Master in Sports Management and Administration (Online)


Read more about this program on the school's website

Program Description

Master's Name Online Master in Sports Management and Administration
Course start October 2020
Duration 12 months
Language Classes are taught in Spanish. However, some materials and masterclasses are in English.

Presentation of the Master

The structure of the sports business is complex. This online Master will offer the student the tools and skills so that he knows this structure and can trace the path he wants to follow for his professional future within this sector.

During the master's degree, and thanks to the recommendation of one of my professors, I started working in an agency representing athletes.
Serly meade
SMS student

The sports business bases its income on several axes that are undergoing fundamental transformations:

  • The most traditional operation of the sports venue (stadium, arena) is migrating from transactional models based on face-to-face, to models dominated by digital channel sales. It is also necessary to take into account other facilities that make up the industry such as gyms, swimming pools, athletics tracks (privately or publicly owned) and that also need management models that guarantee their income.
  • The organization and management of events takes a very decisive role before a society that increasingly participates in sporting events and where there is a boom in healthy lifestyle habits. The events of participation or sale of tickets, recurring or punctual proliferate and you have to know how to position them for proper marketing and management. Many of these events generate an economic impact in the area with the visit of athletes from different parts of the world. Sports tourism is also experiencing a golden age.
  • Income derived from the exploitation of audiovisual rights has increased exponentially due to increased competition, globalization and the increase in windows and possible broadcast channels. Audiovisual rights have in many cases become the main source of income for clubs and federations, with the double aspect of becoming a relief to corporate finances, but at the same time, a high dependence. But what happens with smaller properties? Creating fan communities through new social media and being able to monetize them is the big challenge.
  • On the other hand, the management of the sports brand and the brand association and sponsorship agreements have also been impacted by technological changes and derived social transformations. The needs of the sponsors have evolved dramatically in recent years. It is therefore essential to define a sponsorship strategy that maximizes the available assets.

The Online Master in Sports Management and Administration trains students to have a solid access to the sports industry, holding positions of responsibility in sports entities, sports marketing agencies, sponsoring brands, facilities or event organizers.

Thanks to the 1992 Olympic Games, which were recognized by the IOC as the best so far, Barcelona has become one of the cities with the longest tradition in sports. Barcelona is the birthplace of FC Barcelona, ​​the football club with the most fans in the world, hosts many international events of motor and sailing, and is the headquarters of Euroleague Basketball, MotoGP and companies like Mediapro that plays a fundamental role in the production and audiovisual rights of sport.

To take the Online Master in Sports Management at SMS Barcelona, offers a unique opportunity to live that experience and have the best professionals in the industry.

“The SMS master's degree is aimed at people who are passionate about sports and who is clear that their professional future goes through it.”
Francesc Cruces
Academic Director of the Master in Sports Management and Administration


The main objectives of this program are:

  • Understand the pillars of the sports industry, get a clear view of the entry paths of each pillar and understand management strategies.
  • Train students to make strategic and management decisions in the sports industry, providing the necessary context and experiences.
  • Know the specificities of Sport Business and understand the differences between different countries and regions.
  • Provide practical experience in solving real cases of the industry in collaboration with companies and institutions in the sector.
  • Develop the skills and abilities of the student to manage projects in different areas of the sports business.
  • Understand the legal and ethical framework that governs the world of sport, as well as its implications in the business.

Recommended profile

This Master's Degree is aimed at university graduates from Europe and Spanish-speaking countries that have the following profile:

  • Graduates or Graduates in: Economic Sciences Business Administration and Management Law, Sports Science, Marketing, Communication, Commercial Management
  • Candidates who do not have a university degree can present their candidacy proving a minimum professional experience of 3 years in the sports sector, in positions of responsibility. In this case, the Admissions department will validate the suitability of the candidate and his admissibility.


