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Sports Marketing and Sponsorship

Summer School of Marketing, Business, 10 ECTS
Architecture, design and visual arts Economics, commerce, management and accounting

Institution Aarhus University (AU)
Campus Aarhus
Duration 3 weeks
Tuition per term (Non-EU/EAA/CH) 1445 EUR
Tuition per term (EU/EAA/CH) 680 EUR


Sports are fun to watch but there is more to them than just fun and games. Nowadays, sports are a major global industry capitalizing on the passion of millions of fans worldwide. This course will introduce you to the business side of sport. From jersey sponsorships to stadium naming rights, you will learn about how companies from any industry try to reach their target consumers through sports partnerships. Additionally, the course will examine how sports teams market themselves to attract fans through different marketing strategies. The course will help you understand all the pertinent research and theory but it also has a strong applied focus with examples and cases from different sports (including football/soccer, basketball, and American football) and countries (including European football/soccer leagues as well as global sport events like the Olympics and the World Cup). After this course, you will enjoy watching sports not just as a fan but also as a business professional noticing the increasingly important marketing aspects of the sport industry.

About the Degree

This is a summer course that counts 5 or 10 ECTS. 


  • You must be enrolled in a university programme at the time of the AU Summer University
  • If you are applying for admission to AU Summer University courses at the Master level, you must hold a relevant Bachelor's degree (or as a minimum 180 ECTS in your study programme
  • The application deadline is March 15th


The tuition fee varies from course to course. Find the price on the individual course page. Find more information here

For Further Information

You can find more information on the programme here
If you have any questions regarding the programme please write

Application date
Mar 15
Start date
Jul 04


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