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Sports Marketing

IMC 498 (Elective)

Sports Marketing provides an in-depth look at concepts and methods in marketing communications for brands within the sports environment. The course includes topics such as acquisition and retention of fans, celebrity management, event execution, crisis interventions, sponsorship and partnerships, ticket pricing, social media and digital innovation, tie-ins between teams and retail, and understanding the business of sports.

You will develop an understanding of how marketing works in sports through readings, guest lectures, case analysis and discussions. The course will help you understand how to make decisions in ambiguous sports marketing environments, using financial and market analysis, and considering legal and ethical concerns.