Program delivery note

Program delivery note: Fanshawe will temporarily deliver this program as listed under "locations" to the right of your screen or in the "+ more details" menu on mobile.

Sport and Event Marketing program overview - 2021/2022

Specialize your marketing career in the area of sports management with this one-year post-graduate program in Sport and Event Marketing.

This program will provide you with functional knowledge and specialized skills in core areas of sports marketing including professional and amateur sports organizations, minor sports associations, private and public sports facilities, not-for-profit groups, telecommunications companies and other sports-related businesses.

Upon graduation of this graduate certificate program, you’ll be prepared for jobs including:

  • Sports Marketing Manager
  • Manager, Marketing and Sponsorships
  • Marketing and Event Specialist
  • Manager, Sport Development
  • Brand Manager
  • Director of Sports and Entertainment
  • Events Manager
  • Athletics Facilities and Events Officer

Get ready for a winning career in sports marketing!

  • Gain real work experience in the sports industry during an internship with sports marketing partners of Fanshawe’s Kinlin School of Business;
  • Practice your skills with hands-on learning opportunities that include shadowing job functions within Fanshawe’s Athletics department;
  • Dive deeper into non-profit event marketing as well as festivals and sporting events;
  • Hone your digital marketing skills and further your knowledge in Google Analytics;
  • Grasp key leadership concepts for successful sports management.

Program affiliations:

Forest City Film Festival logo Gameday London logo Goalie Detail logo London Knights logo London Source for Sports logo MLSE logo Oakridge Baseball logo Patrice Whiffen Marketing and Events logo Primetime Sports logo The Route Sports Business logo Top Shot interactive hockey experience logo Toronto Argonauts logo Tourism London Canada logo U Sports logo YMCA logo


Sport and Event Marketing program progression


Year Fall Winter Summer
Year 1 Level 1 Level 2 Internship



Admission Requirements - 2021/2022

Admission Requirements

Ontario College Diploma, Ontario College Advanced Diploma or Degree, or equivalent


Acceptable combination of related work experience and post-secondary education as judged by the College*


Five years of work experience in a related field as judged by the College to be equivalent*

*Applicants may be required to submit a resume and cover letter that includes details of work experience.

English Language Requirements

Applicants whose first language is not English will be required to demonstrate proficiency in English by one of the following methods:

  • A Grade 12 College Stream or University Stream English credit from an Ontario Secondary School, or equivalent, depending on the program's Admission Requirements
  • Test of English as a Foreign Language (TOEFL) test with a minimum score of 88 for the Internet-based test (iBT), with test results within the last two years
  • International English Language Testing System (IELTS) Academic test with an overall score of 6.5 with no score less than 6.0 in any of the four bands, with test results within the last two years.  SDS Program Requirements.  
  • Canadian Academic English Language (CAEL) test with an overall score of 70 with no score less than 60 in any of the four bands, with test results within the last two years
  • Pearson Test of English Academic (PTE) with a minimum score of 59, with test results within the last two years
  • A Cambridge English Test (FCE/CAE/CPE) with an overall score on the Cambridge English Scale of 176 with no language skill less than 169, with test results within the last two years
  • An English Language Evaluation (ELE) at Fanshawe College with a minimum score of 75% in all sections of the test, with test results within the last two years
  • Fanshawe College ESL4/GAP5 students: Minimum grade of 80% in ESL4/GAP5 Level 9 or 75% in ESL4/GAP5 Level 10

Recommended Academic Preparation

It is highly recommended that students be proficient in the following areas before entry into the program;

  •  Mathematics
  •  Business Communication
  • Computer applications, particularly Microsoft Word, Excel and PowerPoint

Recommended Personal Preparation

Students should have a strong familiarity with the world of sport including federations, multisport service organizations, institutes and leagues.

Applicant Selection Criteria

Where the number of eligible applicants exceeds the available spaces in the program, the Applicant Selection Criteria will be:
  1. Preference for Permanent Residents of Ontario
  2. Receipt of Application by February 1st (After this date, Fanshawe College will consider applicants on a first-come, first-served basis until the program is full)
  3. Achievement in the Admission Requirements

Post-Admission Requirements

The following items are applicable to the program and are time sensitive.  Please refer to for important information about preparing for placement by the due date.

