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Digital Marketing & Analytics for Sports Professionals

Your road to digital excellence in sports

Take this unique opportunity to be at the forefront of digital trends and developments in the sports industry. In this unique 20-hour annual recurring program we introduce various digital marketing tools, and discuss global best practice cases in sport that help you build long- term digital strategy. This live and on-demand program is brought to you by Track, powered by Victoria University and in collaboration with SportsCloud International. The program starts on August 31, 2021.

Average score from former participants around the globe:

2-month online program

This program comprises 10 live sessions of 2 hours each. There will be two sessions per week delivered between Aug – Sep 2021.


You can now register at the special introductory fee of €150 for the total series.


Learn wherever or whenever you want in your own digital learning office.


Participants will receive a Victoria University/SportsCloud International certificate of completion.


Recent graduates review this program with an average score of 4.8/5.0.

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Why should you enrol in this program?

Build a firm foundation for your future in the sport industry. This program will help you further develop your digital marketing skills. In 10 online sessions of 2 hours each, we guide you through the landscape of digital strategies in sport. We do this with a marketing focus on developing new revenue streams, collecting better data and optimising your performance in digital communities. The program has been highly successful in Europe, India and Australia and has been further optimized for the international sports market. You can join this exciting program at a fee of €150. This includes all live sessions, on demand review of the live sessions, and a wide range of online course materials including readings, videos, case studies and self-paced extension information.


"You will never find such a complete digital program in sport at this price point. It represents great value and will return the investment many times."

Professor Hans Westerbeek
/ Professor Victoria University

SportsCloud International and Track

Powered by Victoria University

This program is an initiative of SportsCloud International and Track at Victoria University. SportsCloud International is an industry leader in digital sports marketing. With proven expertise and experience in big data analytics and digital platform creation, SportsCloud creates highly successful digital business strategies.

Track is one of Victoria University’s innovation leading research groups. Track works directly with International and National sporting organisations, including FIFA, the AFL, Tennis Australia and the National Basketball League. Track is embedded in professional teams across various sports in analytical, scientific and performance roles.

Track and SportsCloud International have combined in this program to improve the business and marketing performance of sport organisations through digital technology.

Get your Victoria University / SportsCloud International certificate of attendance now.

Who is this program for?

This program will be invaluable for current or aspiring sport professionals and has been developed with the following target groups in mind.


Professionals in NSOs, SSOs, sport leagues, teams and franchises

In a rapidly evolving digital landscape it is crucial for professionals in sport governing bodies, or sport leagues and franchises to understand the strategic value of fan and member data. This program will help you to create actionable insights derived from fan behaviour that can lead to increasing revenue and creating new revenue streams. Various sessions will introduce you to a wide range digital marketing tools and how to best use these in concert to create a long-term digital vision.

Sport Facility and Event Professionals

For professionals who are working in the event industry, those who run major spectator facilities, broadcasters or even talent managers, it is important to understand the strategic value of fan and visitor data. Even small data sets can be used and combined (for example, geolocation data in combination with visitor purchasing behavioural data) to build and run a digital strategy.

Sports Management and Sport Business Students

For students and those aspiring to work in the sport industry, there is no better time to bring vital digital marketing knowledge into the industry and gain preferred access to jobs. The program provides foundational and advanced knowledge to rapidly position yourself as a future manager. Providing you with global best practices in fan engagement insights we help to build the data driven mindset of a digital sport marketer.

Government Professionals in Community Sport and Recreation

Local and State government are incredibly important providers of sport and recreation infrastructure and a wide range of community services. To date, most (local) governments have worked in isolation in regard to their sport planning and service offerings. In this program we provide strategies, tools and examples of how government and community sport organisations can take better advantage of readily available (user and spatial) data and digital tools to better plan for and service its communities.

About the program

In every 2-hour live session, we introduce the topic from an international sports business perspective and then take a deep dive into 2 themes. Every session has a relevant sport industry case study or an interview with a business leader focusing on the theme of the session.

