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Official Degree
Online
Boost your professional profile in the sports industry with the Master’s Degree in Sports Marketing and Communication at UAX, a 100% online official master’s degree, available in English or Spanish. This programme allows you to combine your passion for sport with innovative sports marketing strategies and develop a 360º understanding of the sports industry, aligned with its digital transformation.
Designed for professionals seeking to specialise in sports marketing and sports communication, the programme provides comprehensive training across key areas of the sector, preparing students to work in a global and highly competitive sports market.
In collaboration with:
Every sport is unique, and so is the way it is communicated. The Master’s Degree in Sports Marketing and Communication from UAX Rafa Nadal School of Sport is built on this principle, offering a multi-sport and 360º vision of sports marketing.
Throughout the programme, students gain in-depth knowledge of the sports industry, its characteristics, trends and challenges, while learning how to apply marketing principles specifically within the sports sector.
This online Master’s in Sports Marketing covers a wide range of core disciplines essential for professional development in the industry, including:
Training is supported by real cases from the sports industry, enabling students to apply theoretical knowledge to practical, real‑world contexts.
The programme places a strong focus on data analysis, technology, and emerging trends in sports marketing. Students learn to work with:
This approach ensures that graduates stay ahead of industry developments and understand how digital transformation is reshaping sports marketing and communication.
The Master’s Degree in Sports Marketing and Communication at UAX supports an international career perspective, with direct contact and learning opportunities alongside leading figures from national and international media and sports organisations.
This global vision prepares students to work across different markets and cultural contexts within the sports ecosystem.
Boost your career alongside Atlético de Madrid: you will gain access to professional internships both at the club and at its Sports City, learn directly from professionals working there, and enjoy an exclusive Atleti experience designed to help you develop real skills in an elite environment.
You will learn through real cases such as Rafa Nadal, Laver Cup, Champions League, Euroleague, Moto GP, Babolat, LIV Golf, Universo Mujer, Joma, Barcelona 92 Olympic Games, Mediapro, Copa América.
An enriching optional experience, in the days prior to your graduation, at the UAX Chamberí campus in Madrid, where you will have the opportunity to immerse yourself in the business world, with presentations from top companies, leadership talks and a space to connect with professionals and managers.
Optionally, you can attend the Rafa Nadal Academy, learning the working methodology of Rafa's companies and team that have led him to success with an analysis of the Rafa Nadal case in the world of tennis.
Exclusive online training programme based on the values that have made Rafa Nadal successful: effort, cooperation, empathy, leadership, professional ethics, resilience, work discipline, among others.
You will have exclusive access to an interactive platform to enhance your knowledge and connect with the industry. Includes an annual subscription to the 2Playbook Club where you will be part of the next generation of sports professionals.
The master's degree in sports marketing and communication is aimed at students with the following profiles:
Other applicant profiles, provided they meet the legal access requirements, may apply for this master's by completing supplemental learning courses: Introduction to Marketing (6 ECTS)
We recommend that candidates be highly motivated to learn about the connection between company and client, consumer behaviour, communication and advertising, product and service marketing, and new technologies.
The master's degree in sports marketing and communication offers comprehensive specific and advanced training in marketing and communication in the sport industry. You'll gain the knowledge, skills and competencies necessary to enjoy success in the sport industry, whether as a marketing professional, sports event manager, athlete agent or sponsor, among other roles.
Goals:
Máster Universitario en Marketing y Comunicación Deportiva / Master in Sports Marketing and Communication
First Year
First Semester
| Code | Subjects | Character* | ECTS |
|---|---|---|---|
| EM121800 | Management and communication of sporting events | OB | 6 |
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| EM121801 | Strategic marketing in the sports industry | OB | 6 |
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| EM121802 | Media, platforms and content | OB | 6 |
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| EM121803 | Sponsorship and sports brand management | OB | 6 |
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| EM121804 | Sports representation | OB | 6 |
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| EM121850 | Introduction to Marketing | CM | 6 |
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| TOTAL: | 36 | ||
Second Semester
| Code | Subjects | Character* | ECTS |
|---|---|---|---|
| EM121805 | Digital assets and technology in the sports industry | OB | 6 |
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| EM121806 | Data analysis in sports | OB | 6 |
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| EM121807 | Innovation management in sport | OB | 6 |
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| EM121808 | External Academic Internships | OB | 6 |
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| EM121809 | Final Master´s Project (TFM) | OB | 6 |
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| TOTAL: | 30 | ||
*Character: BT: Basic Training, Ob: Required, Op: Optional
During your study programme, you'll have exclusive online training content that Rafa Nadal himself and his entire team have worked on, sharing their experiences and revealing the secrets that have led him to success: Toni Nadal, Carlos Moyá, Ángel Ruiz Cotorro, Rafael Maymó, Carlos Costa, Benito Pérez-Barbadillo, Gemma Bes and Maribel Nadal.
You'll access unique content that will help you hone the qualities today's job market demands: effort, cooperation, empathy, leadership, professional ethics, responsibility and commitment, humility and confidence, resilience, discipline, and hard work.
Lecturers who are experts in elite sports
Learning from the best makes all the difference. That's why your lecturers are selected for their extensive experience and track record as leaders in each of the areas they operate in. Furthermore, you'll learn how to work on new platforms with sports, large sporting competitions, and in emerging companies and industries.
You'll learn with specialists like:
Director of this master's degree
Former Strategy Manager at YouFirst, Former New Business Director at Havas Sports & Entertainment
Coordinator of this master's degree
Lecturers
Lecturers who are experts in elite sports
Specialise with lecturers who are experts in sports marketing and specialists in strategy, digital marketing, sponsorship, sports events, new technology...
Brand and Communication Executive Director and board member at Savills
Co-founder and board member at Sportlarity
External communication advisor
This programme is aimed specifically at holders of a bachelor's degree in physical activity and sports sciences, administration and business management, marketing, market research, advertising and public relations, journalism, communication, or professionals with a university qualification who are interested in the world of sport in terms of marketing and communication.
To start the admission process, you must provide the following documentation:
After the information provided has been assessed, you will have a personal interview.
All fields are required
Master's Degree in Sports Marketing has a duration of 9 months and 60 ECTS.
To study the master's degree in sports marketing you must have an official degree, recommending the following profiles:
- Graduates/Bachelors in Physical Activity and Sport Sciences, Business Administration and Management, Marketing or Market Research, Journalism, Advertising and Public Relations, Sports Management.
Other entry profiles, as long as they meet the legal access requirements, can access the Master's Degree by taking Complementary Training: Introduction to Marketing (6 ECTS).
If you are thinking of taking the Master's Degree in Sports Marketing, it is recommended that you are motivated by new technologies, communication and advertising, consumer behavior, marketing of products and services and, of course, the sports industry.
Once you have completed the Master's Degree in Sports Marketing, you will be able to perform functions in the following positions:
These are just some of the career opportunities in the UAX Master's Degree in Sports Marketing, thanks to a multisport training and an innovative curriculum you will be prepared to apply the best marketing strategies in any institution or company related to the sports field.
By taking the master's degree in sports marketing you will have a subject of external academic practices (6 ECTS), which you can perform in leading companies in the sports industry such as:
Movistar, GOL, Diario AS, Mundial Moto GP, Eurosport, YouFirst, Relevo, BeOne, Playstation, Fútbol Emotion, GoFit, 2Playbook, Decathlon, Joma, Atlético de Madrid, CVC, Thomas Wellness, Telecinco, Cuatro, Satander, Linkedin and, of course, the Rafa Nadal Academy.
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