What is an MSc in Sports Marketing & Customer Experience?
The MSc Sports Marketing & Customer Experience prepares students for careers in sports marketing, event management and fan experience management. It is RNCP level 7 certified by the French Ministry of Employment. The first year lays the foundations in strategic marketing, sports law and consumer behaviour. The second year develops expertise in customer experience management, e-sports and sports organisation management. This professionally-oriented programme prepares students to manage marketing projects in the sports and events industry.
Professional certification
Level 7 (EU) professional certification for Customer Experience Marketing Managers, NSF code(s) 312, awarded by INSEEC MSc, registered under number 38598 in the RNCP (Répertoire National des Certifications Professionnelles) by decision of the Director General of France Compétences.
Objectives and skills
The aim of the MSc Sport Marketing & Customer Experience is to train professionals capable of managing marketing strategy and the fan experience in the world of sport. You will learn how to manage sporting events, develop brands and optimise the customer journey to create commitment and loyalty.
On completion of this course, you will be able to :
- Develop a customer-centric marketing strategy.
- Steering the operational implementation of the customer experience strategy.
- Designing and deploying loyalty levers to boost performance.
- Manage teams and unite them around the concept of customer experience in agile mode.
In addition to these common blocks of skills, there is the following optional sectoral block:
- Coordinating and deploying the customer experience marketing strategy in the sports sector.
The courses
The courses presented below are given as examples and may vary slightly depending on the teaching campus. Course content is adapted each year to reflect developments in the sports industry, new consumer trends and innovations in fan experience.
The pace of courses may differ from campus to campus and depending on whether the course is being run under a work placement agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2) or 24 months (MSc1 + MSc 2).
1ʳᵉ year – Cross-disciplinary and foundation courses
60 ECTS credits – 441 h
This first year develops the managerial and strategic skills that are essential for careers in sports marketing.
- Budget management and dashboards
- Business English
- Negotiations
- Software and decision-support tools
- Professional tools and methods
- Corporate strategy and business plan
1ʳᵉ year – Specialised courses
Specialised courses develop skills in sports marketing, customer experience and event communication.
- Strategy and customer experience
- Sports law
- Business skills
- TechAway : Prompt Engineering
- Strategic and operational marketing
- Market focus
- Masterclass
- Digital marketing and e-commerce
- Customer journey
- Event marketing and communication
- Influencer marketing and social media strategy
- Consumer behaviour
- Team management and leadership
2ᵉ year
60 ECTS credits – 441 h
The second year deepens expertise with advanced modules in sports marketing strategy, fan experience management and sports organisation management.
Marketing strategy and customer experience
- Consumer behaviour and customer experience
- Marketing strategy
- Marketing and innovation
- Applied research dissertation
Steering the customer experience
- Digital strategy and e-commerce
- Digital communication and social media management
- Marketing, communications and PR
- TechAway: NLP and LLM
Loyalty and performance
- CRM marketing
- Brand management and brand law
- Financial management and forecasting
- CSR and responsible marketing in sport
Team management and agility
- Team and talent management
- Management of sports organisations
- Masterclass
Coordinating strategy and customer experience in sport
- Marketing and event design
- Hospitality and services
- E-sport
Assessment procedures
The two-year programme combines expertise in the sports industry with applications in organisations and equipment manufacturers, and is available as part of an initial or sandwich course.
Course validation
- Each level requires 60 ECTS credits for validation.
- The MSc title is awarded by validation of the two years, equivalent to a total of 120 ECTS credits.
- Obtaining certification depends on the full accumulation of all the skill blocks.
- Each block requires a minimum score of 10/20 for each of the skills concerned.
- Partial validation of a block is not possible.
Conditions for obtaining certification
- Validation of four blocks of cross-disciplinary skills shared by all courses is essential.
- An in-company placement of at least 132 days in the second year (MSc 2) for students on initial training.
Assessment procedures
Your skills development is measured regularly throughout the programme via :
- Successive assessments and final exams organised face-to-face.
- Decoding of sports cases carried out individually and/or in teams.
- Individual and/or group oral presentations.
- Personal written deliverables and/or deliverables produced as part of a team.
- Challenges in the field and immersions in sports facilities.
- An applied research dissertation examining a sports marketing or customer experience issue, defended before a panel of industry professionals and teacher-researchers (in the second year).
This diversity of formats means that you can validate the acquisition of skills and measure your ability to manage marketing issues in the world of sport.
Is this diploma recognised by the State?
