Sport & Entertainment: Sales & Sponsorship

The Sport & Entertainment: Sales & Sponsorship course will focus directly on generating short and longer-term revenues for a sport and entertainment business, mainly from ticket sales and sponsorship. Although the sport and entertainment industries have struggled to maintain revenues during the COVID-19 pandemic, they continue to be substantial economic sectors, contributing large numbers of employment and consumption opportunities. The context of the course will be the global sport and entertainment industry, with cases, examples, and application activities drawn from around the world, including the NBA in the U.S. and internationally, SportsTech firms such as Fancam in North America and Africa, and multipurpose facilities used for the Olympic Games, World Cups, and music events. The course will be structured around four themes: the role of sales & sales skills; deciding what to sell & who to sell it to; making the sale & the sales process; and building on-going customer relationships. The focus of the course will therefore include business-to-consumer and business-to-business sales contexts.