The enthusiasm and interest displayed by participants worldwide have led us to reach full capacity for the EASM Summer School 2024. Thank you very much, we are overwhelmed by the positive response! However, we have good news for everyone who is still interested in participating! We have prepared a waiting list for further registrations! Just send us your Registration Form and we will inform you immediately when there are free spots available again!

Check this out! Beside the Summer School we also organize the Madrid Weekender (2-5th May 2024 in Madrid). This event offers a similar enriching experience and provides a dynamic platform for learning, networking, and cultural exchange. All info and the link to register here! For any concerns, feel free to contact us

Lead, Don't Follow

About EASM Summer School

The European Association for Sport Management (EASM) is an independent association of people involved in the management of sport in the broadest sense. EASM has a wide international network of experts and National Organisations in the fields of sport management and has close European and Intercontinental relations.

Click through to learn more about the association!

What is the EASM Summer School

The EASM Summer School is a great opportunity for students and practitioners to enrich their degree with new insights in the field of International Sport Management Industry, Business and Marketing, among others. Participants will have the chance to build up their own international network within the sport business and to work with colleagues from all over the world.

Attending the EASM Summer School means you will have access to interact with highly regarded academics and professionals of the sport management sector. We provide a unique educational opportunity as they deliver their visionary perspective, helping you broaden your views, improve your understanding of the sport management world and jump start your career in this passionate field of study.

EASM Teamwork

Estadio del Atlético de Madrid el Cívitas metropolitano

Academics, Networking & Leisure


Teaching Methods

Lectures by academics and professionals of the sport industry, teamwork, case studies, student presentations and distance readings for initial preparation.

Case Study


Content & Learning Objective

The core of this programme will be the International Sport Management and Marketing, where students will be able to acquire knowledge about the field and apply professional marketing tools in the world of sports organizations


Credits & Certified Accreditation

  • Attendants get a 6 ECTS certificate recognized by the University of Bayreuth after the Final Exam.
  • The course of EASM Summer School is certified by the European Association for Sport Management and the Sport Management Academy of Bayreuth, Germany (SMAB).


Cultural and Leisure Opportunities

During the programme you will experience the perfect mix between academic improvement and exciting memorable experiences in one of Europe’s biggest and most special cities, with its vibrant life, culture and wide array of activities and leisure opportunities. You will be able to experience Spanish culture like never before, from its cuisine and its people to the unique blend of historical and modern appeal

Sightseeing: Puerta de Alcalá

Cultural Activity: Visit to Microsoft Global Sports Innovation Center

This Programe includes


This Programme includes

  • 5 Nights’ accommodation in double room with breakfast included
  • 7 Academic and professional lectures
  • Case studies in groups
  • 6 ECTS Attendance Certificate recognized by the University of Bayreuth
  • Tour Bernabéu – Real Madrid Stadium
  • Visit to Territorio Atleti – Cívitas Metropolitano Stadium
  • Visit to Microsoft Global Sports Innovation Center
  • Madrid de los Austrias Guided Tour
  • 3 Lunches
  • Typical Spanish Meal – Tapas
  • Farewell Dinner
  • Networking Activities
  • Shuttle Services

Optional Activity: La Liga Football Match Atlético de Madrid vs Osasuna


Larena Hoeber 🇨🇦

Diversity in sport fan performances

University of Regina

Robert Kok 🇳🇱

Fan communication in Sports

Fontys Economische Hogeschool Tilburg

Ruth Crabtree 🇬🇧

An International perspective in the art of managing people within sports organizations

Sheffield Hallam University

José María Gotor 🇪🇸

LaLiga Strategy as a Global Player in the sports and entertainment industry


Osmo Laitila 🇫🇮

Data-driven sponsorships – opportunities to refine fan insights into value in sponsorships

Jamk University

Ainhoa Cea 🇪🇸

Beyond sports sponsorship: collaboration between brands

Head of BMW Events & Sponsorships Spain.

Herbert Woratschek 🇩🇪

Together creates value: Engagement platforms in sport

Sport Management Academy Bayreuth.

Francesc Cruces 🇪🇸

Every sponsorhip has a buyer


Lectures Venue at NYX Hotel Madrid

At less than 15min walking from the Senator Castellana Hotel, NYX Hotel Madrid is the venue where the lectures will take place.

Sightseeing: Puerta de Alcalá


Fees & Registration

The 14th EASM Summer School programme fee is 815€ and includes:

  • 5 nights’ accommodation in double room and breakfast in 3* Hotel.
  • Academic and professional lectures.
  • Case studies in groups.
  • 6 ECTS Attendance Certificate recognized by the University of Bayreuth.
  • Visit to Microsoft Global Sports Innovation Center.
  • Visit to Territorio Atleti – Cívitas Metropolitano Stadium.
  • Tour Bernabéu – Real Madrid Stadium.
  • Tickets for La Liga football match: Real Madrid vs. Getafe.
  • 3 Lunches.
  • Typical Spanish Meal – Tapas.
  • Closing Dinner.


