Sales in Sport Business

Sports have long been a cornerstone to our society, but only in recent history has the business of sport truly monetized, with an expected value in 2021 of over $500 Billion USD. Ticket sales, corporate partnerships, sports marketing, sponsorships, merchandise, sports media and broadcast rights, product licensing, and other areas of revenue generation allow fans to be a part of the entire experience, both in the stadium and outside of sporting events. This course mainly focuses on professional sports organizations, rather than high school, collegiate and international sports; entrepreneurship; or esports.

This course is taught by professionals from across different areas of the industry, and provides a foundation in the principles and significance of sales and revenue generation in the business of Sport through a mix of theoretical fundamentals and real-world, practical application. It is the second of three online courses in the Sport Management Professional Certificate. The course will touch on ticket sales, corporate sales, and group sales. It will also cover elements of being a sales manager and characteristics of successful sales people in the sports management field. It covers key sales and revenue generation elements such as:

• The Sports Sales Process

• Relationship-Building

• Customer Service

• Business Development

Completion of this course will provide learners with the essential skills and critical thinking to become successful sales executives in the field of Sport, and verified track learners are able to complete graded coursework and assessments to earn a verified certificate. Enrollment and completion of all three courses with a passing grade is required to earn the Sport Business Management Professional Certificate.

(This course is not a standalone sport management program, part of a sports management major, or sport management degree program, including an Associate’s or Bachelor’s degree, and currently cannot be transferred for University of Alaska Fairbanks credit hours or accreditation.)

WEEK 1 - Sales in the landscape of sports

• The sport product

• Sales staff models

• Products & Pricing in Ticket Sales

WEEK 2 - Different types of sales and prospecting

• Business to Business Sales

• Business to Consumer Sales

• Sponsorships & Marketing

• Prospecting

WEEK 3 - Guiding customers through the sales funnel

• Needs Analysis

• Presenting Solutions

• Overcoming Objections

• Obtaining Commitment

WEEK 4 - Closing the deal and managing the relationship

• Retention and Referrals

• Communication

• CRM (Customer Relationship Management)