This course establishes a strong foundation in the sports marketing industry, beginning with key definitions, its broad scope, and the emotional resonance that sets it apart. Learners will examine how sports marketing differs from traditional marketing and why sports serve as a powerful cultural and social force.
Foundations of Sports Marketing
Foundations of Sports Marketing
This course is part of Sports Marketing: The Technological Formula Specialization
Instructor: Marisa Sáenz
Included with 
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
Understand the principles and emotional drivers of sports marketing
Identify key actors and dynamics in the sports marketing ecosystem
Apply KPIs and ROI to evaluate campaign effectiveness
Skills you'll gain
- Advertising
- Digital Marketing
- Sales Process
- Marketing Strategy and Techniques
- Product Marketing
- Price Negotiation
- Consumer Behaviour
- Emotional Intelligence
- Marketing
- Customer Engagement
- Data Analysis
- Strategic Partnership
- Key Performance Indicators (KPIs)
- Return On Investment
- Creative Thinking
- Branding
- Public Relations
- Brand Management
- Stakeholder Management
- Marketing Analytics
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
August 2025
Assessments
8 assignments
Taught in English
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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.
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There are 4 modules in this course
Gain a clear understanding of what makes sports marketing distinct. This module covers its definition and scope, how it differs from general marketing, and examines the powerful emotional and cultural role of sports in society.
What's included
6 videos3 readings2 assignments1 discussion prompt
Explore the fundamental principles that shape successful sports marketing. Learn about the sports consumer, the application of the marketing mix (4Ps) in a sports context, and how loyalty, passion, and identity influence marketing strategies.
What's included
6 videos3 readings2 assignments1 discussion prompt
Delve into the network of key stakeholders—teams, leagues, athletes, sponsors, and media—and see how their relationships drive the industry. Analyze how sponsorships, partnerships, and endorsements create value, and learn from successful marketing ecosystems in major global leagues.
What's included
6 videos3 readings2 assignments1 discussion prompt
Master the metrics that matter. This module focuses on identifying key performance indicators (KPIs), tools for evaluating the effectiveness of campaigns, and understanding the critical role of ROI in sponsorship and advertising decisions.
What's included
6 videos3 readings2 assignments1 discussion prompt
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
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