Sports Marketing and Sponsorships Psychology Program Spring 2024 Semester CEA CAPA & UNYP - Prague

The course purpose is to introduce students to the importance of building and maintaining the brand and reputation of a sports organization such as a specific team, national representation or even national or international Olympic organization. They will learn how to build, develop, activate and motivate organizational fans bases to build the attractiveness of the organization to potential sponsors. They will then learn how to balance the relationships between sports organizations and businesses to leverage the most value for both sides and evaluate this value to deliver solid return on investment for all stakeholders.
Students will be able to work within a sports team or club, sports venue, national or Olympic representation or on the client side of a sponsorship project to work on marketing strategy, sponsorship and digital and real-world activation for fans, brands and teams/clubs. They will know how to negotiate marketing and sponsorship deals, build a marketing strategy for a sports organization, implement marketing activities and create an activation strategy. All various strategic points will focus around the central point of driving strategy and activity that will lead to measurement and results driven actions.