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⇱ AI in Fan Engagement | Coursera

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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
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

  • Design marketing strategies using AI to enhance fan engagement

  • Understand the economic impact of AI in sports

  • Implement AI-driven media and broadcasting strategies to boost engagement

Details to know

Shareable certificate

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Assessments

6 assignments

Taught in English

Build your subject-matter expertise

This course is part of the AI in Sports: The Approach of a Club 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 3 modules in this course

This course focuses on how artificial intelligence is transforming the relationship between sports organizations and their fans, creating new opportunities for connection and loyalty. Learners will explore how AI enables more personalized and effective marketing campaigns, as well as interactive experiences that enhance audience engagement during events and across digital platforms.

The course will examine advanced strategies in media and broadcasting, the intelligent use of fan data, and the creation of content tailored to audience behavior and preferences. It also addresses the economic impact of these technologies, including the optimization of sponsorship deals, dynamic ticket pricing, and attendance prediction through predictive algorithms. Throughout the course, Real Madrid C.F.’s approach to digitalization and innovation in fan engagement is highlighted, showing how data-driven decision-making improves the overall fan experience.

Discover how AI is transforming sports marketing and fan engagement. This module covers the development of effective marketing strategies, the use of AI-powered campaigns and loyalty programs, and the impact of emerging technologies. Learn from real-world examples, including innovative memorabilia campaigns at Real Madrid, to see how clubs connect with fans in new and meaningful ways.

What's included

6 videos2 readings2 assignments1 discussion prompt

6 videos•Total 54 minutes
  • Developing Efficient Sports Marketing Strategies•9 minutes
  • Developing Efficient Sports Marketing Strategies 2•6 minutes
  • AI-Powered Marketing Campaigns in Sports•10 minutes
  • Loyalty Programs•12 minutes
  • Emerging technologies in sports marketing and its future•11 minutes
  • Case study: Real Madrid's Memorabilia•6 minutes
2 readings•Total 110 minutes
  • Complementary Resources on AI-Powered Marketing Campaigns in Sports•50 minutes
  • Complementary Resources on Emerging technologies•60 minutes
2 assignments•Total 60 minutes
  • Fan engagement and marketing•30 minutes
  • Fan engagement and marketing•30 minutes
1 discussion prompt•Total 10 minutes
  • Fan engagement and marketing•10 minutes

Explore how advanced technology personalizes the fan experience and revolutionizes sports media. You’ll dive into AI-driven content management, innovative media asset solutions, and the integration of fan engagement with cutting-edge broadcasting platforms. Case studies from Real Madrid, the NHL, and NFL illustrate the future of interactive sports entertainment.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos•Total 37 minutes
  • Personalised Content (Media Asset Management)•8 minutes
  • Case Study of Real Madrid’s MAM: Greenfly•5 minutes
  • AI in Sports Media/Broadcasting•6 minutes
  • Case Study: WSC Sports•8 minutes
  • Over-The-Top platforms and Free Ad Supported Television•4 minutes
  • Case Studies: NHL and NFL•5 minutes
3 readings•Total 165 minutes
  • Complementary Resources on Enhancing Fan Engagement Through AI•90 minutes
  • Complementary Resources on AI in Sports Media/Broadcasting•45 minutes
  • Complementary Resources on Merging Fan Engagement with Broadcasting Innovations•30 minutes
2 assignments•Total 60 minutes
  • Fan Engagement and Media/Broadcasting•30 minutes
  • Fan Engagement and Media/Broadcasting•30 minutes
1 discussion prompt•Total 10 minutes
  • Fan Engagement and Media/Broadcasting•10 minutes

Examine the powerful role of AI in driving the business of sports. This module reveals how AI optimizes sponsorships and partnerships, enables dynamic ticket pricing, and forecasts fan attendance. Dive into case studies and explore AI’s impact on revenue streams, cost management, and the long-term economic sustainability of sports organizations.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videos•Total 51 minutes
  • Optimizing Sponsorship Deals and Brand Partnerships with AI•9 minutes
  • Case Study: Pixis•7 minutes
  • AI-Driven Ticket Pricing and Fan Attendance Prediction•10 minutes
  • AI-Driven Ticket Pricing and Fan Attendance Prediction 2•11 minutes
  • AI’s Role in Diversifying Revenue Streams & Managing Costs•7 minutes
  • AI’s Long-Term Economic Impact•6 minutes
3 readings•Total 165 minutes
  • Complementary Resources on Optimizing Sponsorship Deals and Brand Partnerships with AI•80 minutes
  • Complementary Resources on AI-Driven Ticket Pricing and Fan Attendance Prediction•40 minutes
  • Complementary Resources on Economic Impact of AI on Sports Businesses•45 minutes
2 assignments•Total 60 minutes
  • Sports Economics and AI•30 minutes
  • Sports Economics and AI•30 minutes
1 discussion prompt•Total 10 minutes
  • Sports Economics and AI•10 minutes

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Instructor

Real Madrid Graduate School Universidad Europea
70 Courses•9,649 learners

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Frequently asked questions

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