Master in Representation and Management of Artists and Athletes
Program director:
Member
(see teachers tab)
Campus:
Madrid
Date:
September 2026
LANGUAGE:
Spanish
Connect talent and strategy: lead the management of artists and athletes.
The Master’s Degree in Artist and Athlete Representation and Management offers comprehensive training to understand and operate effectively in the professional talent management world within the artistic and sports sectors. This program combines legal, commercial, and strategic knowledge with a practical approach focused on the real needs of the industry, preparing you to act with judgment in environments where planning, rights protection, and business decisions are crucial for the success of your clients.
Through applied cases, simulations, and guidance from active professionals, you will develop the skills to manage contractual relationships, design branding and sponsorship strategies, negotiate agreements, and lead projects that impact the careers of artists and athletes. This training positions you as a professional capable of providing comprehensive, ethical, and effective solutions, strengthening your profile in one of today’s most dynamic and competitive markets.
DO YOU WANT TO KNOW MORE?
REQUEST MORE INFORMATION
K
A global alumni community specialized in Law
In rankings for legal education and for faculty
%
Employability at the top firms and law offices
Introduction and objectives
The main objective of the Master in Artists and Athletes Representation and Management is to provide you with an expert and comprehensive knowledge of the different fields of activity involved in the representation of artists and professional athletes, offering you a professional, realistic and versatile perspective on the reality of the business.
To achieve this, from PONS Business School we will help you:
- Correctly identify the responsibilities and competencies of the representative. From the supervision of the business, through the advice and counsel to the represented in professional issues and decisions through the knowledge obtained in disciplines such as marketing, law, economy and skills.
- To guide you in your career prospects as well as in your internship process, obtaining the necessary tools to enhance your personal brand.
- To provide knowledge of the fundamental aspects through seminars and activities that contribute to developing and strengthening the role of the representative.
- Provide “expert knowledge”, advising and facilitating the preparation and accreditation of students as professionals in the sector, in order to act as advisors, agents, representatives,…
Sponsor
Structure, location and calendar
CAMPUS: Madrid
DURATION: One academic course
STRUCTURE
Two phases:
Phase one: Classroom instruction:
- A full academic course. Classes from Monday to Thursday, from 16:00 to 20:00h.
- Some mornings per week students will attend conferences and practical sessions in offices and institutions collaborating with ISDE, with offices in the city of Madrid.
- Fridays will be dedicated to personal study, group work and workshops.
Second phase:
- Integration in internships in one of the companies collaborating with PONS and ISDE (more than 250), both nationally and internationally.
Career Opportunities
- Agency for the representation of artists/sportsmen.
- Sports clubs.
- Communication agencies.
- Private and public federations and institutions
- Organization and management of events.
- Music production companies.
ACADEMIC PROGRAM
Sports, Artistic and Cultural Law – Module 1 (120 hours)
Learn how to manage your clients’ contracts, as well as the entire legal framework governing artistic and sports activities.
– Tax, labor, criminal and disciplinary regime applicable to artists, athletes and agents.
– Sports corporations (public limited sports companies) and image rights.
– Sports corporations in LATAM.
– Contracts, rights and licenses in the music and sports industries.
– Legal regime of professional athletes and artistic/sports agents, also in LATAM.
COORDINATORS
Pedro Rivas. Legal Advisor at AIE. Rosalía Ortega. Founder of Sports Law Services.
Javier Bermúdez de Castro. Legal Director at Secuoya.
Economic Valuation in the Sports, Artistic and Cultural World – Module 2 (120 hours)
Understand the fundamentals of wealth management, financial planning of projects and sponsorships for artists and athletes.
– Value creation in entertainment entities and for artists.
– Management of music festivals and their sponsorship.
– Economic valuation and management of artists.
– Wealth management, project financing and business development.
– Sports and entertainment industry, digital rights and eSports.
COORDINATORS
Alberto Alonso. Founder and Managing Director of Grupo Valía.
Rubén Lago. Associate Professor at URJC. Specialist in Financial Economics.
Marketing and Communication – Module 3 (120 hours)
Learn about the importance and tools of marketing and discover how to assess the proposals your clients receive.
– The role of the agent in the Marketing area.
– Reality and experience of Football Agents in LATAM.
– Elements, steps and strategies of personal marketing.
– Evolution and trends in Artistic and Sports Marketing.
– Advertising, sponsorship and patronage of artistic and sports events.
– Protocol and institutional relations in the artistic and sports sphere.
COORDINATORS
Maria Bretón. Head of Social at GroupM. Ricky Pombo. Head of Brand & Campaign Strategy at Samy Road.
Álvaro De Villota. Music Industry Executive. Hugo Pazos. Sports content manager at YouFirst and Knot.
Expert in Talent Management and Development – Module 4 (120 hours)
Acquire the practical skills needed to manage the relationship with the client and resolve negotiations and conflicts.
– The agent as a coach. Emotional management.
– Personal branding and emotional elevator pitch.
– Motivation, self-esteem and confidence.
– Getting to know our client.
– Effective presentations and casting direction.
COORDINATORS
Fernando Mateo. Director of the Corporate Area at PONS Business School.
Monica Pascual. Founder and CEO of Making Talent Happen and Sport Institute of Coaching.
Master’s Final Project
MASTER’S THESIS SUPERVISOR
Pilar Carrascal. Artists’ Agent.
FACULTY
Honorary Director:
Vicente del Bosque.
Member of the Master’s Advisory Board, Vicente del Bosque is one of the leading figures among the professionals who make up the board of experts of our postgraduate program.
DIRECTORS:
José Javier Hombrados.
Olympic athlete, President of the Madrid Handball Federation. Sports professional for over 25 years. Director of Sports at the SEK educational institution.
Elena Ordúñez.
Head of Legal Advisory at PONS IP.
Law graduate from the Autonomous University of Madrid. She has more than 15 years of experience in legal practice and comprehensive legal advisory in the field of copyright.
COORDINATORS:
Pedro Rivas. Legal Advisor at AIE. Rosalía Ortega. Founder of Sports Law Services.
Javier Bermúdez de Castro. Legal Director at Secuoya.
Alberto Alonso. Founder and Managing Director of Grupo Valía.
Rubén Lago. Associate Professor at URJC. Specialist in Financial Economics.
Maria Bretón. Head of Social at GroupM.
M. Ricky Pombo. Head of Brand & Campaign Strategy at Samy Road.
Álvaro De Villota. Music Industry Executive.
Hugo Pazos. Sports content manager at YouFirst and Knot.
Fernando Mateo. Director of the Corporate Area at PONS Business School.
Monica Pascual. Founder and CEO of Making Talent Happen and Sport Institute of Coaching.
Pilar Carrascal. Artists’ Agent.
ACCREDITED DEGREE
Once the relevant Program has concluded and ISDE has verified that the STUDENT has completed their work satisfactorily, the STUDENT will receive the corresponding Degree certificate for each PROGRAM.
In compliance with current legality and, specifically, as set forth in article 4.4 of decree 84/2004, it is noted that ISDE’s programs are professionally oriented and therefore, unless explicitly stated otherwise, they are courses that do not lead to the acquisition of a title with official value, but to that of a proprietary title from ISDE.