Master in Global Sports Marketing

Application opened | November 2023
It provides the opportunity to learn about the international Sports Marketing Industry from different perspectives: Properties, Clubs, Agencies, Broadcasters, Events, Media.
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Date NOV 2023
Modality On-site
Duration 9 MONTHS
Language ENGLISH
Availabe spots 30
Kickoff MON - THR: 17:30 - 21:30 H
Credits 90 ECTS
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Pillars of this master

The Master in Global Sports Marketing allows students to learn about the functioning of the Sports Industry at a global and international level from all points of view: Properties, Clubs, Agencies, Broadcasters, Events and Media, among others. Students will learn about the strategies being taken by LALIGA and the best companies in the Sports and Entertainment Industry at a global level and in today's world.

The Master's degree is taught in English, which provides an added educational advantage when it comes to familiarising yourself with the technical and cultural language of this industry.


We provide our students, future leaders in the Sports Industry, all the necessary know how in Sports Marketing, in order to let them work with international reach.


We will complete the theoretical knowledge with the trips included in the Master.


The Master in Global Sports Marketing includes a 6-month internship program in some of the most important entities in the Sports and Marketing Industry, thanks to which students will be able to strengthen their knowledge and skills in this area.
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of our formers is working in the Sports Industry
of our formers is working in LALIGA
of our formers is working in Clubs of LALIGA
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Student Profile

Who is this master for?


We seek to admit students into Master in Global Sports Marketing programme who offer diverse perspectives, backgrounds, and interests, and who share a commitment to excellence in the sports industry.


We look for evidence of that commitment in areas including applicants’ academic records, their professional accomplishments, and their engagement in their community.


We place emphasis on those skills and qualities we believe are necessary for academic success and participation in the intellectual life at LaLiga Business School.
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Professional Opportunities of the Master in Global Sports Marketing

Entrepreneurship and development of different projects within the main players of the sports industry:

  • LaLiga
  • Other leagues
  • Federations
  • Sports related institutions
  • Agencies
  • Brands linked to sports
  • Clubs and Sports Associations
  • Agents

Master in Global Sports Marketing

Guaranteed Internships

Our Internship department will ensure you get the right internship that will allow you to strengthen and match the acquired theory to implement learnings in a challenging-business environment. Constructing a solid network and opening opportunities for the future. Our team will help you with several services: Introduction to hiring practices, including CV preparation. Interview skills. Continued support while you’re conducting your internship.
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Master in Global Sports Marketing

Educational Trips

Visits and trips are one of the most important pillars of the Master in Global Sports Marketing. The aim of these activities is to allow our students to visit and learn first-hand about LALIGA, Sports Institutions, Properties and Agents in the industry. In this way, they will be able to go directly into real environments where they will receive Master Classes and will be able to solve Practical Cases working hand in hand with the directors and managers of these institutions.

UNITED STATES LALIGA Business School students in the Met Life Stadium (New Jersey, USA)
UNITED STATES LALIGA Business School students in the Headquarters of the NBA (New York, USA)
UNITED KINGDOM LALIGA Business School students in the Headquarters of Liverpool FC (United Kingdom)
SPAIN LALIGA Business School students in the Reale Arena Stadium (Real Sociedad, San Sebastian)
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Master in Global Sports Marketing

Module coordinators

José Moya
José MoyaDirector - LALIGA Business School
Module I - Immersion in the Sports Industry
Javier Tola
Javier TolaGeneral Director - Simply Sport
Module II - Sports Marketing & Communication
Gabriela Salinas
Gabriela Salinas Global Managing Director - Brand Finance Institute
Modulo III - Brand Management and Market Research
Jaume Pons
Jaume PonsHead Of Social Media And Digital Content – LALIGA
Module IV - Marketing and Digital Strategy
Edouard Legendre
Edouard LegendreSports Marketing Consultor
Module V - Sponsorship and Strategic Alliances
Pedro Alberto Gómez Rodríguez
Pedro Alberto Gómez Rodríguez Independent Advisor – PwC
Module VI - Innovation and Entrepreneurship

