Management and Sponsorship of Sport Programs SLP

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The overall Session Long Project (SLP) requires students to develop a Finance and Marketing Guide that may be used in various settings of the sports industry, including (but not limited to) interscholastic, collegiate, and professional sports. The guide will serve as a compilation of written materials and projects that reflect an understanding of the course content while describing knowledge and information related to Sport Finance and Marketing.

Students will begin development of their Guide by completing the following five sections throughout the Session, with one section due each module:

Section 1: Analysis of financial trends and challenges in the sports industry

Section 2: Presentation of a Sport Sponsorship Proposal

Section 3: SWOT analysis of sport product

Section 4: Application of the Four P’s of the marketing plan

Throughout Module 2 we have reviewed and discussed the purpose, benefits, brand impacts, and relational aspects of sponsorships in the sports industry. Aspiring sports industry leaders will benefit greatly from understanding what goes into writing a sponsorship proposal.

For your Module 2 SLP, you will write a paper developing a sponsorship proposal on behalf of an organization of your choice. Examples include an athletic department or specific sports team for either a high school or college. You can also choose to prepare a proposal for a professional sports team that you could present to a corporate sponsor.

Understanding the sponsorship process as well as the value of the sports organization to be sponsored is essential to write and/or make a successful presentation. As you write your proposal, know that a sponsorship is a two-way exchange between a sports program and a business; and remember, the business expects tangible commercial benefits.

Please include the following in your sponsorship proposal:

  • Review of your chosen sports program or organization
  • Background on the financial status of your organization (can be fictitious) and how a sponsorship can be beneficial
  • Identification of the various components of the proposed sponsorship, including requirements of both the organization and the sponsor
  • Costs and benefits to the sponsor associated with your proposal
  • Benefits to your sports program as a result of the sponsorship

SLP Assignment Expectations

To receive maximum credit, you must demonstrate understanding of context and purpose of the assignment by bringing all required elements (described above) to the discussion, and meeting additional expectations (described below).

The expected length of your SLP module assignment is approximately 3 – 4 pages.

Use at least three references, preferably including one that is not provided in the assigned readings.

As master’s-level students, you are expected to develop strong skills for reviewing literature. (Students must conduct additional review of the literature as necessary.)

Your Bibliography and overall paper must be formatted properly in APA format and style.

HINT: To ensure a well-organized paper, begin your discussion with an introduction (including purpose statement), and then list the three or four main ideas that you will address. Be sure to include a section for each main idea, and use appropriate headings for each section. Also, provide a conclusion.

Required Reading


Eccles, R. (2010). Why sports sponsorships still pay off. Corporate Meetings and Incentives, 29 (4),14–19. Retrieved from Business Source Complete (EBSCO).

Faganel, A. & Bratina, D. (2013). Commercial sponsorship, brand image, and WTA Tournament.International Journal of Academic Research, 5 (2), 156–162. Retrieved from EBSCO.

Greenhalgh, G. P., & Greenwell, T. C. (2013). Professional niche sports sponsorship: an investigation of sponsorship selection criteria. International Journal of Sports Marketing & Sponsorship, 14 (2), 77–94. Retrieved from EBSCO.

Ryan, A. & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28 (9/10), 1132–1158. Retrieved from Business Source Complete (EBSCO).


Power Sponsorship. (2010, June 11). Sponsorship Proposal Basics in About 10 Minutes [Video File].

CNBCAfrica. (2013). Business of Sports Sponsorships-Part 1 [Video File].

Linton, Courtney. (2014). College Final Project-Sponsorship Proposal Example [Video File].

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