  • Police Record Check and Vulnerable Sector Screening, including a check of the Pardoned Sexual Offenders Database
  • Placement Agreement


Sport and Event Marketing-2021/2022

Level 1
Take all of the following Mandatory Courses:
MKTG-1093Sports, Entertainment & Event Marketing3
This course exposes students to the growing field of sports and entertainment marketing with a focus on the theory and practice. This course explores the planning and marketing of sports, entertainment and events. Students learn about the planning, promotion and evaluation of special events within these specific industries. While focusing on the practical application of theory, students will study topics such as sport/event branding, athletes and/or performers, sports/entertainment organizations and special events and sponsorship.
MGMT-5074Google Analytics3
Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities.
COMP-6051Marketing Design3
In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a web presence. In this course, students will learn to create and dissect a website, along with techniques associated with effective SMO (Social Media Optimization) marketing and analytics. Basic to advanced construction techniques and coding language will be taught using a text-based application and the platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics and Social Media platforms as a primary means to dynamically track user behavior.
COMM-6019Advanced Professional Communication3
This course focuses on refining and advancing students workplace communication abilities. The advanced communication documents and strategies covered include presentation skills, research skills, business document writing, meeting and management team strategies, business etiquette, and advanced employment communications. Additionally, students learn about interpersonal and intercultural communication (high/low and monochromic/polychromic context) concepts and strategies.
MGMT-6153Leadership in Sport & Event Marketing3
In this course, students examine the skills required to be effective sport leaders. Students explore a variety of topics and develop concrete leadership skills. Topics include personal leadership skills, conflict management, crisis management, learning the role and function of mentoring others, supervisory task such as planning, organizing and supervision of groups, and working with a notfor-profit governance model.
MKTG-6015Non-Profit & Event Marketing4
This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships and generate new customer leads. Topics include the attitudes and behaviours of clients, influencing target audience behaviours, fundraising and resource development, recruiting and working with volunteers, corporate and non-profit sector partnerships, business to consumer and business to business events. Students will gain practical marketing experience through the completion of an event and marketing plan for a client in the community.

Level 2
Take all of the following Mandatory Courses:

Group 1
MKTG-6031International Sport Marketing3
This course exposes students to the concepts and theories related to marketing in international sports organizations. The course adopts an applied approach and emphasizes both professional and Olympic sport, focusing on the practical application of theory. Topics include sport agents, marketing world sporting events, financing, marketing sport facilities, ambush marketing, and anti-doping.
MKTG-6030Festivals, Sports & Events Management3
Students will learn the process of conducting a business analysis of a Festival including business planning, funding, fundraising, marketing and promotional strategies. Students will develop a business plan for a Community Festival to include specific recommendations on marketing and promotions strategies.
MGMT-6152Ethics, Issues & Trends in Sport Mktg3
MKTG-6032Sponsorship Activation & Analysis3
This course features an examination of corporate sponsorship, its growing role and importance in the corporate/brand marketing mix; importance to event and property producers/organizers, participants, athletes, entertainers, communities and the media. Additionally, an overview of the industry and instruction on effective methods to plan, price, organize, acquire, implement, measure, and evaluate sponsorships including the development of a corporate sponsorship plan. Topics to be covered include measurement and empirical analysis, commercial returns (ROI/ROO), measurement techniques and metrics, and analysis of results.
PBRL-6021Sport Media & Public Relations3
This course provides an analysis of the role of public relations and mass media in sports communication. Technology of sports PR is combined with an examination of the public's relationship with athletes and sports. This course will also explore the techniques and activities used to promote events, organizations and athletes. Topics include the creation and sustainability of brand awareness, media management, and the examination of established and emerging media trends in the digital environment. Course content will incorporate and reinforce the skills/concepts that you have learned throughout your studies to date, increasing your knowledge and perspective on the world of sports media and PR.

Group 2
Students will be enrolled in one of the following
courses: MKTG-6033 or INNV-6001
MKTG-6033Sport & Community Marketing in Canada3
How do we get volunteers to help organize little league baseball for girls? This course will help students use management principles in the non-profit sport sector. Students will take the 4 P's of marketing into small towns, rural Ontario and develop community content marketing. Learn how to promote your sport in a non-profit world. Students will dip into topics such as recruiting/motivating volunteers, analysis of organization performance, grant funding, and board governance.
INNV-6001Innovation Applications4
Organizations and individuals need to be innovative to succeed in the complex and rapidly-changing global market place. In this course, you will learn the fundamentals of innovation and how innovation applies to your discipline or field. Using this foundational knowledge, you will select and apply the novel and adaptive thinking processes and tools presented in the course to complete an innovative learning project in collaboration with other students. The project will be based on a real-world scenario involving an external live client identified in consultation with your professor, and you will interact directly with the client. The project may involve a multi-disciplinary approach. Throughout the course, novel and adaptive thinking skills and collaboration skills will be evaluated through self assessment and peer assessment. This course is designed to give students in graduate certificate programs the opportunity apply innovative thinking to a real-world problem presented by an external client.

Level 3
Take the following Mandatory Course:
MKTG-6034Sport & Event Marketing Mgmt Internship3
This course combines in-class learning with actual work experience in sport industry. The students will acquire an internship that requires them to utilize the knowledge and skills that they have learned in other courses. During the internship, students work closely with a placement supervisor to develop necessary job skills that are needed for future employment success. Internship is concurrent with course work and requires students to work a minimum of 490 hours or 14 weeks.

Program Residency
Students Must Complete a Minimum of 10 credits in this
program at Fanshawe College to meet the Program Residency
requirement and graduate from this program

Careers - 2021/2022

Career Opportunities

Graduates of this program will find opportunities as a Marketing Officer, Public Relations Manager, Athletics Facilities and Events Officer, Director of Branding and Communications, Professional Sports Agent, Manager - Marketing and Sponsorship.

More Information - 2021/2022

A 45-Week Ontario College Graduate Certificate Program
Program Code: SMM1
Campus Code: LC (LC - London)
September/January Admission
15 week terms

Academic Calendars available at  


Lawrence Kinlin School of Business: 519-452-4290

Program Description

This graduate certificate program teaches students to leverage sports and events as an all-encompassing marketing communication medium. While the courses focus on sport as the learning catalyst, the skills learned also apply to other sectors such as arts, entertainment and non-profit, broadening the employment landscape for business and marketing students. Students will benefit from courses that include advanced and management level skills in the Sport and Event Marketing and Management world. Digital platforms ensure students use the latest in forms and tools.

Other Information

Students will participate in a field placement which may be located outside of the London area.

Learning Outcomes

  1. Brand and market sports and event activities through web design, graphic design and dynamic social media strategies to meet strategic targets;
  2. Develop integrated marketing and media plans using return on investment metrics (ROI) to ensure consumer oriented objectives, strategies and budgetary considerations are met;
  3. Plan, execute and evaluate analytics strategies related to the promotion of sports and event related activities to meet the needs of contracted not-for-profit or for-profit organizations;
  4. Create, develop and evaluate sponsorship and partnership activation opportunities to support and enhance marketing strategies for sports and events;
  5. Problem solve and recommend unique solutions to sport and event management business problems to ensure success for the proprietor, target audience, and sponsors of the sport or event;
  6. Develop sales and marketing strategies where increasing participation, leveraging investment or encouraging the sale of sport and event management related products and services are required;
  7. Plan and implement a marketing campaign that meets the needs of the various stakeholders;
  8. Create and support sales and customer service opportunities and strategies in the sports and event management sectors to ensure strong and continued fan engagement;
  9. Lead and manage a marketing team to accomplish the goals of the marketing department.

Program Pathways

For information about Program Pathways visit

Program Details

More details

2022/2023 academic year: Refer to the More Info tab to view offerings for the 2022/23 academic year. Canadian students can start applying in early October for programs with Sep. 2022, Jan. 2023 and May 2023 start dates through

Canadian Students

Start Dates

Full Time Offerings

2022 January
2022 September
2023 January

International Students

Start Dates
2022 January
2022 September
2023 January
Program Code

Program Coordinator:

Bill Reid, HBA, CHRL

Day Time
Ontario College Graduate Certificate
45 weeks