The program trains a new generation of professionals capable of working in sports PR, club media departments and strategic communications. In modern football, reputation, information management and audience engagement are just as important as coaching or managerial skills. The goal of the program is to prepare specialists who can control information flows, work effectively with the media, create high-quality content and build the public image of clubs or athletes.
The curriculum covers the full scope of duties performed by a sports communicator: writing press releases, organising interviews, preparing media plans and designing season-long communication strategies. Students study crisis communication, reputation risk management, cooperation with sponsors and partners, as well as best practices for matchday media operations and press conferences. A strong emphasis is placed on content creation — written, photographic, video and social-media formats.
A major component of the program focuses on digital tools: social media analytics, SMM strategy, data-driven insights, AI-assisted content creation, media monitoring and measurement of campaign effectiveness. Students gain practical experience with the digital platforms used by professional football clubs, federations and sports agencies.
Upon completion, graduates are prepared to work in clubs, federations, academies, sports media and PR departments. They are able to manage media projects, design communication campaigns, build public profiles of athletes and organisations and communicate effectively with journalists and fans.