Online-based

Certificate in Advanced Sport Sponsorship and Marketing: using sponsorships to accelerate business growth

625 

Description

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 organizations 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 underutilized even by the largest and most competent sponsors. It is not unusual that expensive contracts are signed without a clear understanding of the 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, rightsholders, and agencies will learn what they need to do to buy better, be more effective in selling and managing sponsorship programs.

625 

START DATE

10/01/2025

Level
Advanced
Delivery mode
Online-based
Duration
4 months
Average dedication
6/8 weekly hours
Delivered in
English

Learn to

Understand how fans consume sports and sponsorships.
Increase your knowledge about applications of sponsorships in marketing.
Differentiate applications of sponsorships beyond marketing.
Ability to understand how to evaluate sponsorships.

Experts Advisors:

Ricardo Fort

Course Syllabus

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 - 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 for proper background checks Module 3: Contractual Phase - Rights, obligations, morals clause, and force majeure Module 4: The After-Action Reviews - Evaluation & the difficult task to end a sponsorship

What Does It Include?

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 personalized feedback
Discussion forums and interaction with colleagues from all over the world
Certificate issued by Barça Innovation Hub and endorsed by the corresponding institution.
Self-assessment to measure your learning progress
What is the value of this certificate?

This certificate demonstrates your expertise and validates the skills you acquire through the course. While it is not accredited by governing bodies like CAF, AFC, or FIFA, it is issued by Barça Innovation Hub, offering credible recognition for your professional development.

Is this course accredited by CAF, AFC, FIFA, or other governing entities?

No, the certificate is not directly accredited by governing bodies like CAF, AFC, or FIFA. However, it is part of Barça Innovation Hub's executive education programs, designed to develop specific skills and enhance professional growth.

What is Barça Innovation Hub?

Barça Innovation Hub is FC Barcelona's R&D and knowledge-sharing center, focused on innovation in sports performance, medical services, technology, and team sports. It collaborates with leading professionals and brands to create impactful educational programs.

How are the courses delivered?

Online-based programs: 100% online with flexible access to all course materials and expert support.

How long is the course?

Most courses are one month long. For more advanced programs or diplomas, durations range from 2 to 9 months. Specific details are available in the program catalog.

When does the course start?

The course starts on the 10th of each month. Registration closes on the 5th of each month, so be sure to enroll before the deadline.

 

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