Medill Explores (412-0-22)

Topic

Sports Marketing

Instructors

Stephen Master

Meeting Info

TBA: TBA

Overview of class

Medill Explores Sports Marketing is a one-week immersion course that provides a comprehensive overview of the $750 billion global sports marketing industry as part of an integrated marketing strategy. The course offers a rigorous introduction to sports management and media through a mix of real-world case studies, collaborative group projects, interactive classroom learning, and industry guest speakers. Students will have the opportunity for in-person meeting at the offices of leading sports marketing brands such as ESPN, IMG, Fanatics and meet with corporate executives to learn about their strategies. As part of the program, we will visit some of the most iconic franchises and stadiums in New York City to get a behind-the-scenes look at their facilities and hear from corporate leadership. Additionally, students may have a special opportunity to attend the U.S. Open, one of the tennis grand slam events, which will be taking place during our Medill Explores program. The potential visit to the U.S, Open will not only allow students to see the best players in the world competing but get a firsthand looks on the corporate activations on-site from leading sponsors including American Express, Ralph Lauren, Grey Goose, Emirates and Cadillac.
We will dive into how corporate brands as well as sporting properties use of sports marketing strategies to achieve business objectives. The course will examine strategies that address critical business constituencies across the sports ecosystem including athletes, sponsor brands, media companies, communities with teams and hosting events, the financial community and most importantly FANS.
Some of the key topics and case studies we will cover as part of the curriculum include:

• How Real Madrid Built a Global Soccer Brand
• Explore How Agencies Like CAA & IMG Work with Athletes Too Create Value and Build their Brands
• Why Leading Blue-Chip Brand such as American Express and McDonalds Use Sports Partnerships as an Effective Strategy to Drive Their Business
• How Fanatics Grew to Become the Most Prominent Player in Sports Licensing
• Examine The NFL & How They Are Navigating the Rapidly Evolving Media Landscape
• Sports Franchises Outsized Impact & How They Can Revitalize A City

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Full-Time Students only.
Add Consent: Department Consent Required