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Developing Effective Sports Marketing Strategies

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Developing Effective Sports Marketing Strategies

This course is part of Sports Marketing: The Technological Formula Specialization

Instructor: Marisa Sáenz

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Build strong brand identities for teams, leagues, and athletes
Design fan engagement strategies powered by segmentation and AI
Analyze and implement sponsorships and tech-enabled partnerships

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

8 assignments

Taught in English

91% of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Sports Marketing: The Technological Formula Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course centers on designing and executing impactful sports marketing strategies. Learners will discover how to craft strong brand identities for teams, leagues, and athletes, drawing on real-world case studies—such as the NBA—to understand what elevates a sports brand to iconic status. The course also explores fan engagement strategies, including audience segmentation, loyalty programs, and the use of AI-driven platforms like LiveLike.

In addition, it emphasizes the strategic role of sponsorships and partnerships, introducing frameworks for building value-based collaborations. Learners will examine how modern tech stacks and data analytics enhance marketing performance and decision-making. A dedicated module highlights Real Madrid C.F.’s digital transformation and its innovative use of personalization to deepen fan relationships. By the end of the course, students will be prepared to craft integrated marketing strategies that fuel long-term brand growth in the sports industry.

Module details

Explore the foundations of strong sports brands—from teams and leagues to athletes. This module covers the importance of brand identity, proven brand-building strategies, and lessons from the NBA’s iconic marketing approaches.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videosTotal 54 minutes

Brand Identity in Sport: Differentiation, Loyalty and Strategic Growth12 minutes
Building a Strong Brand Identity: Keys to Authenticity and Adaptability12 minutes
From Identity to Strategy: How to Turn a Sports Brand into Commercial Success9 minutes
Advanced Sports Branding Strategies: Engagement, Data and Fan Relationships9 minutes
NBA: From Sports League to Global Entertainment and Cultural Icon6 minutes
Innovation and Technology in the NBA: Creating Immersive Fan Experiences7 minutes

3 readingsTotal 165 minutes

Complementary Resources on The importance of brand identity for teams, leagues, and athletes50 minutes
Complementary Resources on Strategies for building a strong sports brand70 minutes
Complementary Resources on NBA case study: Iconic brand and its marketing approaches45 minutes

2 assignmentsTotal 60 minutes

Brand building in sports marketing30 minutes
Brand building in sports marketing30 minutes

1 discussion promptTotal 10 minutes

Brand building in sports marketing10 minutes

Unlock the secrets to deep and lasting fan engagement. Learn how to segment fans, leverage AI-powered tools, and build loyalty through targeted programs. Discover real-world applications and use cases, including innovative solutions from Livelike.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videosTotal 44 minutes

Fan Targeting in Sports Marketing: Personalisation for Greater Loyalty7 minutes
Privacy and Ethics in Fan Targeting: Building Trust in Sports Marketing10 minutes
Loyalty Programs in Sport: Rewarding Passion and Strengthening Bonds6 minutes
Evolution of Loyalty Programs: Personalisation, Data and Sustainable Growth6 minutes
LiveLike and the Digital Experience Revolution: Interaction, Community and Loyalty5 minutes
LiveLike in Action: How Interactivity and AI Transform the Fan Experience9 minutes

3 readingsTotal 115 minutes

Complementary Resources on Understanding Fan Segmentation and Behavior + Tools and Platforms Using AI to Transform Sports Marketing20 minutes
Complementary Resources on Building Long-Term Relationships with Fans Through Loyalty Programs55 minutes
Complementary Resources on Livelike use cases & concrete applications40 minutes

2 assignmentsTotal 60 minutes

Fan Engagement Strategies30 minutes
Fan Engagement Strategies30 minutes

1 discussion promptTotal 10 minutes

Fan Engagement Strategies10 minutes

Examine the vital role of sponsorships in sports marketing. This module covers the strategies behind successful sponsor-team partnerships, the importance of a robust tech stack, and the impact of data-driven capabilities on partnership value.

What's included

6 videos3 readings2 assignments1 discussion prompt

6 videosTotal 53 minutes

Sponsorships in Sport: Strategic Alliances that Boost Brand and Experience 8 minutes
Advanced Sponsorship Strategies: Athletes, Media, Ethics and Emerging Opportunities10 minutes
Successful Sports Sponsorships: From Advertising to Strategic Partnerships10 minutes
Sports Sponsorships in Action: Success Stories and Activation Strategies11 minutes
Technology and Data in Sports Sponsorship: Artificial Intelligence, Analytics and Adaptive Strategies7 minutes
The Future of Sports Sponsorship: Data, Technology and Scalable Strategies7 minutes

3 readingsTotal 135 minutes

Complementary Resources on The Role of Corporate Sponsorships in Sports Marketing50 minutes
Complementary Resources on Strategies for Successful Sponsor-Team Partnerships50 minutes
Complementary Resources on The Need for Tech Stack and Data-Driven Capabilities35 minutes

2 assignmentsTotal 60 minutes

Sponsorships and Partnerships30 minutes
Sponsorships and Partnerships30 minutes

1 discussion promptTotal 10 minutes

Sponsorships and Partnerships10 minutes

Gain exclusive insights into Real Madrid’s pioneering approach to digital transformation. Explore the club’s vision and strategy, platform and product innovation, and how AI-powered personalization is redefining fan connections and engagement.

What's included

5 videos3 readings2 assignments1 discussion prompt

5 videosTotal 37 minutes

Introduction to Real Madrid Digital Vision5 minutes
Digital Strategy Manifesto8 minutes
Creation of a modular technology platform8 minutes
The product life cycle8 minutes
AI-driven personalisation8 minutes

3 readingsTotal 120 minutes

Complementary Resources on Real Madrid’s Digital Transformation – Vision, Strategy, and Fan Connection55 minutes
Complementary Resources on Building the Digital Backbone – Platform Innovation and Product Lifecycle at Real Madrid35 minutes
Complementary Resources on AI-driven personalisation30 minutes