George Brown Polytechnic is located on the traditional territory of the Mississaugas of the Credit First Nation and other Indigenous peoples who have lived here over time. We are grateful to share this land as treaty people who learn, work and live in the community with each other.
Sport and Event Marketing
(Postgraduate) (B400)
Program Details
- Program Code: B400
- Credential: Ontario College Graduate Certificate
- Duration: 12 months (2 semesters in-class, 1 semester work experience)
- Method of Study: Full-time
- Starting Months: January, May, September
- Domestic Tuition: $4,236.00 *†
- International Tuition: $19,418.00 **†
- Fall 2026 Delivery: Semester 1: On Campus; Semester 2: Not Available; Co-op
Program Availability
| Semester | Domestic | International |
|---|---|---|
| Fall 2026 | Open | Open |
| Winter 2027 | Not Available | Not Available |
| Spring 2027 | Not Available | Not Available |
- PGWP Eligible: No
Get answers to your questions
Book info sessionProgram Description
Program Overview
In the heart of Canada’s marketing capital, George Brown Polytechnic’s one-year Sport and Event Marketing graduate certificate equips students with the knowledge and skills that employers value most. This program transforms passionate learners into workplace-ready professionals through real-world learning experiences that encompass innovative practices, tools, and techniques, while leveraging our dynamic industry connections.
Full Description
Established in 1991, George Brown Polytechnic's Sport and Event Marketing (B400) graduate certificate—one of Canada’s pioneering programs in this field—launches marketing professionals into the fast-paced world of sports, entertainment, and events. With decades of proven success, this intensive 12-month program transforms classroom learning into boardroom-ready expertise through industry-guided instruction, co-op experiences and real-world partnerships.
Students master the complete marketing ecosystem: sports and entertainment activation, sponsorship modelling, event planning, integrated marketing communications (IMC), digital media strategy, non-profit management and metrics. The curriculum culminates in students launching their own event innovation in the charitable sector, applying every skill they have learned while making a meaningful community impact.
What sets this program apart is the robust alumni network and industry reputation established through George Brown Polytechnic's partnerships, including Maple Leaf Sports & Entertainment and the Toronto Raptors, as well as access to case competitions, speed mentoring sessions, alumni networking events, membership to the Canadian Marketing Association (CMA), and attendance to the prestigious 5 to Watch: Canada's Sports Business Awards, co-presented by TSN and Canadian Tire.
Here are some skills you’ll be able to showcase when you graduate:
- Creating marketing and media plans for the integrated world sports, arts, entertainment and non-profit sectors
- Organizing and executing events using project management and team-building skills
- Developing and evaluating sponsorship activation opportunities from the consumer, property, and buyer's perspective
- Creating professional and persuasive presentations using industry-standard software
This Faculty of Business, Creative Industries, and Culinary Arts program is part of our School of Marketing and Financial Services.
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 Polytechnic endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- live and online events, with free or reduced member pricing
- professional development opportunities
- tools, resources and guides for members only
- networking opportunities with thousands of marketers
- exclusive access to CMA NXT, a site dedicated to filling the gap between post-secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- student volunteer (and networking) opportunities for marquee events
- members-only webinars and podcasts
- original Canadian digital marketing research
- globally accepted digital ad standards
- globally standardized courses, certification and custom workshops
Career & Postgraduate Study Opportunities
Industry
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.” Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), President of the Canadian Hockey League (CHL)
“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, Head of Marketing Partnerships, Samsung Electronics
Educational Pathways
For information on additional future study options, see our transfer guide.
Alumni Impact
We are immensely proud of the contributions of our alumni in Toronto and around the globe.
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.
Latest alumni stories
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Tuition & Fees
Domestic Tuition
$4,236.00 *†
International Tuition
$19,418.00 **†
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2025. Fees are subject to change for programs starting in Fall 2026 and at later dates.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2026. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. There is an additional fee of $500 for each work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid web pages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Admission Requirements
- Bachelor's degree, diploma, advanced diploma, or equivalent.
- Applicants with a combination of partial post-secondary and/or significant relevant work experience that is the equivalent of the above may be considered. A relevant resume and references must be provided.
