Fundamentals of Sponsorship for Sports Marketers and Administrators

1 Unit · Graduate

This course is a deep dive into sponsorship and its impact on corporate marketers and the sports organizations they partner with. Topics explored include how brands select what to sponsor, how they design marketing communications and promotional programs that drive engagement with their target markets, and how they measure success. Additionally, students will examine how sponsorships are packaged, proposed, negotiated and agreed upon; what the benefits are to sports properties beyond direct revenue; and contractual and legal issues surrounding sponsorship.