Designing Sponsorship Strategies for Major Sporting Events

Course Overview

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.