Module Details

Module Code: COMM
Module Title: Sponsorship in Sport
Title: Sponsorship in Sport
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Pauline Flanagan
Domains:  
Module Description: Upon completion of this module, students should understand the fundamentals of sponsorship in sport and how to succeed in winning with and working with a sponsor for their sporting organisation.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically assess the developing role of sponsorship in the marketing communications mix on a national and international level
LO2 Display an understanding of the evolution of sponsorship and the nature of working in the sponsorship industry
LO3 Discuss and evaluate various types of sponsorship
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Introduction to Sponsorship and Overview of Industry
Definitions of Sponsorship; Evolution of Sponsorship; Sponsors; Rights owners; Agencies/consultancies; Audiences; Other media players. A particular emphasis will be placed on looking at 'Onside', an organisation in Ireland that focuses on Sponsorship in Sport.
Key Developments in Sponsorship
Globalisation of sponsorship; Growth of sports sponsorship; Ethical & social responsibility issues
The Sponsorship Programme
Review of existing activity; Developing a sponsorship policy & strategy; Measurable objectives; Audience segmentation; Brand essence; Identifying sponsorship opportunities; The effective sponsorship proposal; Negotiation; Sponsorship activation/execution; Maximising return on investment; Measures of sponsorship effectiveness
Maximising Value of Sponsorship
Activation; Use of other media and promotional tools; Direct marketing, sales promotions, PR, on-line; Hospitality; Merchandising
Protecting Sponsorship Investment
Ambush marketing; Contracts
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Other % of Total Mark 30
Timing n/a Learning Outcomes 2,3
Non-marked No
Assessment Description
Sponsorship Proposal and Elevator Pitch
Assessment Type Case Studies % of Total Mark 20
Timing n/a Learning Outcomes 1,3
Non-marked No
Assessment Description
Presentation of a sponsorship case study
No Project
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
2 hour written exam
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 3.00 3
Independent Learning Non Contact Independent/Directed Learning Every Week 6.00 6
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Pharaoh Mitchell. (2019), How to Get Sponsors To Say Yes to Your Projects, Business and Nonprofit Organization, [ISBN: 1652987614].
  • T. Bettina Cornwell. (2020), Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events, [ISBN: 9780367343446].
  • John R. Balkam. (2019), 3-Win Sponsorship: The Next Generation of Sports and Entertainment Marketing, [ISBN: 1641373377].
  • John A. Fortunato. (2013), Sports Sponsorship, McFarland, p.228, [ISBN: 9780786474318].
  • Alain Ferrand,Luiggino Torrigiani,Andreu Camps i Povill,Andreu Camps. Routledge Handbook of Sports Sponsorship, [ISBN: 9780415401111].
This module does not have any article/paper resources
Other Resources
Discussion Note: