Sport and Event Marketing Program (Online) (Postgraduate) (B420)

  • Program Name:
    Sport and Event Marketing
  • Code: B420
  • Credential:
    Ontario College Graduate Certificate
  • Method of Study:
  • Duration:
    12 months (2 semesters in-class, 1 semester work experience)
  • Centre:
  • School: Marketing
  • Location: Online
  • Starting Months: January, September
  • Domestic Tuition:
    $4,311.00 *†
  • Experiential Learning:

    Work Experience (Co-op or Internship) Required

  • Spring 2023 Delivery:
    Not Available

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Program Overview

The Sport and Event Marketing graduate online certificate program provides students with the foundational knowledge and applied skills employers value related to marketing careers in today’s integrated world of sport, arts and entertainment, and not-for-profit enterprises.

This program is part of the online postgraduate certificate programs.

The online postgraduate certificates offer working professionals the flexibility of a fully online program scheduled in the evening and weekends.

  • Study online from the comfort of home while joining other students across Canada in live, instructor-led classes.
  • Develop professional skills in just 8 months of study followed by a 4-month work term in a format convenient to you and your busy weekday commitments. 

PLEASE NOTE: This program is also offered full-time in person (COVID restrictions may result in changes to delivery). Please see Sport and Event Marketing Postgraduate program (B400) for additional details.

Full Description

For over 25 years, the Sport and Event Marketing online postgraduate certificate program at George Brown College in Toronto has been equipping students with the core skills to succeed in the integrated work of sport, arts and entertainment and not-for-profit enterprises.

Hands-on from the first day, this 12-month program provides students with a foundation in consumer marketing. It focuses on the examination and application of Sport and Event Marketing best practices, strategies, tactics, tools and techniques. Students develop and learn to apply creativity and critical thinking skills that will take them from the classroom to the boardroom. Assignments and projects can involve industry partners, especially in the final semester when students plan and execute a charitable event.

Key disciplines covered include sport, arts and entertainment marketing, sponsorship activation, event planning and management, integrated marketing communications (IMC), digital media, not-for-profit and cause-related marketing and financial metrics.

This learning experience will enable you to:

  • Develop integrated marketing and media plans for arts, entertainment, cause-related marketing and the sports industry.
  • Plan, execute and evaluate comprehensive events utilizing project management and team-building skills.
  • Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.

Extracurricular opportunities may include:

  • speed mentoring
  • 5 to Watch Canada’s Sports Business Awards
  • Primetime Sports Case Competition

This program is also offered full-time in person (COVID restrictions may result in changes to delivery). Students who wish to apply for the full-time in-person Sport and Event Marketing Postgraduate program, should apply to B400.

This Centre for Business program is part of our School of Marketing.

Technical Requirements:

  • A computer that runs on Windows 10 or the latest Mac OSX, has the latest updates applied and has up to date virus protection software
    • Windows 10 ARM64 devices are not recommended as they will not allow you to install AppsAnywhere and the Cisco AnyConnect client
  • High-speed broadband access (Cable or DSL) is highly recommended. Some programs or courses require more advanced systems
  • Headphones or speaker and a microphone for in-class conversations and meetings with your professors
  • A webcam (may be required for specific courses)
  •  Individual courses may have additional hardware requirements
  • A web browser, such as Safari, Firefox, MS Edge, Google Chrome

PLEASE NOTE: mobile devices may allow for some participation in your course(s), however there are limitations and we cannot guarantee your mobile device will meet all coursework needs

Your Field Education Options

Work Experience (co-op or internship work term)

This program requires the successful completion of one semester of work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value. The work term occurs after the end of the second academic semester.

George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can in turn be added to your resumé.

In addition to on-the-job work experience, George Brown College endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.

Program Learning Outcomes

The graduate demonstrates the ability to:

  1. Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
  2. Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
  3. Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
  4. Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
  5. Create professional and persuasive written, digital and other presentation formats using industry standard software.
  6. Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.


Required Courses

In order to graduate from the B420 program, you need to complete the following 13 mandatory courses and 1 work experience term. Work Experience term can be Coop, Internship, Simulation, Consulting, or Research projects. This program is delivered online and for domestic students only.



