This study analyses the influence of sport on country branding, focusing on Spain and the perceptions of foreign university students. It also considers the use of new learning technologies. A qualitative study involving playful learning techniques and a shared digital activity on a forum was conducted. This yielded 48 valid responses from international students at the University of Valencia in Spain. The results confirm the following: (1) Using technologies in the classroom improves the engagement and satisfaction of international students with courses taken during mobility periods in another country; (2) Spanish sport, particularly football, positively influences the international perception of Spain, an effect that is reinforced by hosting sporting events and having high-performance athletes; and (3) Cities such as Barcelona, Valencia, and Madrid benefit from their association with such events and athletes, thereby strengthening the country's brand image. The study makes recommendations for tourism companies, sports brands, and regions, including the use of new technologies, the organisation of international events, and the formation of strategic alliances, with the goal of maintaining competitiveness in the global tourism market.