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Sport Sponsorship. Let them Play

4.4 Filled star Filled star Filled star Filled star Empty star
Based on 281 ratings
see reviews
Richard Denton

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.

Read more

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.

Enroll now

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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.
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Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Introduction to sport sponsorship

According to students, this course provides a positive and comprehensive introduction to sport sponsorship. Learners particularly appreciate the structured approach and the focus on creating a sponsorship plan. The course covers basic principles, stakeholders, and various types of activation. While the content is considered relevant and practical, some reviews suggest it serves best as a foundational course requiring further study for advanced topics. The case study approach centered around the Johan Cruyff Foundation is often highlighted as a valuable, hands-on exercise.
Topics are interesting and applicable.
"Found the material relevant and engaging, especially the activation part."
"The topics covered are highly applicable to the industry."
"Kept my interest throughout with practical examples."
"Very interesting and useful content for anyone in sports business."
Modules are logically organized and easy to follow.
"The course is very well-structured, moving from basics to activation."
"Each module builds nicely on the previous one."
"Content flows logically making it easy to grasp the material."
"The syllabus outlines the topics clearly, and the course follows it well."
Ideal for those new to sport sponsorship.
"Excellent for someone just starting to learn about sport sponsorship."
"No prior knowledge required, making it accessible."
"Perfect as a first step into the world of sports marketing and sponsorship."
"Gave me a good foundational knowledge as a beginner."
Applying concepts to a real-world example.
"The case study on the Cruyff Foundation was very helpful for applying concepts."
"Developing a sponsorship plan proposal for a real organization was a great exercise."
"I enjoyed the practical focus on the Cruyff Court tournament activation."
"Applying what I learned to the case study made it much more concrete."
Offers a broad overview of sport sponsorship.
"Provides a great introductory overview of sport sponsorship."
"Good course to gain a solid understanding of the basic principles."
"I learned the fundamentals needed to start thinking about sponsorship."
"Covers all the key aspects from stakeholders to activation strategies."
Serves as a base, requires further study.
"While good as an intro, it doesn't go into advanced strategies."
"I feel I need more in-depth courses after this to truly master sponsorship."
"It's a solid starting point, but don't expect deep dives into complex deals."
"Good overview but could benefit from more complex examples or analysis methods."

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
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

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Sport Sponsorship. Let them Play.
Cover image
Business of Sport Management
Save
Provides comprehensive coverage of the sponsorship management process, including planning, negotiation, activation, and evaluation. It valuable resource for anyone involved in the management of sponsorship.
Business of Sport Management
Paperback
Check
Business of Sport Management
Kindle Edition
Check
Cover image
Managing Sport Events
Save
Provides a practical guide to sponsorship marketing, covering everything from how to develop a sponsorship strategy to how to measure the results of your campaigns. It valuable resource for anyone who is involved in sponsorship marketing.
Managing Sport Events
Paperback
Check
Managing Sport Events
Kindle Edition
Check
Cover image
Marketing, Print and Interactive E-Text
Save
Provides a detailed overview of the sponsorship landscape in digital era. It covers a wide range of topics, including the impact of social media, the rise of influencer marketing, and the use of data and analytics in sponsorship.
Marketing, 6th Edition
Paperback
$$$$
Cover image
Being Church in a Liminal Time
Save
Provides a comprehensive overview of the sponsorship marketing process. It covers all the key aspects of sponsorship, from planning and negotiation to activation and evaluation.
Being Church in a Liminal Time
Paperback
$$
Being Church in a Liminal Time: Remembering,...
Kindle Edition
$$
Cover image
Foundations for Health Promotion - E-Book
Save
Provides a collection of case studies of successful sponsorship campaigns. It provides valuable insights into the planning, implementation, and evaluation of sponsorship campaigns.
Foundations for Health Promotion - E-Book (Public...
Kindle Edition
$$
Cover image
Sports Sponsoring
Save
Provides a practical guide to the business of sports sponsorship. It covers the different types of sponsorship, the benefits of sponsorship, and the challenges of sponsorship. The book also includes case studies of successful sports sponsorship campaigns.
Sports Sponsoring
Paperback
Check
Sports Sponsoring
Kindle Edition
Check
Cover image
The 22 Immutable Laws of Marketing
Save
Provides 22 immutable laws of marketing that are essential for anyone who wants to succeed in the field. It valuable resource for anyone who is involved in marketing, including sponsorship marketing.
The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
A Mission Statement for Your Life
Save
Provides a framework for personal and professional effectiveness. It valuable resource for anyone who wants to improve their performance in all areas of their life, including sponsorship marketing.
A Mission Statement for Your Life
Paperback
Check
A Mission Statement for Your Life
Kindle Edition
Check
Cover image
Influence, New and Expanded
Save
Provides a framework for understanding the psychology of persuasion. It valuable resource for anyone who wants to improve their ability to persuade others, including sponsorship marketing.
Influence, New and Expanded: The Psychology of...
Hardcover
$$
(中文) Influence, New and Expanded: The Psychology of...
Paperback
$$
Cover image
The Crux
Save
Provides a framework for understanding what makes a good strategy and what makes a bad strategy. It valuable resource for anyone who is involved in sponsorship marketing, as it can help you to develop and implement effective sponsorship strategies.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Provides a framework for understanding why large, successful companies often fail to innovate and adapt to new technologies. It valuable resource for anyone who is involved in sponsorship marketing, as it can help you to understand the challenges of innovation and to develop strategies for overcoming them.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a practical guide to the lean startup methodology, which process for developing and validating new products and services quickly and efficiently. It valuable resource for anyone who is involved in sponsorship marketing, as it can help you to develop and launch new sponsorship campaigns quickly and efficiently.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Crossing the Chasm, 3rd Edition
Save
Provides a framework for understanding the challenges of marketing and selling technology products to mainstream customers. It valuable resource for anyone who is involved in sponsorship marketing, as it can help you to understand the challenges of reaching and engaging new audiences.
Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$

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Rating
4.4 Filled star Filled star Filled star Filled star Empty star
Effort
Approx. 9 hours
Level
Introductory
Via
Coursera
Institution
Universitat Autònoma de Barcelona
Instructor
Richard Denton
Language
English
Traffic lights
Read about what's good
what should give you pause
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
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