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Football Marketing & Sponsorship Certificate Online

Business of football online certificate focused on sports marketing, sponsorship, and revenue-generation.


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April 22, 2024



695 €

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


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.

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.

Our students work at

We offer the opportunity to carry out professional internships to obtain first-hand experience in numerous football organizations, to initiate or advance in the development of professional careers in the area of football and sport.


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 edition starting on April 22, 2024. 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.