CodeCourse NamePre-requisite
COMP 1110Computer Applications for MarketingNONE
MARK 1027Marketing ManagementNONE
MARK 4005Applied Business CommunicationsNONE
MARK 4030Sports and Event Marketing Seminar SeriesNONE
SPMK 4002Event Planning and Management INONE
SPMK 4014Principles of Sport & Event Marketing INONE
BUS 4000Work Experience Prep CourseNONE


CodeCourse NamePre-requisite
SPMK 4017Nonprofit and Cause-Related MarketingMARK 1027
MARK 4012Marketing MetricsMARK 1027
SPMK 4007Event Planning & Management IISPMK 4002
MARK 2044Principles of Marketing ResearchNONE
MARK 4025IMC & Digital Media FundamentalsMARK 1027
SPMK 4018Principles of Sport & Event Marketing IISPMK 4014

Work Experience Term

CodeCourse NamePre-requisite
COOP 4001 / INTN 4001 / BAWT 4001Work Experience TermBUS 4000

Career & Postgraduate Study Opportunities

Career Options

Graduates gain transferable skills for starting a career in a growing variety of industries that embrace sport and event marketing practices. These include amateur and professional sport, e-sports, arts and entertainment, consumer products, retail, tourism, hospitality, financial services, technology, special events, not for profit, business consulting, advertising, sponsorship, digital and experiential marketing.

Potential positions may include:

  • account manager/executive
  • event coordinator
  • game operations co-ordinator
  • marketing co-ordinator
  • partnerships and sponsorships co-ordinator
  • ticket sales co-ordinator


Industry Feedback

"We have hosted a variety of George Brown Sport and Event Marketing interns and have always been impressed that these students have a built-in industry network when they arrive, as their classmates are spread throughout the industry. Add to that the fact that many have had other work experiences and it makes for a more mature, effective internship for the hosting organization." —Dan MacKenzie (Graduate 1997, Sport and Event Marketing), Vice-President & Managing Director, NBA Canada

“The insights students gained from the George Brown Sport and Event Marketing program have helped them provide valuable support for our sponsorship programs. Their experience has allowed them to become important and trusted members of Scotiabank’s marketing team.” —Matthew Coorsh, Director, Marketing Sponsorships & Brand Management, Scotiabank

Educational Pathways

For information on additional future study options, see our transfer guide.

There are many pathways into the Sport and Event Marketing Graduate Certificate B400 program including work, college and university programs. After graduating from the program, students can begin their career and some chose to move onto Masters Programs.

Tuition and Fees

Domestic Tuition

$4,311.00 *†

Additional Costs

* Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2021. Fees are subject to change for programs starting in Fall 2022 and at later dates.

† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the Work Experience semester. The Work Experience fee of $500 covers the cost of the Work Experience Preparation course and work experience semester.

Financial Assistance

This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.

Disclaimer: The information contained in this website is subject to change without notice. It should not be viewed as a representation, offer or warranty. Students are responsible for verifying George Brown College fee requirements.

How to Qualify and Apply

Admission Requirements

College advanced diploma (three-year) or bachelor's degree or demonstrated relevant work experience (resumé and references required).

English Language Proficiency

Applicants with international transcripts who do not provide English proficiency test results must test at the college level in the George Brown College English assessment to be considered for admission. In addition, applicants who are considered for admission to the program based solely on their work experience will be required to provide proof of English proficiency at the college level, and may be required to write the George Brown College English admission assessment.

Please review our English proficiency requirements.

Course Exemptions

Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.

International (Visa) Students

Visit the International Admissions page for more information.

How to Apply

Domestic students should apply through Ontario Colleges.

Contact Us

Information Sessions

On-campus information sessions are held on a regular basis. Come and have your questions answered. Learn about the program content and career options, meet your friendly professors and staff, and experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.

Domestic Student Admissions

For inquiries about domestic admission requirements, admission deadlines, or the admissions process, please contact the Admissions Office at or visit the Admissions section.

International Student Admissions

Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page.

Fees and Financial Information

For inquiries about OSAP, Bursaries, Scholarships and other financial inquiries, please contact the Financial Aid Office at or visit the Financial Aid section.

Entry Advising

For advice on the various program options and which program might be best suited for you, make an appointment to see an Entry Advisor. Please review these frequently asked questions.

Centre for Business

For questions regarding programs at the Centre for Business or if you require more information, please do not hesitate to contact us. Our knowledgeable staff are available to assist you.

For general inquiries, please contact the Centre for Business:
Phone: (416) 415-5000 ext. 2160

Sport & Event Marketing (B420)

For inquiries related to this program (for example, course-specific information) please contact the program co-ordinator:

Peter Widdis, Program Co-ordinator

John Peco, Chair, School of Marketing

Visit Our Campus

This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.

Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.

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