The Sport and Event Marketing graduate 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.

Sport and event image, two women smiling

Sport and event image, a man talking


Program name
Sport and Event Marketing
Experiential learning
Work Experience (Co-op or Internship) Required
12 months (2 semesters in-class, 1 semester work experience)
Starting month
September, January, May
Ontario College Graduate Certificate
Method of study

Year of Study

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Program Availability

Domestic students
Sept. 2020 Open
Jan. 2021 Open
May 2021 Open
International students
Sept. 2020 Closed
Jan. 2021 Opens Apr 6, 2020
May 2021 Opens Aug 3, 2020

Full Description

For over 25 years, the Sport and Event Marketing graduate 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 Centre for Business program is part of our School of Marketing.

Experiential Learning

Work Experience (Co-op or Internship) Required

Your Field Study options

B400 - Photo of students

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 would 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 resume.

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 Standards and Learning Outcomes

The graduate has reliably demonstrated 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 B400 program, you need to complete the following 13 Mandatory courses and 1 Work Experience Term.

Printable Curriculum Planner 2019-2020pdf file


semester courses
CodeCourse NamePre-requisite
COMP 1110Computer Applications for MarketingNONE
MARK 1024Marketing Seminar SeriesNONE
MARK 1027Marketing ManagementNONE
MARK 4005Applied Business CommunicationsNONE
SPMK 4002Event Planning and Management INONE
SPMK 4014Principles of Sport & Event Marketing INONE
BUS 4000Work Experience Prep CourseNONE


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

Work Experience Term

semester courses
CodeCourse NamePre-requisite
COOP 4001 or INTN 4001Work Experience TermBUS 4000

Detailed course outlines

The Industry

Industry Feedback

Dan MacKenzie, Vice President and Managing Director, NBA Canada

"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), 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

Your Career

Graduates gain transferable skills for a career start 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 Coordinator
  • Marketing Coordinator
  • Partnerships and Sponsorships Coordinator
  • Ticket Sales Coordinator

Future Study Options

For information on additional future study options, see

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.


$4,173.00 *†

Additional Cost

* Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2019. Fees are subject to change for programs starting in Fall 2020 and at later dates.

† This program includes 1 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.

International students: Visit the International Fees and Related Costs page for more information.

Financial Assistance

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

Admission Requirements

  • College Advanced Diploma (3-year) or Bachelor's Degree or demonstrated, relevant work experience (resume 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.

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Course Exemptions

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

International (Visa) Students

Visit the International Admissions page for more information.

Apply to

Domestic students should apply through Ontario Colleges

Success Stories

B400 Emma Lambert

Emma Lambert (Graduate 2017), National Events Specialist, motionball for Special Olympics

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.

B400 Candice Joseph

Candice Joseph (Graduate 2017), Account Manager, FUSE Marketing Group

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.

Alexa Costa, 2016 Graduate, Sport and Event Marketing Program

Alexa Costa (Graduate 2016, Sport and Event Marketing), Manager, Partnership Marketing, Canadian Soccer Business

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 College.

B400 Sean Reczulski

Sean Reczulski (Graduate 2014, Sport and Event Marketing), former Foundation Manager, Michael “Pinball” Clemons Foundation, now Philanthropic Manager, Canadian Olympic Foundation

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.Read more about Sean's experiences in the View from the Top article in our Alumni Stories.

alexis levinson

Alexis Levenson (Graduate 2008, Sport and Event Marketing), Senior Manager, Operations, MCI Group

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.

B400 Jonathan Chang

Jonathan Chang (Graduate 2000, Sport and Event Marketing), Director, Events & Basketball Development, NBA Canada

There's no question: the Sport and Event Marketing program at George Brown College helped me carve a path into a profession that is like no other.Read more about Jonathan's experience in our Alumni Stories.

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 Students Admissions

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

International Student Admissions

For inquiries about international admission requirements, permits and visas, accommodations, or anything specific to international students, please contact the International Centre at or visit George Brown International.
Phone: (416) 415-5000 ext. 2115


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

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 or choose to book your appointment using the link provided.

  1. Book online:
    Complete and submit the Client Intake Form

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 (B400)

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

Peter Widdis, Program Co-ordinator


Elizabeth Speers, Academic Director, Centre for Business  


Book a Meeting with the Chair:

Visit Our Campus

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

Campus tours are offered on a regular basis. Sign up today!

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    George Brown College is continually striving to improve its programs and their delivery. The information contained in this calendar 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 admission, graduation, and fee requirements as well as any requirements of outside institutions, industry associations, or other bodies that may award additional designations concurrently with, or after completion of, a George Brown College program.