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

Location and time

Teaching is carried out mainly at the Rovaniemi campus spring semester 2025 during weeks 3-9:
- Intensive on-campus study period 13.-14.1.2025.
- Webinars 24.1., 31.1., 7.2., 14.2., 21.2. Each webinar is approximately 90 minutes + 90 minutes with short break
- 28.2. 90+90+90 minutes (presentations)

No distance learning possibility. Intensive on-campus periods are full day sessions taking place between 9am.-16pm.

Materials

Lecture materials, articles and exercises - will be provided in the beginning of the course and upon completion of the course.

Recommended course books are:

• Ferrand A., Luiggino T. & Camps I Povill A. (2007) Routledge handbook of sport sponsorship – Successful strategies. Routledge.


• Smith A., Stavros C., Skinner J., Geurin A. & Burch L. Introduction to sport marketing (2021). Routledge.

In Finnish:

• Jalonen H., Haltia J., Tuominen S. ja Ryömä A. (2017) Arvonluonnin pelikirja – Urheilun ja liiketoiminnan rajapintaan. Turun ammattikorkeakoulun tutkimuksia 47. Ladattavissa ilmaiseksi: https://www.turkuamk.fi/fi/tutkimus-kehitys-ja-innovaatiot/julkaisuhaku/109/

Teaching methods

Teaching methods in the course follows combined face-to-face lectures and workshops organized on-campus as well as online learning methods where students participate in webinars and workshops via Zoom or equivalent platform.

When studying in the course, student demonstrates personal learning through individual assignments (written essays) in a form of course assignment. Course assignment are presented in Moodle workspace. Additionally, students prepare a case study (group work) for a given sport organization and deliver comprehensive presentations summarizing the course contents and learnings. The course also has external visitors.

Students' learning is assessed through individual course assignment (60 %) and case study assignment (40%). Case study will be written by teacher and sport organisations representative, which will give feedback before case study and during presentation.

Evaluation scale

H-5

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.

Assessment methods and criteria

The assignments are introduced at the beginning of the course. Assessment is based on the process and actual skills and knowledge evaluation. All assignments must be done and passed to complete the study unit.

Plagiarism and use of references:
Please notice that in study unit assignment returns the plagiarism detection programs (for example Turnitin) will be used.
Also notice that you need to use Lapland UAS templates (essay, thesis, report etc) and writing instructions. Textual references must be done according to the given instructions.

Submitting assignments against given instructions may lead to failing and other possible consequences according to the Degree Regulations.