LIVE ONLINE COURSE
2 NOV 2023 - 11 JAN 2024
DURATION:
9 WEEKS
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST
Get your head in the game! Learn to craft campaigns that attract customers and identify which partnerships will help promote your brand.
Scott Gwartz, LA Lakers & Chris Baker, Boston Celtics, will combine their experiences to foster deeper insights and teach you how to navigate the sports industry.
THIS COURSE IS FOR YOU, IF...
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YOU’RE ALREADY ON THE RISE IN MARKETING
Redirect your marketing career into the sports realm. Dive into media collaboration, sponsorship negotiations, and strategic partnerships.
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YOU’RE A PUBLIC RELATIONS PROFESSIONAL ENTERING THE SPORTS REALM
Elevate your PR skills to lead complex sponsorships with activation strategies. Gain sports marketing insights through analytics and strengthen customer loyalty.
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YOU’RE READY TO GROW IN YOUR CURRENT SPORTS MANAGEMENT ROLE
Become well-versed in media rights and broadcasting systems. Take your current experience and transform it to uphold brand identities and draft agreements for partnerships & sponsorships.
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YOU WANT TO APPLY BUSINESS MANAGEMENT SKILLS TO THE SPORTS INDUSTRY
Combine business management acumen with sports-based expertise. Develop press kits, evaluate campaigns, and align ROI with your brand’s vision.
The game plan: Entertain fans, increase revenue, leverage the media, and learn as much as possible from your two instructors.
Put the ball back in your court with new market research methods and metrics.
Cover all the bases from legal considerations to securing long-lasting partners.
The sports industry is growing fast, but the chances to personally learn from experts in the field aren’t.
Scott and Chris will show you how to enter, work in, and succeed in the sports industry in just 9 weeks.
Learn marketing & partnerships principles, have your resume reviewed, and get personalized career guidance.
BAKER LinkedIn Profile
- Sr. Dir of Corporate Partnership Sales, Boston Celtics
- Over 20 years of experience in the sports marketing industry
- Worked across multiple sports leagues: NHL, NFL & NBA
- Evaluated sponsorships for arenas, stadiums, universities, conventions, cities, and counties in North America
- Held positions with Houston Texans, Tampa Bay Lightning, and Nelligan Sports Marketing
GWARTZ LinkedIn Profile
- Exec. Dir of Corporate Partnerships, LA Lakers
- Nearly 20 years of experience in sports corporate partnerships
- Worked across multiple sports leagues: NBA, MLB & WTT
- Specializes in selling, building relationships, networking, and leading in the entertainment industry
- Held positions with LA Clippers, Los Angeles Dodgers, and Fox Collegiate Sports Properties
COURSE INTRODUCTION
- Instructor introduction
- Course objectives & flow
- Q&A
MODULE 1
Sports Marketing
We’ll start by dissecting the core elements of sports marketing, understanding market segmentation dynamics, and evaluating its transformative impact on brands through real-world case studies.
- Marketing principles
- Why sports marketing?
- 4Ps of marketing
- Consumer market & stakeholder segmentation vs. corporate strategy for brands
- Case study
[Optional] Assignment #1: Case Study Analysis
Master behavioral economics and market research techniques to drive impactful sports marketing strategies.
- Behavioral Economics & Marketing
- Market research & methods
- Conducting market research & analyzing results
- Demo: Conducting category market research
[Optional] Assignment #2: Market Research
In this class, we’ll dive into sports marketing strategies, metrics, and implementation for successful sports-related products and events, adapting those strategies for dynamic market dynamics.
- Types of sports marketing strategies
- Key performance indicators & metrics
- Implementing & adjusting strategy
- Workshop: Developing a marketing strategy
Toolkit: Marketing Strategy Template
Project Assignment #3: Marketing Strategy
Achieve brand mastery in the sports industry, crafting compelling strategies, fostering loyalty, and harnessing merchandise for immersive brand engagement.
- Branding principles in sports & importance
- Developing & fostering brand loyalty
- Merchandise & sales
- Guest speaker: Developing a successful brand strategy
Toolkit: Brand Strategy Template
Project Assignment #4: Brand Strategy
This class is all about digital marketing's influence in sports: we’ll talk about crafting targeted campaigns, leveraging social media, harnessing data analytics, and refining sports-specific marketing plans for a great result.
- Digital marketing & applications
- Social media & promotional marketing
- Developing & implementing a digital marketing plan
- Decision-making based on data analytics
- Off-field data analytics
- Workshop: Conducting & analyzing data
Assignment #5: Analytics & Digital Marketing
Learn effective sports media and communication, from crafting engaging press materials to navigating crises with finesse.
- Media relations & planning
- Crisis management & communication strategies
- Elements of a press kit, release & conference
- Guest speaker: Dealing with media
Toolkit: Press Kit, Release & Conference Template
Project Assignment #6: Press Kit
Master the nuances of sports media rights and broadcasting, covering television, streaming services, guarantees, fees, and revenue sharing to excel in this dynamic field.
