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The Business of Marketing in Sport
Explore how sport is marketed, monetized, and strategically leveraged guided by one of Canada’s leading voices in sports marketing, Matthew Diamond.
Price
$1990.00 CAD $1890.00 CAD
Upcoming Cohorts
Starting January 7, 2026
5 weeks 
Online Cohort January 7, 2026
Online Cohort
5 weeks
$1990.00 CAD
$1890.00 CAD
Sport is no longer just entertainment; it’s a global business with billions at stake. In this cohort-based course, Ivey lecturer Matthew Diamond brings decades of experience in sports marketing to help you understand how sport drives revenue, brand value, and cultural impact.
Through live sessions, executive-led case walkthroughs, and peer collaboration, you’ll examine the business models behind media rights, sponsorships, athlete branding, and fan engagement. You’ll also explore emerging trends like sports betting, experiential tech, and the explosive growth of women’s sports.
If you’re passionate about sport and want to understand the business behind it, this course offers a front-row seat to the strategies and decisions shaping the industry today.
Learning Outcomes
By the end of this course, you will be able to:
- Understand the core revenue drivers and marketing strategies in sport
- Analyze the business models behind media rights, live content, and fan engagement
- Evaluate the structure and effectiveness of sports sponsorship programs
- Explore the growth of women’s sports and related brand investment
- Gain strategic insights into athlete branding and endorsement negotiations
- Assess emerging trends like sports betting and experiential technology
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5 weeks
This five-week cohort-based course includes approximately 30 to 40 hours of content. Each week features a live session, pre-readings, and guest speaker Q&A. You’ll engage in executive-led case walkthroughs, panel discussions, and a final group project where you’ll develop a marketing plan or campaign for a sport property, team, or event.
Course Roadmap
Week 1: Media Rights and Live Content
Explore how sport is packaged and sold through media partnerships, with insights from executives at Bell Media, TSN, and RDS.
Week 2: Sports Betting and Fan Engagement
Analyze how betting platforms and gamified experiences are reshaping fan interaction and brand strategy.
Week 3: Athlete Branding and Endorsements
Learn how athletes build personal brands and negotiate endorsement deals, with input from senior agents and marketing leaders.
Week 4: League and Team Marketing Strategy
Examine how leagues and teams build fan loyalty and commercial success, featuring leaders from MLSE and the PGA.
Week 5: Inclusion, Legacy, and Sport Culture
Reflect on the cultural impact of sport, the rise of women’s leagues, and the role of legacy in shaping brand narratives.
Dates & Fees
Next cohort begins: January 1, 2025
Duration: 5 weeks (~40 hours total)
Learning Method: Online Cohort
Tuition: $2,000 CAD
Certificate: Digital credential upon completion
You’ll engage through weekly virtual Learning Manager led live sessions, collaborative activities, and a final project. Enrollment closes two weeks before the start date, with access beginning 7 days prior to the start of the course. Spots are limited and filled on a first-come, first-served basis.
This course is designed for professionals who want to understand the business side of sport and build strategic marketing skills in a fast-evolving industry. No prior experience in sport marketing is required.
Ideal participants include:
- Marketers and brand managers working with sport properties or sponsorships
- Professionals in media, entertainment, or tech exploring sport partnerships
- Entrepreneurs and business owners in sport-adjacent industries
- MBA students and early-career professionals pursuing roles in sport marketing
- Consultants and advisors supporting clients in sport, media, or fan engagement
Matthew Diamond
Lecturer, Marketing
Matthew Diamond is a part-time lecturer in marketing at the Ivey Business School.
Courses
Cohorts will continue to occur on a rolling basis, select a cohort start time that works for you.
| Date | Length | Learning Method | Tuition Fees |
|---|---|---|---|
| Starting January 7, 2026 | 40 hours over 5 weeks | Online Cohort |
$1990.00 CAD $1890.00 CAD |
Please note the deadline to enroll in the program is two weeks before the start date. Spots will be reserved on a first come first served basis.
Enrollment and Payment FAQs
Click “Enroll Now” on the course page and follow the prompts to complete your registration.
We accept major credit cards. You’ll be prompted to select your preferred method during checkout.
Yes. You can forward the payment link or invoice to your employer, or contact us for assistance with corporate enrollment.
- For Cohort programs - 30 Days Before Program Start
- Cancellation: You will receive a full refund of the program fee.
- Transfer to a Later Date: No fees apply.
- Less than 30 Days Before Program Start
- Cancellation: Incurs a 25% cancellation fee.
- Transfer to a Later Date: Incurs a 15% transfer fee.
- Compassionate exceptions: Fees may be waived on compassionate grounds, please contract (Operations email).
- Unredeemed transfers: If not used within 12 months, the full program fee is forfeited.
No, the purchaser and the person taking the course must match to ensure the digital credential is given to the correct person.
Yes, please contact (Operations email) and they will set up a group invoice.
Certification and Credentials
Yes. You’ll receive a digital certificate from Ivey Business School upon successful completion of the course.
Ivey’s certificates are widely respected and can be added to your LinkedIn profile or resume.
Upon completion, you’ll receive a secure digital credential directly to your email, that can be shared and verified online.
Cohort Course Structure and Experience
This is a cohort-based, five-week online course with weekly modules, virtual live sessions, and peer collaboration. The course will be run by a Learning Manager that you can contact with questions. You’ll complete a final project based on everything you learned by the end.
For Cohort courses access will begin 7 days prior to the start of the course and conclude 90 days following the date of access.
Plan for approximately 8 hours per week, totaling 40 hours over five weeks.
There are no exams. You’ll complete weekly activities and submit a final project.
Yes. You’ll engage with your cohort through live virtual sessions, discussion boards, and peer feedback activities.