Mandatory Subjects ECTS
Strategic vision in the sports sector
Sports marketing and sponsorship
Economic, financial and fiscal management
Law in the sports field
Organization and management of sporting events
Facilities and business management in the sports venue
Innovation and transformation in the sports industry
Digital strategy and CRM
Entrepreneurship and leadership in sports organizations
Sports tourism
Public policies in the sports field
Representation of professional athletes
Final Master Project
Total 60
1. Strategic vision in the sports sector

What are the fundamentals of the sport business in Spain, Latin America and Europe? What is the socio-economic context of the sports business? How to decide the strategic lines of a sports organization? This course aims to deepen the context of the sport business worldwide, as well as analyze the differences that exist in different markets and sports.

International Sport Governance

Knowing the organizations that govern and regulate sport nationally and internationally, as well as the jurisdiction and hierarchy of the same, is a necessary part in the management of the sport business.

Europe and Latin America vs United States

What are the most notable differences between the sports business in Europe and in the United States? What can we take as a reference for each world?

2. Sports marketing and sponsorship

A basic subject to understand any type of sports property. On the one hand, the property brand will be analyzed, one of the most outstanding assets of any organization. The brand is the pillar on which the entire sponsorship program is built.

Choosing the best positioning strategy will be key for the organization. Subsequently, the subject will discuss the current sponsorship strategies seen from different angles:

From the sponsor but also from the perspective of the sponsor. It will be contextualized in a digital environment and concepts such as ambush marketing will be analyzed. The subject will be complemented with key concepts such as sales, measurement, licenses and merchandising.

3. Economic, financial and fiscal management

This subject will introduce the student to the financial structure and the criteria for control and management of sports properties

Understanding the financial structure of sports entities, and the accounting criteria by which they are governed is also necessary to complete the strategic vision sought by the program.

4. Law in the sports field

This subject will introduce the student in the legal and regulatory context of sports entities.

Like any economic sector, the sport business is governed by the different legal frameworks of each country, and also by its own regulations of supra-national entities that are given the responsibility of arbitration. And if ethics in all human activity is fundamental, in the sports industry even more since it has become a social reference that captures the attention of a large part of society.

5. Organization and management of sporting events

From organizing a large international event to managing an event for a small group: The market for sporting events is booming and this subject will allow us to have an approximation to all aspects necessary to organize and market a sporting event. From the host cities to the sale of tickets or registrations through operational, security and communication issues.

The subject will feature case studies of success from both large events with hundreds of thousands of tickets sold to experiential events for a few amateur athletes.

6. Facilities and business management in the sports venue

This subject introduces the student to know the commercial policies to generate business in sports venues. From a gym, tennis club to a stadium or arenas.


How do we set prices in a gym? What discount or payment policy do we apply? Parallel sales? We will know how to establish the best strategies to maximize installation performance.

Ticket sales in stadiums and arenas

Dynamic prices, pre-sale strategies, management of empty locations for subscribers, increase in average spending per transaction, are just some of the challenges faced by the traditional business of ticket sales. In this part of the subject, the student will learn from the success cases that are taking place in the most advanced stages and arenas.

Hospitality and VIP services

The income derived from hospitality services (Food & Beverage, VIP boxes, product sales, personalized attention and other value-added services) are a fundamental part of the operation of the venue.

Museum and visits to the facilities

Sport is emotion, and followers of teams and athletes want to experience before and after matches. The sports precinct becomes a source of business also during non-match days. What are the keys to making the experience of the fans of the facilities profitable?

7. Innovation and transformation in the sports industry

We are in a moment of accelerated change that affects all sectors of the economy and, obviously, also the sports industry. Understanding the transformation process will be key for future leaders and for those who want to specialize in areas that will soon be at the heart of the industry. The subject will review the main transformative movements of the industry: Smart venues, block-chain technology, big data and personalized experiences for fans, OTTs, augmented reality, virtual reality and new business models ...

The subject will review success stories that illustrate this moment of change both applied to sporting events, to venues and even to individual athletes.

8. Digital strategy and CRM

A basic subject focused on the sports business where the digital strategy of sports entities is covered, digital marketing as a transversal tool for the activation and growth of sales and the opportunities that digital channels open for the creation of own products by the entities

Digital strategy

Sports entities have become part of entertainment and communication companies. And from that role, they manage digital audiences far greater than the media. What are the keys to managing the digital business and what strategy to take to maximize the value of the brand and revenues?

