Study Guide

Objective

Having completed this study unit,

- You grasp the basics of sport sponsorship and discover where to look for sponsorship and principles.

- You will be able to name some key sponsorship stakeholders within the sports industry.

- You receive an introduction to four types of activation: brand, business, internal and fan/external.

- You explore sport sponsorship case studies throughout sports events.

- You discover the VIP industry through corporate hospitality.

Competences: Business and Financial Management Competence, Marketing Competence

Content

Theme 1. Basics of sponsorship

Theme 2. The stakeholders of the sport sponsorship

Theme 3. Activation for Sport sponsorship

Theme 4. Sport sponsorship, corporate hospitality and events

Assessment criteria, satisfactory (1)

Level 1
Sport sponsorship and corporate hospitality:
You have a basic understanding of sport sponsorship and corporate hospitality. The student displays a basic coverage for the required level but shows an attempt to address the subject. Significant gaps and errors but include >40% of the expected factual content.

Level 2
Sport sponsorship and corporate hospitality:
You have a satisfactory understanding of sport sponsorship and corporate hospitality. There may be gaps not developed at the appropriate level, but the overall standard of understanding is satisfactory.

Assessment criteria, good (3)

Level 3
Sport sponsorship and corporate hospitality:
You know how to describe the relationship between sport sponsorship and corporate hospitality.
You understand the importance sponsorship stakeholders and the types of activation.
Good understanding of the material with coverage at the appropriate level. Some aspects may not be covered but this would be compensated by the overall quality.

Level 4
Sport sponsorship and corporate hospitality:
You have a comprehensive understanding of sport sponsorship and corporate hospitality.
You can expand the topic of sponsorship to include stakeholders and types of activation.
Excellent coverage of the topic, focusing precisely on the set question. The students understanding is articulated such that it contributes to the reader’s understanding. Depth and breadth of content is very good.

Assessment criteria, excellent (5)

Level 5
Sport sponsorship and corporate hospitality:
You have a comprehensive understanding of sport sponsorship and corporate hospitality. You can expand the topic of sponsorship to include stakeholders and types of activation. You show an understanding through case studies and understand the VIP market within sport.
Evidence of understanding is outstanding and completely demonstrates understanding of the topics covered. Depth and breadth of content is excellent.