Campus Learning - distance learning at its best
In the global business of sport not everyone has access to a large talent pool of experience. Sponsorship in some markets is a very new proposition and buyers and sellers alike are learning rapidly how it works. In other situations the market for TV rights is immature and across the world federations, host cities, venues and tours are looking to further commercialise their events.
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"Clear, helpful and interesting Campus Learning provides useful and practical information along with specific action plans and diverse examples to provide a perfect platform for sponsorship development."
- World Karate Federation
In November 2008, SportBusiness launched Campus Learning which is designed to share the knowledge and experience of the most sophisticated markets with everyone else. Since it's launch Campus Learning has been purchased and used in 18 different countries across a diverse range of organisations all wishing to develop their sponsorship programmes
"For someone like me who is a CFO aspiring to be a CEO. It is often difficult to improve your skills outside your core strength, so this is sensational. I can't think of a 'finance module' that a sponsorship or commercial director has to fall back on like this."
"I am adding this to my resume so that when the question gets asked in that CEO interview, apart from my own experiences, I can show this learning tool I have also used. Easy to move through and read without the heaviness a lot of education packages have."
- Cam Vale, CFO North Melbourne Football Club.
The concept
Campus Learning draws on the wealth of published material produced in recent years by SportBusiness plus brand new and exclusive material to deliver the most relevant and accessible professional development offering in the business of sport. We have assembled best practice case studies, methodology and data and structured it into a learning programme which would otherwise take hundreds of man-hours to develop and cost many thousands of dollars.
Campus Learning is designed for busy people who are working in sport or determined to get into the business. The format is CD based and combines interactive exercises, video and audio with a workbook in a complete MBA style package. The concept is flexible and organisations can sign up individuals, take a license for all personnel or combine the electronic product with live facilitated training.
The curriculum
Campus Learning is designed to enable you to be more successful in your role. Our first set of modules is on Sports Sponsorshiphis highly practical and case study led programme will help you:
- Generate more sponsorship revenue
- Get more from your sports sponsorship and
- Better understand and meet sponsor needs
Campus Learning: Sports Sponsorship contains 13 modules to provide a complete course on sponsorship:
- Introduction: Define what sponsorship is all about, why major brands use it and some of the basic principles involved.
- Sponsorship rights and wrongs: Discover the legal basis for sponsorship, the ownership of trademarks and access and how these can be packaged and protected.
- Organisational preparedness: Get your organisation ready for sponsorship by cleaning house, securing rights and assembling a team that will deliver.
- Creating attractive sponsorship packages: Analyse what sponsors are looking for and how rights can be divided up to provide it.
- Valuing your rights: Understanding the basis of sponsorship valuation and how rights values are built up and justified
- Creating the perfect proposal: High spending sponsors are used to highly professional approaches. Give yourself the best chance of success when you get in front of a hot prospect
- Negotiating and contracting sponsorship deals: Move from an expression of interest to a nailed down contract - comes complete with draft sponsorship contracts
- Sponsorship, the brand perspective: Discover brands objectives, how sponsorship can help achieve them and a working method for evaluation between sponsorship proposals to target success
- Selling on mega sports events: Selling on an Olympic Games or a World Cup is an experience like no other. Find out what it takes and how these lessons apply to your property.
- Activating sponsorship: Proposing sponsorhip is just the beginning. Discover the art of leverage and make sponsorship really pay through
- Ambush and crisis management: For every sponsor willing to pay for legitimate access to sport there seem to be many more who try to get a free ride. Discover how to deal with ambush marketing and protect sponsors rights and interests
- Measuring sponsorship effectiveness: Sophisticated sponsors need to know whether sponsorship is delivering against their objectives. This is now possible through modern measurement and research tools
- Conclusions and action planning: This final module sets out an action plan for organisations looking to improve their sponsorship and sponsorship effectiveness
- Appendix: Includes glossary, web links and further reading.
Live training
Although Campus Learning is a stand alone training package we also offers the option of live training with an industry expert to truly bring the material to life. Whether it is just an afternoon or a five day programme we are able to create a package tailored just for your organisation.
Most recently we organised a three day sponsorship training event in Ghana.
Why not contact us to find out how we can help improve your sponsorship performance?
The future
After the successful launch of Sports Sponsorship, we are currently working on further programmes in Sports Media and Sports Events. For further information, and not for profit rates please contact:
Chris.Beadle@sportbusiness.com Business Development Manager +44(0) 207 954 3481
Luke.Upton@sportbusiness.com Developer and Co-Author +44(0) 207 954 3439
| Attachment | Size |
|---|---|
| Campus_Learning_Sponsorship_Executive_Summary.pdf | 1.22 MB |
