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Sports Sponsorship Marketing



Starts: 07 February 2022
Registration Closes: 04 February 2022

10 weeks

ZAR 22 500

Sports sponsorship marketing is undoubtedly a growth industry.

Despite the massive hit due to COVID-19, spend in 2020 is projected to reach around $30 billion, and it’s likely to bounce back to pre-COVID levels of around $60 billion in short order.

Why is it such a big industry? It helps to increase brand awareness and even drive excitement around the brand and its products and services, which leads to increased sales. It’s even useful for other goals like launching a new product, increasing website traffic, breaking into new audiences, and especially creating content marketing opportunities, with all the associated benefits.

This course will arm you with the knowledge and tools to engage in sports sponsorship marketing.

Meet your course lead

Peter Raymond

Over 35 years Peter has acquired extensive and unparalleled experience from a range of senior executive positions in sponsorship and marketing-led agencies and one major international corporation. These include two agency directorships culminating in the appointment as Head of Group Sponsorship at Orange, a role with total responsibility for creating and implementing Orange’s much lauded and unique sponsorship portfolio (both in the UK and internationally).



The reality is that AI and robots will replace many of the jobs we know today. The likes of NASA and Google are already ahead of the game in their early recognition of the importance of ‘soft’ skills. Our courses and programmes are designed to prepare humans for this unknown world, by combining topic-specific knowledge and know-how, as well as a selection of the 10 uniquely human skills we’ve identified that will set us apart from ‘robots’:

Creative thinking, leadership, empathy, conflict resolution, critical thinking, adaptability, social intelligence, persuasion, negotiation, mindfulness

This course includes:

This course is perfect for:

  • Individuals looking for insights into the business of sport & entertainment
  • Juniors in agency, brand and rights-holder environments who are looking to get a holistic view of the industry and what it will take for them to succeed in it
  • Integrated marketers looking to better understand the medium that is sponsorship


This course includes 6 modules, as well as a practical final assignment.

  • Module 1: What is Sports Sponsorship? Sports sponsorship structures and process.
  • Module 2: How It Works - who's involved, sponsors, rights holders, and agencies - how to put together a partnership that works for everyone.
  • Module 3: Platforms - Sport: How to market through sport.
  • Module 4: Platforms - Other: How to use sponsorships for awareness, content, and influencer marketing - from arts to product placement.
  • Module 5: Sponsorship Activation: How to use storytelling to use activation channels well.
  • Module 6: Sponsorship Research and Evaluation: How to find out who you should use - and how you did!


By the end of this course, you will be able to:

  • Describe what sports sponsorship is and how it works
  • Leverage a sponsorship for marketing opportunities
  • Measure the success of a sponsorship campaign
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