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Football Marketing & Management Online Certificate

Start Date : February 13, 2023 | Duration : 2 Months

Secure Your Spot Here

  • Language ENGLISH

  • Next intake February 13, 2023

  • Duration 2 Months

  • Fee € 695


Eight-week online program focused on the business of football in the areas of sports marketing, sponsorship, athlete representation, event management and digital marketing.


The program has been designed to provide you with the practical knowledge, skills, mindset and network to achieve your professional goals within the football industry. 

Live classes are held on Wednesday evenings at 8:00 PM, local time in Barcelona, and they have a duration of one hour. All sessions are recorded. 


Previous students of this program are now currently working in organizations such as FIFA, UEFA, FC Barcelona, Real Madrid, Liverpool FC, Manchester City FC, CONCACAF, the Mexican Football Federation, the PFA, La Liga, FC Porto, Benfica, Galatasarray, Inter Milan, Juventus, among numerous other sports clubs, federations, representation firms, media outlets and sports law firms worldwide. 



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.

*Sometimes our emails may end up in the spam/junk folder of some providers. Be sure to check in case you have not heard from our team. 

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 – Digital & social media management – 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 for this program consists of the following structure:

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

2.    Discussion with Peers – interactive discussions with peers via collaborative online platforms

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


*Course fees are non-refundable


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Find out what our former students are saying about us

Matteo Trevisani, Digital Marketing Specialist, CONCACAF

I enrolled in several programs at the Sports Business Institute Barcelona to acquire new skills and network with industry professionals. I am absolutely thrilled to have taken their programs as they have given me valuable and practical information that I have used in my professional life. The material presented in the course is very relevant, fresh and easy to comprehend. I would recommend their courses to anyone who is looking to break into the sports industry or is currently working at a sports organization. The courses offer so many takeaways and lessons that will be used in the future. Congratulations to Diego, Emma and the entire SBI team for their organization and drive to deliver top-quality content to students!

Rebecca James, Communications Manager at Arsenal FC.

I needed a new challenge and SBI gave me the flexibility and support to achieve a Masters degree whilst maintaining a high standard at work and travelling up and down the country and Europe for work. The course was incredibly informative and helpful and I enjoyed studying with people from all over the world. I recommend the course for anyone currently working in football or aspiring to get a career in football.

Wes Morgan, Captain of Leicester City FC and Premier League Winner

Studying a Masters at the Sports Business Institute Barcelona has allowed me to gain a full understanding on the business side of football. In many ways it has opened my eyes into the sector that I work in as a professional footballer. They are top professionals that are well-connected in the sports industry.



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