SMGT3634: Marketing & Sponsorship in German Sports

This Global Seminar will explore the topic of sport sponsorship and its importance in international sport marketing. The course includes travel to Munich, Germany. While in Germany, the role of sport sponsorship will be viewed from the perspective of a series of brands that maintain primary operations in Munich, Germany. Specifically, students will learn sport sponsorship sales, activation, and account management from a number of German sport organization?s perspectives through a series of tours and presentations. Notably, students will have the chance to engage with world football (soccer) power, FC Bayern Munich (FCB). Students will also develop an understanding of sport sponsorship from the perspective of major corporate partners of FCB, the German Bundesliga, and other sport brands (Allianz, Audi, Adidas, T Mobile, and BMW). These activities will inform the students' knowledge of sport sponsorship and international sport marketing and serve as the foundation for the completion of their final sponsorship proposal project.

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