Master in Sports & Entertainment Communication

  • Study Mode Classroom
  • Language Spanish
  • Duration October 2020 till May 2021
  • Timetable Monday to Friday, from 16:30h to 21:00h
  • Work placements Guaranteed
  • Enrollment Open

A pioneering master in the main booming sectors

The Master in Sports & Entertainment Communication (MSEC) prepares to face the reality of the Sports & Entertainment Communication business in the current scenario, in order to obtain a relevant profile in the labor market for its technical and management skills.

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  • Why choose this program
  • Program and Contents
  • Who this course is for?
  • Faculty
  • Methodology and Assessment
  • Work placements
  • International Scholarships
  • Cost, application and admission

Why choose this program

  • Develop an attitude of study and analysis to identify trends, needs and desires of different audiences.
  • Learn how to manage any organization related to the sectors: leisure, sport and entertainment.
  • Coordinate, integrate, give coherence, design and take initiatives with an integral vision of communication.
  • Found the resources of marketing and public relations tools, especially the experiential and digital ones.
  • Consolidate a vision of entertainment, leisure and sports management as an ideal instrument to favor business change, with an important potential for transforming societies and generating wealth, sustainability and well-being.
  • Identify how to measure the quality and results of your work so that you can demonstrate the added value of your performance.
  • Coordinate multidisciplinary and international teams for local and global brands.
  • Acquire the skills to project internally and externally the goals, development and results of brand experience and lifestyle strategies.
  • Develop the management and communication skills that every professional in the sector must possess to coordinate people, projects and budgets.

Program and Contents

The MSEC will immerse you in an exciting and constantly evolving profession. By the end of the program you will have mastered the knowledge and skills needed to successfully address the challenges that you will face during your career.

The structure of this Masters Degree Program is divided into three basic areas of training that involve 1,500 hours of learning and are worth 60 ECTS credits. The relative weight of each area is:

Coursework: 47 ECTS
Masters Thesis: 5 ECTS
Work placements: 8 ECTS

Module 1: Economic environment and global context5 ETCS

Economic intelligence (global context: political, social, economic and financial)
Information society and public opinion
International panorama of the Media
Digital environment: New channels and formats
Communication´s deontology and ethics.
Legal framework in the digital economy

Module 2: Research and Metrics7 ETCS

Analysis, measurement and metrics in customer experience
Multi stakeholder verification, monitoring and reporting systems. Scorecard and indicators
Strategy Research
Insights Trends and Search
Digital metrics

Module3: Communication & Public Relations8 ETCS

Communication and Marketing Plan
Audiences and messages: from generation Z to generation Alfa and Digital Revolution
Media and Channels: how to reach the global audience
Communication in specialized areas (sport, leisure and turisme)
Entertainment PR: celebrities, influencers and brand ambassadors
Event Management and Organisation
Creation and dinamization of content in social networks from the theoretical part
Representation: Agencies, the agent as an intermediary, representatives and managers

Module 4: Sport8 ETCS

History and evolution of communication and sport marketing
History and evolution of eSports
Sport and corporate social responsibility
Sport on the internet and social networks
International sports communication
Sports rights
Identity, privacy, right and security of eSports
New business models associated with eSports
Exploitation of products and services in sport: licensing and merchandising
Economic and financial management in sports organisations

Module 5: Entertainment & Leisure7 ETCS

Industry, history and evolution of eSports
Identity, privacy and security. The right of
New business models: communication and sports marketing associated with eSports
Organisation of eSports events
Genres: MOBAS’s, RTS, FPS, Fighting

Module 6: Personal and directive skills7 ETCS

The entertainment industry. Future trends and forecasts. Global market and regional characteristics
New technologies and connected society: new languages, new products and markets in the live entertainment and entertainment sector
Entrepreneurship. Internet: business evolution and technological capabilities applied to leisure and entertainment. Websites, entertainment content portals, digital platforms and distribution
Legal management in the entertainment industry
Special features of main genres: musicals, circus shows, theatre, dance…
Entertainment agents: creator, representative, producer, financier, promoter, exhibitor, public agent
Tourism and globalization: new audiences, new habits and new channels. Leisure as a driver of economic and commercial activity
Genres: MOBAs, RTS, FPS, Fighting

Module 7: Visits, Masterclass & Blog5 ETCS

Leadership and emotional intelligence
Change management and innovation
People and interpersonal conflict management
Management of people and interpersonal conflicts. Negotiation techniques
Personal brand and digital profile
Effective presentations, improvisation techniques and non verbal communication
Written and corporative communication
Speaker training
Public speaking and communication: speeches, debates and elaboration of arguments

Who this course is for?

  • Students who wish to specialise in communications and new digital environments.
  • International students who want to pursue higher education in Spain and Spanish graduates aiming for professional development in the international market.
  • Latin America is given special attention due to its huge growth potential and demand for specialized training.
  • The Master will bring together students from different nationalities for their personal, academic and professional growth.


The teaching staff is made up of active professionals with extensive international experience and expertise in specific areas, a comprehensive and integrated vision of communication and a proven teaching track record.

