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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?

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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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

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Reviews summary

Sport sponsorship course: highly recommended

According to students, this excellent course on sport sponsorship is highly recommended.

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

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.
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.
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.
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.
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.
Provides a collection of case studies of successful sponsorship campaigns. It provides valuable insights into the planning, implementation, and evaluation of sponsorship campaigns.
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.
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.
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.
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.
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.
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.
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.

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