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 Polytechnic 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 Polytechnic 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 Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Contact Us
Sport & Event Marketing (B400)
For inquiries related to this program (for example, course-specific information), please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator
Email: pwiddis@georgebrown.ca
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and Financial Services and classes usually take place at our St. James Campus.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Program Description
Program Overview
In the heart of Canada’s marketing capital, George Brown Polytechnic’s one-year Sport and Event Marketing graduate certificate equips students with the knowledge and skills that employers value most. This program transforms passionate learners into workplace-ready professionals through real-world learning experiences that encompass innovative practices, tools, and techniques, while leveraging our dynamic industry connections.
Full Description
Established in 1991, George Brown Polytechnic's Sport and Event Marketing (B400) graduate certificate—one of Canada’s pioneering programs in this field—launches marketing professionals into the fast-paced world of sports, entertainment, and events. With decades of proven success, this intensive 12-month program transforms classroom learning into boardroom-ready expertise through industry-guided instruction, co-op experiences and real-world partnerships.
Students master the complete marketing ecosystem: sports and entertainment activation, sponsorship modelling, event planning, integrated marketing communications (IMC), digital media strategy, non-profit management and metrics. The curriculum culminates in students launching their own event innovation in the charitable sector, applying every skill they have learned while making a meaningful community impact.
What sets this program apart is the robust alumni network and industry reputation established through George Brown Polytechnic's partnerships, including Maple Leaf Sports & Entertainment and the Toronto Raptors, as well as access to case competitions, speed mentoring sessions, alumni networking events, membership to the Canadian Marketing Association (CMA), and attendance to the prestigious 5 to Watch: Canada's Sports Business Awards, co-presented by TSN and Canadian Tire.
Here are some skills you’ll be able to showcase when you graduate:
- Creating marketing and media plans for the integrated world sports, arts, entertainment and non-profit sectors
- Organizing and executing events using project management and team-building skills
- Developing and evaluating sponsorship activation opportunities from the consumer, property, and buyer's perspective
- Creating professional and persuasive presentations using industry-standard software
This Faculty of Business, Creative Industries, and Culinary Arts program is part of our School of Marketing and Financial Services.
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 Polytechnic endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- live and online events, with free or reduced member pricing
- professional development opportunities
- tools, resources and guides for members only
- networking opportunities with thousands of marketers
- exclusive access to CMA NXT, a site dedicated to filling the gap between post-secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- student volunteer (and networking) opportunities for marquee events
- members-only webinars and podcasts
- original Canadian digital marketing research
- globally accepted digital ad standards
- globally standardized courses, certification and custom workshops
Career & Postgraduate Study Opportunities
Industry
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.” Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), President of the Canadian Hockey League (CHL)
“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, Head of Marketing Partnerships, Samsung Electronics
Educational Pathways
For information on additional future study options, see our transfer guide.
Alumni Impact
We are immensely proud of the contributions of our alumni in Toronto and around the globe.
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.
Latest alumni stories
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Tuition & Fees
Domestic Tuition
$4,236.00 *†
International Tuition
$19,418.00 **†
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2025. Fees are subject to change for programs starting in Fall 2026 and at later dates.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2026. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. There is an additional fee of $500 for each work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid web pages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Admission Requirements
- Bachelor's degree, diploma, advanced diploma, or equivalent.
- Applicants with a combination of partial post-secondary and/or significant relevant work experience that is the equivalent of the above may be considered. A relevant resume and references must be provided.
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 Polytechnic 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 Polytechnic 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 Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Contact Us
Sport & Event Marketing (B400)
For inquiries related to this program (for example, course-specific information), please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator
Email: pwiddis@georgebrown.ca
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and Financial Services and classes usually take place at our St. James Campus.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Visit St. James Campus
Book campus tourGet answers to your questions
Book info session
I chose George Brown because of their real-life and hands-on experience. And what I loved was that I could learn from professionals working in the industry. I had that confidence that once I got into the workforce, all my knowledge would be relevant.
Melonie de Guzman
Ontario College Graduate Certificate
I was really looking for a way to pair my degree with a more applied postgraduate experience. I had a strong sports background after being at Queen’s, but I was missing the business side. I was lucky to be accepted into the Sport & Event Marketing program. If you want to work in sports, it’s definitely the best place in the country to be.
