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Sports Sponsorship Marketing

Looking to better understand the business of sport & entertainment? Sports sponsorship can be an exceptionally effective marketing tool, helping to build brands and relationships. People see hundreds of advertising messages every day, but sport offers the chance to overcome ad overload, speak to real emotions, and enhance storytelling. Learn why sports sponsorship is such a powerful promotional tool and equip yourself with tools to make it a compelling addition to your brand’s marketing strategy.

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Approved by the Marketing Association of South Africa and contributor to CPD points

Upgrade your skills with a Sports Sponsorship Marketing certificate

Why is Sports sponsorship marketing 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.

Over 10 weeks and 6 modules this course will arm you with the knowledge and tools to engage in sports sponsorship marketing.

Get a unique skill set

Studying this course will equip you with unique and influential skills to elevate your marketing.

Think outside the box

This course is ideal for people who want to bring creative flair to their marketing strategy.

Learn from the pros

Our lecturers have spent decades working in the industry and have experiential knowledge in this field.

Boost your career

Be recognised with an industry centric Red & Yellow certificate, giving you a blend of theoretical knowledge and hands-on skills.

Red & Yellow courses are made to future-proof your career

Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.

What you’ll learn:

  • An industry-sought after Certificate of Completion from Red & Yellow
  • Original, relevant and constantly updated content
  • An interactive online learning experience that includes videos, live chat sessions, forum discussions and more
  • A team of course coordinators to assist you and Instructional Designers and subject matter experts to guide and teach

Find Out More When You Download the Information Pack

Course curriculum:

Module 01

What is Sports Sponsorship? Sports sponsorship structures and process

Module 02

How It Works – who’s involved, sponsors, rights holders, and agencies – how to put together a partnership that works for everyone

Module 03

Platforms – Sport: How to market through sport

Module 04

Platforms – Other: How to use sponsorships for awareness, content, and influencer marketing – from arts to product placement

Module 05

Sponsorship Activation: How to use storytelling to use activation channels well

Module 06

Sponsorship Research and Evaluation: How to find out who you should use – and how you did!

Meet your team:

This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.

Peter Raymond

Knowledge Partner

R&Y Course Partner & Tutor Peter Raymond

Peter has acquired extensive and unparalleled experience in the sponsorship and sports marketing industries over 35 years. His career has included two sponsorship agency directorships and culminated in his appointment as Head of Group Sponsorship at Orange where he spent a decade creating and implementing Orange’s much lauded and unique sponsorship portfolio.

Peter has spent the last 10 years developing educational and training initiatives for people keen to make a career in the exciting world of sports marketing.

Carmen Schaefer

Head of Academics

Carmen began her career as a graphic designer in the fast-paced world of advertising. Since then she has been lucky enough to have been involved in the education of South Africa’s most talented young creatives for the past 20 years. She currently leads the academic team at Red & Yellow and is committed to growing Red & Yellow into the most creative business school in the world. She also authors the annual employability report.

“I recently completed a Sports Sponsorship Marketing course through Red & Yellow Creative School of Business. It was very insightful, and has given me more context into an industry I am lucky enough to work in!”

Casey Bekker