MORE THAN A REFERENCE, A MODEL TO FOLLOW

 
Sports Marketing Program 
 

Location:

Egypt

Duration:

28 hours

Language of study:

English 

 
Program Overview 
 
This course introduces participants to marketing and sponsorship methods utilized by sports professionals and companies marketing their brands through sport. It also provides participants with an understanding of the role of sport media as a marketing communications tool. Topics include the synergistic relationship between sport and media, the different traditional and new media channels for sport marketing, integrated marketing communications. 
 
The course will explore the paradigm shift in marketing and brand management also it will provide an introduction to the digital transformation in sports and in the persons. 
The participants will gain insights about audiovisual improvements the reach, channels, contents and formats. The participants will also discover a unique model of the international expansion for LaLiga strategy of the social, business and territorial conquest. 
 
It will explore the global nature of sport and the role and importance of major sports and its impact on economic factors.  Participants will gain a deeper understanding of organization, governance of international sport structures also it examines issues such as the increasing commercialization of sport. Through interactive case studies, participants will acquire practical knowledge about the use of sport marketing.
 
The participants will be ending by a case study from major local club in Egypt.
 
Modules

 

Day one

Day two

Day three

Morning session

(5 Hours)

THE RISE OF THE NEW MARKETING: 
  • Introduction: paradigm shift

  • New center of gravity of marketing

  • The new purchase decision journey  

  • The brand management 

  • Marketing intelligence

Assessment tools (Methodology) | Case studies 
LALIGA – CONVERSION OF A BRAND PREPARED TO CLAIM ITS GLOBAL POSITION:   
  • The evolution of the business model

  • From chaos to “the best league in the world”

  • The professionalization and commercialization in the Spanish football 

  • The marketing in the LaLiga teams

  • Marketing of a team from LaLiga Santander

  • Marketing of a team from LaLiga 1|2|3

CHALLENGES AND OPPORTUNITIES IN SPORTS MARKETING:  
  • Introduction: The culture of change

  • The biggest binomials of sport

  • The new economy and the sports marketing 

  • Case studies

  • Group work (assessment tool) 

  • Case study resolution in class 

Evening session (5 hours)

Day thee (3 hours)

 
THE EVOLUTION OF SPORTS MARKETING
  • Introduction:Storytelling

  • The sponsorship: from ROI to ROO

  • Digital transformation in sports

  • The brand activation in sports 

Assessment tools (Methodology)
Case studies 
 
 
LALIGA – STRATEGY OF THE SOCIAL, BUSINESS AND TERRITORIAL CONQUEST
  • The KPI of the major sport

  • Economic control /Centralized sales of TV rights

  • Activation (at a global level) of the LaLiga brand 

  • Social protagonism (RSC)

  • Branding and brand activation

  • Audiovisual improvements (the reach, channels, contents and formats)

  • The digital transformation (the persons in the center of all)

  • International expansion (Global Network – a unique model) 

 
LOCAL CLUB BUSINESS CASE
 
 
Target Audience 
 
  • Marketing/Communication managers of sports organizations 
  • Marketing/Communication managers of companies related to sports
  • Marketing/Communication managers of sports clubs 
  • Advertising/Media Agencies dedicated to sports
  • Sport Event Management agencies
  • Sport Journalism (media agencies and mass media)
  • Professional athletes’ agents
  • Communications departments of companies that use sport to meet their market objectives
  • Sponsorship Managers

 

 

Book your Orientation Session 
 
For Information and inquiries please call
0100 088 7542
Email: IMT@eslsca.org