Emma Lambert
Ontario College Graduate Certificate
I started doing research through LinkedIn to see where people in positions that I would ultimately love to have had gone to school. George Brown's Sport & Event Marketing program appeared to be the choice for many, so I applied and was grateful to be accepted into the program. On the very last day of classes I learned I had an offer to join the FUSE Marketing Group as an Account Coordinator. When things like this happen, it validates making the right decision at the right time. From the first day of school to the last day, I poured my heart and soul into my education, so I could come out with a job that I could be proud of. It's been an incredible experience.
Candice Joseph
Ontario College Graduate Certificate
The George Brown Sport and Event Marketing program was exactly what I was looking for. With a passion for sports and an eagerness for the industry, the program gave me the opportunity to connect with great professors, successful alumni and well-known figures in the industry to get me on the right path to start my career in sports marketing. Being the CFL Achievement Award recipient this year opened many doors for me and I'm truly grateful for George Brown Polytechnic.
Alexa Costa
Ontario College Graduate Certificate
The Sport and Event Marketing program has a great reputation all over Canada. Everyone was either coming from another job, or straight out of university, like me, so they knew exactly what they wanted. The alumni network is also extremely strong and there is a common bond with other people that have gone through the program.
Sean Reczulski
Ontario College Graduate Certificate
While completing my Bachelor of Arts at Western University, I decided to consider a career in event marketing. George Brown offered the perfect one-year program for me. My co-op placement as a sponsorship assistant at the City of Toronto Special Events was the ideal setting to apply the theory I had learned in class. I was given special projects to work on immediately and was able to adapt quickly and contribute to the fast-paced workplace, thanks to George Brown.
Alexis Levenson
Ontario College Graduate Certificate
There's no question: the Sport and Event Marketing program at George Brown Polytechnic helped me carve a path into a profession that is like no other.
Jonathan Chang
Ontario College Graduate Certificate
Visit St. James Campus
Our Virtual Tour showcases the following areas:
- Campus Facilities
- Student Services
- Applied Learning Environments
- Labs & Classrooms
Sport and Event Marketing
(Postgraduate) (B400)
Program Details
- Program Code: B400
- Credential: Ontario College Graduate Certificate
- Duration: 12 months (2 semesters in-class, 1 semester work experience)
- Method of Study: Full-time
- Starting Months: January, May, September
- Domestic Tuition: $4,454.00 *†
- International Tuition: $19,150.00 **†
- Spring 2026 Delivery: Semester 1: Not Available; Semester 2: On Campus; Semester 2: Co-op
Program Availability
| Semester | Domestic | International |
|---|---|---|
| Fall 2025 | Closed | Closed |
| Winter 2026 | Closed | Closed |
| Spring 2026 | Suspended | Suspended |
- Work-Integrated Learning:
Work Experience (Co-op or Internship) Required
- PGWP Eligible: No
Get answers to your questions
Book info sessionProgram Description
Program Overview
In the heart of Canada’s marketing capital, George Brown Polytechnic’s one-year Sport and Event Marketing graduate certificate equips students with the knowledge and skills that employers value most. This program transforms passionate learners into workplace-ready professionals through real-world learning experiences that encompass innovative practices, tools, and techniques, while leveraging our dynamic industry connections.
Full Description
Established in 1991, George Brown Polytechnic's Sport and Event Marketing (B400) graduate certificate—one of Canada’s pioneering programs in this field—launches marketing professionals into the fast-paced world of sports, entertainment, and events. With decades of proven success, this intensive 12-month program transforms classroom learning into boardroom-ready expertise through industry-guided instruction, co-op experiences and real-world partnerships.
Students master the complete marketing ecosystem: sports and entertainment activation, sponsorship modelling, event planning, integrated marketing communications (IMC), digital media strategy, non-profit management and metrics. The curriculum culminates in students launching their own event innovation in the charitable sector, applying every skill they have learned while making a meaningful community impact.
