Sport sponsorship and media

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Please visit the course blog for news, links and further announcements about this unit of study.

UCNISS will be running this unit of study again in February 2011. Please contact Robin McConnell if you would like to sign up for that course.

Sport sponsorship and media focuses on the importance of sponsorship and media to sporting organisations. Writing and evaluating sponsorship proposals is emphasised. Various sources are evaluated, and strategies identified to improve/maintain quality media coverage of athletes and their sport.

Learning Outcomes[edit | edit source]

  1. explain and identify the components of a sponsorship plan;
  2. develop, construct and evaluate sponsorship proposals;
  3. understand the role the media plays in sport and sponsorship;
  4. be able to evaluate media coverage of sport and athletes; and
  5. identify and develop strategies to improve the media coverage of sport and athletes.

Topics[edit | edit source]

At the moment, I am linking out to the course blog, Youtube videos and Slideshare presentations for this course. All content is licensed CC By. I plan to update this wiki when the course is more settled.

Course orientation[edit | edit source]

Advertising, sponsorship and grants[edit | edit source]

Community and sport sponsorship[edit | edit source]

The class sponsorship challenge[edit | edit source]

  • Here is a video quiz on sponsorship. Listen to the questions on the video and send in your honest ( I know, I know, would they be anything else!) total of correct answers by ###

The role of a media manager[edit | edit source]

A discussion group[edit | edit source]

Critical perspectives on the media[edit | edit source]

Another guest interview[edit | edit source]

  • Interview with Narelle Casey - Narelle Casey, Sponsorship Executive with the Canberra Raiders, talks about issues in sports sponsorship in this video interview conducted by Professor Robin McConnell at the University of Canberra.

Writing for the media: getting started[edit | edit source]

Career considerations[edit | edit source]

  • Chris Kimball (ABC Stateline) on Journalism - Chris Kimball, University of Canberra Alumni and a journalist with ABC's "Stateline" program, talks to Robin and Annalise from the University of Canberra about getting started in journalism, sports sponsorship, and the use of social media.
  • Social media and sport - We had a guest lecture today, from Leigh Blackall - Learning Commons Coordinator with UCNISS. Leigh specialises in the use of social media for educational purposes. He's adapted that somewhat to talk to us about what he sees in social media in sport.

Assignments[edit | edit source]

Media Conference[edit | edit source]

Worth 30%

All tutorial classes will be divided into small groups. Each group will be responsible for organizing and running a mock press conference during a tutorial session. Groups are graded on their ability to complete required tasks, attention to significant detail and level of professionalism in delivery of their “product”. At the end of the media conference an account is handed in of what each member of the group did to organize and stage the media conference. In addition, each group is required to nominate a minimum of two representatives from their group who will attend other tutorial press conferences and be prepared to ask questions, from the seeking of detail to incisive questioning, in those conferences. Failure to attend those other tutorials will result in the original group losing five marks off their total grade. Further guidelines regarding this assessment will be provided in class.

  1. Overall impact of organization and presentation 5%
  2. Attention to detail 5%
  3. Level of professionalism 5%
  4. Ability to utilize the conference for communication of ideas 5%
  5. Ability to handle challenging questions 5%
  6. Attendance of group representatives at other conferences 5%

Develop and Present a Sponsorship Proposal[edit | edit source]

Worth 40%

You are to prepare a sport sponsorship proposal on behalf of a sporting organization or individual club, coach or athlete etc. of your choice. The proposal is to specifically designed to best meet the needs of the client. The sports sponsorship proposal is to be submitted in written form and also presented orally in a tutorial presentation limited to no more than 20 minutes. Present your proposal as though you were presenting it to your client. The Proposal is marked out of 20% and the Presentation is marked out of 20% also. Students will hand in a log book outlining the hours worked with the sport organization. This will record all meetings, the research conducted, time spent identifying potential sponsors and time spent developing and preparing the sponsorship proposal. Further guidelines relating to this assignment and each aspect of assessment will be provided in class.


Proposal 20%

This is assessed on:
  1. Rationale and relevance 4%
  2. Structure and coverage of key elements 5%
  3. Clarity 4%
  4. Log Book 7%

Presentation 20%

This is assessed on:
  1. Congruence with proposal 5%
  2. Client engagement 5%
  3. Communication skills 5%
  4. Professionalism 5%

Examination[edit | edit source]

Worth 30%

The final assessment component of this unit is the exam which takes place in the exam period. This will draw on material covered in the lectures and may include questions based on student experiences identifying and securing sponsors. The exam will consist of multiple choice questions and short answer questions and will be two (2) hours in length.

Workload[edit | edit source]

In planning your time commitments you should note that this is a 3 credit point unit. The total notional workload over a semester or term (15 weeks) is assumed to be 150 hours. These hours include time spent in lectures, tutorials and on assessments.

Attribution[edit | edit source]

This course has been developed by Robin McConnell with assistance from Leigh Blackall for Sport Studies, within the Faculty of Health, University of Canberra.

The original unit outline as approved by the University of Canberra 2009.

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