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⇱ Foundations of Sports Marketing | Coursera

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Foundations of Sports Marketing

1,574 already enrolled

Included with

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
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

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 videos•Total 55 minutes
  • Definition and scope of sports marketing•9 minutes
  • Definition and scope of sports marketing 2•9 minutes
  • The basics of sports marketing•9 minutes
  • Sports Marketing vs. General Marketing: Emotion, Tradition and Cultural Connection•9 minutes
  • The role of sports as an emotional and cultural phenomenon•9 minutes
  • How cultural dimensions evolve over time?•10 minutes
3 readings•Total 180 minutes
  • Complementary Resources on Definition and scope of sports marketing•60 minutes
  • Complementary Resources on Key differences between sports marketing and general marketing•60 minutes
  • Complementary Resources on The role of sports as an emotional and cultural phenomenon•60 minutes
2 assignments•Total 60 minutes
  • Introduction to Sports Marketing•30 minutes
  • Introduction to Sports Marketing•30 minutes
1 discussion prompt•Total 10 minutes
  • Introduction to Sports Marketing•10 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 videos•Total 64 minutes
  • The Sports Marketing Ecosystem: Fans, Sponsors and Athletes in a Network of Connections•12 minutes
  • Sports Marketing Strategies: Connecting with Fans, Sponsors and Athletes•9 minutes
  • The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion•9 minutes
  • Venue and Promotion in Sports Marketing: Beyond the Stadium and Advertising •11 minutes
  • Loyalty, Passion and Identity: Keys to Success in Sports Marketing•11 minutes
  • From Emotion to Strategy: Programmes and Tactics to Enhance Sports Marketing•11 minutes
3 readings•Total 185 minutes
  • Complementary Resources on Understanding the Sports Consumer: Fans, Sponsors, and Athletes•55 minutes
  • Complementary Resources on The Marketing Mix (4Ps) in Sports: Product, Price, Place, and Promotion•80 minutes
  • Complementary Resources on The Impact of Loyalty, Passion, and Identity in Sports Marketing•50 minutes
2 assignments•Total 60 minutes
  • Core principles of sports marketing•30 minutes
  • Core principles of sports marketing•30 minutes
1 discussion prompt•Total 10 minutes
  • Core principles of sports marketing•10 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 videos•Total 66 minutes
  • The Sports Marketing Ecosystem: Strategic Connections for Success•11 minutes
  • Synergies in Sports Marketing: How Collaboration Drives Success•11 minutes
  • Strategic Sponsorships in Sport: Beyond Logo, Towards Connection and Impact•10 minutes
  • Sports Sponsorships: Athletes as Ambassadors and Connection Makers•11 minutes
  • Successful Strategies in Sports Marketing: Lessons from the Global Major Leagues•12 minutes
  • Lessons from Sports Marketing: Applicable Strategies for Growth and Expansion•11 minutes
3 readings•Total 155 minutes
  • Complementary Resources on Key Stakeholders—Teams, Leagues, Athletes, Sponsors, and Media•40 minutes
  • Complementary Resources on How Sponsorships, Partnerships, and Endorsements Drive Marketing•60 minutes
  • Complementary Resources on Successful Marketing Ecosystems in Major Sports Leagues (NBA, IPL, EPL, MLS)•55 minutes
2 assignments•Total 60 minutes
  • The sports marketing ecosystem•30 minutes
  • The sports marketing ecosystem•30 minutes
1 discussion prompt•Total 10 minutes
  • The sports marketing ecosystem•10 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 videos•Total 72 minutes
  • KPIs in Sports Marketing: Measuring Success and Making Strategic Decisions•11 minutes
  • Evolution of KPIs in Sports Marketing: Advanced Analytics and Adaptability•14 minutes
  • Measurement Tools in Sports Marketing: Keys to Strategic Success•10 minutes
  • Optimising Sports Marketing: Methodologies, Visualisation and Ethical Use of Data•9 minutes
  • ROI in Sports Marketing: Measuring Impact and Optimising Strategies•14 minutes
  • Applying ROI in Sports Marketing: Strategy, Negotiation and Growth•13 minutes
3 readings•Total 140 minutes
  • Complementary Resources on Key Performance Indicators (KPIs) in Sports Marketing Campaigns•30 minutes
  • Complementary Resources on Tools for Evaluating Campaign Effectiveness•70 minutes
  • Complementary Resources on The Role of ROI in Sponsorships and Advertising Decisions•40 minutes
2 assignments•Total 60 minutes
  • Metrics and Evaluation in Sports Marketing•30 minutes
  • Metrics and Evaluation in Sports Marketing•30 minutes
1 discussion prompt•Total 10 minutes
  • Metrics and Evaluation in Sports Marketing•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

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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