Sponsorships have become one of the most common tools to connect brands with their consumers and customers and accelerate business growth.
Today they are widely used in all sectors of the economy, from brands to B2B brands, from established century-old organisations to startups and in all countries around the world.
When properly used, they can be one of the most effective tools to drive growth for all sorts of companies.
However, despite its pervasiveness, sponsorships are still vastly underutilised even by the largest and most competent sponsors. It is not unusual that expensive contracts are signed without a clear understanding of business needs, proper evaluation of the alternatives available in the market and the definition of the rights necessary to create meaningful work.
Brands also frequently miss an opportunity to learn from their investments by not fully evaluating conducting after action reviews and ROI assessments.
This certificate will cover all the areas above with simple and clear guidelines for extracting maximum value of any sponsorship.
Professionals working for sponsors, rights holders and agencies will learn what they need to do to buy better, be more effective in selling and managing sponsorship programs.
Fees
COURSE OUTLINES
- What Fans Love and What Brands Sponsor.
- MODULE 1: Passion Points - The important things in life
- MODULE 2: Passion Connectors - How fans consume their passions?
- MODULE 3: The Different Types of Assets - Paid, Shared & Owned Assets
- MODULE 4: The Non-Sponsor–Ambush Marketing
- Sponsorships Used as a Marketing Tool.
- MODULE 1: Buy Visibility - Brand awareness and the role of media
- MODULE 2: Access to Content - Giving fans better live and virtual experiences
- MODULE 3: Create Brand Love - Conquering hearts through advertising and social change
- MODULE 4: Accelerate short-term results through promotions and trade activation
- The Different Use Cases for Sponsorships.
- MODULE 1: Winning Deals - Sponsorship creating value to customers
- MODULE 2: Workforce & Community - Making employees proud and neighbors happy
- MODULE 3: Governments & NGOs - Governments & NGOs - The difficult conversations about regulations, sustainability, taxation, etc.
- MODULE 4: Sponsorships for Soft Power - Using sponsorships to influence the world at large
- What is a Successful Sponsorship?
- MODULE 1: Pre-Contract Evaluation - The estimated ROI of a sponsorship
- MODULE 2: Managing Risk - The need of proper background checks
- MODULE 3: Contractual Phase - Rights, obligations, morals clause and force major
- MODULE 4: The After-Action Reviews - Evaluation & the difficult task to end a sponsorship
- Understand how fans consume sports and sponsorships.
- Increase your knowledge about the applications of sponsorships in marketing.
- Differentiation of applications of sponsorships beyond marketing.
- Evaluate sponsorships effectively.
COURSE DETAILS
Duration: 4 months.
Average dedication: 6/8 weekly hours.
Delivered in: English.
Aimed at:
- Professionals of all backgrounds interested in working with sports and entertainment sponsorships.
Thanks to our integration with remote supervision technologies, the Verified Certificate of Approval:
- Guarantee transparency of the certification process.
- Validates the identity of the certificate holder.
- Accredits the acquisition of specific competencies and skills.
- 24-hour access to study material, from anywhere on any device.
- Accompaniment, monitoring, and virtual support from an expert in the field.
- Activities and assessments with personalised feedback.
- Discussion forums and interaction with colleagues from all over the world.
- Certificate issued by Barca Innovation Hub and endorsed by the corresponding institution.
- Self-assessment to measure your learning progress.
PREREQUISITES
A good understanding of marketing would be beneficial.