level of course unit

First Cycle

Learning outcomes of course unit

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.

prerequisites and co-requisites

Basic understand of business administration fundamentals

course contents

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

recommended or required reading

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

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

Both cases available for purchase at:

Collette, P. and Fenton, W., The Sponsorship Handbook – Essential tools, tips, and Techniques for Sponsors and Sponsorship Seekers. (2011). John Wiley & Sons Publishing. ISBN: 978-0-470-97984-6
Masterman, G., Sponsorship for a Return on Investment. (2007). Taylor & Francis. ISBN: 978-0750686402

Skinner, B.E. and Rukavina, V. Event Sponsorship. (2003). Wiley

Beach, J., Kaspar, R. The Business of Events Management. (2014) Prentice Hall International. Chapter 20: Events as a Sponsorship Investment

assessment methods and criteria

• Lecture & case study participation 20%
• Assignments and course work 20%
• Semester examination 60%

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

• Lecture
• Reading
• Discussion
• Case Study

semester/trimester when the course unit is delivered


name of lecturer(s)

Mark Romanelli, MBA

year of study

Not applicable.

recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

Not applicable.

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