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 videosTotal 55 minutes

Definition and scope of sports marketing9 minutes
Definition and scope of sports marketing 29 minutes
The basics of sports marketing9 minutes
Sports Marketing vs. General Marketing: Emotion, Tradition and Cultural Connection9 minutes
The role of sports as an emotional and cultural phenomenon9 minutes
How cultural dimensions evolve over time?10 minutes

3 readingsTotal 180 minutes

Complementary Resources on Definition and scope of sports marketing60 minutes
Complementary Resources on Key differences between sports marketing and general marketing60 minutes
Complementary Resources on The role of sports as an emotional and cultural phenomenon60 minutes

2 assignmentsTotal 60 minutes

Introduction to Sports Marketing30 minutes
Introduction to Sports Marketing30 minutes

1 discussion promptTotal 10 minutes

Introduction to Sports Marketing10 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 videosTotal 64 minutes

The Sports Marketing Ecosystem: Fans, Sponsors and Athletes in a Network of Connections12 minutes
Sports Marketing Strategies: Connecting with Fans, Sponsors and Athletes9 minutes
The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion9 minutes
Venue and Promotion in Sports Marketing: Beyond the Stadium and Advertising 11 minutes
Loyalty, Passion and Identity: Keys to Success in Sports Marketing11 minutes
From Emotion to Strategy: Programmes and Tactics to Enhance Sports Marketing11 minutes

3 readingsTotal 185 minutes

Complementary Resources on Understanding the Sports Consumer: Fans, Sponsors, and Athletes55 minutes
Complementary Resources on The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion80 minutes
Complementary Resources on The Impact of Loyalty, Passion, and Identity in Sports Marketing50 minutes

2 assignmentsTotal 60 minutes

Core principles of sports marketing30 minutes
Core principles of sports marketing30 minutes

1 discussion promptTotal 10 minutes

Core principles of sports marketing10 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 videosTotal 66 minutes

The Sports Marketing Ecosystem: Strategic Connections for Success11 minutes
Synergies in Sports Marketing: How Collaboration Drives Success11 minutes
Strategic Sponsorships in Sport: Beyond Logo, Towards Connection and Impact10 minutes
Sports Sponsorships: Athletes as Ambassadors and Connection Makers11 minutes
Successful Strategies in Sports Marketing: Lessons from the Global Major Leagues12 minutes
Lessons from Sports Marketing: Applicable Strategies for Growth and Expansion11 minutes

3 readingsTotal 155 minutes

Complementary Resources on Key Stakeholders—Teams, Leagues, Athletes, Sponsors, and Media40 minutes
Complementary Resources on How Sponsorships, Partnerships, and Endorsements Drive Marketing60 minutes
Complementary Resources on Successful Marketing Ecosystems in Major Sports Leagues (NBA, IPL, EPL, MLS)55 minutes

2 assignmentsTotal 60 minutes

The sports marketing ecosystem30 minutes
The sports marketing ecosystem30 minutes

1 discussion promptTotal 10 minutes

The sports marketing ecosystem10 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 videosTotal 72 minutes

KPIs in Sports Marketing: Measuring Success and Making Strategic Decisions11 minutes
Evolution of KPIs in Sports Marketing: Advanced Analytics and Adaptability14 minutes
Measurement Tools in Sports Marketing: Keys to Strategic Success10 minutes
Optimising Sports Marketing: Methodologies, Visualisation and Ethical Use of Data9 minutes
ROI in Sports Marketing: Measuring Impact and Optimising Strategies14 minutes
Applying ROI in Sports Marketing: Strategy, Negotiation and Growth13 minutes

3 readingsTotal 140 minutes

Complementary Resources on Key Performance Indicators (KPIs) in Sports Marketing Campaigns30 minutes
Complementary Resources on Tools for Evaluating Campaign Effectiveness70 minutes
Complementary Resources on The Role of ROI in Sponsorships and Advertising Decisions40 minutes

2 assignmentsTotal 60 minutes

Metrics and Evaluation in Sports Marketing30 minutes
Metrics and Evaluation in Sports Marketing30 minutes

1 discussion promptTotal 10 minutes

Metrics and Evaluation in Sports Marketing10 minutes

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Instructor

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

64 Courses8,166 learners

Offered by

Real Madrid Graduate School Universidad Europea

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