Ainhoa Cea

Head of BMW Events & Sponsorships Spain

Introducing Ainhoa Cea! With over 20 years of experience in event organization, Ainhoa has truly made a name for herself in the industry. Not only has she worked as a PR and Press Manager for L’Oreal, but she now serves as the Events and Sponsorships Manager at BMW Spain. Her impressive career and wealth of knowledge make her the perfect addition to the EASM Summer School Lineup, and we’re thrilled to have her join us again. Get ready to learn from one of the best in the business of Event and Sponsorship

Dr. Carla Blakey

University of Alabama

Meet Dr. Carla Blakey in the Undergraduate Program Coordinator and Assistant Professor in the Sport Management Program at The University of Alabama! Prior to her academic career, she worked for nearly a decade in sports marketing and sponsorship sales (the University of Arkansas and Louisiana State University). We’re thrilled to announce that Carla will be joining us at this year’s EASM Summer School. With years of experience in sports marketing and a passion for developing the next generation of sport industry leaders, Carla is sure to bring a wealth of knowledge and insights to our programme. We can’t wait to hear from her and learn from her expertise. Make sure to follow us for updates on the Summer School!

Richard Vaughan

Richard Vaughan Group

We’re thrilled to introduce you to Richard Vaughan, who will be joining us as a lecturer at the upcoming EASM Summer School. Richard is an English teacher, American businessman, and composer-musician, creator of radio and television programs that serve as educational media. He is also the president and CEO of Vaughan Systems, a language teaching company known for successfully designing and implementing innovative language teaching methods and programs in Spain. We’re thrilled to have Richard join us at the EASM Summer School 2024 to share his insights and expertise with our attendees. Don’t miss this opportunity to learn from one of the best in the business!

Hector Coronel

Director of Tourism at Madrid City Council         

For more than 25 years in the international tourism industry, he has led multidisciplinary marketing and sales teams in multinationals in the sector. As the Director of Tourism at Madrid City Council, he is currently one of the representers and tourism leaders in Madrid. We are excited to announce that he will be sharing his knowledge and expertise at the upcoming EASM Summer School! During his career, Hector has specialized in international tourism marketing and the luxury segment is the founder and promoter of tourism development projects aimed at improving the traveler’s experience. We are thrilled to have him on board of our programme!

Prof. Herbert Woratschek

University of Bayreuth

Herbert Woratschek holds a chair in Marketing & Services Management at the University of Bayreuth, Germany. His research focuses are in the areas of service marketing, platform business models, actor engagement and sport management. His work has appeared in leading international journals including Journal of Service Research, Marketing Theory, Journal of Relationship Marketing and European Sport Management Quarterly. He is Member of several editorial boards, among others European Sport Management Quarterly, Journal of Global Sport Management and Journal of Sport Finance.

Larena Hoeber

University of Regina

We want to introduce you to Larena Hoeber! Since 2015, she’s been teaching in the faculty of Kinesiology and Health Studies at Regina University, and her research interests are focused on women’s roles and involvement in sport, qualitative research methods, and innovation and change in amateur sport organizations. Plus, she’s an expert in marketing and service management! We’re excited to announce that she’ll be joining us at the EASM Summer School 2024! We’re confident that you will learn a lot from this incredible scholar and sports enthusiast!

Robert Kok

De Fontys University

Check out Robert Kok, a sports marketing and sponsorship expert with over 15 years of experience as a lecturer at Fontys University! He’s the author of multiple books on sports marketing and sponsorship, including Sports Marketing 2006-2009-2013 and Sports Sponsorship 2009-2013, published by Pearson Education, as well as Sports Marketing 4th edition at Arko Sports Media. You will have the opportunity to learn from him at the EASM summer school this May!


Students Testimonials

“The virtual EASM Summer School 2021 was a perfect environment to enrich my studies with new insights in the fields of International Sport Management and Marketing. Apart from learning from experts, gaining new experiences and expanding my network, I had the opportunity to share my thinking with students from all over the world – it was an incredible week!”

Lilly from The Hague University of Applied Sciences (Netherlands).


“The best part of EASM Summer School was meeting new people and getting to know their way of thinking and doing … Studying and working in an international and diverse team is just one of the unique experiences which can be gained during the summer school.”

Anna from Ranepa University (Russia)


“EASM Summer school 2018 was a well-organized week and included very interesting lectures and other activities related to sports. Overall, the summer school was a really successful week and gave me so many unforgettable memories.”

Jukka from JAMK University (Finland)

EASM Summer School 2023 Participants from the University of Regina (CAN)

Some of the universities which have participated on latest editions

Organised by Events GB

Events GB is specialized in bidding and organising conferences, congresses, events and tailor-made trips. The aim of our event organizing company is to use sports to bridge the gap between events, sport and people. As the event organizers, Events GB has overseen the last three editions of the EASM Summer School, as well as many other important international congresses and conferences such as 27th European Sport Management Conference (Seville), 3rd World Association for Sport Management Conference (Santiago de Chile), International Society for the History of Physical Education and Sport Congress (Madrid) or 6th NSCA International Conference (Madrid).




C/ Pintor Juan Gris 3, 1º B Derecha (Madrid, Spain).