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Northwestern University

Sports Marketing

Northwestern University via Coursera


Today, there is demand for people skilled in Sports Marketing. Organizations want your expertise to strength and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognize the value sports relationships have in positioning and building their brands. In this Sports Marketing MOOC, you will learn: — Ticket pricing strategies — How a crisis might happen in sport — How all types of companies are using sports to enhance and position their brands — How to promote and market a sporting event — How to develop sponsorships — How to use social media to grow your team’s follower base and promote your sporting events, conferences and conventions The Sports Marketing MOOC was created by Professor Candy Lee of Northwestern’s Medill School of Journalism and Integrated Marketing Communications. She is joined by experts in the many specialty topics important to Sports Marketing.


  • What is sports marketing?
    • Welcome to the first module of Sports Marketing. This course showcases sports-specific marketing strategies and trends. In subsequent modules, we will discuss how sports marketing is both similar and different from other kinds of marketing, but to start our course, we’ll provide a broad overview of the differing aspects of sports marketing and will also break down the components of sports marketing as a concept.
  • Sports Marketing: differences and similarities with other marketing
    • In Module 2, we will examine the difference between service and product marketing and why sports marketing has some overlap with both of these areas. We will also explore the world of event marketing.
  • Value: Sponsorship, Partnerships & Dynamic ticket pricing
    • This module will explore how to gain value in brand and sponsorship partnerships. Licensing and dynamic ticket pricing, and the potential value of both will also be touched on.
  • Sports communication: press releases, media relations, public relations
    • This module will cover the primary areas of communication in sports marketing. Sports-specific trends in public relations will be highlighted, along with specific examples. This module will also include a thorough overview of how to draft an effective press release.
  • Sports communication: social media, crisis communication, celebrity handling
    • This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.
  • Fandom and loyalty
    • Where would professional sports be without fandom and loyalty? We close this course we an exploration of the these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look to the future with a video highlighting global sports diplomacy.

Taught by

Candy Lee


4.0 rating, based on 2 Class Central reviews

4.7 rating at Coursera based on 1206 ratings

Start your review of Sports Marketing

  • Anonymous
    good for marketing marjieuf fundufwnidkn jnuwneifhdsu hbudhf9diofhdiu nduihfudhfuidhfi dhf98dhf98dh9fhdaufi j8d9fj9daj9fjd9fjdn8dj9fdaf8djf9dnn udnifhdufhidufhdiun iudafdahfiadufhadiufhidafhdi
  • Juan Arciniegas
    Es un buen curso. Presenta conocimientos respecto al marketing deportivo desde adentro de la industria, con personas calificadas y experimentadas en la materia

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