Academic Staff

Professionals of the Sports Industry

D. Álex Pallete
D. Álex PalletePicnic
D. Ángel Fernández
D. Ángel FernándezLALIGA
Mr. Antonio Bolanos López
Mr. Antonio Bolanos LópezVolvo Ocean Race Ex-Managing Director/ University Professor and Corporate Trainer
Mr. Boris Gartner
Mr. Boris GartnerCEO LaLiga North America
D. Carlos Canto
D. Carlos CantoSPSG Consulting
Dña. Cristina Carranza
Dña. Cristina CarranzaTwitch
Dña. Cristina Delgado
Dña. Cristina DelgadoGoogle -Youtube
D. Daniel Montes
D. Daniel MontesEA Sports
D. Daniel Moreno
D. Daniel MorenoPuma
Mr. David Serrahima
Mr. David SerrahimaGeneral Manager Octagon Spain
D. Diego Sánchez Trillo
D. Diego Sánchez TrilloClub Atlético de Madrid
Mr. Edouard Legendre
Mr. Edouard LegendreOgilvy Sponsorship Director
D. Eugenio Blanco
D. Eugenio BlancoDazn
D. Fernándo Sánchez
D. Fernándo SánchezATP
D. Fran Chico
D. Fran ChicoSportLife
D. Francisco Fernandez
D. Francisco FernandezClub Atlético de Madrid
D. Hector Argüelles
D. Hector ArgüellesNBA
Dña. Helena Martinez
Dña. Helena MartinezFC Barcelona
D. Ignaci Sarnier
D. Ignaci SarnierDorna
D. Javier Latorre
D. Javier LatorreValencia CF
Mr. D. Javier Tebas
Mr. D. Javier TebasLaLiga President
D. Jordi Soler
D. Jordi SolerLVP
Mr. José Moya Gómez
Mr. José Moya GómezLaLiga Business School Director
D. Luis Abundes
D. Luis AbundesNetflix
Mr. Maheta Molango
Mr. Maheta MolangoCEO at Real Mallorca and Advisory Board Member at Baker McKenzie
D. Marcos Garcia
D. Marcos GarciaTik Tok
D. Mario Hernando
D. Mario HernandoWorld Padel Tour
Mrs. Marta Verano
Mrs. Marta VeranoLaLiga Global Partnerships Activations Director
Mr. Miguel Mateo
Mr. Miguel MateoMarketing Director & Media EHF
D. Miguel Luque
D. Miguel LuqueAmazon
Mrs. Minerva Santana
Mrs. Minerva SantanaLaLiga Innovation and Global Development Director
D. Octavi Anoro
D. Octavi AnoroLALIGA
Mr. Óscar Mayo
Mr. Óscar MayoLaLiga International Development Director
D. Óscar Morillas
D. Óscar MorillasWasserman
D. Rafael Fernández de Alarcón
D. Rafael Fernández de AlarcónTelefónica
D. Ramiro Lahera
D. Ramiro LaheraRamla Sports
Dña. Vanessa Basora
Dña. Vanessa BasoraSevilla FC
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Why study this Master?




The LALIGA’s new Headquarters in Madrid.


Our students will enjoy a unique experience by gaining first-hand knowledge from LALIGA and its Clubs/ Public Limited Sports Companies. Visits to the Football Clubs of LALIGA where Clubs/Public Limited Sports Companies’ professionals will share their know-how with our students. In the course of the Master’s programme, our students will try to solve real cases related to the activities developed by LaLiga and/or its Clubs/ Public Limited Sports Companies’ activities. Our students will be able to attend any meeting, seminar and internal committees held by LaLiga.


Academic staff composed of professionals of sports industry and employees of LALIGA with a great experience and teaching skills. Our students will have access to exclusive contents of LALIGA. The Master’s programme is designed, coordinated and directed by the LALIGA professionals.


Internships at the LALIGA’s associated Clubs/Public Limited Sports Companies.


