Page 23 - MSAL 2023/2024

Course Code VQB7005
Course Title SPORTS SPONSORSHIP
Credit 3
Course Learning At the end of the course, students are able to:
Outcomes
1. Explain and interpret the sponsorship value of athlete, concepts
of brands and fans
2. To understand and practice the sponsorship acquisition
process, evaluate the evolution, trends and major drivers in the
sport industry
3. Prepare and present a sport sponsorship proposal
Synopsis Students will be provided with the practical and theoretical
knowledge of sponsorship to support their organisational sport
activities. Students will also gain hands-on experience preparing
grant applications and sponsorship proposals and develop an
appreciation of sponsorship theory and strategy as it applies to the
competitive sport marketplace. This subject also examines the role
of sponsorship in the continued survival of professional and
amateur sport. It looks at how these partnerships must be designed
to create win-win situations for all parties and how sport
organisations must optimize this relationship
Main Reference 1) Stotlar, D.K & Nagel, M.S. (2017). Developing Successful
Sport Sponsorship Plan 5th Edition
2) J., Hardy, S., & Sutton, W. A. (2018). Sport marketing.
Human Kinetics
3) Woodward, R., (2018). How to Attract and Retain
Sponsors and Partners: A practical guide to obtaining
long-term corporate revenue for your organisation Author.
Australian eBook Publisher
4) Chanavat, N., Desbordes, M., & Lorgnier, N. (Eds.).
(2017). Routledge Handbook of Football Marketing. Taylor
& Francis
Assessment Weightage Continuous Assessment: 60%
Final Examination: 40%

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