Digital marketing

The search, decision making and purchase of almost all products and services goes through the Internet, and the sports sector is no exception. It is therefore necessary to understand the tools that digital marketing puts at our disposal.


What aspects should we take into account in the creation and subsequent exploitation of the CRM? How do we treat and differentiate customers and fans? How do we monetize fans who are not customers?

9. Entrepreneurship and leadership in sports organizations

The sports industry is probably one of the most globalized sectors from the labor point of view. This globalization therefore entails the need for professionals with work capacities in multicultural and multidisciplinary teams.

This subject seeks to identify the managerial and strategic management skills needed to occupy positions of responsibility in the sports industry, as well as to guide students in different professional outings and in the creation of entrepreneurial projects within the sports industry. The students will also deepen in the concepts of entrepreneurship, its phases, methodologies and financing models of the projects.

10. Sports tourism

A booming reality that is increasingly bringing more volume to the sports industry and generating more jobs. Understanding how a territory can generate a greater volume of income thanks to tourism is one of the fundamentals of this subject. Either by their geographical conditions, by the construction of facilities or by the organization of events, millions of people decide destinations throughout the year. Therefore, we must understand public policies in relation to sports tourism, the role played by tour operators and private promoters that make up this flourishing sports tourism market.

11. Public policies in the sports field

What are the public policies that promote social sport in an inclusive and equal way? What should the public administration do to promote grassroots sport with a public health goal? What capacity do public policies have to boost sport with the goal of creating world-class athletes?

This subject reviews the role and responsibility of public administrations in promoting sports from their social and also competitive aspects.

12. Representation of professional athletes

This subject will provide students with the necessary notions to guide the professional career of a professional athlete. The agenda will address aspects as different but necessary as the athlete's personal brand, communication and social networks, sales sponsorship and commercial agreements, legal and financial aspects ... Understand the availability of personal rights and how the athlete coexists commercially in team sports or with stakeholders -holders around you is a key foundation in this subject. At a time when personal branding and differentiation is so necessary, we will see case studies where some athletes of main-stream specialties or minority sports have achieved commercial success attracting millions of fans and a notable group of sponsoring brands.

13. Final Master Project

The Online Master Final Project encompasses all the learning that the student has acquired throughout the online Master in their different subjects. For its realization, you work in a group, since the objective is as far as possible that the work approximates the reality of the profession.

The TFM will consist of implementing a business plan in a sports entity, sponsoring brand, installation or athlete with a briefing of objectives and needs, and where it will be sought that the student demonstrates that he is able to apply all the knowledge and skills developed in the different matters to be able to assume the realization of a project from beginning to end.

Additional activities

  • Masterclasses in Emblematic Places:
    • Camp Nou
    • Circuit de Catalunya
  • Mentoring
  • SMS, prior knowledge of the profile and objectives of the student by the Academic Department, will assign a Mentor to each student. The Mentor will assist you in making key decisions regarding the follow-up of the course, as well as in the orientation of your professional career, all conducted through three individual mentoring sessions.

Professional outings

Marketing, commercial or digital departments of:

  • Professional football clubs, Clubs in other sports, National or international sports organizations
  • Sports marketing agencies
  • Sponsor brands
  • Event Promoters
  • Sports Facilities Managers
  • Sports Tourism Managers


Michael Tapiro
Founder Sports Management School

Michael started his career as a rugby player at the Stade Français. Years later, he chose to start and created the Rugby Club Paris Neuilly. Years later he founded the agency Au delà du sport, which was specialized in the relationship between sport and business management. In parallel, Michael taught marketing for more than 15 years, until in 2010, decided to start his own school creating the Sports Management School (SMS), a business school specializing in sports management, which is now a founder and teacher .

Francesc Cruces
Academic Director of the Master in Sports Management

Francesc Cruces is a graduate in Communication Sciences and a Master in Digital Communication and New Technologies.

For more than 10 years he was working in the international marketing agency Octagon developing communication and content distribution strategies in sporting events and working for sponsor brands such as Coca-Cola, Vodafone, Movistar, Ballantine's among many others. He also managed television rights for a large number of events in a changing audiovisual market.

