This module provides a strategic understanding of the media landscape in professional sports. Students analyze the structure and dynamics of traditional and digital channels, the creation and commercialization of media rights, and their role as a central revenue source. Topics include types of rights, licensing processes, allocation models, content strategies, digital platform logics, and stakeholder communication with media houses, sponsors, and agencies. Value communication and crisis management in the media environment are also covered.
- Systematically analyze media products and rights commercialization models and assess their significance within the sports business
- Independently develop professional communication and allocation strategies for media and brand rights tailored to the needs of rights holders, media partners, and target audiences
- Explain and critically reflect on the economic relevance of media and brand rights in sports, particularly regarding revenue models, market mechanisms, and strategic partnerships
- Evaluate sports content strategies in terms of effectiveness, target audience orientation, and monetization potential to support informed business decisions