Unit 3: Corporate Sponsorships
Duration of Days: 10
Students will gain a greater understanding of the sponsor component of the “event triangle”.
Students will understand the role of corporate partners (sponsors) in sports and entertainment marketing.
Understand the concept of sponsorship.
a. Define sponsorship.
b. Discuss reasons a company would be involved in an event or sports/entertainment property.
2. Describe activities to market products using sports/entertainment (celebrity/star athlete endorsements, autograph signing events, promotional tie-ins [movie characters with fast food chains, lunch boxes, apparel, etc.], venue signage, merchandising tie-ins, fan gear, etc.
3. Understand that sponsorship is often outsourced in sports and entertainment and how this is done: (IMG, Apple, etc.)
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