambio científico, artístico o cultural, o incluso para cualquier otra persona cuya estancia esté vinculada directa o indirectamente con la Universidad.

Buscar Alojamiento

The Universidad Europea de Madrid has designed its Internal Quality Assurance System according to the directives of Spain’s National Agency for Quality Assessment and Accreditation (ANECA), as a structural basis to ensure the quality of the new accredited degrees, in line with the quality directives of the European Higher Education Area (EHEA) and Organic Law 4/2007, of April 12th, amending Organic Law 6/2001, of December 21st, on Universities.

Quality Committee of the School of Sports and Exercise Sciences 

The committee consists of the Academic Director and members of the faculty board (Heads of Department, the Business and Program Development Manager, the Head of Student Services, and the Dean). The committee meets every two weeks.

  • The main mission of the Academic Director is to promote a culture of quality and continuous improvement in the School, and define its improvement plans. His main functions are:

Monitoring and improving the quality of the School

    • Establishing and implementing transversal quality criteria.
    • Maintaining and improving the School’s quality system and process management.
    • With the Vice Rector of Quality, leading the process of gathering data and processing key information for managing the School.
    • Leading the process of implementing plans to improve the degree program and ensure targets are in line with those set by the CGC.
    • Leading the School in earning distinctions, certificates and accreditations in Spain and internationally.

Implementing the academic model

  • Leading the process of internal audits in the school
  • Applying the university’s policies and regulations to the degree program
  • Ensuring integrative learning for students in all degree programs
  • Leading the process of coordinating professors in different degree programs and fostering teamwork.
  • Stimulating and coordinating innovation in teaching and educational action research among professors
  • Ensuring the introduction and reinforcement of transversal elements in the academic model: international perspective, English, technology, internships, social responsibility, etc.
  • Effectively implementing the Mentor Program
  • Implementing actions to foster students’ employability.
  • The mission of the Head of Student Services is to ensure the satisfaction of our students beyond the classroom, providing top quality information and administrative services which meet their needs and expectations. Always seeking to improve students’ experience. His main functions are:

Processes and Services

  • Defining the informational and administrative services that must be available to our students, and the processes associated with those services.
  • Making all the departments of the university part of the processes to ensure services are appropriately provided to our students.
  • Graduate School Quality Committee (CCP): In the case of the Graduate School, there is a Graduate School Quality Committee (CCP), comprising the director of the master's, the director of the graduate school, and the academic coordinator of the graduate school. The committee meets once a quarter, and at the start and end of the academic year. These meetings discuss general coordination matters relating to the academic calendar, areas for improvement taking into account quality results, the faculty, updating procedures, revising evaluation systems, study abroad for programs requiring it, and the situation of students’ internships.

Since this degree was introduced, all the actors involved in it have worked very hard to set up several corrective measures and improvement plans:

Academic coordination and content organization

      • The timeline for teaching the modules has been reordered after a meeting with part of the faculty, as it makes more sense to teach them in the order implemented since the academic year 14-15. Thus, in line with current marketing practice, we begin with the introduction, followed by market research, consumer behavior, marketing strategy, marketing plans, sponsorship and sports image, international marketing, and finally, communication in sports. Both students and professors have reported a positive reaction to this change, as the classes are now taught in a more logical order.
      • Holding meetings before the course begins with the program faculty in order to coordinate modules, content, methodologies, dates, and evaluation projects.
      • Ensuring constant communication with the professors of each module in order to coordinate class schedules and content, the evaluation of each module, and any significant aspect which might be relevant to the teaching and progress of the course.

Organization and evaluation of the Master’s graduation project

      • Approval and publication of a guidebook to the Master’s graduation projects, defining all their competences and formal aspects, and the assessment criteria.
      • Moving the timeline forward for selecting the subject and the tutor supervising the Master’s graduation project. Students must present an executive summary explaining the subject they want to research and the goals of the project. In this way, they can be guided in the right direction from the start, and students will also feel they are supported by the academic coordinators of the program from the earliest stages to the end of the project.
      • Assigning tutors to projects as early as possible so there is enough time for the projects to be planned and organized well; this should help to raise the quality of the projects and achieve learning outcomes.

Progress and evaluation of internships

      • One-on-one meetings with students to discuss their needs and expectations regarding the internships of the Master’s degree before taking them.
      • Updating the database of companies and institutions partnering with the Master's in order to tell students about the different options for their internships during the degree program.
      • Continuous communication about the existing internships available through the internship forum created on the Campus Virtual.
      • Continuous monitoring, with the tutors, of the internships in companies, in order to be aware of students’ performance and the development of their competences.

Thanks to putting these positive measures in place in recent years, improvements have been made to the weakest and lowest-scoring aspects of the Master's. Although there have been major improvements, we are now planning upgrades in new areas:

      • A higher level of teaching coordination, thanks to appointing coordinators for each module and reducing the number of professors per subject
      • Greater internationalization of the Master through possible exchange programs and a wider range of internships in companies outside Spain. This year, the curriculum of the Master's includes a trip to Germany, where students will attend a sports fair and a conference on sports sponsorship, sure to be excellent platforms for networking and finding new internship partners.
      • Better communication with former students through the University’s Alumni network and interaction in social networks, giving a more effective way to find out what the Master's has meant for their professional and academic careers, and helping to guide future students.