In addition to guaranteeing internships, LaLiga will offer students who successfully complete this Master’s Degree the opportunity to be part of a careers service that promotes contact between the students and the different entities of the Sports Industry.
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¿Dónde trabajan nuestros alumnos?

Entities where our students did their internships

Plan de estudio del Máster

Here you have everything you will learn


  • Understanding LaLiga
  • The Sports Industry
  • Sports Events Day
  • Property Management
  • Sports Communication
  • Sports Media
  • Communication Director
  • Sports Marketing
  • Marketing Director
  • Brand Management
  • Brand Management
  • Rebranding
  • Brand Positioning and Architecture
  • Customer Profile and Segmentation
  • Consumption Trends
  • Sustainability
  • Digital Marketing
  • Data Driven Strategy
  • Digital Transformation
  • Ecommerce
  • Fan Engagement and Customer Journey
  • Social Media
  • Branded Content
  • Disruptive Tecnologies
  • E-sports y Competitive Gaming
  • Metaverse, NFT´S, Blochain
  • Artificial Intelligence
  • Sponsorship Introduction
  • Commercial
  • Activation
  • Measurement
  • Sponsorship Innovation
  • New Trends in the Entertainment Industry
  • Innovation: a competitive strategy
  • Innovation Methodologies
  • Technological Innovation
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Proceso de Admisión y Financiación

All information in detail

Admission Process

In order to guarantee excellence in training, this programme is designed for a maximum of 25 students. Therefore, during the admission process, in addition to the legally established requirements for accessing postgraduate programs, we will evaluate positively those profiles that meet any of the following criteria:

  • Graduates in Economics, Marketing, Business Administration.
  • Profiles that have obtained other university degrees will be valued.
  • People who want to develop their professional life in the sports industry.
  • Professionals who have at least two years of experience in the sector.
  • Professionals who wish to make a change in their careers.
  • As part of the academic programme, students will be guaranteed internships in LALIGA, in their associated Clubs/SAD or in Companies and Institutions related to the Sports Industry, in order to demonstrate the knowledge acquired and their professional skills.
  • Our Internship department will ensure you get the right internship that will allow you to strengthen and match the acquired theory to implement learnings in a challenging-business environment. Constructing a solid network and opening opportunities for the future. Our team will help you with several services: Introduction to hiring practices, including CV preparation. Interview skills. Continued support while you’re conducting your internship.
  • From the Academic Department of LaLiga Business School, we are committed to offering the best professional and work experience to our students, which is why we work with the major players in the industry to find the perfect fit between the profile required by these companies and the profile of each of our students. Thanks to this, we have a high rate of post-internship recruitment among our students.
  • These internships are essential to put into practice the knowledge acquired during the programme in a real business context.

LaLiga Business School has an agreement with Santander Universidades (Banco Santander Group, LaLiga Title Sponsor) through which our students can be selected for Funding and Loan Options.

For more information:

In order to make the payment process easier and minimize the costs, LaLiga Business School offers the on line platform Flywire, to all the students that prefer to pay in a different currency rather than the euro.

Did you know?

  • Flywire is the global market leader for education payments, the Trusted Choice of millions of students, thousands of institutions and hundreds or recruitment agents and partners worldwide. Flywire offers convenient payment options from over 240 countries and territories, in more than 130 currencies.
  • Flywire supports a variety of local payment methods including bank transfers, credit cards, e-wallets and more.
  • Flywire guarantees payment as soon as funds are received in any of our accounts around the world.
  • Flywire offers peace of mind by providing real-time payment tracking every step of the way through email, in-app and text alerts.
  • Flywire offers 24x7 multilingual support via email, phone or live chat.
  • Flywire provides a secure and streamlined refunding process with automatic tracking notifications.
  • Flywire’s internal controls ensure that funds are secure and protected against fraud.
  • Flywire provides a Best Price Guarantee: if you find a better exchange rate at your bank within two hours of booking a local currency bank transfer with Flywire and send us a quote from your bank, we will match it.
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