SPM230 Sport Marketing (10 ECTS) 

Course facts

Introduction

The course provides an understanding of sport marketing from the perspectives of the various main actors in sport markets including national and international sport organizations, sport clubs, sport events, sponsors, and media. It presents theories of sport marketing and uses case-studies to create an understanding of how to take advantage of such theories. A special emphasis will be on sponsorships and its various outcomes and challenges for the involved parties. The course will also address how social media are used as a tool in sport marketing campaigns and how ambush marketing affects mega-events such as the Olympic Games.

Learning outcomes

After participation in the course, the student should be able to

• explain the concept of sport marketing
• identufy the roles of the different actors on sport markets
• discuss value co-creation among the actors on sport markets
• explain the mechanisms of brand building through sport sponsorships
• reflect upon the challenges in reaching sport marketing goals
• plan and critically evaluate marketing strategies, including digital marketing, for sport marketing actors

Learning styles and activities

Theories and concepts of sport marketing are presented in the lectures. Group work is used for practical applications.
In groups of 4-5 students, students will be assigned a case/assignment for an in-depth analysis.

Mandatory assignment

Mandatory submission of short reflections (individual and in small groups) in Canvas.

Approved submissions are prerequisite for participation in the group seminar presentation of a case study.

Assessment

• Written individual assignment, graded A-F (60 %).
• Seminar presentation of case study (group assignment), graded A-F (40 %), and discussion of the presentation of another group’s case study (counts for 10 % of the 40 %). Presentation and discussion must be in English.

The individual assignment must be submitted via Wiseflow and will be run through plagiarism control. 

Core material

PARTS FROM 3 BOOKS:
Karg, A., Shilbury, D., Westerbeek, H., Funk, D. C., & Naraine, M. L. (2022). Strategic sport marketing (5th ed.). Routledge.
Please read chapters 1,2,3,4,5,8 and 11:
* You will find the book in the Library here: ORIA

Seymour, A., & Blakey, P. (2021). Digital sport marketing: Concepts, cases and conversations. Routledge.
Please read chapters 2,3 and 5:
* You will find the book in the Library here: ORIA
** The book is also available online: Click here to download
*** NB! To open electronic books off campus, you must use the following VPN connection:  Click here to download

Smith, A. C. T. & Stewart, B. (2015). Introduction to sport marketing (2nd ed.). Routledge.
Please read chapters 1, 2, 3, 4, 5, 6, 10 and 12:
* You will find the book in the Library here: ORIA
** The book is also available online: Click here to download
*** NB! To open electronic books off campus, you must use the following VPN connection: Click here to download

1 DIGITAL COMPENDIUM - available as a PDF through Canvas:
Horbel, C. (Ed.). (2022). SPM230: Sport marketing: Spring 2023 [Digital compendium].

Table of contents, alphabetical in APA 7th ed.:
Beech, J. & Chadwick, S. (2013). The business of sport management (2nd ed.). Pearson Education.
* Pages 3-23.

Cornwell, T. B. (2016). Sport sponsorship and endorsements. In R. Hoye & M. M. Parent (Eds.), The Sage handbook of sport management (pp. 368-382). Sage.

Ferrand, A., Chappelet, J. L. & Seguin, B. (2012). Olympic marketing. Routledge.
* Pages 106-138.

Horbel, C. (2022). Stakeholders in sport marketing. In A.-M. Strittmatter, J. Fahlén & B. Houlihan (Eds.), Stakeholder analysis and sport organisations (pp. 229-242). Routledge.

Hoye, R., Smith, A. C. T., Nicholson, M. & Stewart, B. (2015). Sport management: Principles and applications (4 ed.). Routlege.
* Pages 247-281.

Seguin, B. & Scassa, T. (2014). Ambush marketing legislation to protect mega sport events: The case of Vancouver Olympic Winter Games 2010. In B. C. Doagoo, M. Goudreau, M. Saginur & T. Scassa (Eds.), Intellectual property for the 21st Century: Interdisciplinary approaches (pp. 500-520). Irwin Law.

8 ARTICLES IN ELECTRONIC  JOURNALS:

NB! To open electronic articles off campus, you must use the following VPN connection: Click here to download

Buser, M., Woratschek, H. & Himmel, V. (2020). Engaging with sports or engaging in doing sports: A comparison of different logics in sport management. SMAB Relevant Management Insights, 17, 1-5. https://www.sma-bayreuth.de/publishing/relevant-management-insights/
* This article is available online: Click here to download.

Geurin, A. N. & McNary, E. L. (2020). Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games. European Sport Management Quarterly. https://doi.org/10.1080/16184742.2020.1725091
* This article is available online: Click here to download.

Horbel, C., Popp, B., Woratschek, H. & Wilson, B. (2016). How context shapes value co-creation: Spectator experience of sport events. The Service Industries Journal, 36(11-12), 510-531. https://doi.org/10.1080/02642069.2016.1255730
* This article is available online: Click here to download

Popp, B., Wilson, B., Horbel, C. & Woratschek, H. (2016). Relationship building through Facebook brand pages: The multifaceted roles of identification, satisfaction, and perceived relationship investment. Journal of Strategic Marketing, 24(3-4), 278-294. https://doi.org/10.1080/0965254X.2015.1095226
* This article is available online: Click here to download

Popp, B., Horbel, C. & Germelmann, C. C. (2018). Social-media-based antibrand communities opposing sport-team sponsors: Insights from two prototypical communities. International Journal of Sport Communication, 11(3), 339-368. https://doi.org/10.1123/ijsc.2018-0082
* This article is available online: Click here to download.

Schönberner, J. & Woratschek, H. (2020). What Do Sponsors Gain? Sport Sponsorship Objectives. SMAB: Relevant Management Insights, 7. https://www.sma-bayreuth.de/publishing/relevant-management-insights/
* This article is available online: Click here to download

Woratschek, H., Horbel, C. & Popp, B. (2014). The sport value framework - a new fundamental logic for analyses in sport management. European Sport Management Quarterly, 14(1), 6-24. https://doi.org/10.1080/16184742.2013.865776
* This article is available online: Click here to download

Woratschek, H. (2020). A New Logic of Value Co-Creation in Sport Management. SMAB: Relevant Management Insights, 14, 1-6. https://www.sma-bayreuth.de/publishing/relevant-management-insights/
* This article is available online: Click here to download

2 ARTICLES FROM PRINTED JOURNALS - available as PDFs through Canvas:
Giannoulakis, C., Stotlar, D. & Chatziefstathiou, D. (2008). Olympic sponsorship: Evolution, challenges and impact on the Olympic movement. International Journal of Sports Marketing and Sponsorship, 9(4), 256-270. 
* This article is available as a PDF through Canvas.
(OK based on §15 of the Copyright Law)

Horbel, C., Buck, C., Diel, S., Reith, R. & Walter, Y. (2020). Stadium visitors' smartphone usage and digital resource integration. Sport, Business and Management. 
* This article is available as a PDF through Canvas.
(OK based on §15 of the Copyright Law)