This module provides a comprehensive examination of sports marketing, sponsorship-linked marketing, and strategic partnerships, essential for sports business from a management perspective. Students will develop a deep understanding of marketing strategies tailored to the sports sector, including the creation, execution, and management of sponsorship partnerships.
Incorporating a focus on modern business analytics and marketing technology, the module introduces students to the tools and techniques that drive decision-making and performance measurement in sports marketing. Students will reflectively and critically engage in debates around how data analytics, digital platforms, and marketing technology are transforming fan engagement, brand exposure, and sponsorship ROI, ensuring they are equipped to navigate the future of sports marketing and sponsorship. For the MSc eSports Business cohort, dedicated seminars cover digital-native sponsorship models, publisher-platform partnerships, and streaming infrastructure economics, with eSports-industry guest speakers contributing to the module. For the MSc Sports Business and Management and MSc Sports Business and Analytics cohorts, seminar content and case studies are tailored to the specific strategic and analytical emphases of each programme.