Sponsorships and Commercial Partnerships (5 cr)

Evaluation scale

0-5

Content scheduling

Lecture once a week 1,5 hours.

Objective

The object of the course
This course serves as an introduction to the world of sponsorships and commercial partnerships in sport business industry. It introduces different concepts of sustainable sponsorship and commercial partnerships in the context of sport business. This course is a part of the applied business knowledge in sport module.

After completing this course, you will understand the key concepts and driving factors of the sponsorship models in sport. You are familiar with sponsorship strategies and challenges in creating commercial partnerships. You understand the importance of knowledge and data in relation to building successful partnership in the field on sport.

Course competences
Business Competence: The student is able to utilise knowledge-driven leadership to support decision making.

Operating in workplace competence: The student is able to act professionally in communications and interaction situations at a workplace.

Proactive development competences: The student solves problem situations creatively and reforms operating methods together with others. The student is able to seek customer-oriented, sustainable and economically viable solutions, anticipating the future of the field.

The learning objectives of the course
After completion of the course, you show some ability to analyze and evaluate both academic and business information relevant to sport organisations and sport business. You are able to solve problems and provide customer-oriented, sustainable collaboration partnerships and novel solutions for different sport organisations. You understand different strategic sponsorship models.

Content

This course is an introduction to sponsorship models, strategic sponsorships, building sponsorship concepts, sponsorship agreements, partners and suppliers, barter, sponsorship as a marketing tool for companies, endorsements, activations and campaigns.

Materials

Leng, H.K. & Zhang, J.J. (2024) Sport Sponsorship and Branding; Global perspactives and emerging trends.

Selected journal articles and reading materials.

Teaching methods

Course is an on-campus implementation supplemented with some virtual guest lectures. The course contains two assignments. Exam takes place at the end of the course.

There is an international professional sport organisation involved in the assignments.

Lectures, online webinars, development assignments, group discussions, case studies.

80 % compulsory attendance.

Employer connections

Real life case assignments from sport organisations are part of the course.

Exam schedules

Exam at the end of the course.

International connections

Guest lectures from JAMK partner universities.

Completion alternatives

You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredited towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accreditation (replacement or inclusion), recognition of informal learning and studification. More detailed information in JAMK Degree Regulations, section 17.

Student workload

Lectures 27 h
Assignments 54 h
Individual study 54 h

Assessment criteria, satisfactory (1)

Sufficient 1 
You attempt to analyze and evaluate academic and business information relevant to sport organisations and sport business.  You show some but narrow skills in developing sponsorship and commercial partnership solutions to sport organisations. You are able to transmit to a limited extent your and your team’s ideas and findings in English. You show some but low-level skill in participating in inter- and multicultural setting and teamwork.  You are able to act at some level professionally in communications at a workplace.

Satisfactory 2 
You have some ability in order to analyze and evaluate academic and business information related to sport organisations and sport business. You are able to develop sponsorship solutions to sport organisations and you are familiar with current trends in sport sponsorship, but the approach is not supported with argumentation. 
You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork. You are able to act at some level professionally in communications at a workplace.

Assessment criteria, good (3)

Good 3 
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes for sport organisations and sport business.  You show analytical skills and logical thinking with justifications in developing customer-oriented sponsorship solutions to sport organisations. You are able to create and present your and your team’s ideas and findings in English.  You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate teamwork skills. You are able to act professionally in communications at a workplace.

Very Good 4 
You are able to analyze business data with possible outcomes related to sport organisations and sport business.  You propose well justified customer-oriented solutions for business challenges related sport sponsorship and commercial partnerships. You are familiar with current trends in sport sponsorship field, and you are able to utilise this information in your development solutions. You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate teamwork skills.  You are able to act professionally in communications at a workplace.

Assessment criteria, excellent (5)

Excellent 5 
You can propose well justified business solutions on principal level. You are able to utilise knowledge-driven leadership to support decision making. You are able to solve problem situations creatively and to present customer-oriented, sustainable and economically viable solutions, anticipating the future of the field. You are familiar with current trends in sport sponsorship field, and you are able to utilise this information in your development solutions.
You can argument and present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess teamworking skills. You are able to act professionally in communications at a workplace.

Further information

Priority for sport business students (both JAMK and exchange).

Assessment is based on course assignments and exam.