Sport and Event Marketing

This one-year post-grad program is designed to leverage your existing post-secondary education in marketing with a specialization in the area of sports and event management and with functional knowledge to enhance skills in core areas 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.


Sport and Event Marketing is a one-year Ontario College Graduate Certificate program. Upon completion of our sports marketing courses, you’ll:

  • Gain real work experience in the sport and event industry during an internship with   marketing partners of Fanshawe’s Kinlin School of Business;
  • Build long-standing relationships with industry partners towards developing your own personal brand.
  • 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, sponsorship activation and social media circles;
  • Grasp key leadership concepts for successful sports management professionals.

Available in a traditional full-time in-class format and part-time online format with a September and January admission.

Program affiliations:

Forest City Film Festival logo Gameday London logoplayon canada logoLondon Knights logoMLSE logoPrimetime Sports logoPatrice Whiffen Marketing and Events logoOakridge Baseball logoLondon Source for Sports logoThe Route Sports Business logoTop Shot interactive hockey experience logoToronto Argonauts logoTourism London Canada logoU Sports logoOES LogoYMCA LogoForest City Velodrome logo 

Laptop requirements

Please note, this program requires a laptop. It is recommended that students use a PC laptop vs. a Mac laptop, as Windows is required to be able to load program-specific software. For more information on specific requirements, visit the Laptop Requirements page on the Fanshawe CONNECTED website.

Career Information

Graduates of Fanshawe’s Sport and Event Marketing program will find a wide range of exciting career opportunities such as marketing officer, social media and digital marketing co-ordinator, brand ambassador, public relations manager, athletics facilities and events officer, director of branding and communications, manager of game-day operations, manager of ticketing & client services, special events coordinator, manager of corporate partnerships and manager of marketing and sponsorship. Graduates will exhibit strong leadership, initiative and communication skills that will help them develop industry relationships and excel at any career they choose.


Did you know Fanshawe consistently ranks high in graduate employment rates among large colleges in Ontario? 

Here are some examples of career opportunities for graduates of Fanshawe’s Sport and Event Marketing program:

Field Marketing Specialist

Implement a regional sports and culture marketing plan while maintaining effective budget management.

Live Events Coordinator

Facilitate the delivery of exceptional fan experiences during live concerts and/or home games for professional and amateur sports teams (e.g., NHL, OHL, NBA, MLS, CFL and AHL).

Director, Brand Marketing Communications

Responsible for creating and implementing strategies and plans to drive marketing communications efforts to support business goals.


Program Progression


Year Fall Winter Summer
Year 1 Level 1 Level 2 Internship
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 Availability

Canadian Students

Start Dates

Full Time Offerings

2022 September
2023 January

Part Time Offerings

2022 September
London - Online
2023 January
London - Online

International Students

Start Dates

Full Time Offerings

2022 September
2023 January

Program Details

Program Code

Program Coordinator:

Bill Reid, HBA, CHRL

Day Time
Ontario College Graduate Certificate
45 weeks

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

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

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

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

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

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

Tuition Summary


Canadian Costs
Total Cost of Program
International Costs
Total Cost of Program

*Total program costs are approximate, subject to change and do not include the health and dental plan fee, bus pass fee or program general expenses.



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.
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