Course Description
Marketing strategies using sport sponsorship. Topics include sponsorship foundation, pre-event evaluation, leveraging, ambush marketing, post-event evaluation, sponsorship financial implications, managing sport sponsorship, venue naming rights, endorsements, and licensing.
Athena Title
SPORT SPONSORSHIP
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Course Objectives
At the completion of the course, students will be able to: 1. Explain what sponsorship is and identify factors that have influenced the growth of this marketing vehicle. 2. Discuss why sponsorship works based on the tenets of exchange theory and attribution theory. 3. Prepare an inventory of assets for a sport property. 4. Research a prospective sponsoring organization and identify an organization’s goals and willingness to participate in sponsorship activity. 5. Identify the possible benefits for a property and a prospective sponsor through a sponsorship deal. 6. Critically evaluate the strategic implementations of a sponsorship proposal for a sport property and a prospective sponsor. 7. Write a sponsorship proposal.
Topical Outline
1. Introduction to Sport Sponsorship 2. Sponsorship Foundation 3. Pre-Event Evaluation 4. Leveraging 5. Ambush Marketing 6. Post-Event Evaluation 7. Sponsorship Financial Implications 8. Managing Sport Sponsorship 9. Venue Naming Rights 10. Endorsements 11. Licensing
Syllabus
Public CV