Sports Marketing: The Technological Formula

Course 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.