This course examines the problems of attracting sports fans in an increasingly competitive, fragmented, and global entertainment marketplace. It surveys the current state of sports marketing practices and discusses specific strategies and tactics of fan connection. Topics include sports branding, star power, globalization, event marketing, interactive media and technology, fantasy sports and the ways that marketers can implement change to engage fans. Students study the specific set of challenges and opportunities facing sports and entertainment properties and apply the class concepts to their own final project, in which they develop a brand transformation plan for an existing sports property. As a case study of marketing in the sports world, the course is designed to deliver insights and strategies for marketers not only interested in pursuing careers in the sports and entertainment industries but in other sectors as well.
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