‘Sports marketing’ involves the use of athletes or teams to promote sporting events or sports-related equipment, products or services. Do you know why sports brands like Adidas, Puma and Nike sponsor teams? This marketing and branding course outlines the many purposes of sports marketing and identifies the different types of consumers found in the sports industry. We explain how market value is created through sports through legal cooperation with partners, rights trading and strategic marketing. The course explores important sporting events and sporting goods before diving into the product, distribution, pricing, promotion strategies and exchange process.

We then cover communication, advertising rights and working with agencies. We discuss sports sponsorship, sales policies and the international marketing of media rights. The course goes over the requirements and specialities of sports marketing and analyses it as a management process. We describe the roles of sponsorship and event marketing and show you how to negotiate sponsorship agreements. We explain how to build and engage with your digital audience through social media and online content. The course also provides the skills you need to analyse data to inform your digital marketing strategies.

Finally, the course explores the sports media landscape and discusses the principles that guide broadcasting. We demonstrate how to negotiate and manage media rights and broadcast partnerships in order to maximise their value through effective distribution and monetisation strategies. We explain how to increase and maintain fan engagement through loyalty programmes, content and experiences. The course also shows you how to measure and optimise such fan engagement and loyalty through data and analytics. The world of sports offers marketers and brand managers great opportunities to reach a wide audience through branding and fan loyalty. Sign up for this sports marketing course to learn how to seize that opportunity.