Handbook

This course has been designed to give postgraduates an in depth understanding of the commercial issues which arise in the context of the sponsorship and marketing of sport. Issues such as development and protection of intellectual property by organisations and individuals, licensing images, merchandising and branding, essential contractual terms, drafting and negotiating sponsorship agreements, dealing with sponsorship conflicts, as well as legislation affecting these arrangements will be considered in a detailed manner.

Main Topics

• Introduction to sports sponsorship and marketing: the "players"
• Use of sportspeople in marketing and sponsorship
• Intellectual property in the sports context: trade marks, copyright, patents and other forms
• Regulation for specific high profile events
• Broadcast and other media
• Practical perspectives
• Sponsoring: let the buyer beware
• How to make sponsorship contracts work
• A consultant's view of the sponsorship arrangement
• Regulation of alcoholic beverages
• Rights of personality and privacy
• Ticketing issues and marketing programs