The Business of Sports Marketing
Learn from the leaders shaping the future of sport.
Price
$1990.00 CAD
Download Brochure
Upcoming Cohorts
Starting January 27, 2026
5 weeks 
Online Cohort January 27, 2026
Online Cohort
5 weeks
$1990.00 CAD
Download BrochureThe sports world is on fire. Record naming rights, sponsorship deals, broadcasting partnerships, sports betting, and new types of digital and immersive fan engagement are transforming the business of sports marketing at an unprecedented pace. There have never been more opportunities to merge the world of sports with business and marketing acumen.
How do you keep up? Where do you learn from the best?
The answer: this course.
Taught by Matthew Diamond, an Ivey faculty member who combines experience as a Lawrence Tapp and Angela Armitt Award nominated lecturer with decades of sports marketing experience, this groundbreaking new course draws on exclusive access to industry leaders who are shaping the future of sport. Participants will gain a competitive advantage in this highly completive landscape.
This five-week cohort-based course brings you inside conversations with the executives and decision-makers driving that change. You'll learn directly from leaders across the CFL, FanDuel, Rogers Sports & Media, the New York Giants, the Hockey Hall of Fame, and Golf Canada – gaining firsthand insight into the strategies shaping modern sport business.
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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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 interviews with industry executives. 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.
Featured Industry Voices
This course was shaped by conversations with leaders who are actively redefining sport:
- Stewart Johnston – Commissioner, CFL
- Andrew Sneyd – Former CMO, FanDuel (US)
- Alan Dark – Former Rogers Sports & Media
- Kevin Abrams – Sr. VP, New York Giants
- Jamie Dinsmore – President and CEO, Hockey Hall of Fame
- Golf Canada's leadership team – Niki da Silva, Chief People Officer and Tim McLaughlin, CMO
Their perspectives – combined with Matthew Diamond's experience in marketing, sponsorship, digital innovation, and fan engagement – form the foundation of this program.
Duration: 5 weeks (~40 hours total)
Learning Method: Online Cohort
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 seven 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 Lawrence Tapp–nominated Ivey MBA and AMBA faculty member with over a decade of teaching experience. He is also recognized as one of Canada’s thought leaders in sports marketing. His background includes leadership roles at the NHL Players’ Association, where he managed major sponsorship and marketing programs. He later transitioned into the agency world, where he personally conceptualized and sold Kraft Hockeyville to CBC, the NHL, and NHLPA — now one of the most successful and longest-running sports marketing campaigns in Canadian history. As Chief Growth Officer of BIG Digital, a marketing technology company, he continues to work with major organizations such as the NHL, NBA, NFL, PGA, MLSE, and other premier brands across North America.
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 27, 2026 | 40 hours over 5 weeks | Online Cohort | $1990.00 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.
- 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 contact online@ivey.ca
- 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 online@ivey.ca and we 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.
For Cohort courses access will conclude 90 days after the course start date.
Plan for approximately 8 hours per week, totalling 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.
Live sessions are exclusive to cohort courses. They run for 45–60 minutes, usually between 5:00–6:00 PM EST. Your Learning Manager will confirm the schedule. Sessions include group discussions, course insights, occasional guest speakers, and Q&A. Participation is optional but highly encouraged. Recordings will be available on the learning platform after.
