Course in Sport Marketing — Online

Sport marketing begins with understanding why people follow, practice and consume sport. That insight shapes how organizations segment markets, position their offer and build products, services and experiences that matter to different audiences.

This course provides a complete framework for applying marketing to the sports industry. You will explore market research, consumers and stakeholders, segmentation, positioning, value propositions and the marketing mix. The program brings these elements together in communication and marketing plans designed for clubs, events, brands and sport services.

Turn market insight into relevance by connecting sport consumers, positioning and the marketing decisions behind every offer.

Lukas Dorda Johan Cruyff Institute, Associate Academic Director - Johan Cruyff Institute

“The sports industry is constantly evolving, and professionals need to continue developing their knowledge to stay prepared for new challenges. Our online courses offer the opportunity to deepen your knowledge in different areas, update your skills, and gain a broader perspective on the trends and opportunities shaping the future of sports.”

Lukas Dorda Associate Academic Director Johan Cruyff Institute

Basic information

Qualification
Certificate for the Course in Sport Marketing from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
Modality
Online
Duration
10 weeks
Credits
6 ECTS
Program language
English
Start date
06/10/2026
Enrollment
Registration open until the start of the course.
Price
€ 1,120.-
Payment methods
Payment by installments available
Special conditions
Discount for members of partner entities.
The program may be subject to change.
The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.

Objectives

The main objective of the Course in Sport Marketing is to understand the marketing concepts and apply them to sport management. After the course you’ll know how to use operational marketing tools that will improve your results as a sport marketing professional.

COMPETENCIES
  • To know analysis and diagnostic tools for market research.
  • To know, analyze and assess strategies for the development, launching and positioning of new products.
  • To analyze and assess marketing strategies for the internationalization of sports activity.
  • To have a good command of technological tools for the exploitation of business resources through marketing.
  • To know, analyze and assess the role of digital communities and social media in sports business.
  • To know basic digital marketing tools.
START DATE

06/10/2026

The program

11 topics 6 ECTS

T1 Introduction to sport marketing
T2 Sport Markets
T3 Sport consumers & stakeholders
T4 Research in sport marketing
T5 Sport services
T6 Sport Marketing Opportunities
T7 Marketing strategy: Objectives & segmentation
T8 Marketing mix: Development & management of products/services/prices/distribution/communication in sport organizations
T9 Marketing strategy: Positioning & value proposition
T10 Communication plan
T11 Marketing plan

Course in Sport Marketing

Starts 06/10/2026

Enroll now

FAQs

What online courses does Johan Cruyff Institute offer?

Johan Cruyff Institute offers specialized online courses across a variety of areas within the sports industry. These flexible, practical, short-term programs are designed to help you develop or update specific knowledge and skills while allowing you to learn at your own pace from anywhere in the world.

Why should I study an online course at Johan Cruyff Institute?

Our online courses combine flexibility, practical learning, and up-to-date content to help you develop targeted skills with a study schedule that fits your availability. They are an excellent option for professionals, athletes, and anyone looking to continue their education without interrupting their work or personal commitments.

Who are the online courses designed for?

Our online courses are intended for sports industry professionals, athletes, students, and anyone interested in gaining or updating knowledge in specific areas of the sports industry. Depending on the course, they may be suitable for both experienced professionals and individuals looking to begin a career in sports.

How do I know which online course is right for me?

The best choice depends on your interests, experience, and career goals. If you're looking to develop a specific skill, update your knowledge, or explore a new area of the sports industry, an online course may be the ideal option. Our Admissions team can help you identify the program that best fits your profile.

Do I need previous experience in sports?

It depends on the course. Some programs are open to anyone interested in the sports industry, while others require previous knowledge or professional experience. Please refer to the course webpage for specific admission requirements.

Have a question about this program?

If there is anything you could not find on this page, send us your question and our admissions team will get back to you.

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