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.
Developing Effective Sports Marketing Strategies
Developing Effective Sports Marketing Strategies
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
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
Skills you'll gain
- Cross Platform Development
- Social Media Strategy
- Brand Management
- Content Strategy
- Digital Transformation
- Technology Strategies
- Customer Relationship Management
- Artificial Intelligence
- Customer experience improvement
- Innovation
- Personalized Service
- Marketing Analytics
- Strategic Partnership
- Ethical Standards And Conduct
- Data Analysis
- Marketing
- Marketing Strategy and Techniques
- Branding
- Loyalty Programs
- Customer Engagement
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
August 2025
Assessments
8 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
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
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
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
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
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
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Marketing
Status: PreviewNorthwestern University
Status: Free TrialUniversity of Illinois Urbana-Champaign
Status: Free TrialYonsei University
Status: Free TrialIE Business School
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
More questions
Financial aid available,