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The program consists of 5 modules, all of them compulsory, and a final master project (60 ECTS).

  • Module 1. Communication in Global Sports: Specificities of a Macrosector (6 ECTS)
  • Module 2. Leadership and Communication Skills (6 ECTS)
  • Module 3. Direction and Management of Communication in Sport: Traditional Communication and Social Media (15 ECTS)
  • Module 4. Sponsorship in Global Sports (12 ECTS)
  • Module 5. Preparation of the Communication and Sponsorship Plan and Partner Search (9 ECTS)
  • Final Master’s Project (12 ECTS)
Detail of modules and subjects
  • Module 1. Communication in Global sports: Specificities of a Macrosector
    The first module focuses on the context of communication in sport to define its differential features and provides a general approach to the role of the sport communication management.
    • Introduction to Communication in Sport and Communication Theory. The direction of communication in sports; actors of the global sports system; sports sponsorship relationships and media; communication theory applied to sports; sociology and sports history; sports audiovisual rights and sponsorship.
    • Regulation and Ethics of Sports Communication. International and European sports law; right of sports sponsorship; legal nature of global sports organizations and communication relationships.
  • Module 2. Leadership and Communication Skills
    The second module develops leadership, leadership and communication skills, necessary for the development of a successful professional activity.
    • Entrepreneurship and Emotional Intelligence in Interpersonal Relationships and Negotiation Techniques. Nature of the entrepreneurship; oriented towards success; creating a professional social network; negotiation techniques.
    • Speak in Public and Press Conference in Practice. Public speaking techniques; practice of public speaking; Press conference practice.
  • Module 3. Direction and Management of Communication in Sports: Traditional Communication and Social Media
    The third module focuses on the external and internal communication of sports organizations, with a differentiation between communication in conventional media and social media. In this case, communication strategies in social networks deserve special attention, since it is the organization that becomes directly a means of communication without intermediaries.
    • Direction and Management of Communication in Sports Organisations: Introduction. Defining the communication policy; media ecosystem and ways of communicating; Why communicating in new media is different from traditional media? internal communication.
    • Relations between Media and Sports Organisations: Rumours, News and Silence of Sports Organisations. The rumour in corporate communication; off the record and news with confidential sources; the press release: theory and practice; how to get them to talk a lot about us and to always speak well; media planning.
    • Communicate through the Network. Introduction to digital marketing; search engine positioning; acquisition of followers; publication on social networks; practices in social network analysis tools use; advertising planning on the Internet; creating knowledge through social networks contents.
    • Crisis Communication and Communication Cases in Social Networks. Definition of crisis communication; exposure of crisis communication cases and results.
  • Module 4. Sponsorship in Global Sports
    Module four develops aspects closely linked to communication, such as the construction of the brand and sponsorship in the world of sports, elements that feed on each other.
    • Building the Brand. Values ​​and perceptions of the brand; market positioning; values ​​and evocative attributes of the brand; brand storytelling; the Olympic Brand case: the athlete as a brand; creation of audio brand.
    • Sports Sponsorship. Regulation of sports sponsorship; sponsorship program design; sale of the program; sponsorship and image creation; complementary sponsorship actions; communication models through sponsorship; sponsorship evaluation; fund raising; the concept of partnership.
    • Sports Sponsorship Cases. Euroleague Basketball; ACB; International Olympic Committee: Olympic Partner Program.
    • Corporate Social Responsibility in Sport and the Knowledge Generating Organisation. Definition of CSR; relations with the communication of the organization; FC Barcelona Foundation case study; the Barça Innovation Hub; FC Barcelona Strategic Plan.
  • Module 5. Preparation of the Communication and Sponsorship Plan and Partner Search
    In the fifth module, the criteria for elaborating a communication plan will be conceptualized and put into practice. The methodological, conceptual and expository criteria for the master’s thesis will be presented.
    • The Communication Plan. Planning systems; team coordinator; internal communication; who, how and where; traditional media and social media; the communication plan for sporting events; the support plan; creation of a storytelling; evaluation of the communication plan.
    • The Sponsorship Plan. Search for partners; values ​​intended to be transmitted; link between brands; creativity of complementary measures; evaluation system and tools.
    • Methodology and Project Writing. Qualitative and quantitative methods; argumentation, citation, conclusion.
  • Final Master’s Project
    Development of a research work related to the scope of the program that must be defended in front of a tribunal.