Get to know the world of sports marketing and become an expert in the marketing of sports-related services and products! Our module introduces you to the special features and specific requirements of sports marketing. Learn how companies use sport for their promotional purposes and what the marketing process looks like for different players in the sports industry. We cover the fundamental differences between the marketing of and in sport and teach you the basic principles of sports marketing and sports sponsorship. Find out how you can optimise marketing for sports clubs, associations, major sporting events, the sporting goods industry and sports retailers. We shed light on the marketing of rights in sport and show you how commercial sports providers can be successfully marketed. In the area of sponsorship management, you will learn how to approach your sponsorship planning and management from the perspective of sponsors and sponsored parties. We explain the role of agencies and media in sponsorship and how you can monitor and measure the impact of your sponsorship measures.