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

91%

of learners achieved a positive career outcome

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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 videosTotal 62 minutes

Sports Event Marketing: Strategies for Local and Global Success16 minutes
Integrated Sports Marketing Strategies: Ticket Sales, Merchandising and Fan Experience9 minutes
360° Marketing for Sports Events: Expectation, Participation and Post-Event Connection8 minutes
Post-Event Marketing: Building Legacy and Keeping Fans Connected10 minutes
IOC Global Engagement Strategies: Lessons from the Olympic Model8 minutes
IOC Strategies in Action: Tools and Tactics for Global Engagement10 minutes

3 readingsTotal 127 minutes

Complementary Resources on Marketing Strategies for Local and Global Sporting Events27 minutes
Complementary Resources on Building Hype: Pre-Event, During-Event, and Post-Event Marketing70 minutes
Complementary Resources on A look in IOC Engagement Strategies30 minutes

2 assignmentsTotal 60 minutes

Sports Event Marketing30 minutes
Sports Event Marketing30 minutes

1 discussion promptTotal 10 minutes

Sports Event Marketing10 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 videosTotal 59 minutes

Augmented and Virtual Reality in Sports Marketing: Innovation for the Fan Experience14 minutes
AR and VR in Sports Marketing: Advanced Strategies and Practical Applications17 minutes
Blockchain and NFT in Sports Marketing: Innovation, Transparency and Fan Experience9 minutes
Blockchain and NFT in Sport: Monetisation, Smart Contracts and Engagment Strategies19 minutes

2 readingsTotal 60 minutes

Complementary Resources on Augmented Reality (AR) and Virtual Reality (VR) in Marketing30 minutes
Complementary Resources on Blockchain and NFTs in Sports Marketing30 minutes

2 assignmentsTotal 60 minutes

Emerging technologies in sports marketing30 minutes
Emerging technologies in sports marketing30 minutes

1 discussion promptTotal 10 minutes

Emerging technologies in sports marketing10 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 videosTotal 51 minutes

The Rise of Esports in Sports Marketing: Connecting with New Global Audiences 12 minutes
Esports Marketing Strategies: Brands, Influencers and Future Trends11 minutes
Synergies between Traditional Sports and Esports: Collaboration and Growth Strategies11 minutes
The Merger of Traditional Sports and Esports: Strategies for Growth and Participation7 minutes
Esports and Traditional Sports: Global Expansion and Connecting with New Audiences9 minutes

3 readingsTotal 85 minutes

Complementary Resources on The Growing Influence of Esports and Gaming in the Sports Marketing Mix25 minutes
Complementary Resources on Opportunities for Collaboration Between Traditional Sports and Esports25 minutes
Complementary Resources on Successful Case Studies of Cross-Industry Campaigns35 minutes

2 assignmentsTotal 60 minutes

The impact of esports on sports marketing30 minutes
The impact of esports on sports marketing30 minutes

1 discussion promptTotal 10 minutes

The impact of esports on sports marketing10 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 videosTotal 60 minutes

Redefining Success in Major Sporting Events: Expectations, Challenges and Sustainable Strategies12 minutes
Clear Strategies for Successful Sports Events: Branding, Economic Impact and Legacy10 minutes
Sustainability in Sports Marketing: Impact, Responsibility and Long-Term Strategies13 minutes
Implementing Sustainability in Sports Marketing: Strategies, Challenges and Opportunities12 minutes
Sport Marketing and CSR: Impact Strategies and Lessons from Paris 20249 minutes
Closing the Cycle: Lessons from Paris 2024 and the Future of Sports Marketing4 minutes

3 readingsTotal 70 minutes

Complementary Resources on 5 misconceptions for a successful Major Sports Events35 minutes
Complementary Resources on The Role of Sustainability in Modern Sports Marketing17 minutes
Complementary Resources on Evolving the Narrative of Sports Marketing18 minutes

2 assignmentsTotal 60 minutes

Redefining Success for Major Sports Events - CSR and Key crieria30 minutes
Redefining Success for Major Sports Events - CSR and Key crieria30 minutes

1 discussion promptTotal 10 minutes

Redefining Success for Major Sports Events - CSR and Key crieria10 minutes

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Instructor

Marisa Sáenz

Real Madrid Graduate School Universidad Europea

67 Courses8,603 learners

Offered by

Real Madrid Graduate School Universidad Europea

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