Yes, it is an official certification from the Ministry of Labour. Qualiopi guarantees the quality of INSEEC and its training courses.
- A demanding quality label appreciated by companies
Our campus
Everywhere in France
Business school in Paris
Discover three modern, easily accessible campuses in iconic Paris locations.
Business school in Bordeaux
Join a modern, friendly campus on the banks of the Garonne, in the heart of a lively, friendly city.
Business school in Lyon
Take advantage of a historic campus in the heart of Lyon, one of France’s most dynamic cultural and student cities.
Business school in Chambéry
Study between lake and mountains on a unique American-style campus, conducive to a fulfilling student experience.
Business school in Marseille
Discover a brand new campus in the heart of Marseille, an energetic Mediterranean city full of contrasts.
Business School in Toulouse
Study on a bright, modern campus close to the centre and Toulouse’s dynamic economy.
Business school in Rennes
Join a recently refurbished campus in a welcoming, student-friendly town where the energy of Brittany can be felt every day.
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Testimonials
Our students are satisfied
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After graduating with an MSc in Marketing, Communication & Brand Strategy from INSEEC Bordeaux, I created CLOE, a platform that facilitates access to student housing. Thanks to the La FabriK For Good incubator, I benefited from tailored support and a network of experts to develop a project with social impact, serving student life and inclusion.
Said LasmakCEO & CofounderCloé
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The social media part is directly related to what I am learning at INSEEC. The work-study program is really helping me develop my skills, and in a saturated marketing and communications market, that’s a real plus: companies know that we have already been immersed in the professional world and that we know how it works.
Pablo Lacour
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My career path was initially far removed from the healthcare sector: I studied political science and wanted to be a lawyer. With INSEEC, I was able to change direction and establish myself in the management of a healthcare facility, in line with the values that motivate me on a daily basis.
Maureen-Alycia Lucea-Merlin
Key figures for class 2024
For RNCP qualification no. 38598
“Customer Experience Marketing Manager”
Rate of presentation for certification
National pass rate
Overall integration rate
Hot satisfaction rate
Rates updated on 16/10/2025
Professional experience
Internships
Internships or work-study placements will enable you to manage fan experience projects for sports clubs, federations, events agencies or sports brands. You’ll manage the fan experience, optimise hospitality and develop your sector expertise to facilitate your professional integration into the sports industry.
INSEEC supports you
Personalized support in your search for a work-study program or internship in the sports and events sector.
Jobs dating
Monthly meetings to meet our partner sports companies, clubs, federations, agencies, and sports brands.
Match’Up
Thousands of work-study programs and internships in sports marketing, fan experience, and sports event management.
Corporate and Alumni Relations Department
A network of 10,000 partner companies and 115,000 alumni to facilitate your entry into the sports sector.
Coaching Workshop
Weekly group or individual workshops: cover letters, professional conduct, stress management, resumes, interviews, LinkedIn, etc.
Business
What are the career opportunities after an MSc in Sports Marketing & Customer Experience?
After completing INSEEC’s MSc in Sports Marketing & Customer Experience, there are numerous opportunities for you to enter the professions of sports marketing, fan experience management and event management. You will benefit from rapid career development prospects towards positions in marketing management or as head of customer experience in sport.
Application
What are the entry requirements for the MSc Sport Marketing & Customer Experience?
Admission to 1st year
- Accessible to holders of a minimum of 3 years’ higher education in the fields of marketing, sport, communication, management or administration: university degree, professional degree, Bachelor’s degree from a business school or BUT, STAPS degree.
- Apply using the online application form.
Admission to 2nd year
- Open to holders of a validated Bac +4 in the fields of sports marketing, customer experience management, sports management or communication: university Master 1, 1ʳᵉ year Master’s degree in a business school or equivalent.
- Apply using the online application form.
Your application
- Submitting your application
- Admission test
- Eligibility results
School fees
What are the tuition fees for the MSc Sport Marketing & Customer Experience?
Tuition fees for the INSEEC MSc vary from year to year. Several sources of finance are available to help you.
