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Sports Marketing

Short Overview

Sport is an activity (individual and social) with a wide public appeal (through participation and/or watching). Sports marketing refers to the process of planning and implementing activities to create, promote, price and market sports products/services to satisfy the needs or preferences of consumers and fulfil the objectives of the organization. As sport products/services have diverse, different, and specific characteristics compared to other products/services, sport marketing is a distinct scientific and professional field. In particular, sports marketing is a special and important subject to study because of the huge size of the sports industry (billions of euros per year), the wide audience it attracts, the high level of interest, involvement, and emotional attachment (loyalty, engagement) of customers/fans with their favorite teams, athletes and brands. Thus, sports marketing offers to the organizations involved great potential for increasing their revenues (e.g., sponsorships, advertising deals, TV and live streaming rights, licensing agreements, ticket sales) and brand equity. However, the development and implementation of marketing principles in the sports sector in Greece is still at an early stage and there is a shortage of managers, professionals, and other skilled staff with specialized knowledge in the field of sports marketing.

The aim of the program is for trainees to understand and capitalize on the challenges and opportunities of the globalized sports market. The program focuses on how marketing strategies can be effectively put into action to attract customers, generate revenue, and attain business objectives.

Learning Goals

The program is designed for people with no or limited previous experience in the sports marketing field, who wish to gain up-to-date training and expertise in sports-related products/services and organizations. The aim of the program is to equip participants with the appropriate knowledge and professional skills to successfully design and implement sport marketing practices.

Upon completion of the program, participants will be able to:

  • Understand current trends, challenges, and opportunities in sports markets
  • Develop and implement effective marketing strategies to increase revenue, attract fans and develop brand awareness
  • Seek, assess, and secure sponsorships, including negotiating agreements and managing relationships with sponsors
  • Plan and manage successful sporting events, map sport customer journeys, increase fan engagement, and improve overall customer experience
  • Manage and develop sports brands, including licensing agreements and customer loyalty programs
  • Conduct market research and analyze data to make informed decisions and optimize sports marketing campaigns
  • Use digital and social media marketing to reach sports fans and build a solid and strong online presence

Program Value
On completion of the program, trainees will have added an important qualification to their CV, which will certify their expertise in sports marketing and advance their career. Most importantly, trainees will be able to understand the current trends in the sports market, leverage the unique characteristics and practices of sports marketing and gain valuable knowledge and skills that will help them stand out in the job market.
Teaching Material
The educational material of each thematic unit will consist of the following elements:
  • Slides of each lecture, which will be enriched with supplementary explanatory notes, to achieve a higher degree of understanding of the material by the learner
  • Bibliographic sources consisting of books, relevant scientific studies and electronic sources
  • Case studies (case studies)
  • Test with multiple choice questions, to self-assess the learner's progress
Evaluation Method And Final Grade Computation

The trainees, after completing the study of each thematic unit, are invited to take the corresponding written test remotely, which will be in the form of multiple choice and/or short answer questions through the electronic platform, following the schedule given. The score of previous thematic units is announced to the learner before the deadline for submitting the test of the next unit.

The grading scale ranges from 0 to 100. A student who scores at least fifty (50) is considered successful. In total, the final grade of the program is derived 50% from the assessment exercises of each thematic module and 50% from the final work submitted individually by the trainees after the end of the last module.

In case the trainee fails during the evaluation process (getting a total grade lower than 50%), he is entitled to be re-evaluated, without any additional financial costs. A second re-evaluation cannot be done and the trainee cannot receive a certificate of successful attendance of the program. If he wishes, he can re-apply to follow the program as a new learner.

Learning Method Description
The program uses the eLearning educational method: learning takes place purely asynchronously (that is, on days and hours that serve the trainee, without mandatory attendance at a specific time or day), exclusively remotely (using a special educational platform via the internet from the trainee's area) and using digital educational tools that ensure effective and flexible individual self-learning. The program's training material becomes available at specific time periods, based on the training path followed, and then remains available on the training platform without restrictions throughout the duration of the program.
Application deadline: 15/05/2024
Program start: 22/05/2024
Program completion: 20/08/2024
Scientific area
Way to follow
ECTS units: 2
Hours of asynchronous training: 40
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Additional hours of employment: 20
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Total hours: 60
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
Weeks of training: 8
Weeks in which activities of any kind are planned are included.
Vocational Education and Training Certificate
Trainees who successfully complete the program are granted a Vocational Education and Training Certificate of the Center for Education and Lifelong Learning of the Athens University of Economics and Business, which is accompanied by a Supplement to the Certificate, detailing the subject of the program, the thematic units attended by the trainee , as well as the training methodology followed.
Dionisios Skarmeas, Professor, AUEB, This email address is being protected from spambots. You need JavaScript enabled to view it.,
Argyro Elisavet Manoli, Associate Professor in Marketing and Management, University of Bergamo,, This email address is being protected from spambots. You need JavaScript enabled to view it.,
Target Audience
The topics covered by this program concern organizations, regardless of size, and people that either already has a presence or aspires to enter the field of sports marketing. For example, an audience of interest is students or graduates of economics, business administration, marketing and sport science departments who are interested in understanding modern sports marketing strategies with a view to successfully implementing them. Also, various organizations (e.g., professional sports teams, sports associations, sports clubs, sports federations, sports associations, gyms, sporting goods companies, sports sponsors) wish to increase their customer base, leverage their brand, attract partnerships, and have additional sources of revenue to increase profits, but are unable to do so due to lack of understanding of sports marketing principles. Consequently, the program aims at and is expected to attract top, middle and operational level managers of sports clubs and sports-related companies (sports clothing and sports equipment), professional and amateur athletes, and decision makers in sports associations and federations. In short, the Sports Marketing program is for anyone/anyone who loves and wishes to see the world of sport from a different, systematic, and professional perspective.
Prerequisite Knowledge

The following conditions apply for trainees to participate in the program:

  • Bachelor's degree or high school diploma
  • Basic knowledge of computers
  • The following criteria will be observed when selecting trainees:
    • High school diploma or degree
    • Work experience in a sports organization
    • Prospects for the utilization of the program in the organization in which the candidate works
    • Prospects for the utilization of the program by the candidate himself, as a tool for further progress in his career path
The total amount of tuition is €500 and is paid in two installments. The first installment, of €250, is paid as an advance before the start of the courses, to secure the place, and the second, of €250, is paid before the program is half completed. In the event of a discount, the above amounts are reduced proportionally. Especially in the case of a 20% discount, the above amounts are set at €400 (total amount), €250 (first installment – ??advance payment) and €150 (second installment).
Trainees are informed of the installment amounts and related deadlines via email upon their acceptance into the program.


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