What sets this program apart is the robust alumni network and industry reputation established through George Brown Polytechnic's partnerships, including Maple Leaf Sports & Entertainment and the Toronto Raptors, as well as access to case competitions, speed mentoring sessions, alumni networking events, membership to the Canadian Marketing Association (CMA), and attendance to the prestigious 5 to Watch: Canada's Sports Business Awards, co-presented by TSN and Canadian Tire.
Here are some skills you’ll be able to showcase when you graduate:
- Creating marketing and media plans for the integrated world sports, arts, entertainment and non-profit sectors
- Organizing and executing events using project management and team-building skills
- Developing and evaluating sponsorship activation opportunities from the consumer, property, and buyer's perspective
- Creating professional and persuasive presentations using industry-standard software
This Faculty of Business, Creative Industries, and Culinary Arts program is part of our School of Marketing and Financial Services.
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 Polytechnic endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- live and online events, with free or reduced member pricing
- professional development opportunities
- tools, resources and guides for members only
- networking opportunities with thousands of marketers
- exclusive access to CMA NXT, a site dedicated to filling the gap between post-secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- student volunteer (and networking) opportunities for marquee events
- members-only webinars and podcasts
- original Canadian digital marketing research
- globally accepted digital ad standards
- globally standardized courses, certification and custom workshops
Career & Postgraduate Study Opportunities
Industry
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.” Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), President of the Canadian Hockey League (CHL)
“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, Head of Marketing Partnerships, Samsung Electronics
Educational Pathways
For information on additional future study options, see our transfer guide.
Alumni Impact
We are immensely proud of the contributions of our alumni in Toronto and around the globe.
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.
Latest alumni stories
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Tuition & Fees
Domestic Tuition
$4,454.00 *†
International Tuition
$19,150.00 **†
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2024. Fees are subject to change for programs starting in Fall 2025 and at later dates.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2025. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. There is an additional fee of $500 for each work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid web pages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Admission Requirements
- Ontario university/college degree, college diploma, advanced diploma or equivalent.
- Applicants with a combination of partial post-secondary and/or significant relevant work experience that is the equivalent of the above may be considered. A relevant resume and references must be provided.
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 Polytechnic 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 Polytechnic 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 Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Contact Us
Sport & Event Marketing (B400)
For inquiries related to this program (for example, course-specific information), please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator
Email: pwiddis@georgebrown.ca
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and Financial Services and classes usually take place at our St. James Campus.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Program Description
Program Overview
In the heart of Canada’s marketing capital, George Brown Polytechnic’s one-year Sport and Event Marketing graduate certificate equips students with the knowledge and skills that employers value most. This program transforms passionate learners into workplace-ready professionals through real-world learning experiences that encompass innovative practices, tools, and techniques, while leveraging our dynamic industry connections.
Full Description
Established in 1991, George Brown Polytechnic's Sport and Event Marketing (B400) graduate certificate—one of Canada’s pioneering programs in this field—launches marketing professionals into the fast-paced world of sports, entertainment, and events. With decades of proven success, this intensive 12-month program transforms classroom learning into boardroom-ready expertise through industry-guided instruction, co-op experiences and real-world partnerships.
Students master the complete marketing ecosystem: sports and entertainment activation, sponsorship modelling, event planning, integrated marketing communications (IMC), digital media strategy, non-profit management and metrics. The curriculum culminates in students launching their own event innovation in the charitable sector, applying every skill they have learned while making a meaningful community impact.
What sets this program apart is the robust alumni network and industry reputation established through George Brown Polytechnic's partnerships, including Maple Leaf Sports & Entertainment and the Toronto Raptors, as well as access to case competitions, speed mentoring sessions, alumni networking events, membership to the Canadian Marketing Association (CMA), and attendance to the prestigious 5 to Watch: Canada's Sports Business Awards, co-presented by TSN and Canadian Tire.
Here are some skills you’ll be able to showcase when you graduate:
- Creating marketing and media plans for the integrated world sports, arts, entertainment and non-profit sectors
- Organizing and executing events using project management and team-building skills
- Developing and evaluating sponsorship activation opportunities from the consumer, property, and buyer's perspective
- Creating professional and persuasive presentations using industry-standard software
This Faculty of Business, Creative Industries, and Culinary Arts program is part of our School of Marketing and Financial Services.
