July 1, 2024



695 €

Academic Overview

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

Analysing matchday, broadcasting, and commercial revenue of football sports properties. Evaluating main revenue streams at football clubs, including transfer of players.

Contract negotiations, benefits and rights, sponsorship proposals, activation and evaluation metrics

Analysing case studies on successful activation strategies between brands and football properties. Leveraging rights to deliver fan experiences.

Understanding the winning relationship between a commercial brand and a football brand ambassador. Contracts, key clauses, athlete marketability and consumer behaviour

Understanding ambush marketing and strategies for protecting football properties and defending sponsors’ rights.

Analysis of the commercial/business side of major international football competitions as vehicles for economic, social and cultural impact. Strategic event management in relation with sponsors.

Understanding the commercial impact of digital and social media platforms. Analysis of new ways for football clubs and organizations to communicate with sport consumers and novel approaches to marketing activities.

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Course Methodology

Individual Preparation: Football business cases, articles and technical notes from the interactive online campus

Discussion with Peers: Interactive discussions with peers via collaborative online platforms

Live weekly virtual classes led by an industry professional: Sharing of professional experiences, best practices, lessons learned and conclusions

Implementation & Evaluation: Evaluation through hands-on assignments and interactive online tests

SBI’s methodology is practical and based on real-life cases and scenarios. We will prepare you for the situations you will face in the real world. Our cases have been designed by professionals working in the football industry, therefore you will not have textbook theory.

At SBI we believe that in order to truly understand the business side of the game you must be taught by those who have direct and relevant experience. For this reason, each year we select the best executives from across top clubs, federations, governing bodies, brands, agencies and media outlets to act as guest speakers for the program. Our lineup regularly includes executives with experience working for FIFA, UEFA, Manchester United, Manchester City, FC Barcelona, Real Madrid, Arsenal, CONCACAF, APOEL, Adidas, Nike, among numerous others.

As an SBI student you will benefit from an exclusive network that will support you and collaborate with you during your academic studies and beyond. You will form part of the SBI network, comprised of numerous professionals and decision-makers in football.


This course in Football Marketing and Sponsorship provides thorough understanding in football marketing tactics, acquiring sponsorships, and activation plans that are exclusive to the international football market.

Of course! Our courses are made to accommodate students from a variety of backgrounds, providing both general education and specialist information about the football business sector. Nonetheless, it would be advantageous to have a strong love for football and a great interest in the commercial aspect of the game. Every single application will be reviewed anyway.

Yes, all of our courses provide the flexibility of learning whenever and from anyplace, letting you manage your education with other commitments, at your own speed.

The live classes for the Football Marketing and Sponsorship Certificate Online are normally Tuesdays. from 8pm to 9pm GMT +1.

By completing the "Football Marketing & Sponsorship Certificate Online" course, your knowledge and skills in the specialized field of football marketing and sponsorship will improve massively. This certification will increase your competitiveness in the job market, opening opportunities in sports marketing agencies, football clubs, sports sponsorship departments, event management firms, and related industries. Companies will value your expertise, allowing you to make valuable contributions to their marketing and sponsorship plans.

Yes, through the live sessions, group projects, and the WhatsApp group that will be created, students can connect with teachers and other students in our courses, voicing their doubts, sharing content, etc., creating a vibrant learning community

The Football Marketing and Sponsorship Certificate Online by SBI Barcelona is a private qualification, providing you with the necessary tools to excel in the football industry, making it as valuable as others.

Please don't hesitate to contact us if you have any more questions or need any help! All of our contact information is at the end of the page. We are available to assist you with any inquiries you may have!


Christian Alert

Pre-Sales Manager at Sponsoo I Former student: Master in “Football Business and Management”

Gunter Peeters

Managing Director at FC Eindhoven I Former student: Master in “Football Business and Management”

Jane McCarthy

U19 Women’s Lacrosse World Championships I Former student: Master in “Football Business and Management”

Ounsi Awit

Football Agent I Former student: Master in “Football Business and Management” and “Football Agent Certificate”

Make payment online to secure your spot for the next edition. Limited spots available.


If you wish to register for the Certificate in Football Marketing & Sponsorship, you can either make the 695 Euro payment with credit card, Paypal, or making a bank transfer.

To pay with your credit card or via Paypal, click on the APPLY NOW button below.


As the program is in high demand we strongly recommend interested candidates to apply before the course start date.