Sponsoring (E)

First Cycle

Upon completion of the course, students will:
• Understand the concept, terminology, and fundamentals of sponsorship
• Understand how sponsorship applies to sports, cultural, and business events
• Know the fundamentals of developing a sponsorship strategy from the point of view of a sponsorship seeker
• Understand the goals of sponsorship from the point of view of a sponsor
• Be prepared to develop a sponsorship package for events.

Basic understand of business administration fundamentals

• History, theory, of sponsorship
• Sponsorship – Sponsor Side
• Sponsorship – Receiver Side
• Elements of developing a sponsorship plan

Business Systems Group and the Triathlon Sponsorship Question – by Michael Goldman and Jennifer Lindsey-Renton

Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics – by Leyland Pitt; Michael Parent; Pierre R. Berthon; Peter G. Steyn

Ungar, Ken. (2020), Sponsorship Strategy. Sports Career Press
Beach, J., Kaspar, R. The Business of Events Management. (2014) Prentice Hall International. Chapter 20: Events as a Sponsorship Investment

Portfolio
Exam

English

3

• Lecture
• Discussion
• Case Study

2