Sports Media Strategies &. Analytics

Catalog description

This course covers the use of current advanced media techniques and data analytics developed to measure, market and promote sports commodities including events and branding strategies. A particular attention is given to the analysis of the challenges faced by brands operating in sport related markets that are animated by fierce competition. The course provides a theoretical and empirical review of sports branding, the evolution of the North American and global media landscape, core performance indicators for brands and sport governance, sponsorship, promotion, licensing, endorsements, naming rights, media monopolistic tendencies, and media buying and selling. Students are also familiarized with the legal and financial implications of sport media strategies.