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Football Marketing & Management

Course Description


The Football Marketing & Management - Online Course 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.


The program 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 revenues, retail merchandising and licensing

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.


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. 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


• 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

• Football stadium and facilities management


• Live weekly sessions with industry professionals via web conference
• Access to online campus with football case studies, articles & interactive forums
• Pedagogical support via email with SBI´s faculty
• All students form part of SBI alumni that are notified of any vacancies and internships with our collaborating partners
• Academic certificate of completion


!. Go to http://www.sbibarcelona.com
2. Click on the Football Marketing & Management Online Program
3. Go to Apply Now. Send us your information
4. Secure your spot via PayPal, credit card or bank transfer. Limited Spaces available!

Email us at [email protected] for a copy of the program prospectus. Also, follow us on Twitter @SBI_Barcelona and Facebook (https://www.facebook.com/SportsBusinessInstituteBarcelona) for our latest news and information.

Visit the Football Marketing & Management page on the Sports Business Institute Barcelona website for more details!

(Student Profile)

Anders Ahlstrom

2262.JPG The program was interesting on many levels. The tutors were very experienced in the field of sports marketing and created a great learning and networking environment.

Every single part of the program has been very valuable to me. I would rate it top level since the combination of quality together with the skilled and practical form of educating is hard to beat.

I could not have found a better partner to educate myself in sports marketing.

Anders Ahlstrom
Founder Ström Sports
Football Marketing & Business Development in China

(Student Profile)

Denis Kolev

I can highly recommend the Football Marketing & Management course to everyone who wants to further their knowledge of the football indsutry. The course was very well-structured and the group discussions are of great value. The experience of Diego Valdes, combined with his great interpersonal skills make him a great program coordinator who is always open for advice and ready to answer your questions.

(Student Profile)

Dani Diez

After attending the Football Marketing & Management Course at Sports Business Institute Barcelona, I can finally say that has included everything I was expecting from it. From practical cases and theory about different aspects of the football industry to the experience of our tutor, Diego Valdés, we’ve learned a lot about sponsorship, planning events, ambush marketing, etc… The online campus has also helped a lot, with illustrative videos and more inputs about each module besides the slides. The weekly web conferences were really useful too, because we could interact a lot between all the participants.
These 8 weeks have been a great experience and if I could, I would do the course again.

(Student Profile)

Hovsep Seraydarian

I enrolled and followed the Football management and marketing course over the past eight weeks and I have to say that I benefited a lot from it. The modules, the explanations along with the case studies were more than sufficient in helping me learn more about the business aspect of football. I must also thank Diego Valdes who I believe added more value to the course and he’s a person who will surely increase your football marketing and management knowledge. Words are not enough to praise but all I can say is that I recommend this module to everyone who wants to peruse a career in football management.

(Student Profile)

Paulo Pereira

Sports business Institute has been a real help for me in my journey to enter the football industry. As a financial adviser, I needed to understand more deeply the reality of football business, and the Sports Business Institute gave me a broad knowledge and a good network to do so. A special thanks to Diego (Program Director) who has been key to meeting a broad range of people in the industry.

(Student Profile)

Neil Didsbury

I undertook a Football Marketing and Business Management course of study with the Sports Business Institute, Barcelona in the Autumn of 2013. The course was a wonderful blend of current, relatable content taught across live web seminars, background reading, audio visual content, online assesment and homework. I cannot praise the course highly enough, nor those that teach it. The tutors have first hand experience of the modern football industry at the highest level and a vast knowledge of the inner workings of the industry worldwide. I hope to undertake further courses with them in the near future and would unreservedly recommend The Sports Institute, Barcelona to anybody contemplating one of their courses

(Student Profile)

Anthony Goesaert

I followed the Football Management and Marketing course over the past few months and must say it was a great experience. Good insights from the industry, great examples and a well lead weekly seminar. Would definitely recommend to everyone who wants a more detailed insight in the industry or who is aiming for a career in sports/football management.

(Student Profile)

Sevan Sekerci

Sports Business Institute is a school that allows you to develop quickly skills in marketing and management in the complex football industry, with concrete and direct interaction with our teacher. Nothing is theoretical, everything is based on real and concrete cases, thanks to the experience and knowledge of our teacher. The conference(s) with professionals of the sector to complete the course were very rewarding. Through this course, I learned that I really do not know the behind the scenes of my favorite sport. Thanks SBI!

(Student Profile)

Sam Abushaban

The course was great! organized, practical with professional delivery, and I shouldn’t forget it was always enriched with up to date business cases from the industry. Diego (the instructor) is an industry guru, with great analytic caliber that you feel the value of his knowledge. He is open, energetic and easy going instructor. I should definitely recommend the course (Football Marketing and Management) for both those who want to get in to the industry or just interested to understanding it better


Entry Requirements

Course is designed for those looking to start or advance their career in the football industry. Course has a duration of two months. Limited spaces available. COURSE BEGINS OCTOBER 17, 2016

Email Enquiry

Recipient: Sports Business Institute Barcelona
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