Football Marketing & Management Online Course

Start Date : September, 2017 | Duration : 2 Months

Secure Your Spot Here


  • Next intake September, 2017

  • Duration 2 Months

  • Fee € 595

The course is an eight-week program that provides candidates with a complete look into the football industry from the perspective of marketing, sponsorship, athlete representation, media and event management.

The program is designed for those looking to start or advance their professional career in the football/soccer industry in the areas of marketing, sponsorship, athlete representation, media and event management.

We have developed an integral learning system consisting of live weekly web conferences with industry professionals and like-minded peers, complemented with an interactive online platform designed to develop the skills through football-specific case studies, practical course work and a multicultural learning environment. 

Whether you are a recent graduate or an experienced executive, the program will provide you with the hands-on learning experience, skills and networking opportunities to get ahead in the football industry.

Submit the contact form below to receive additional information from our admissions office.

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The Football Marketing & Management - Online Course is divided into eight modules that are designed to equip and prepare professionals to develop a successful career path and enhance their opportunities to work in the football industry. The course is structured in the following manner:

Module 1 – Introduction to football marketing and the business of sport - satisfying the needs of today’s international football consumers

Module 2 – Business development at top European football clubs – matchday, tv broadcasting rights, and commercial revenue

Module 3 – Successful football sponsorship partnerships – best practices between sponsors and rights holders

Module 4 – Athlete representation in football- the role of the agent/agency in the professional football industry

Module 5 – Individual athlete sponsorship in football - the winning relationship between a commercial brand and a football brand ambassador

Module 6 – Ambush marketing in football – protecting football properties and defending sponsors’ brands

Module 7 – Strategic football event management – major international football competitions as vehicles for economic, social and cultural impact

Module 8 – Digisport & social media – new ways for football clubs and organizations to communicate with sport consumers and novel approaches to marketing activities.

Our interactive methodology combines live weekly web conferences with industry professionals with an integral online platform that consists of practical readings, football-specific case studies, forums and discussion groups that ensure that the concepts are learned, implemented and evaluated. 

Our approach to learning consists of the following structure:

1.    Individual Preparation – reading of cases, articles and technical notes from the interactive online platform

2.    Group Discussion – interactive discussions via email, forums and social networks with classmates

3.    Weekly Web Conference session led by industry professional – sharing of professional experiences, best practices, lessons learned and conclusions drawn from each session

4.    Implementation & Evaluation – students are evaluated through hands-on assignments and interactive online tests

The course is imparted by a team of tutors led by the Institute's Director, Diego Valdes, FIFA and UEFA accredited media representative and sports marketing consultant. He has provided training to executives from across the football industry at a global level including clubs, federations, sports marketing agencies and media outlets such as FIFA, Club Wembley, the English Premier League, Newcastle United, West Ham United, Major League Soccer,, the Mexican Football Federation, Soccerex among many others . 

The Sports Business Institute Barcelona also brings together industry executives from football clubs, governing bodies and corporations from across Europe to provide students with the most relevant and up-to-date information from the football industry through online guest speaker sessions. 

Current & Previous Guest Speakers have included:

Richard Lamb, Managing Director in Asia, Inter Milan 
Joaquim Cardona, Former Head of Digital Business, FC Barcelona 
Oscar Ugaz, Former Digital Business Manager, Real Madrid 
Alex Kunawicz, Former Head of Content, Liverpool FC 
Laura Gabbidon, Marketing Manager, Wolverhampton Wanderers FC 
Jamie Ponce, Head of Ticketing, New York Red Bulls
Chris Crouch, Sales Executive, Club Wembley & IMG
Yeray Romera, Senior Marketing & Online Manager, EA Sports - FIFA Video Games
Conrado Molina, Former Marketing & Sponsorship Manager, Real Zaragoza FC
Victor Alvarado, Chief Marketing Officer, Mexican Football Federation

Our practical methodology together with the opportunity to network with top football executives will enhance students´ possibilities of landing a position in the football industry in the following areas:

• Marketing, sales, ticketing, media, and other executive positions in sports clubs, associations, federations and governing bodies

• Marketing and sponsorship departments of multinational firms

• Sports communication agencies and media outlets

• Representation and event management agencies

• Administrations responsible for sporting event organization and management


Course includes: 

•    Live weekly sessions with an industry professional via web conference
•    Access to online campus with football case studies, articles & interactive forums
•    Pedagogical support via email with SBI´s faculty
•    Career advice & access to job bank and internship opportunities in football
•    Academic certificate of completion



Find out what our former students are saying about us

Mark Roberts, Professional Football Player at Cambridge United

¨I can’t speak highly enough of the team at Sports Business Institute Barcelona and am so pleased I decided to study with them. As a professional footballer with an interest in the business side of the industry I couldn’t have hoped for a greater insight than the course provided. I have studied online before but the way this course is structured was far more interactive and I really benefited from the broad and detailed knowledge that Diego Valdes was able to provide. I have already enrolled myself on the digital media and communications course that they run and look forward to when it commences in 2016. For anyone looking to work within the world of football or develop their personal network studying with Sports Business Institute is the perfect place to look.¨

Richard Lamb, Chief Revenue Officer at West Ham United

¨Well-researched, engaging, challenging and thoroughly enjoyable, this is a first-rate course useful for both people in the football industry or aspiring to work in football. The content was highly relevant and up-to-date, reflecting the different approaches to this fast-paced industry, while also looking at the potential developments and opportunities. SBI Director, Diego Valdes, has fantastic experience in the many aspects of football and has the ability to impart knowledge in an engaging and interesting manner, which encourages participants to think for themselves and gain a deep understanding of the field. Working in the football industry myself, I have been able to improve my skill-set and ability to perform my job thanks to this course. I would wholeheartedly and without reservation recommend this course to anyone either in the industry or aiming to gain a fundamental understanding of how football works off the pitch.¨

Sebastiano Mereu, Founder, Football Marketing TV, Switzerland

“Not all students enjoy studying or attending classes, but at SBI Barcelona they actually do. I completed two courses – Football Marketing and Management, Football Communication and Social Media – and looked forward to every single module. During the web conferences, I always had the feeling that my fellow students shared my enthusiasm for the football business and enjoyed our interactions as much as I did. And thanks to Mr Diego Valdes (program director) all students were able to share their experiences and thoughts and learn from each other. I can highly recommend SBI Barcelona and their courses to anyone interested in a career in the sports business. Thank you SBI for 16 great weeks!”



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