Sports have long been a cornerstone to our society, but only in recent history has the business of sport truly monetized, with an expected value in 2021 of over $500 Billion USD. Ticket sales, corporate partnerships, sports marketing, sponsorships, merchandise, sports media and broadcast rights, product licensing, and other areas of revenue generation allow fans to be a part of the entire experience, both in the stadium and outside of sporting events. This course mainly focuses on professional sports organizations, rather than high school, collegiate and international sports; entrepreneurship; or esports.
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Sports have long been a cornerstone to our society, but only in recent history has the business of sport truly monetized, with an expected value in 2021 of over $500 Billion USD. Ticket sales, corporate partnerships, sports marketing, sponsorships, merchandise, sports media and broadcast rights, product licensing, and other areas of revenue generation allow fans to be a part of the entire experience, both in the stadium and outside of sporting events. This course mainly focuses on professional sports organizations, rather than high school, collegiate and international sports; entrepreneurship; or esports.
Sports have long been a cornerstone to our society, but only in recent history has the business of sport truly monetized, with an expected value in 2021 of over $500 Billion USD. Ticket sales, corporate partnerships, sports marketing, sponsorships, merchandise, sports media and broadcast rights, product licensing, and other areas of revenue generation allow fans to be a part of the entire experience, both in the stadium and outside of sporting events. This course mainly focuses on professional sports organizations, rather than high school, collegiate and international sports; entrepreneurship; or esports.
This course is taught by professionals from across different areas of the industry, and provides a foundation in the principles and significance of sales and revenue generation in the business of Sport through a mix of theoretical fundamentals and real-world, practical application. It is the second of three online courses in the Sport Management Professional Certificate. The course will touch on ticket sales, corporate sales, and group sales. It will also cover elements of being a sales manager and characteristics of successful sales people in the sports management field. It covers key sales and revenue generation elements such as:
The Sports Sales Process
Relationship-Building
Customer Service
Business Development
Completion of this course will provide learners with the essential skills and critical thinking to become successful sales executives in the field of Sport, and verified track learners are able to complete graded coursework and assessments to earn a verified certificate. Enrollment and completion of all three courses with a passing grade is required to earn the Sport Business Management Professional Certificate.
(This course is not a standalone sport management program, part of a sports management major, or sport management degree program, including an Associate’s or Bachelor’s degree, and currently cannot be transferred for University of Alaska Fairbanks credit hours or accreditation.)
What's inside
Learning objectives
- Apply the sales process
- Apply data decision making techniques as it relates to sales
- Describe and apply commonly used sales tactics, including marketing strategies.
- Identify commonly used terms in sales including but not limited to the core sport product, crm, b2b, b2c, sales funnel and objections
- Apply the sales process
- Apply data decision making techniques as it relates to sales
- Describe and apply commonly used sales tactics, including marketing strategies.
- Identify commonly used terms in sales including but not limited to the core sport product, crm, b2b, b2c, sales funnel and objections
Syllabus
WEEK 1 - Sales in the landscape of sports
The sport product
Sales staff models
Products & Pricing in Ticket Sales
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Syllabus
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Activities
Review prior knowledge of economics and business
Show steps
Reviewing economics and business principles can reinforce concepts and prepare you for the course material.
Browse courses on
Economics
Show steps
-
Review introductory textbooks on economics and business
-
Complete practice problems and quizzes on these topics
Review the principles of sales and revenue generation
Show steps
Refresh your understanding of the foundational principles of sales and revenue generation in the sports industry.
Browse courses on
Revenue Generation
Show steps
-
Review the course syllabus and lecture materials.
-
Read industry articles and reports.
-
Take practice quizzes or exams.
Compile a collection of sales-related resources
Show steps
Gather and organize relevant resources, such as articles, videos, and podcasts, to enhance your knowledge of sales techniques and strategies.
Browse courses on
Sales Tools
Show steps
-
Identify reputable sources of sales-related information.
-
Categorize and organize the resources.
-
Create a system for accessing and reviewing the resources.
Five other activities
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Show all eight activities
Attend industry events and meet professionals in the sports sales field
Show steps
Connect with professionals in the sports sales field to expand your network and gain valuable insights.
Browse courses on
Networking
Show steps
-
Identify industry events and conferences.
-
Prepare an elevator pitch.
