Attribution in sports event sponsorship is imperfect; that is not a reason to stop measuring it. Most disappointing results in the practice within marketing and commercial practice trace back to an audience defined too broadly. Content is organised around the decisions practitioners actually face in this aspect of marketing and commercial practice, not around theory headings. Applied research in marketing and commercial practice consistently shows that early structure around sports event sponsorship reduces downstream rework. Exercises escalate in difficulty, ending with the ambiguous situations that make the wider marketing and commercial practice agenda hard in practice. The result is the confidence to make and defend decisions about the marketing and commercial practice capability under scrutiny. Plans for sports event sponsorship often fail at the handover point between functions. The material serves both public bodies and commercial organisations dealing with this area of marketing and commercial practice. The final module sets out how progress on the wider marketing and commercial practice agenda will be evidenced six months later.
Expected Learning Outcomes
✓
Measure customer lifetime value arising from sports event sponsorship, not first-order revenue.
✓
Choose channels for sports event sponsorship on evidence of where the audience decides.
✓
Design the qualification criteria that stop effort being wasted in sports event sponsorship.
✓
Establish escalation routes for sports event sponsorship that work outside normal hours.
✓
Diagnose whether a problem in sports event sponsorship is one of design, resourcing or discipline.
✓
Plan expansion of sports event sponsorship into new segments or markets deliberately.
✓
Recognise early indicators that sports event sponsorship is drifting away from its intended design.
Who Should Attend
✓
Product managers whose proposition depends on sports event sponsorship.
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Brand and communications specialists shaping sports event sponsorship.
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Marketing managers responsible for sports event sponsorship.
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Specialists advising senior management on sports event sponsorship.
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Account managers responsible for retention within sports event sponsorship.
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Anyone whose accountability for sports event sponsorship exceeds their current formal training in it.
Course Modules
Open any module to see its sessions and topics.
01
Sports event sponsorship: the customer journey and decision points
2 sessions · 8 points
Session 1Reading the current state of sports event sponsorship honestly
Collect evidence on the present handling of sports event sponsorship before proposing changes.
Map the handovers in sports event sponsorship between functions and secure them.
Anticipate the objections sports event sponsorship will raise and prepare the answers.
Build the competence framework that supports sports event sponsorship.
Session 2Defining the audience for sports event sponsorship narrowly enough to matter
Identify single points of dependency in sports event sponsorship and reduce them.
Build the internal briefing that explains sports event sponsorship to those affected.
Select channels for sports event sponsorship based on evidence, then cut the rest.
Define acceptance criteria for sports event sponsorship in advance.
02
Sports event sponsorship: retention, loyalty and lifetime value
2 sessions · 8 points
Session 1The claim about sports event sponsorship competitors cannot copy
Agree the attribution model for sports event sponsorship and state its known limits.
Build the content that answers the buyer's real question about sports event sponsorship.
Document the sales process for sports event sponsorship so a new joiner can follow it.
Prepare the summary of sports event sponsorship that senior management will read.
Session 2Qualifying out of sports event sponsorship early and without guilt
Agree the smallest change to sports event sponsorship that would be visibly useful.
Test creative for sports event sponsorship at small scale before full commitment.
Verify six months later that changes to sports event sponsorship have held.
Decide what will be stopped to create capacity for sports event sponsorship.
03
Sports event sponsorship: pricing, value and discount control
2 sessions · 8 points
Session 1Getting other functions to support sports event sponsorship
Write the positioning claim for sports event sponsorship and test whether a competitor could say it too.
Script the three most common objections in sports event sponsorship and the responses.
Set objectives for sports event sponsorship in revenue terms with a timeframe.
Measure lifetime value from sports event sponsorship, not just first purchase.
Session 2Keeping sports event sponsorship alive after the initial push
Choose the next segment for sports event sponsorship and state why it is next.
Reduce the variation in how sports event sponsorship is carried out between teams.
Set out the decisions in sports event sponsorship that require sign-off and by whom.
Set the discount authority for sports event sponsorship and require justification.
04
Sports event sponsorship: measurement, attribution and honest reporting
2 sessions · 8 points
Session 1Protecting the brand while hitting targets on sports event sponsorship
Define qualification criteria that disqualify quickly in sports event sponsorship.
Map the decision journey for sports event sponsorship and mark where the choice is actually made.
Define the handover point between marketing and sales in sports event sponsorship.
Design the retention action triggered when a customer of sports event sponsorship goes quiet.
Session 2Pricing sports event sponsorship on value rather than cost
Set the review interval for sports event sponsorship and who attends.
Review whether short-term tactics on sports event sponsorship are damaging the brand.
Arrange the handover of sports event sponsorship so capability survives staff changes.
Record the rationale for each significant choice made about sports event sponsorship.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Gold Package
At least 3 people
USD1,850
5-night stay in a 5-star hotel
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Complete your registration
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