SPORTS MARKETING & PARTNERSHIPS

• Instructor introduction
• Course objectives & flow
• Q&A

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

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

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