- 3rd year undergraduate
- 1st year 1 year11 390€
- 2nd year 1 year13 450€
- MSc’s degree
Financial aid
INSEEC offers a number of financial aid schemes:
Alternating work placements or work-study contracts
Banking partnerships and their advantages
- 3rd year undergraduate
- 1st year 1 year10 990€
- 2nd year 1 year13 490€
- MSc’s degree
Financial aid
INSEEC offers a number of financial aid schemes:
Alternating work placements or work-study contracts
Banking partnerships and their advantages
- 3rd year undergraduate
- 1st year 1 year11 390€
- 2nd year 1 year13 450€
- MSc’s degree
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FAQ
All you need to know about the MSc in Sports Marketing & Customer Experience
The top questions asked about the MSc Sports Marketing & Customer Experience. And if you’d like to know even more, our teams will be happy to talk to you about it!
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Are there any work-study opportunities during the MSc Sport Marketing & Customer Experience?
Yes, this MSc in Sports Marketing & Customer Experience can be taken on a 12-month (MSc 2) or 24-month (MSc 1 + MSc 2) sandwich course. The apprenticeship contract enables you to gain professional experience in a sports club, federation or events agency. This work-study option enables you to acquire technical and operational skills directly from those working in the sector.
Which languages are used for courses and exams?
The courses in the Master of Science in Sports Marketing & Customer Experience are taught in French. Business English courses are included in the programme to reinforce your language skills and prepare you for exchanges with international sports players, particularly in large international sports and leisure organisations.
What are the objectives of the MSc Sport Marketing & Customer Experience?
The Master of Science in Sports Marketing & Customer Experience trains professionals capable of :
- Develop a customer-centric marketing strategy.
- Steering the operational implementation of the customer experience strategy.
- Designing and deploying loyalty levers to boost performance.
- Manage teams and unite them around the concept of customer experience in agile mode.
In addition to these common blocks of skills, there is the following optional sectoral block:
- Coordinating and deploying the customer experience marketing strategy in the sports sector.
This course offers a comprehensive approach to marketing development in the sports and leisure sector.
Is INSEEC’s MSc Sports Marketing & Customer Experience recognised by the French State?
Yes, the programme awards the RNCP 38598 level 7 title “Customer Experience Marketing Manager”, which is recognised by the French government and registered on the Répertoire National des Certifications Professionnelles. This qualification gives graduates easier access to career opportunities in the sports and leisure sector.
What is the admission process for the MSc Sport Marketing & Customer Experience?
There are three stages to admission: an online application, a review of your academic and professional record, and a personal interview. Students from STAPS bachelor’s degrees, business schools or universities can apply. The programme offers a detailed presentation of the procedures during open days organised at the various French campuses.
Is there an active INSEEC alumni network to help with professional integration?
Yes, you benefit from access to the network of 115,000 former INSEEC graduates in all sectors. You’ll discover the profiles of alumni working as sports marketing managers, fan experience managers or event directors. This network facilitates exchanges with those involved in sport and gives you access to job opportunities in large organisations and the senior management of sports organisations.
What is the duration of INSEEC’s MSc Sport Marketing & Customer Experience?
The course lasts 2 years (MSc 1 + MSc 2) for those with a Bac +3, or 1 year (MSc 2 only) for those with a Bac +4. The MSc in Sports Marketing & Customer Experience offers a comprehensive programme that enables students to continue their studies or enter the sports sector directly after graduation.
What areas of sporting activity are covered by the programme?
The programme takes a global view of sports and leisure activities:
- Professional sport and top-level clubs.
- E-sport and gaming competitions.
- Sports events and hospitality.
- Fitness, wellness and leisure facilities.
- Marketing sports equipment brands.
This cross-disciplinary approach enables students to understand the specific features of each sector and to work with the various players in the sports sciences. The course includes masterclasses led by executives and project managers from major French and international organisations.
How does the programme prepare you for careers in e-sport?
This MSc in Sports Marketing & Customer Experience includes specific modules on e-sport, a fast-growing sector. Students learn about :
- The technical specifics of the gaming industry.
- Management of e-sport teams and structures.
- Marketing strategies and the fan experience in e-sport.
- Partnerships and monetisation of e-sports activities.
The specialisation offered in this course enables students to acquire the skills sought after by the new players in the e-sport sector.
What soft skills have been developed as a result of the MSc Sport Marketing & Customer Experience?
The soft skills acquired include :
- A passion for sport and knowledge of the industry codes.
- A sense of teamwork and a collaborative spirit.
- Reactivity and event stress management.
- Initiative and creativity in promotional activities.
- Versatility and adaptability to different sporting environments.
These soft skills are essential for success in the sports and leisure professions. The French-language course also offers the opportunity to develop team management and project management skills in large sports organisations. Students from STAPS or sports science universities can supplement their technical training with expertise in marketing and customer experience.
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