Exploring the digital marketing landscape - 31 Aug. (7 PM - 9PM AEST)

In recent years, there has been an explosive increase in the development of marketing technology tools. These tools, accumulating to more than 8,000, deliver optimization in marketing and sales processes. The tools include data systems, advanced analytic tools, email applications, advertising tools, social media management solutions, business intelligence tools and profiling tools. This lecture provides you with insights into how we can properly connect the available digital tools in a way that value creation in the organisation is centrally managed and data centrally stored.

Learning outcomes:

  • Introduction in Marketing Tech/Digital landscape
  • Digital and data ecosystems in sports

A selection of the tools we cover:

Taking advantage of the data opportunity - 2 Sept. (7 PM - 9PM AEDT)

Data comes in many shapes and sizes. But what is the value of data really and what kind of data are we talking about? How do you use it to increase conversion rates? In this session we explain how you can create value from your own database. How can data provide important strategic insights for both the short and long term decision making in an organization? We explain by means of a number of practical examples how significant value can be created with small data sets. Good data can be used to influence spending of a fan/member by personalizing messages and commercial offerings. It is also part of your sponsorship proposition where ‘data sharing’ is becoming more important every day.

Learning outcomes:

  • How to create better value from data 
  • Introduction to smart data tools and platforms

A selection of the tools we cover:

Enhancing fan/member engagement & loyalty - 7 Sept. (7 PM - 9PM AEDT)

Fans/members are emotionally connected to the sport. They are happy when they win and sad when they lose. Whether it is positive or negative, fans/members always have a bond with you as a sports organisation. It is therefore important to constantly engage them with the story of your organisation. How do you manage to connect with fans/members, continue to tell unique stories and increase their loyalty towards your organisation? In this lecture we take a look at various fan/member engagement techniques and solutions based on best practices worldwide.

Learning outcomes:

  • How different ways of value creation in sport require deep insights into how customers think, feel and behave.
  • Working with fan engagement solutions.

A selection of the tools we cover:

Profiling fans/members and capturing new markets - 9 Sept. (7 PM - 9PM AEDT)

There are many different forms of data and how this contributes to getting to know your customers better. Some data sources you may already have in place and some you may need to add. The challenge is to form a 360-degree customer view of your fans/members. In that way you will not only learn about the transactional data they leave with you, but also gain predictive information about their digital movements that they make on your platforms and apps. How can you connect different relevant data sources? With a complete customer view, you are able to add value at every stage of the fan/member-journey and literally convert the data into revenue. We teach you how to commercially utilise fans/members’ accumulated data to make money.

Learning outcomes:

  • How the value chain in sport will allow you to better determine what kind of information you need from your stakeholders.
  • How to create a 360-degree view of the fan.

A selection of the tools we cover:

Developing next-level Social Media strategies - 14 Sept. (7 PM - 9PM AEDT)

Social media is an incredibly important channel for sports organisations. How can you best use social media as an organisation? Which platforms do you choose and what type of content do you share on these platforms? During this lecture we will dive deeper into the power of social media. And how to get value out of the conversion techniques in these social channels. What is changing the coming years?

Learning outcomes:

  • A brief overview of the sport social media landscape, and how it is rapidly changing.
  • Successful social media (management) strategies in sports.

A selection of the tools we cover:

Enriching experiences on sport platforms - 16 Sept. (7 PM - 9PM AEDT)

Adding playful interactive elements to your marketing channels is becoming increasingly important. Especially for the younger generation. We have seen an emergence of gamification in recent years. Creating these types of gamification and implementing them within your marketing activities is discussed in detail in this program. It is the next layer of content around your core sports offerings and on your digital platforms.

Learning outcomes:

  • Gamification as a differentiator.
  • Enhancing the stadium experience.