Aida García Cortés

Professional videogame player and Community Manager

(Vodafone Giants and Gigabyte)

Alfonso Arroyo

Attached to the presidency

(Grupo Ingesport / GO fit)

Ana Navarro

Project and Communication Director


Ana Pellicer

Programming Specialist

(Casa de América)

Aránzazu Ezpeleta


(Fundación la Casa y el Mundo)

Borja Vega Conal

Head of Private Funding

(Fundación Ayuda en Acción)

Carlos García Pastor

CEO & Co-founder Top Tourism Marketing / Global Head of Marketing

(Logitravel Group)

Carlos Lahoz Palacio

Associate Dean


César Chacón

Business Development & Marketing Director


Cristina Cantero

Director Reputation, Crisis and Head of Studies

Diego Ruiz

Product Manager


Eduardo Lazcano

Marketing, Communication and Digital Transformation Consultant

Francisco de Borja Pérez – Peñas

Footballers Agent

(You First Sports)

Francisco Fernandez Armela

Commercial Director


Jacobo Zelada


(Apple Tree Communications)

Jaime Scott

Sales and Marketing Director (Rome, Italy)

(Rainbow Magicland)

Javier Arizmendi

Financial Advisor


Javier Ramírez Bañares

Deputy General Director

(MAS Consulting)

Jesús Hernández

Vice principal

(Centro Comercial LA VAGUADA)

Jose Antonio Blanco



José María Díaz

Commercial and Marketing Director

(Parque Warner Madrid)

Juan Antonio Roncero

Innovation Director


Leo Guiñazu



Mariano Hernández

Senior Business Development Manager, Major Accounts

(Apple Inc.)

Marta González Fernandez

Digital Investment


Mirella Ruiz

Socio fundador

(Kiwi House Rugby SL)

Oscar Iranzo

Commercial Director Iberia

(Nielsen Sports, Entertainment)

Patricia Martínez Aguirre


(Build Your Best)

Rafael Barberá González

Doctor and Professor in Journalism and Law


Ramiro McTersse



Ramón Ongil

Senior Adviser


Raúl Mendoza

Creative director & Co Founder


Ricardo Lenoir-Grand Pons

Intelligence, security and defense analyst

Vicente Garrido


(Smart Ventura)

Methodology and Assessment


Small groups: maximum 25 students
Study Mode: classroom
Theoretical and practical approach
Active training to promote strategic thinking
Successful transnational and current case studies
Lectures by managers and professionals from the sector
Visits to leading companies, organizations, consultancy firms and media outlets


Assessment of skills and knowledge for each subject and unit
Individual and team exercises
Masters Thesis: development of a communication plan
Personal brand building and creation of a personal blog

Degree awarded

Masters Degree issued by the Escuela Internacional de Comunicación
Masters Degree issued by the Centro de Estudios Universitarios CEDEU, Rey Juan Carlos University

Work placements

  • At the end of the academic year all students can participate in a three-month paid internship in a communications department or a communications agency.
  • A free Professional Video Curriculum service is available for all those who want to record and distribute an audiovisual document to summarize their professional trajectory.

International Scholarships

We want to invigorate your career and help you maximize its full potential.

To ensure that costs do not become a hurdle to accessing our courses, a wide range of scholarships and financial assistance is available.

Who can Apply?

International students that have been admitted to one of our Masters degree programs at our Madrid headquarters in Spain.

How to Apply?

Remember that the whole process takes place before paying the enrollment fee (€900).

Download all the information needed to apply for your scholarship.

Types of Scholarships and Amounts

Professional Development Scholarship

35% off the price of the Master (excluding enrollment fee).

All students applying for a scholarship are automatically considered for this scholarship.

Leadership Scholarship

15% additional discount off the price of the master (excluding enrollment fee).

Candidates with professional experience and realistic expectations of new responsibilities.

  1. Must have been granted the professional development scholarship.
  2. Minimum academic record average of 4/5,0 or 8/10,0 or 16/20 (or its equivalent according to the grading scale of each country).
  3. Professional experience.
  4. Submission of research proposal to be carried out during stay in Spain.

Excellence Scholarship

25% additional discount off the price of the master (excluding enrollment fee).

For candidates with excellent academic records who have not yet started working professionally.

  1. Must have been granted the Professional Development scholarship.
  2. Minimum academic record average of 4,4/5,0 or 9/10,0 or 18/20 (or its equivalent according to the grading scale of each country).
  3. Under 30 years of age.
  4. Submission of research proposal to carry out during your stay in Spain.
  5. Family and special economic circumstances will be taken into account.

Submission dates

Deadline for applications: June, 05th 2020
Deadline for payment of enrolment fee (once the scholarship is granted): July, 25th 2020
Deadline for payment of the entire amount (after applying the discount): October, 15th 2020

(*) Deadline general reference. Each candidate will receive individual communications according to their personal calendar as the processing of their file.

Cost, application and admission

€ 12.900 (€ 900€ enrolment fee)

To evaluate your candidacy as a student of this program you must provide:

  • Correctly filled out Application Form for the MSEC program
  • An up to date curriculum

In addition, in order to complete the admission process, the following documentation must be submitted:

  • Certified copy of the University Degree or study certificate from the candidate’s country of origin with the required Apostille. Should it not be in Spanish, an official translation of the document will also be required.
  • Official transcript of university marks with the necessary Apostille.
  • Cover letter outlining how the candidate expects the program to positively influence their professional development.
  • Photocopy of valid passport and residence card (if applicable).
  • Two passport photos.

For further information on how to enroll, email us at

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