SHN4273 - Sport Marketing and Sponsorship

Objectives:

On successful completion of the module, students will be able to:

1 - Describe the fundamental principles of sport marketing, including consumer behaviour, market segmentation, targeting, and positioning in the sports industry and be able to explain how a specific sport uses them;
2 - Describe the role and impact of sponsorship in sport, summarise how sponsorship deals are structured and the mutual benefits for sports organizations and corporate partners;
3 - Apply sport marketing strategies to real-world scenarios, demonstrating how branding, promotion, and fan engagement can be leveraged to enhance the visibility and commercial success of sports teams and events; and,
4 - Identify and explain contemporary trends and challenges in sport marketing and sponsorship, such as the influence of digital media, social responsibility, and the evolving expectations of fans and sponsors in the modern sports landscape.

Content:

This module provides you with an introduction to key marketing theories and their application in the sports industry. Indicative content includes an exploration of sport consumer behaviour, segmentation, targeting, and positioning (STP), and the marketing mix (4Ps) within a sports context. The module also covers the theory and practice of sponsorship acquisition, proposal development, and relationship management. Additionally, digital marketing strategies, social media engagement, and the impact of globalization on sports marketing will be examined through real-world case studies.

Learning and Teaching Information:

This module will use a combination of lectures and seminars to support your learning and academic development. Lectures will introduce core concepts, theories, and frameworks, providing a solid foundation for understanding the subject matter. These sessions will allow you to gain a broad overview of key topics and prepare you for deeper exploration in smaller settings.

Seminars will complement the lectures by offering an interactive environment for discussion and analysis. These sessions will focus on applying the concepts learned in lectures through group discussions, case studies, and problem-solving activities. They will provide an opportunity for you to engage more deeply with the material, ask questions, and receive feedback from both peers and instructors.

By combining lectures with seminars, the module aims to balance structured learning with active engagement, helping you develop both theoretical knowledge and practical critical thinking skills. This approach caters to different learning styles and encourages a deeper understanding of the content.

Lectures
Hours: 20
Intended Group Size: Cohort

Seminars
Hours: 30
Intended Group Size: 30 Max

Guided independent study
Hours: 250



Further Details Relating to Assessment

Task 001: Essay – Market Analysis (1000 words)
This assessment requires you to conduct a detailed analysis of the sports market relevant to your chosen sports team, you will be required to determine how marketing theories and concepts are used by the team. The assessment will require you to discuss examples relating to consumer behaviours, target customer segments, competitor analysis and an environmental analysis. You will support this analysis with academic literature.

Full assessment guidance and a marking criteria is available in the module handbook. This is an early assessment point that will feed into Task 002.

Task 002: Marketing and sponsorship strategy (2000 words)
Using the results of your market analysis and marketing theories the assignment requires you to develop a simple marketing and sponsorship strategy for your chosen sports team. In this task you will consider the Marketing Mix (4 Ps), the brand strategy of your team, develop a sponsorship strategy, identify two potential sponsors that align with your teams brand and values and make recommendations to enhance your teams approach to digital marketing and fan engagement.

Full assessment guidance and a marking criteria is available in the module handbook.

There will be a formative opportunity for task 002. Students will be given the opportunity to submit a strategy overview document for feedback on structure and proposed content. This will be offered after task 001 has been completed.



Assessment across this module is designed to actively develop students’ digital skills, including the ability to create professional documents. These skills are essential for engaging with the evolving demands of the global sport industry and for enhancing professional readiness in a digitally driven world.

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 4
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered -

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