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 Polytechnic endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- live and online events, with free or reduced member pricing
- professional development opportunities
- tools, resources and guides for members only
- networking opportunities with thousands of marketers
- exclusive access to CMA NXT, a site dedicated to filling the gap between post-secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- student volunteer (and networking) opportunities for marquee events
- members-only webinars and podcasts
- original Canadian digital marketing research
- globally accepted digital ad standards
- globally standardized courses, certification and custom workshops
Career & Postgraduate Study Opportunities
Industry
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.” Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), President of the Canadian Hockey League (CHL)
“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, Head of Marketing Partnerships, Samsung Electronics
Educational Pathways
For information on additional future study options, see our transfer guide.
Alumni Impact
We are immensely proud of the contributions of our alumni in Toronto and around the globe.
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.
Latest alumni stories
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Tuition & Fees
Domestic Tuition
$4,454.00 *†
International Tuition
$19,150.00 **†
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2024. Fees are subject to change for programs starting in Fall 2025 and at later dates.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2025. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. There is an additional fee of $500 for each work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid web pages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Admission Requirements
- Ontario university/college degree, college diploma, advanced diploma or equivalent.
- Applicants with a combination of partial post-secondary and/or significant relevant work experience that is the equivalent of the above may be considered. A relevant resume and references must be provided.
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 Polytechnic 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 Polytechnic 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 Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Contact Us
Sport & Event Marketing (B400)
For inquiries related to this program (for example, course-specific information), please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator
Email: pwiddis@georgebrown.ca
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and Financial Services and classes usually take place at our St. James Campus.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Visit St. James Campus
Book campus tourGet answers to your questions
Book info session I chose George Brown because of their real-life and hands-on experience. And what I loved was that I could learn from professionals working in the industry. I had that confidence that once I got into the workforce, all my knowledge would be relevant.
Melonie de Guzman
Ontario College Graduate Certificate
I was really looking for a way to pair my degree with a more applied postgraduate experience. I had a strong sports background after being at Queen’s, but I was missing the business side. I was lucky to be accepted into the Sport & Event Marketing program. If you want to work in sports, it’s definitely the best place in the country to be.
Emma Lambert
Ontario College Graduate Certificate
I started doing research through LinkedIn to see where people in positions that I would ultimately love to have had gone to school. George Brown's Sport & Event Marketing program appeared to be the choice for many, so I applied and was grateful to be accepted into the program. On the very last day of classes I learned I had an offer to join the FUSE Marketing Group as an Account Coordinator. When things like this happen, it validates making the right decision at the right time. From the first day of school to the last day, I poured my heart and soul into my education, so I could come out with a job that I could be proud of. It's been an incredible experience.
Candice Joseph
Ontario College Graduate Certificate
The George Brown Sport and Event Marketing program was exactly what I was looking for. With a passion for sports and an eagerness for the industry, the program gave me the opportunity to connect with great professors, successful alumni and well-known figures in the industry to get me on the right path to start my career in sports marketing. Being the CFL Achievement Award recipient this year opened many doors for me and I'm truly grateful for George Brown Polytechnic.
Alexa Costa
Ontario College Graduate Certificate
The Sport and Event Marketing program has a great reputation all over Canada. Everyone was either coming from another job, or straight out of university, like me, so they knew exactly what they wanted. The alumni network is also extremely strong and there is a common bond with other people that have gone through the program.
Sean Reczulski
Ontario College Graduate Certificate
While completing my Bachelor of Arts at Western University, I decided to consider a career in event marketing. George Brown offered the perfect one-year program for me. My co-op placement as a sponsorship assistant at the City of Toronto Special Events was the ideal setting to apply the theory I had learned in class. I was given special projects to work on immediately and was able to adapt quickly and contribute to the fast-paced workplace, thanks to George Brown.
Alexis Levenson
Ontario College Graduate Certificate
There's no question: the Sport and Event Marketing program at George Brown Polytechnic helped me carve a path into a profession that is like no other.
Jonathan Chang
Ontario College Graduate Certificate
Visit St. James Campus
Our Virtual Tour showcases the following areas:
- Campus Facilities
- Student Services
- Applied Learning Environments
- Labs & Classrooms