Sports marketing is a dynamic and evolving field that bridges the worlds of sports, media, and commerce. This course explores the relationship between sports and communication, examining how marketing strategies are designed to engage fans, attract sponsors, and drive revenue for sports organizations.

As Paul Blakey (2011) states, "sports marketing is a matching process - the matching of sport products and services with the demands of sports consumers and customers." At the heart of this process lies communication, making it essential to understand how media, sports organizations, and commercial brands interact in today's global sports industry.

This course goes beyond theoretical frameworks; it provides students with practical insights into working within a sports marketing department, designing strategic communication plans, and understanding the economic forces shaping the sports business. From sponsorship strategies and brand partnerships to digital media and fan engagement, students will gain a 360-degree view of how marketing operates within the sports industry.