NYU Stern School of Business

Undergraduate College

MKTG-UB.0047.001 (C55.0047): SPORTS MARKETING

Fall 2011

Instructor Details

Lieberman, Alvin


By Appointment

903, Tisch


Course Meetings

T, 6:30pm to 7:45pm

Tisch T-UC21

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

The course provides an overview of sports marketing as a component of an integrated marketing strategy. The class will Study the history and contemporary application of sports marketing as a method to achieve goals. We will consider corporate as well as sporting properties use of sports marketing strategies to achieve business objectives. In the course the class will examines strategies that address critical business constituencies, including consumers, trade factors, employees, athletes and the financial community. It covers sports marketing within the context of special sporting event sponsorships and professional sports teams as well as governing organizations, sports media (broadcast, print and the Internet), licensing, hospitality, etc.


Course Pre-Requisites



Course Outline


Class 1   Sept. 06   Introduction  Lieberman                                   

We will discuss some of the basic principles, topics and terminology that will form the foundation for understanding the business of sports. We also will review the syllabus and format for the class. Our objective is to ensure that, during each class, we identify current events, technology applications and global issues that are affecting the business.

TEAM TOPIC  Selection


Class 2     Sept. 13  The Ever Changing Role of Media in the Sports Universe   Len De Luca, f


From the NFL’s first national TV deal to last year’s squabble between the IOC and the USOC over digital rights and a singular focused network entity, there is no doubt that a deeper understanding of the media’s role in the multibillion dollar sports business is critical. Our focus will be on how the landscape has evolved over the last several decades and why.


Class 3     Sept. 20   TheAgent and Agency business

Doug Pirnie, formerly executive with IMG

You might think you know about the agent business from watching Entourage, but it is much more complex. We will learn about the inner workings of the agent and agency business from an expert and 25 year sports marketing veteran.


Class 4.  Sept. 27: Licensing and Merchandising


Everyone in this class has worn, purchased or received as a gift some form of sports-related licensed merchandise in his or her lifetime. We will cover the lifecycle of these products and the financial model(s) that drives pricing.


Class 5  Oct. 4 : League/Property Structure & College Sports   Len De Luca

The NBA formed a JV in China with Disney and Goldman Sachs; the X Games is thriving; the PGA Tour and the Breeders’ Cup are non-profits; the Kentucky Derby and Atlanta Braves are part of publicly traded companies. We will review the business structures of Leagues and Properties in the U.S. and abroad.





Class 6 Oct. 18 Regional SPORTS CABLE  Andrew Rosenguard

The changes that have impacted the sports television industry have evolved spontaneously and impressively, particularly in the regional or local cable space. These case studies have an interesting history, a revenue generating rationale, and a challenging grass roots platform. This will be analyzed and deconstructed by our speaker


Class 7 Oct. 25:Sponsorship I – background and vocabulary

Doug Pirnie

Sponsorship is one of the key revenue drivers of the sports business. We will cover historical milestones in the sponsorship arena, the current issues brought about by the economic climate and why some sponsorships deliver outstanding ROI and others do not.

Reading: Sports Marketing, Fullerton, Chapters 4 and 5 (pgs. 50-86)

Outline for Term Papers due


Class 8 October Nov 01 Midterm Exam


The exam will focus on the first seven weeks of class and how the individual topics begin to mesh into an integrated look at the sports business.


 Class 9 Nov. 08 Sponsorship II Doug Pirnie

What goes into the sponsorship decision on the brand side? Jaime will review the process of allocating sponsorship money to strategic sports properties, using sponsorships to drive sales and ROI and the sponsorship activation process, including a specific case study.




Class 10 Nov. 15  Case Marina Sharapova DUE – review the case



Class 10 (Nov. 15): The Role of Venues  or The Olympics, History, Issues,  Opportunities

Jay Rosenstein  

What are the various revenue streams inside the World’s Most Famous Arena? How has the venue management business changed in the last two decades and why? The Olympics, a global sporting event, has its bright side, its world class side and its dark side. We will explore both.   


Class 11 Nov. 22 COLLECTIVE BARGAINING:  Salary Cap

Len De Luca

All the major leagues are mired in collective bargaining muck. What are the most salient issues for labor and management? Why is there likely to be an impasse in one or more of the Leagues

Moving forward?


Class 12  Nov. 29:

Summary   Jay Rosenstein + Lieberman

What have we learned? How does it all fit together? Where are the jobs in the sports marketing field? We will answer any final questions about the business, as well as any questions about your projects.


Term Papers Due  Nov 29 


Class 13 (Dec 06): Presentations: Teams :15 -17 minutes each


Class 14 (Dec. 13): Presentations: Teams :15 -17 minutes each



Required Course Materials


Required Readings:

Recommended Readings:

CASES: HBS CASES available at the NYU Bookstore,  REAL Madrid, Maria Sharapova: A Champion and London Olympics 2012.                                               


Assessment Components






The Stern School of Business Honor Code governs conduct in the course. 



The midterm will be open notes and open book on October 18th  and will be a series of essays and short questions



Class sessions will often begin with brief discussions of recent articles in Sports Business Journal and Sports Business Daily. Please come to class prepared to participate in these discussions. Additionally, we expect you to do basic research and preparation before each guest speaker session and come prepared with a base understanding of the topic and pertinent questions for the guest.   




Grades will be determined on the following basis:



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Professional Responsibilities For This Course




In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:




Classroom Norms


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 


Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 


Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.


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