Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Can I take the course for free?

No, you cannot take this course for free. 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. If you cannot afford the fee, you can apply for financial aid.

Will I earn university credit for completing the Specialization?

This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

Sports Marketing: The Technological Formula Specialization

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Sports Marketing: The Technological Formula Specialization

Tech Meets Sports Marketing Excellence. Master modern strategies and tools to lead global, tech-driven sports marketing projects.

Instructor: Marisa Sáenz

Included with Coursera Plus

Learn more

4 course series

Get in-depth knowledge of a subject

Beginner level

Recommended experience

2 months at 10 hours a week

Flexible schedule

Earn a career credential

Share your expertise with employers

4 course series

Get in-depth knowledge of a subject

Beginner level

Recommended experience

2 months at 10 hours a week

Flexible schedule

Earn a career credential

Share your expertise with employers

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

Overview

This specialization offers an in-depth education in sports marketing, blending strategic principles with the latest tools transforming the industry. Across four courses, learners will build essential expertise in the sports marketing landscape—from core concepts and consumer insights to brand development, fan engagement, and partnership strategy.

The curriculum examines the impact of emerging technologies such as artificial intelligence, augmented reality, blockchain, and NFTs on sports marketing, while also addressing challenges in event promotion, sustainability, and the merging of traditional sports with esports. Real-world case studies, including Real Madrid C.F.’s global digital strategy, are explored throughout.

This specialization is designed for professionals in marketing, communications, or sports seeking to lead forward-thinking, sustainable, and globally-minded sports marketing efforts.

What’s included

Shareable certificate

Add to your LinkedIn profile

Taught in English

Advance your subject-matter expertise

Learn in-demand skills from university and industry experts
Master a subject or tool with hands-on projects
Develop a deep understanding of key concepts
Earn a career certificate from Real Madrid Graduate School Universidad Europea

Specialization - 4 course series

Throughout this specialisation, students will reinforce their learning through practical projects and applied tasks at the end of each module. These activities prompt reflection on key marketing principles, explore strategic and innovative approaches in sports, and apply course content to real-world industry scenarios.

From developing brand identities and fan engagement plans to evaluating sponsorship impact and campaign effectiveness, students will engage in hands-on exercises that mirror the challenges faced by today’s sports marketers.

Each task also fosters collaborative learning through peer discussions, where learners exchange ideas, critique strategies, and gain diverse perspectives on global sports marketing practices. By completing these projects, students deepen their understanding of how marketing, technology, and cultural trends intersect in sport, while building critical thinking and communication skills essential for future professionals.

Foundations of Sports Marketing

Course 119 hoursView course

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

Skills you'll gain

Category: Brand Management

Category: Consumer Behaviour

Category: Return On Investment

Category: Branding

Category: Key Performance Indicators (KPIs)

Category: Advertising

Category: Customer Engagement

Category: Sales Process

Category: Digital Marketing

Category: Strategic Partnership

Category: Marketing Strategy and Techniques

Category: Price Negotiation

Category: Public Relations

Category: Emotional Intelligence

Category: Product Marketing

Category: Marketing

Category: Data Analysis

Category: Creative Thinking

Category: Marketing Analytics

Category: Stakeholder Management

Developing Effective Sports Marketing Strategies

Course 216 hoursView course

What you'll learn

Build strong brand identities for teams, leagues, and athletes
Design fan engagement strategies powered by segmentation and AI
Analyze and implement sponsorships and tech-enabled partnerships

Skills you'll gain

Category: Customer Relationship Management

Category: Branding

Category: Digital Transformation

Category: Customer Engagement

Category: Loyalty Programs

Category: Cross Platform Development

Category: Brand Management

Category: Customer experience improvement

Category: Marketing

Category: Ethical Standards And Conduct

Category: Data Analysis

Category: Personalized Service

Category: Marketing Strategy and Techniques

Category: Social Media Strategy

Category: Strategic Partnership

Category: Artificial Intelligence

Category: Technology Strategies

Category: Marketing Analytics

Category: Innovation

Category: Content Strategy

Sports Marketing Strategies & Innovation

Course 314 hoursView course

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

Category: Brand Management

Category: Blockchain

Category: Storytelling

Category: Influencing

Category: Strategic Communication

Category: Digital Marketing

Category: Contract Management

Category: E-Commerce

Category: Marketing Strategy and Techniques

Category: Sustainability Reporting

Category: Virtual Teams

Category: Global Marketing

Category: Marketing

Category: Customer experience improvement

Category: Customer Engagement

Category: Cross Platform Development

Category: Augmented and Virtual Reality (AR/VR)

Category: Event Planning

Category: Game Theory

Category: Corporate Strategy

The Future of Sports Marketing

Course 410 hoursView course

What you'll learn

Expand into global markets and adapt to cultural differences.
Design fan-first models with personalized content and memberships.
Build modern revenue streams with digital products and pricing innovation.

Skills you'll gain

Category: Global Marketing

Category: Brand Management

Category: Personalized Service

Category: Innovation

Category: Cultural Sensitivity

Category: Business Management

Category: Revenue Management

Category: Digital Transformation

Category: Metadata Management

Category: Marketing Strategy and Techniques

Category: Artificial Intelligence

Category: Customer experience improvement

Category: Customer Relationship Management

Category: Price Negotiation

Category: Content Strategy

Category: Data-Driven Decision-Making

Category: Customer Engagement

Category: Augmented and Virtual Reality (AR/VR)

Category: Business Modeling

Category: User Experience Design

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

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

24 Courses1,395 learners

Offered by

Real Madrid Graduate School Universidad Europea

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Frequently asked questions

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

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.

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.