With these proposals and more to come in the future, thanks to the process of renewal of accreditation of the degree, we will work towards the ongoing improvement and future viability of the Master's.

The main ratings indicating performance and satisfaction with the degree:

Survey of satisfaction with the professors 13/14- 4.06
Survey of satisfaction with the professors 14/15- 4.02
Survey of satisfaction with the course 13/14- 3.15
Survey of satisfaction with the course 14/15- 3.27
Survey of satisfaction of alumni 14/15 –  6 responses that they would take the course again, 100%
Course drop-out rate 12/13 – 17%
Course drop-out rate 13/14 – 12%
Course drop-out rate 14/15 – 0%

ADMISSIONS COMMITEE. CAMPUS ALCOBENDAS. Avda. Fernando Alonso 8. Alcobendas, Madrid, (+34) 91 112 88 50 -

The admissions process for Real Madrid Graduate School programs can take place at any time during the year, although enrollment on any graduate program will depend on the availability of places.

For personalized advice, you can go to either of our university campuses (Alcobendas or Villaviciosa de Odón), or contact us by phone: (+34) 91 112 88 50 or e-mail: to receive advice from the Graduate Admissions staff.

Once candidates have received advice and have provided the necessary documentation, the Graduate Admissions staff will set a date for taking the entrance exams corresponding to the program they are interested in, and for a personal interview with the Master’s Program Director or a member of the Admissions Committee.

The admissions process involves no costs or commitment for candidates until their place is formally reserved.

Real Madrid Graduate School - Universidad Europea reserves the right to cancel or delay the start of a graduate program if the required minimum number of enrolled students is not met. The University also reserves the right to make any necessary changes in timetables, faculty assignments, location and campus for the programs. For more information, please check the Graduate School Regulations.


La Universidad Europea cuenta con un amplio abanico de reconocimientos que avalan su calidad académica. En concreto, cuenta con algunos de los siguientes prestigiosos galardones, como por ejemplo: el Sello de Excelencia Europea 500+, Quali-cert o Madrid Excelente.
En el rating internacional de acreditación QS Stars, la Universidad Europea ha obtenido un total de cuatro estrellas sobre cinco en el rating internacional de acreditación de la calidad universitaria ‘QS Stars’. Este sistema de acreditación externo determina el nivel de excelencia alcanzado por las universidades en varias áreas. La Universidad Europea ha conseguido la máxima puntuación de cinco estrellas en Empleabilidad, Docencia, Instalaciones y Responsabilidad Social del rating.

Calidad 2012

*Estos reconocimientos han sido otorgados a la Universidad Europea de Madrid.


La innovación es el eje a partir del cual se diseña la oferta formativa de la Universidad con el propósito de adaptarla a las necesidades y expectativas de los estudiantes. Además, la innovación se integra en el desarrollo de todo el proceso de aprendizaje de la Universidad, aplicando nuevas tecnologías y metodologías docentes en el aula.

Cada estudiante cuenta con un mentor personal que realiza el acompañamiento del estudiante para el desarrollo progresivo de su inteligencia emocional y de determinadas competencias transversales que serán necesarias en el desarrollo de la práctica profesional.


La Universidad Europea ha diseñado su Sistema de Garantía Interna de Calidad acorde con las directrices de la Agencia Nacional de Evaluación de la Calidad y Acreditación (ANECA), como base estructural para garantizar la calidad de las nuevas titulaciones oficiales según las directrices de calidad del Espacio Europeo de Educación Superior (EEES) y la Ley Orgánica 4/2007, de 12 de abril, por la que se modifica la Ley Orgánica 6/2001, de 21 de diciembre, de Universidades.

Sistema de Garantía de Calidad (SGIC)



La excelencia en investigación es parte del compromiso que en la Universidad Europea hemos adquirido con la sociedad. Investigamos con el fin de generar conocimiento transferible y así contribuir al desarrollo y el progreso social. Disponemos de cuatro Centros de Excelencia de Investigación, que potencian la creación de sinergias entre los grupos de investigación dando lugar a alianzas con otras instituciones y empresas nacionales e internacionales.


La Universidad cuenta con un avanzado Servicio de Atención al Estudiante que permite reducir los tiempos de espera de los estudiantes en cuanto a información solicitada así como para la rápida tramitación y solución de las instancias generales que pueda haber presentado.
Visita el enlace a las instancias generales para cada uno de nuestros campus:

Además, todos los estudiantes cuentan con el Defensor del Estudiante para la tutela de los derechos de los estudiantes dentro del ámbito docente y administrativo de la Universidad.

Visita el portal del Defensor del Estudiante para cada uno de nuestros campus:

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En la Universidad Europea de Madrid disponemos de un completo sistema de ayudas económicas a tu disposición para facilitarte el pago de tu educación

  • Flexibilidad de pago
  • Ayudas por continuación de estudios
  • Ayudas por simultaneidad de estudios
  • Ayudas por tener un familiar en la Universidad Europea

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