Sport and Event Marketing Program (Postgraduate) (B400)

Program Description

Program Overview

The Sport and Event Marketing graduate certificate program in Toronto 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.

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, 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

This program is also offered in a fully online format (which may not be suitable for international students based on student visa requirements). Students who wish to apply for the Sport and Event Marketing Online Postgraduate program, should apply to B420.

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

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.


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

Career Options

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 co-ordinator
  • 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." 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

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.

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 

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.

-Premier's Award nominee, business category, 2023

Melonie de Guzman
Ontario College Graduate Certificate

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