This module focuses on the strategic planning, creative activation, and data-driven management of sponsorship partnerships in professional sports. Students explore the economic, communicative, and societal objectives of sponsorship and learn to develop integrated partnership concepts that connect brands, organizations, and fans. Topics include the fundamentals of sports sponsorship, the development and evaluation of sponsorship packages, sponsorship performance and relevant KPIs, strategic partner development, current trends, rights management and agency models, integration of sponsorship into holistic brand strategies, as well as practical projects and case studies of successful sponsorship and activation campaigns.
- Explain key concepts, objectives, and market mechanisms of sports sponsorship
- Describe different sponsorship formats, rights packages, and activation elements, assessing their strategic value
- Develop, structure, and evaluate sponsorship packages regarding their economic, communicative, and societal impact
- Design activation measures across onsite, digital, and social media channels, assessing their target audience and brand impact
- Interpret relevant KPIs for sponsorship performance and derive evidence-based optimization measures
- Strategically manage partner development processes, analyze brand fit and value creation, and integrate purpose-oriented approaches into sponsorship strategies
- Incorporate current developments such as ESG sponsorships, virtual sponsorships, or immersive brand experiences into their own concepts and critically reflect on them
- Embed sponsorship measures effectively into comprehensive communication and brand strategies, developing practical concepts for successful partnerships