A selection of the tools we cover:

Using personalization and conversion to scale up - 21 Sept. (7 PM - 9PM AEDT)

Conducting (personalised) marketing requires a lot of attention and time, yet many of the required marketing activities are repetitious. In this lecture we discuss the principles of marketing automation. Adding automations within your marketing campaigns ensures that you increase the scalability and efficiency of your sales activities. Automation is the most effective way to reach and engage fans/members on daily basis. Automation is the magic principle to scale up your activities.

Learning outcomes:

  • Fan/member journey management in practice.
  • The principles of marketing automation.

A selection of the tools we cover:

Building a digital strategy roadmap - 23 Sept. (7 PM - 9PM AEDT)

The sport industry has experienced a significant acceleration in recent years. But what will the next 5 years look like? Which innovations and trends will develop in the near future and have an impact on sport? How do you determine your strategy for the coming years and how do you prepare for some of the challenges that sport is facing? We also help you to create future insights with dashboards. The right management information at the right time is key for the successful execution of your strategic planning.

Learning outcomes:

  • The future of the world of sport, what we can expect
  • Management decisions with dashboarding

A selection of the tools we cover:

Building communities in recreational sports - 28 Sept. (7 PM - 9PM AEDT)

Building communities has become more important than ever. Not only in elite sports, also in recreational sports. Health is an important driver for sport participation. The traditional club-based systems of Europe and Australia where people have been coming together playing sport are making way for new ways to build communities. In this lecture we will take you through a number of practical cases in which successful communities have been created and share with you the results they have achieved today. They are the perfect examples of how the old can meet the new.

Learning outcomes:

  • What does it mean – community sport…?
  • A brief comparison of community sport systems in various countries.
  • New business models in community sport.

A selection of the tools we cover:

Connecting to the power of e-sports - 30 Sept. (7 PM - 9PM AEDT)

Esports is booming. The Esports market is growing every year and this will only increase in the coming years. It is a type of sport (or is it?) that appeals to the younger generation. We are talking about the GenZ generation. How can sports organisations connect and engage with E-sports and how can E-sports become another platform of connection with your fan/memberbase?  In this lecture we look at the global E-sports trend and also take a closer look at a few selected markets.

Learning outcomes:

  • Is esport real sport…? Some arguments in favour and against
  • And… does it really matter? Because for sport business to thrive it probably does not

A selection of the tools we cover:

Learning from professionals.

Our digital marketing professionals and sport business academics act daily in the cockpit of the fast-paced digital marketing world.  They also teach at several leading international universities.

Hans Westerbeek

Professor Victoria University

Hans Westerbeek is Professor of International Sport Business, Head of the Sport Business Insights Group and Co-Director of Sport and Recreation Spatial at Victoria University in Melbourne, Australia. 

Hans Westerbeek

Peter Sprenger

Founder & CEO Sportscloud INT

Peter is lecturer in digital strategy and data management at Cruyff Institute and the Nyenrode Sports Leadership Program. In addition he teaches digital innovation at the MBA’s of the VvAA and IBO Business School.

Peter Sprenger

700+ Members. Join the Community.

What our former participants say


An excellent program offered by thought-leading, professional lecturers.

This program was fantastic. The lecturers showed an unrivalled understanding of data, analytics and the worldwide marketing landscape which allowed for precise, interesting and in-depth delivery. This coupled with case studies and interviews shown of those already implementing the world’s best practices, provided an environment that ensured the student took a lot away from each lesson. I highly recommend this program to anyone looking to further their understanding of the current marketing landscape and use it to their advantage.
Shane McCarter
/ Sports Australia Hall of Fame

High level of efficiency and scientific teaching methods

10 intensive days with great content. Enthusiastic teachers who really teach you everything you need to be digitally successful. I recommend this program to anyone who wants to take the next step in marketing.
/ UEFA Champions League

The format was excellent with an appropriate balance of theory, ideas and knowledgeable guest speakers

I thoroughly enjoyed the program, lots of practical tips and examples that we could implement almost immediately. I have no hesitation in recommending the program for all those working in the sports industry – whatever role you’re in.
Marc McAllion
/ Maribyrnong Sports Academy
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