Xavi Crespo, ambassador of the CETT-UB and BIHUB Master’s in Sports Marketing and Event Management: “We want to change the paradigm of sports management”

We speak with the former FC Barcelona basketball player and ambassador of the master’s program about this pioneering training and the current state of the sector. 

CETT-UB and Barça Innovation Hub are launching the new Master’s in Sports Marketing and Event Management with Barça Innovation Hub for the 2025–2026 academic year, a pioneering program designed to respond to the needs of a constantly growing and increasingly professionalized sector. 

With a clear international focus and a practical approach, the program offers students the tools and strategies to lead sports marketing projects, organize events, and manage sport-related experiences. The master’s combines academic training with business reality, bringing students closer to the latest trends in communication, sponsorship, branding, and digital transformation in the sports industry, with the participation of active professionals and sector experts. 

We speak with Xavi Crespo, former FC Barcelona player, CETT-UB lecturer, and ambassador of the new master’s, to gain deeper insight into the program. 

• Why are CETT and BIHUB committed to a Master’s in Sports Marketing and Event Management? 

A PwC report (2022) indicates that the sports and entertainment market is undergoing accelerated digital transformation, with an estimated annual growth of 6.5% until 2027. In this context, CETT-UB and BIHUB have identified the need for a program that offers a global vision, focused on digital marketing and technological innovation, while also addressing sustainability. 

The combination of BIHUB, a world-leading platform promoting innovation on and off the field, and CETT-UB, with over 50 years of experience in the education sector and adapting training to today’s and emerging labor market demands, provides a powerful platform to meet this need. 

• The program refers to the concept of sportainment, a growing trend in the industry. How would you define the term, and why is it so relevant today? 

Sportainment results from blending “sport” and “entertainment” and introduces a new way to experience and consume the sports world. It’s not just about watching a match on TV or attending a game at the stadium; it’s about living a multisensory experience. Events like the Super Bowl, combining sport with major music performances, are prime examples of sportainment. 

Today, we can enjoy sporting events from anywhere and at any time in a more participative and immersive way. We see this new reality on platforms like Twitch and YouTube, which have revolutionized how we consume sports, offering a gamified and interactive experience — and also in clubs like Real Madrid and Paris Saint-Germain, who provide immersive museum experiences with augmented reality and interactive content. 

• What needs of the sector does the master’s address, and how does it approach the fusion of sports and entertainment? 

According to the Sports Business Observatory (2023), 72% of sports professionals say they need new profiles with digital skills. There is growing demand for professionals trained in areas such as data analytics, user experience (UX), metaverse, AI, among others, applied to the sports context. 

The master’s provides the necessary tools to meet these challenges with confidence and the skills required to compete in this environment. The program covers key marketing management elements for success: promotion, brand building, audience engagement, customer experience, sponsorship, and data analysis — along with tools such as CRM (Customer Relationship Management), artificial intelligence, virtual reality, and augmented reality applied to sports. 

• What sets this master’s apart from other similar programs? 

This is a unique program in Catalonia because it combines the experience of a top-tier club like FC Barcelona and a prestigious educational institution like CETT. Beyond traditional sports management, it focuses on the creation of memorable and innovative experiences. 

We want to change the paradigm of Sports Management as it’s been taught so far — to go beyond and meet the new public demand by focusing more on the total experience, not just the sports product. Entertainment touches all aspects of life, not just sports. Therefore, this is about creating entertainment and unique experiences that exceed expectations. 

Moreover, the collaboration between these two entities offers access to a professional network and real internships within the sports and entertainment sectors, featuring major professionals from both fields. 

• What skills and competencies will students develop? 

First and foremost, they’ll immerse themselves in the concept of sportainment. Students will acquire tools to fully develop this concept: working with management tools, applying appropriate communication and marketing strategies, and analyzing the economic and social impact of sportainment. 

The program promotes the use of new technologies and innovation, while equipping students to thrive in a globalized world — designing immersive experiences for events, and enhancing their analytical and strategic thinking. Not forgetting soft skills such as leadership, teamwork, strategic thinking… all essential in today’s world. 

• What is the ideal student profile for this program? 

I believe anyone looking to grow within the entertainment world is a fit. Someone eager to create innovative, engaging experiences, exploring opportunities through new technologies to go beyond traditional marketing. 

I’m thinking of people passionate about sport, events and new tech — as well as graduates in Business Administration, Tourism, Communication, Sport, or ICT. 

• What career opportunities can students expect? 

Talking about career opportunities in this master’s is a challenge. Its greatest value lies in the fact that it opens the door to future positions that may not yet exist but will soon be essential. 

Roles like sportainment manager, digital fan experience designer, 360º sports sponsorship lead, data analyst for fan engagement, or hybrid sports event project manager come to mind. 

• What advice would you give to someone considering enrolling? 

If you want to be at the forefront of what’s coming, this master’s will provide you with the tools, connections, and strategic vision to make a difference in a sector looking for professionals to turn sport into a complete and thrilling experience. 

Check all the information about the Master's Degree in Marketing and Sports Event Management.