Sport Sponsorship. Let them Play from Coursera

Are you interested in sport sponsorship?

Would you like to understand which actors participate in sport sponsorship?

Would you like to know the latest and innovative proposals that are arising in the sport sponsorship world?

Are you interested in learning and connecting with sports enthusiasts/students from all around the world?

The Universitat Autònoma de Barcelona and the Johan Cruyff Institute jointly offer this introductory course in sports sponsorship for all those interested in knowing how to create a sponsorship plan for a sports event.

There are no special requirements to take the course.

Thanks to this course you will be capable of facing a real challenge: the activation of a sponsorship plan for the Johan Cruyff Foundation.

What's inside

Syllabus

Module 0. Prior to Beginning

In this module you will find information on how the MOOC works. Within the information provided, you will find the rules for participating in a competition run by the Johan Cruyff Institute, the prize for which is a scholarship grant toward enrolment in the Postgraduate in Sport Sponsorship course. The competition is voluntary; you can by all means take the MOOC without having to enter the competition.

Module 1. Basic principles of Sponsorship

If you're here, then that means that you have carefully reviewed the basic information contained in Module 0. Perfect! so let's begin!. As you will see, in this module you will find both basic information regarding the sponsorship, as well as information regarding the Cruyff Foundation, in which is included the cross-sectional case study that we will be focusing on over the weeks. With the Cruyff Foundation, you can become better acquainted with sponsorship and how it is essential to a foundation, in order for it to carry out your business activity. Likewise, you can find out what a sporting event consists of, what a Cruyff Court is, and how this can fall in line with those being sponsored. However.. on a step-by-step basis, we have time... not knowing where to start? Take a look at "Module 1 Presentation".

Module 2. The stakeholders of the sport sponsorship

Are you prepared for the second module? Let's take a further step into the world of sport sponsorship, throughout this module will be taking into consideration the relationship between a brand and an event, i.e., between the sponsor and the party being sponsored. For this reason, in this week's case study section, you will find information concerning the Cruyff Courts of the Cruyff Foundation, given that this will be the event that we will later be challenging you to sponsor. In addition, you will also find interesting information concerning supplementary material.

Module 3. Activation for Sport sponsorship (I)

We are already half way through the course. How are you getting on? In the following modules, we will work on four types of activation: brand, business, internal and fan/external. Now we will start with the brand and business. So that you can deepen your knowledge of these, we propose some key contents, as well as a forum space, for you to share examples and reflect on the same. In the forum space you will also find examples of last years' activations. Before posting your message, check that your example contains all of the information requested (your will find the guidelines inside each of forum spaces). Don't forget to also take a look at the supplementary materials that we suggested for you.

Module 4. Activation for Sport sponsorship (II)

After working on the types of brand and business activation, we will focus on the internal and external activation. In the module you will also find a space to share examples that you may find throughout the forums. In reference to the case study, you will find some of the best proposals for Sponsorship activation that your peers from last year's edition, have carried out. With their permission, we will share these with you so that the values can kick-start your engine to begin creating your very own proposal. Lot's of creative energy and let's hope that you enjoy this module.

Module 5. Share your activation proposal for a Cruyff Court tournament

¡Congratulations! You've already reached the last module, and therefore it's time to create your very own sponsorship activation proposal for a Cruyff Court tournament, as we arranged with Pep in the last week. In the module you'll find all the guidelines to prepare this. Once completed, you should submit the proposal to the department, as indicated, where it will be evaulated by some of your peers. Likewise, you will also need to evaluate the proposal of fellow peers under the heading that you will find in the module. If you would like to participate in the prize for a place in the Posgraduate in Sport Sponsorship, you must complete the respective Application Form.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Taught by experts at the Johan Cruyff Institute and the Universitat Autònoma de Barcelona, who are renowned for their knowledge and expertise in sport, business, and marketing

Covers a range of topics essential for sponsorship activation, including brand management, business development, fan engagement, and internal communications

Provides hands-on experience through a case study that requires learners to develop and implement a sponsorship activation plan for the Johan Cruyff Foundation

Offers a comprehensive understanding of the sport sponsorship landscape, including the role of various stakeholders and the latest trends and innovations

Emphasizes practical application and real-world examples, making the learning experience directly relevant to learners' professional lives

Taught in English, making it accessible to learners from diverse backgrounds and locations

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Sport Sponsorship. Let them Play with these activities:

Review marketing fundamentals

Show steps

Review the foundational concepts of marketing to strengthen your understanding of the course materials.

