The module aims to:

Introduce students to concepts within sports marketing and sponsorship;

Introduce students to the characteristics of sports marketing, sponsorship, and the role of emerging and digital technologies in these areas;

Enable students to critically evaluate the emergence and impact of (global) sports brands;

Nurture commercially relevant, and socially impactful sports marketing practice.

(LO1) Students will be able to acknowledge the different forms of marketing practice specific to the sports business environment when formulating sports business practice.

(LO2) Students will be able to demonstrate an ability to collect, analyse, and use actual secondary data to inform and justify hypothetical marketing decision-making at an executive level (e.g. overseas segmentation and positioning strategy).

(LO3) Students will be able to select key forms of marketing communications and evaluate their suitability for specific marketing objectives through reflective verbal discussion and written tasks.

(LO4) Students will be able to demonstrate a critical awareness of the unique nature of sponsorship and the key considerations for a sports marketing manager in practice.

(LO5) Students will be able to evidence a critical appreciation of the social nature of sport, and reflect constructively on possible implications for sports marketing theory and practice.

(LO6) Students will be able to (re)organise and communicate the value propositions of sports brands at a strategic level.

(S1) Commercial awareness
Developed through case-studies; guest speakers; independent study.

(S2) Organisation skills
Developed through class preparation; delivery of class activities; group presentations; sourcing of additional readings.

(S3) Communication skills
Developed through in-class presentations; written assignment; and guest speakers.

(S4) IT skills
Developed throughout the module tasks, assignment, presentations and readings. Materials are online, and need accessing, while research and presentation will require use of specific software and data sites.

(S5) International awareness
Developed through classroom interaction; engagement with international cases in the business of sport; guest speakers; current affairs; lecture content; in-class activities.

(S6) Independent research skills
Developed through assignment preparation and readings; during creation and delivery of tasks linked to class-based activities.

(S7) Descriptive and basic inferential statistical analysis
Developed through presentation; interpretation and reflection of data in class activities; and guest speakers.

(S8) Teamwork
Developed through in-class activities, e.g. case studies.

(S9) Problem solving skills
Students will be asked to consider various sports marketing and sponsorship cases through critical lens.

The module will be delivered over twelve weeks, comprising ten teaching weeks plus two enhancement weeks. The approach to teaching and learning will combine the use of large group in-person and asynchronous lectures, small group seminars (or workshops), scheduled seminar preparation sessions, and cross-programme contemporary issues sessions.

Lectures (total of 14 hours) - Each week will include at least a one-hour scheduled lecture, except for four weeks (scheduled at the beginning, mid-points and end of the module), which will be delivered as two-hour, in-person, live lectures. One-hour lectures could also be delivered live and in-person but may alternatively be provided online or asynchronously (including appropriate scaffolding and online supporting material) at the discretion of the module teaching team.

Seminars (total of 12 hours) - Each module will include six two-hour seminars. These seminars will be interactive small-group in-person workshops.

Seminar prep aration (total of 6 hours) - Each seminar will also include a scheduled one-hour preparation session, enabling students to engage in relevant preparation activities, as deemed necessary by the module teaching team.

Contemporary Issues Sessions (total of 4 hours) - The module will also include two two-hour contemporary issues lectures or events that are directly relevant to the module and broader programme of study. These may include a lecture from a member of faculty on their research, an external industry speaker or a member of the advisory board and will be organised by the Director of Studies in coordination with module teams.

Self-directed learning (total of 164 hours) – Students will engage in self-directed learning in a wide variety of ways throughout the programme. This will include engaging in scaffolded independent learning tasks set outside the classroom on the virtual learning platform, independent reading from essential and recommended sources (e.g., jour nal articles, textbooks, industry reports, practitioner publications), assignment development and preparation, formative online quizzes, case study analysis, simulation-based tasks, and self-directed group activities. Staff responsible for the module will also provide weekly office-hours and dedicated assessment and feedback sessions for students to seek individual support and formative feedback on their independent learning and progress.

Introduction to Sports Marketing
This theme introduces students to the unique nature of sports marketing, exploring how it differs from traditional industries. It delves into fan engagement, sports branding, and the societal role of sports. Academically, students will examine key theories in consumer behaviour and loyalty within a sports context, while practically, they will evaluate successful real-world marketing campaigns, assessing their influence on brand perception and fan relationships.

Sponsorship-Linked Marketing
Sponsorship is a critical element in sports marketing, and this theme examines how brands leverage sports partnerships to achieve business objectives. Students will explore sponsorship activation and effectiveness, supported by academic research on sponsorship models. In practice, they will create an activation plan for a sports event or team, considering how to engage target audiences and maximise brand visibility.

Strategic Partnerships in S ports
The focus here is on the development of long-term, mutually beneficial partnerships between sports organisations and commercial entities. Students will study theoretical frameworks on successful partnerships and alliances, while also negotiating and drafting a partnership proposal that reflects both strategic alignment and commercial value. This practical exercise will mirror real-world scenarios, encouraging students to balance the interests of different stakeholders.

Business Analytics in Sports Marketing
With data playing a pivotal role in modern marketing, this theme introduces how analytics can enhance sports marketing efforts. Students will explore academic literature on the use of data in decision-making and, in a hands-on setting, analyse marketing data to generate actionable insights that improve fan engagement and sponsorship return on investment (ROI).

Marketing Technology in Sports
Technology is transforming the way sports teams engage with fans and market themselves. This theme looks at how martech tools, such as social media platforms and mobile apps, are used to personalise fan experiences. Academically, students will explore research on digital transformation in sports, while practically, they will develop a martech-driven marketing strategy to boost engagement and brand exposure in a sports organisation.

Future Trends and Innovations in Sports Marketing
Looking ahead, this theme examines emerging trends like esports, virtual reality, and AI, which are poised to redefine sports marketing. Students will investigate academic research on these innovations and create a forward-thinking marketing plan that incorporates these trends, preparing them for the future challenges and opportunities in the sports business landscape.