-
Attend the events and actively network.
-
Follow up with connections made.
Follow a tutorial on sales techniques
Show steps
Review different sales techniques to enhance your understanding of the sales process.
Browse courses on
Sales Techniques
Show steps
-
Find a reputable source for sales tutorials.
-
Choose a tutorial that aligns with your learning style.
-
Follow the tutorial step-by-step.
-
Practice the techniques you learn.
Attend a peer-led discussion on sales strategies
Show steps
Share and discuss sales strategies with peers to gain diverse perspectives and improve your own.
Browse courses on
Sales Strategies
Show steps
-
Find a peer-led discussion group.
-
Prepare talking points related to sales strategies.
-
Attend the discussion and actively participate.
-
Take notes and reflect on the strategies discussed.
Role-play different sales scenarios
Show steps
Engage in role-playing to practice and improve your sales skills and ability to overcome objections.
Browse courses on
Sales Techniques
Show steps
-
Identify common sales scenarios.
-
Develop scripts for different scenarios.
-
Role-play the scenarios with a partner.
-
Analyze the role-play and identify areas for improvement.
Develop a sales pitch for a sports product or service
Show steps
Create a persuasive sales pitch to effectively present and sell a sports product or service.
Show steps
-
Identify the target customer and their needs.
-
Research the product or service thoroughly.
-
Highlight the benefits and features of the product or service.
-
Develop a compelling sales pitch using persuasive language.
-
Practice and refine the sales pitch.
Review prior knowledge of economics and business
Show steps
Reviewing economics and business principles can reinforce concepts and prepare you for the course material.
Browse courses on
Economics
Show steps
- Review introductory textbooks on economics and business
- Complete practice problems and quizzes on these topics
Review the principles of sales and revenue generation
Show steps
Refresh your understanding of the foundational principles of sales and revenue generation in the sports industry.
Browse courses on
Revenue Generation
Show steps
- Review the course syllabus and lecture materials.
- Read industry articles and reports.
- Take practice quizzes or exams.
Compile a collection of sales-related resources
Show steps
Gather and organize relevant resources, such as articles, videos, and podcasts, to enhance your knowledge of sales techniques and strategies.
Browse courses on
Sales Tools
Show steps
- Identify reputable sources of sales-related information.
- Categorize and organize the resources.
- Create a system for accessing and reviewing the resources.
Attend industry events and meet professionals in the sports sales field
Show steps
Connect with professionals in the sports sales field to expand your network and gain valuable insights.
Browse courses on
Networking
Show steps
- Identify industry events and conferences.
- Prepare an elevator pitch.
- Attend the events and actively network.
- Follow up with connections made.
Follow a tutorial on sales techniques
Show steps
Review different sales techniques to enhance your understanding of the sales process.
Browse courses on
Sales Techniques
Show steps
- Find a reputable source for sales tutorials.
- Choose a tutorial that aligns with your learning style.
- Follow the tutorial step-by-step.
- Practice the techniques you learn.
Attend a peer-led discussion on sales strategies
Show steps
Share and discuss sales strategies with peers to gain diverse perspectives and improve your own.
Browse courses on
Sales Strategies
Show steps
- Find a peer-led discussion group.
- Prepare talking points related to sales strategies.
- Attend the discussion and actively participate.
- Take notes and reflect on the strategies discussed.
Role-play different sales scenarios
Show steps
Engage in role-playing to practice and improve your sales skills and ability to overcome objections.
Browse courses on
Sales Techniques
Show steps
- Identify common sales scenarios.
- Develop scripts for different scenarios.
- Role-play the scenarios with a partner.
- Analyze the role-play and identify areas for improvement.
Develop a sales pitch for a sports product or service
Show steps
Create a persuasive sales pitch to effectively present and sell a sports product or service.
Show steps
- Identify the target customer and their needs.
- Research the product or service thoroughly.
- Highlight the benefits and features of the product or service.
- Develop a compelling sales pitch using persuasive language.
- Practice and refine the sales pitch.
Career center
Sales Manager
Sales Executive
Business Development Manager
Account Manager
Marketing Manager
Sports Agent
Event Planner
Public relations manager
Customer Success Manager
Sales Trainer
Market Research Analyst
Product Manager
Business Analyst
Consultant
Entrepreneur
Reading list
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