For 5 years he was working for FC Barcelona in a business development department that allowed the club to obtain new economic resources in a period where the globalization of the great football clubs materialized. During that period, FC Barcelona became the second club with the highest income budget at the international level.

Francesc is currently vice president of marketing at the Octagon office for the Spanish market. Its task is to coordinate the agency team that creates, implements and measures sponsorship strategies for brands and for properties in the field of sport and music and entertainment nationally and internationally.

The agency currently manages accounts such as Movistar, Budweiser, Endesa, Rakuten or Firestone, among others.

Ajram belt
Professor Sports Management School

Professional in the world of marketing and sponsorship, especially sports, with more than 12 years of experience in different multinationals such as Banco Sabadell, Zurich Seguros or Futbol Club Barcelona. Founder of CA Sports Marketing, a company dedicated to the activation and intermediation of sponsorship agreements. He is currently also developing the consulting area of the Johan Cruyff Institute. He is a sponsor and sports marketing professor in the main masters and post-graduates of Spain.

Vanessa Basra
Sports Management School teacher

Passionate about the world of sports, which began her sports career as a tennis player and professional coach.

She has a degree in Business Administration and Management (UVIC), Master in Marketing and Digital Business (ESADE).

He has directed his professional career to the world of marketing and sports. He worked for more than 11 years at FC Barcelona, developing different positions within the areas of marketing, communication and commercial, including Head of Marketing and Head of Sports Marketing. He is currently the Head of Brand of Sevilla FC

Vanessa has extensive experience in marketing, branding, digital and communication.

Xavier Vilaseca
Professor of Sports Management School

Lawyer specialized in IP & New Technologies (intellectual and industrial property law and information technology). In the legal field, he has developed his career in various fields, working for boutiques such as Durán-Sindreu in the incipient world of new technologies (data protection), in industrial property agencies (trademarks and patents) and in WIPO itself (Organization Intellectual Property World) in collaboration with the Permanent Representation of the Government of Spain in Switzerland. Finally, in the hiring of athletes in publisher agreements (in image rights and their exploitation). His vision as a Sports Consultant and Event Planner in the last 5 years of professional experience completes an expertise also from the perspective of Marketing and Finance, thus providing added value in the field of sport business.

Núria Soler
Sports Management School teacher

Founder and director of the consulting firm dedicated to the growth and development of potential of people and teams: Alter Ego Sports & Business training.

Mentor in leadership and social skills, specialized in High Performance.

Coach and coach of people and teams in the fields of business and sport.

Practitioner in NLP (Neurolinguistic Programming). Businesswoman and manager with more than 18 years of experience, member of the board of the Barcelona Marketing Club since 2010 and member of the “Catalan Sports Advisory Board” of the Generalitat de Catalunya as General Secretary since 2011.

Xavier Purcallà
Professor Sports Management School

Bachelor of Communication Science (2007) and Advertising and Public Relations (2008). Director and communication consultant for major brands, with extensive experience in the world of sports.

He began his professional career as a sports journalist in media such as La Razón, Radio Marca, Rac1 and Cadena SER. In 2009 he became Director of Communication of Octagon Spain, sports marketing and communication agency. There he has directed until today the communication of outstanding sporting events of international scope (Valencia Open 500 ATP World Tour, WTA Andalucía Tennis Experience, Quebrantahuesos Cycling Tour, Andalucía Bike Race and Marathon de Málaga). He has also developed and coordinated the content plans and communication strategy, related to sports and entertainment, for brands such as Endesa, Telefónica, Rakuten, Adeslas, Polar, Compeed or Firestone, among others. He currently serves as director of communication and coordinates the content and audiovisual production team of Octagon in Spain. It has a 100% digital vision and adapted to new technologies.

Sergi Vieta
Sports Management School teacher

With a degree in Business Administration and Management from ESADE, Sergi has developed most of his professional career in the football industry, working for agencies, producers, clubs and associations, acquiring a global vision of this business.

