Module Title:Sponsorship and Media Management in Sport
Language of Instruction:English
Credits: 10
NFQ Level:7
Module Delivered In 4 programme(s)
Teaching & Learning Strategies: The learning outcomes will be achieved through the following teaching methodologies: Lectures – Communication of knowledge and ideas between lecturer and student; Problem Solving – Students will participate in group activities to apply knowledge and theory to experiences of the media; Class Discussion – Students will be actively encouraged to participate in debates and discussions; E- Learning –Blackboard will be used; Practicals- The use of case study and article discussion & presentation will play a primary role
Module Aim: Upon completion of this module, students should understand the fundamentals of sponsorship in sport and how to succeed in winning with and working with a sponsor for their sporting organisation. Students should also have developed an understanding of the media landscape in Ireland and how to liaise with local and national media on behalf of their sporting club or organisation.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Discuss and evaluate various types of sponsorship
LO2 Understand the evolution of sponsorship and the nature of the sponsorship industry
LO3 Develop an understanding of the key media involved in the sports industry and describe the media in relation to types, styles, power and influence
LO4 Complete media interviews
LO5 Understand how to write, cite and reference in an academic fashion
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
What are the media?; Why study the media?; The changing world of the media in sport; The functions of the media in sport; Completing media interviews in sport
The Media Industry
Media Ownership; Media Professionals; Media Regulation
Introduction to Sponsorship and Overview of Industry
Definitions of Sponsorship; Evolution of Sponsorship; Sponsors; Rights owners; Agencies/consultancies; Audiences; Other media players
Key Developments in Sponsorship
Globalisation of sponsorship; Growth of sports sponsorship; Ethical & social responsibility issues
The Sponsorship Programme
Review of existing activity; Developing a sponsorship policy & strategy; Measurable objectives; Audience segmentation; Brand essence; Identifying sponsorship opportunities; The effective sponsorship proposal; Negotiation; Sponsorship activation/execution; Maximising return on investment; Measures of sponsorship effectiveness
Maximising Value of Sponsorship
Activation; Use of other media and promotional tools; Direct marketing, sales promotions, PR, on-line; Hospitality; Merchandising
Protecting Sponsorship Investment
Ambush marketing; Contracts
Crisis in sport
How to prepare for a crisis in sport; Preparing a crisis plan for a sporting organisation; Case Studies
Practical Work
Media Training
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Group assessment. In order to start understand sponorship theory is relevant to practice, students complete a group presentation of a sports sponsorship case study presentation. A summary of the chosen case study will be presented in class. 1,2 20.00 n/a
Written Report In order to become proficient in academic writing, students are required to attend a two hour literature review workshop (worth 20% of overall mark) and subsequently write a literature review based on a sports topic of their choice. 5 20.00 n/a
Oral Examination/Interview Media Interview. Students complete a media interview based on a sports topic of their choice. 3,4 10.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam 2 hour written exam 1,2,3,4,5 50.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 2.00
Independent Learning 30 Weeks per Stage 3.67
Total Hours 170.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBGAA_D BA in Sport Coaching & Business Management (GAA) 3 Mandatory
CW_BBRUG_D BA in Sport Coaching & Business Management (Rugby) 3 Mandatory
CW_BBSOC_D BA in Sport Coaching & Business Management (Soccer) 3 Mandatory
CW_BBSMC_B Bachelor of Arts (Honours) in Sport Management and Coaching 3 Mandatory
Discussion Note: Code - 6601