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Sports Sponsorship Marketing Course
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.
“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
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.
What you’ll learn
- Describe what sports sponsorship is and how it works
- Leverage a sponsorship for marketing opportunities
- Measure the success of a sponsorship campaign
This course is perfect for:
- Individuals looking for insights into the business of sports & 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
Our Knowledge Partner
Peter Raymond (Course Lead)
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).
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.
Course curriculum:
Introduction
- You will learn about what sponsorship is and how it fits into the marketing model.
- We’ll take you through some sponsorship structures and explain why sports sponsorship is so successful as a marketing tool
How It Works
- Covers who is involved in sponsorships – not just the sponsors, but also the rights holders and any agencies you need to deal with.
- You’ll learn some tips for how to approach the relevant players so that you can put together a sports sponsorship partnership that works for everyone
Platforms – Sport
- Sponsorship is executed across a number of platforms, the most common of which is sports.
- We’ll explain why sponsorship aligns itself so effectively with sport, examine the landscape, and explain the difference between marketing of sport and marketing through sport.
- We’ll show you some successful marketing campaigns that have used sports sponsorship effectively.
Platforms – Other
- You can’t just throw your logo on a team uniform and call it a day.
- A number of other platforms allow you to use your sponsorship for awareness-based, content, and influencer marketing.
- We’ll teach you about those, from arts and entertainment through personalities and education, all the way to product placement.
Sponsorship Activation
- There’s no point in having a sports sponsorship if you don’t integrate it into your mainstream marketing activities to connect with your target audience.
- This module takes you through various activation channels, like advertising, PR, branding, and digital channels.
- We’ll touch on the importance of storytelling and content marketing to help you reach your audience.
Sponsorship Research and Evaluation
- By this module, you’ll know how to market with a sports sponsorship, but you still don’t want to just pick any sport and go with it.
- You need to do some research to find out what you’ll be paying, what you should sponsor – and who you want to reach – as well as how to evaluate the performance of your sponsorship efforts.
- We will explain some of the techniques involved in measurement and why setting objectives at the outset of any campaign is essential
Work-based Assignment
- In the final week you will work on a practical final assignment.
- You will draw on everything you’ve learned thus far to apply your new knowledge on sports sponsorship.
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.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
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Content is the backbone of advertising. It is the basis on which the user decides whether they will scroll through or click on the call to action. Developed to promote and sell products or services, content for advertising initiates and builds relationships with audiences.
Effective marketing is made up of engaging content. This is true for digital marketing, too. However, it is not as simple as typing up a description of your product and hoping for the best. Rather, an effective marketing strategy is needed to ensure that your content – whether it be information, inspiration, or entertainment – is hitting the mark and is aligned to your customers’ values, desires, and needs.
Defining this form of marketing, the Content Marketing Institute offers the following definition:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action (Content Marketing Institute, 2017).
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