He began his relationship with sport by offering financial advice to clubs and other companies in the leisure sector from the KPMG Football European Unit in the UK. Back in Barcelona, he undertook several projects and began to collaborate with the Mediapro Group's Mediasports Marketing agency, which he later joined to lead the football division, advising clubs, competitions and brands associated with the world of football. In a few years, Sergi joins the Mediapro Group's Football Committee and directs the operations of the LFP World Challenge, LaLiga's strategic international development project. In 2016, he assumed the General Management of Granada CF at the request of the new owner, the Chinese group DDMC, piloting the transition and laying the foundations for a professional, digital and sustainable club management. Since the beginning of this year, Sergi has been CEO of the sports agency Onside Sports Iberia, a subsidiary of the Lagàrdere Sports & Entertainment Group, a world benchmark in the sports industry.

Raul Cypress
Professor of Sports Management School

Raúl Ciprés is an Industrial Technical Engineer from the Polytechnic University of Catalonia. Master in Sports Management and Marketing from La Salle-JCI. Founding Partner and CEO of Creativialab, BTL Marketing Agency dedicated to Sports and Social Pro marketing. Partner and CMO of the Startup iWOPI. Partner of the Startup EASY TRAVEL startup winner of the Airbnb Travel Tech Award. Former member of the Board of Directors - Marketing Area - Alliances and Expansion of the Joventut Badalona Club (Club Liga ACB). He was General Marketing Director of the Soccer Club -RCD Espanyol. Developing the project of the new RCD Stadium.

He was Marketing Director of the Real Club de Polo de Barcelona. He was Marketing Director of the Joventut Badalona Club club of the Endesa Basketball League. He teaches and has taught at the Master in Marketing Management at EAE Business School, Master in Sports Marketing at UAB- Johan Cruyff Institute, Tecnocampus Mataró UPF, Postgraduate Sports Journalism at Blanquerna - Ramon Llull University and ESADE.

His areas of expertise are Branding, Sponsorship, Sports Marketing, Strategic Plans, Marketing Plans, Creative Conceptualization, Branding, New Technology-BTL Activation Plans.

Jordi Cañellas
Professor of Sports Management School

Jordi has extensive experience in the Sports industry. In his more than 25 years of experience he has worked in different positions within the industry. He started working for Adidas and then was the commercial and marketing director of the international agency Octagon in Spain. Subsequently, he was the commercial and marketing director of the Circuit de Barcelona-Catalunya, and later became the marketing director of the Sport newspaper and director of marketing and sponsorship of the ACB Basketball League. He is currently a consultant and works from his own agency JCSportsBarcelona for different brands and properties.

Pablo Garcia Manitz
Professor of Sports Management School

Founder and CEO of bewolfish, an agency dedicated to promoting the career of professional athletes through the optimization of their performance, creation of their personal brand and monetization of their career. Bewolfish has prominent athletes from different disciplines, including the Moto GP rider Maverick Viñales, the Freestyle Kayak World Champion Quim Fontané or the international Freeride Snowboarder Núria Castan. Previously, he was the commercial director of the Onebox TDS company and worked at the 2013 BCN Swimming World Cups. He is also a researcher with publications in international conferences and a professor in business schools such as the Real Madrid University School of the European University.

Last updated Aug 2020

About the School

Sports Management School es una escuela internacional especializada en Gestión del Deporte, ubicada en París, Lausanne y Barcelona, centrada exclusivamente en la gestión deportiva. Esto nos confiere u ... Read More

Sports Management School es una escuela internacional especializada en Gestión del Deporte, ubicada en París, Lausanne y Barcelona, centrada exclusivamente en la gestión deportiva. Esto nos confiere una vasta experiencia en todos los ámbitos vinculados con este mundo y, en particular, el comercio y la distribución, el marketing, la comunicación, la organización de eventos deportivos, etc. Nuestro objetivo es formar a jóvenes profesionales y directivos del deporte. Desde nuestra creación en 2010, Sports Management School cuenta ya con 300 alumnos de Grado y Posgrado y con más de 100 titulados, con un índice de integración del 90% en empresas del sector tras la obtención del diploma. Read less