- Media rights & broadcasting
- Television & streaming services
- Audience engagement
- Guarantees, fees & revenue share
How do you plan and execute flawless sports events? Learn how to apply essential principles and skills, including strategic logistics, budget management, and contingency planning.
- Event planning & management principles
- Logistics & timelines
- Budgeting & resource allocation
- Developing an event & backup plan
- Guest speaker: Planning a successful event
MODULE 2
Sports Partnerships
Gain expertise in funding, sponsorship, and partnership strategies within collegiate and professional sports environments.
- Funding, sponsorship & partnership principles
- Definitions & importance
- Key terminology & abbreviations
- Structures: college vs. professional sports
Toolkit: Property Sponsorship Audit
Assignment #7: Property Sponsorship Audit
Elevate your ability to strategically plan sponsorships and partnerships, crafting impactful proposals aligned with your objectives.
- Importance of strategic planning
- Elements of strategic planning for sponsorships & partnerships
- Stakeholder evaluation & SWOT analysis
- Developing & implementing a strategic plan
- Sponsorship & partnership proposal
- Workshop: Creating a sponsorship & partnership proposal
Toolkit: Sponsorship & Partnerships Proposal Template
Project Assignment #8: Sponsorship & Partnerships Proposal
Equip yourself with the skills to effectively identify and engage various types of buyers, master the unique dynamics of selling high-value sports products, and expertly navigate the entire sales process for successful partnerships in the sports industry.
- Types of buyers
- Categories: endemic & non-endemic
- Big ticket items
- Sales process
[Optional] Assignment #9: Client Sales Meeting
Become adept at navigating sports marketing negotiations and contracts, using solution-based selling strategies, and fostering lasting partnerships with sports sponsors.
- Refreshing & concluding the sales process
- Negotiation techniques & strategies
- Solution-based selling (and biggest mistakes)
- Contract structures & components
- Partnership & sponsorship agreements
- Workshop: Drafting partnership & sponsorship agreements
Toolkit: Partnership & Sponsorship Agreements
Project Assignment #10: Term Sheet
Learn how to achieve symbiotic partnerships through strategic alignment, transparent communication, and effective conflict resolution, enhancing success in the dynamic sports marketing field.
- Aligning goals, vision & ROI
- Establishing effective communication channels
- Collaborative decision-making & conflict resolution
- Maintaining successful partnerships
- Guest speaker: Corporate partnership executive
[Optional] Assignment #11: Effectiveness Evaluation
In this class, learn to craft impactful activation strategies for optimal ROIs in sports partnerships. Develop dynamic campaigns and measure their success.
- Servicing & activating partnerships
- Maximizing ROIs
- Developing impactful activation strategies
- Measuring & evaluating activation campaigns
- Guest speaker: Account manager
Toolkit: Activation Plan Template
Project Assignment #12: Activation Plan
Craft strategic project management plans for sports industry partnerships, honing leadership & communication prowess for seamless collaboration and project success.
- Principles & processes of project management
- Effective project management plans
- Managing & communication skills
- Project management software
- Guest speaker: Effective project management
Assignment #13: Driving ROI/Exposure
Learn to devise effective contingency plans and navigate legal intricacies in sports marketing partnerships for successful outcomes.
- Identifying risks & challenges
- Developing contingency & crisis management strategies
- Legal considerations
- Effective communication, expectations & transparency
- Intellectual property rights & trademark protection
- Guest speaker: Dispute resolution & compliance
[Optional] Assignment #14: Dispute Resolution Strategies
MODULE 3
Wrap-Up
Acquire the skills to navigate ethical complexities in sports, from managing partnerships to promoting inclusivity, diversity, and fair play, ensuring informed and ethical decision-making.
- Ethical considerations & social responsibility
- Impact of partnerships & sponsorships on reputation
- Ethical dilemmas & conflict of interest
- Inclusivity, diversity & fair play
- Strategies for ethical challenges & decision making
How to achieve career success in the dynamic sports industry? We’ll talk about seizing opportunities, adapting to changes, and contributing to the world of sports marketing.
- Emerging trends & opportunities
- Skills & competencies for a career in sports
- Role of technology in the future of sports
- International markets & sports
- Resume & interview guidelines
[Optional] Assignment #15: Resume & Cover Letter Review
What our students say
"The group activities, they allow us to interact and exchange ideas, plus the way it is structured is challenging and mind twisting as we collaborate in different parts of the ideation."
"Overall I'm impressed with the level of detail and explanation around particular topics and subjects. There's a real depth to each module which for learning allows the information to stay in your brain."
"I really enjoy the format of the course. Lectures with real life examples and an ongoing case study. Also built in 20 minutes at the end of each class for questions is helpful."
"I enjoyed the structure of the class. I like how we learned about a topic and practiced it in the workshops. It’s helped me to apply what I learned!"