Course Schedule

Please note that course schedules may be amended due to low enrollment, faculty availability, and/or other factors.

MSA 412-0 : Sponsorships 2.0: Adding Value to Sports, Brands, Fans, and Communities


Rather than selling its jersey to a sponsor for $25 million-plus annually, FC Barcelona paid UNICEF $2 million a year for the right to put the children's charity on its shirts. Luxury watch maker Hublot donates all of its signage at the European Football Championship to the foundation Unite Against Racism. In lieu of advertising on the 2010 Super Bowl, Pepsi launched its Refresh project, donating $20 million to local nonprofits. Barcelona, Hublot and Pepsi are responding to consumers strong desire for marketers to connect their brands to social action. In this class, we will deconstruct some of the world's most innovative partnerships from the inside out. You will learn how to think like a sponsor, including how to set measurable objectives and how to bullet proof sponsorship selection to linking activation to business goals and how to measure return on investment. Participants will also learn sponsorship through the lens of the sports rightsholder, gaining the skills and tools to sell sponsorship to team, league, event, venue, athlete or program. Also covered: pricing, negotiating, servicing and licensing.

For students admitted prior to Fall 2014, this elective course counts towards a specialization in sports marketing and public relations.

It is recommended that students complete MSA 402 or possess equivalent knowledge and skills prior to taking this course.

Fall 2022
Start/End DatesDay(s)TimeBuildingSection
09/20/22 - 12/10/22Tu
7 – 9:30 p.m. 50
InstructorCourse LocationStatusCAESAR Course ID
Andrews, Jim
Chicago Campus
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