The program is designed for students aiming to become specialists in sports marketing, digital communications and brand management for clubs and athletes. Modern football is not just a sport—it is a global media ecosystem in which reputation, communication and digital presence determine both financial outcomes and long-term success. This program teaches strategic thinking and hands-on work with the tools that shape today’s football industry.
Students explore sports branding, visual communication, SMM strategy, content creation, media department structure, international PR standards, crisis management, community building and fanbase engagement. Special emphasis is placed on analytics, audience behaviour, platform-specific strategies and the effective use of TikTok, Instagram, YouTube and X to grow club visibility and athlete brands.
A key component of the curriculum focuses on digital innovation: NFT and Web3 applications, fan tokens, digital ticketing, AR/VR solutions for clubs and AI-driven automation (AI content generation, audience insights, engagement prediction). Students learn how these technologies are monetised and how they can be integrated into long-term marketing strategies.
Upon completion, graduates are prepared for roles in club media departments, marketing agencies, sports-tech start-ups and communication teams of national federations. They gain the ability to build full-scale digital strategies, manage fan communities, develop personal brands for players and promote sports products on both local and international markets.