This course examines how emerging technologies and evolving formats are transforming the landscape of sports marketing. Learners will gain insights into planning and executing marketing strategies for both local and global sporting events, with a focus on building momentum before, during, and after each event. Special attention is given to how organizations like the IOC sustain long-term fan engagement.
Sports Marketing Strategies & Innovation
Sports Marketing Strategies & Innovation
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
1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Build global sports marketing strategies powered by data and technology
Learn to leverage AI, AR, and fan insights to design personalized experiences
Develop brand value, loyalty, and monetization through innovation
Skills you'll gain
- Brand Management
- Marketing
- Augmented and Virtual Reality (AR/VR)
- Contract Management
- Event Planning
- Cross Platform Development
- Storytelling
- Game Theory
- Global Marketing
- Digital Marketing
- Marketing Strategy and Techniques
- Virtual Teams
- Strategic Communication
- E-Commerce
- Sustainability Reporting
- Customer experience improvement
- Blockchain
- Customer Engagement
- Influencing
- Corporate Strategy
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
Discover proven marketing strategies for local and global sporting events. This module guides you through creating buzz before, during, and after events, with a special focus on the International Olympic Committee’s (IOC) engagement tactics.
What's included
6 videos3 readings2 assignments1 discussion prompt
Dive into the latest technological advancements shaping sports marketing. Learn how augmented reality, virtual reality, blockchain, and NFTs are opening up new avenues for fan engagement and value creation.
What's included
4 videos2 readings2 assignments1 discussion prompt
Understand the growing influence of esports and gaming in the sports marketing mix. Explore opportunities for collaboration between traditional sports and esports, and analyze successful cross-industry campaigns that are redefining the field.
What's included
5 videos3 readings2 assignments1 discussion prompt
Challenge conventional ideas of success in major sports events. This module examines common misconceptions, the importance of sustainability and corporate social responsibility, and how sports marketing narratives are evolving in a changing world.
What's included
6 videos3 readings2 assignments1 discussion prompt
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Instructor
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