By Maria Misbach
The Owen Graduate School of Management at Vanderbilt University has launched a new dual-degree opportunity in collaboration with the Real Madrid Graduate School of Universidad Europea. This new partnership provides Master of Marketing students with the chance to earn a second master’s degree in Sports Management Strategy while gaining hands-on experience with one of the world’s most recognized sports organizations.
“This collaboration reflects Vanderbilt’s commitment to preparing students to lead in a globally connected economy,” said Provost and Vice Chancellor for Academic Affairs C. Cybele Raver. “By pairing Owen’s marketing strengths with immersive learning in Madrid, this dual degree program broadens perspective and prepares graduates to thrive across industries.”
Eligible Owen Master of Marketing students complete specialized coursework delivered jointly by both institutions. Through a combination of online learning and an immersive academic experience in Madrid, students will study sponsorship strategy, sport event management, esports marketing, and global marketing practices, culminating in applied projects developed in collaboration with Real Madrid professionals.
Jennifer Escalas, senior associate dean of academic programs, and Laura Planells, Real Madrid Graduate School partner
“Sports organizations operate as some of the world’s most sophisticated global brands,” said Jennifer Escalas, Dean Samuel B. and Evelyn R. Richmond Chair, professor of marketing, and senior associate dean of academic programs. “This partnership allows students to study brand strategy, fan engagement, and sponsorship ecosystems in an incredibly dynamic setting.”
A defining component of the program is The Real Madrid Challenge, in which students work directly with the club’s innovation teams on real business initiatives. This experiential learning model connects classroom concepts with real-world strategic decision-making.
“By working on projects with Real Madrid professionals, students develop practical skills in a true global workplace setting,” said Steven Posavac, Madison S. Wigginton Professor of Marketing and faculty director of the Master of Marketing program. “This type of experience will prove increasingly valuable for marketing careers in today’s world.”
Participants complete three online courses during the spring semester, followed by two in-person courses in Madrid that conclude in mid-June. Together, the coursework enables students to earn two academic credentials: Vanderbilt’s Master of Marketing and the Real Madrid Graduate School’s Master in Sports Management Strategy.
“At Owen, we’re committed to creating truly unique learning experiences for our students,” said Thomas Steenburgh, Ralph Owen Dean and professor of marketing. “This partnership connects Owen’s deep-seated marketing expertise with the global energy of Real Madrid in groundbreaking ways.”
The collaboration marks the beginning of a new chapter in Owen’s growth strategy, expanding how students engage with industry at the highest levels. The inaugural cohort has already begun classes and will graduate this summer, setting in motion new pathways for careers across the global sports and entertainment industry.
Program At a Glance
- Eligibility: Vanderbilt Master of Marketing (MMark) students
- Degrees Awarded:
- Vanderbilt University: Master of Marketing
- Universidad Europea Real Madrid Graduate School: Master in Sports Management Strategy
- Curriculum:
- 3 online courses in Nashville (Early February to late April) (9 credits total)
- Sponsorship Management (3 credits)
- Sports Events Organization (3 credits)
- eSports Management (3 credits)
- 2 in-person courses in Madrid (Early May to mid-June) (6 credits total)
- Marketing in the New Era (3 credits)
- The Real Madrid Challenge (3 credits)
- 3 online courses in Nashville (Early February to late April) (9 credits total)
- Admissions: Register by end of fall semester