Browse courses on Marketing Fundamentals

Show steps

Read through your old marketing notes or textbooks.
Complete a practice quiz on marketing concepts.

Show all one activities

Career center

Learners who complete Sport Sponsorship. Let them Play will develop knowledge and skills that may be useful to these careers:

Marketing Manager

As a marketing manager, you will be responsible for developing and executing marketing campaigns for a variety of products or services. This course will help you build a foundation in the principles of sponsorship, which will be essential for developing and managing successful sponsorship campaigns. You will also learn about the different types of sponsorship opportunities available, as well as how to negotiate and manage sponsorship agreements.

See salaries and explore the career path for Marketing Manager

Sports Agent

As a sports agent, you will be responsible for representing the interests of athletes in contract negotiations, marketing, and other business matters. This course will help you understand the role of sponsorship in the sports industry, as well as how to negotiate and manage sponsorship agreements on behalf of your clients. You will also learn about the ethical and legal considerations involved in sports sponsorship.

See salaries and explore the career path for Sports Agent

Event Manager

As an event manager, you will be responsible for planning and executing a variety of events, including sporting events, concerts, and conferences. This course will help you understand the role of sponsorship in event planning, as well as how to secure and manage sponsorship for your events. You will also learn about the legal and ethical considerations involved in event sponsorship.

See salaries and explore the career path for Event Manager

Public Relations Specialist

As a public relations specialist, you will be responsible for managing the public image of a company or organization. This course will help you understand the role of sponsorship in public relations, as well as how to develop and execute successful sponsorship campaigns. You will also learn about the legal and ethical considerations involved in sponsorship.

See salaries and explore the career path for Public Relations Specialist

Sales Manager

As a sales manager, you will be responsible for leading a sales team and achieving sales goals. This course will help you understand the role of sponsorship in sales, as well as how to develop and execute successful sponsorship campaigns. You will also learn about the legal and ethical considerations involved in sponsorship.

See salaries and explore the career path for Sales Manager

Marketing Director

As a marketing director, you will be responsible for developing and executing marketing campaigns for a company or organization. This course will help you build a foundation in the principles of sponsorship, which will be essential for developing and managing successful sponsorship campaigns. You will also learn about the different types of sponsorship opportunities available, as well as how to negotiate and manage sponsorship agreements.

See salaries and explore the career path for Marketing Director

Brand Manager

As a brand manager, you will be responsible for developing and managing a brand's image and identity. This course will help you understand the role of sponsorship in brand management, as well as how to develop and execute successful sponsorship campaigns. You will also learn about the legal and ethical considerations involved in sponsorship.

See salaries and explore the career path for Brand Manager

Sponsorship Manager

As a sponsorship manager, you will be responsible for developing and managing sponsorship programs for a company or organization. This course will help you build a foundation in the principles of sponsorship, which will be essential for developing and managing successful sponsorship campaigns. You will also learn about the different types of sponsorship opportunities available, as well as how to negotiate and manage sponsorship agreements.

See salaries and explore the career path for Sponsorship Manager

Account Manager

As an account manager, you will be responsible for managing relationships with clients and ensuring that their needs are met. This course may be useful for you in understanding the role of sponsorship in client relationships, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Account Manager

Business Development Manager

As a business development manager, you will be responsible for identifying and developing new business opportunities for a company or organization. This course may be useful for you in understanding the role of sponsorship in business development, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Business Development Manager

Product Manager

As a product manager, you will be responsible for developing and managing products for a company or organization. This course may be useful for you in understanding the role of sponsorship in product management, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Product Manager

Project Manager

As a project manager, you will be responsible for planning and executing projects for a company or organization. This course may be useful for you in understanding the role of sponsorship in project management, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Project Manager

Operations Manager

As an operations manager, you will be responsible for managing the day-to-day operations of a company or organization. This course may be useful for you in understanding the role of sponsorship in operations management, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Operations Manager

Human Resources Manager

As a human resources manager, you will be responsible for managing the human resources of a company or organization. This course may be useful for you in understanding the role of sponsorship in human resources management, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Human Resources Manager

Finance Manager

As a finance manager, you will be responsible for managing the finances of a company or organization. This course may be useful for you in understanding the role of sponsorship in financial management, as well as how to develop and execute successful sponsorship campaigns.

See salaries and explore the career path for Finance Manager