Annette Caldwell Simmons School of Education and Human Development
Department of Applied Physiology and Sport Management
APSM 4345 - Sports Marketing
Fall 2011, Monday and Wednesday 11:00 – 12:20
Instructor: Professor Michael Lysko
Office hours: By Appointment
Teaching Assistant: Cliff Israel (firstname.lastname@example.org)
Description: The purpose of this course is to provide an overview of various aspects of sports
marketing. This will include three basic components: (1) the use of sports as a
marketing tool for other products; (2) the marketing of sports products; and (3)
emerging considerations that are relevant for both marketing through sports and
the marketing of sports products. Part of component one will address the various
domains of the sports marketing environment and the introduction to traditional
sponsorship. The remainder of component one will include readings to complete
our understanding of traditional sponsorship and the three special forms of
sponsorship (endorsement, licensing, and venue naming rights), Component two
which features the marketing of sports products including the marketing of
professional and amateur sports (NHL; NASCAR, Olympics; NCAA), the
marketing of participation-oriented sports, and the marketing of a broad array of
sports-related products such as sporting goods and apparel.. Component three
addresses the emerging issues of relationship marketing, technology and
controversial issues within the sports marketing industry.
Format: There will be six primary methods of disseminating information in this class:
$ lectures by the instructor,
$ guest speakers,
$ class discussion of assigned readings,
$ professional videos,
$ case studies
$ student presentations, and
$ possible field trips to sports venues.
Tentative Guest Speaker List:
1. George Killebrew – Dallas Mavericks 7. John Heidtke – Fox Sports Southwest
2. Bill Glenn – The Marketing Arm 8. Jay Miller – Texas Rangers
3. Doug Quinn – FC Dallas/Pizza Hut Park 9. Billy Widner – Frisco RoughRiders
4. Dave Cagianello – Richards Group Sports 10. Larry Lundy – Lundy Marketing Group
5. John Tatum – Genesco Sports Enterprises 11. Larry Weil – Sponsorship Green
6. Greg McElroy – Dallas Cowboys 12. Merrill Squires – Hawkeye Sports & Entertainment
13. Gary Melle – Home Team Marketing
Required Course Materials
Text: Sports Marketing, Second Edition (2010), by Sam Fullerton, McGraw Hill/Irwin
Street & Smith’s Sports Business Journal. Each student in APSM 4345 is allowed to share a
subscription with a maximum of one (1) other student in the class. Any students who do not either
subscribe or share a subscription with a partner, will not be eligible to complete the SBJ Assignment,
which is worth 10% of the final grade. Students must order the 12-week Option for the Journal (not
the Sport Business Daily). To order, order, visit this site and select College and University Program
and go to Student Subscription. Select SMU from the dropdown menu in the link below:
Harvard Business School Case Studies:
Throughout the semester, we will be using sports marketing case studies in an effort to gain a more
meaningful understanding of the decision-making process involved in sports business situations.
Students must sign up using the link below on an individual basis to obtain access to the cases.
1. Bank of America Sports Sponsorship
A major sports sponsor must decide on new, renewal, or withdrawal from significant relations
with teams/leagues/events, using a distinctive approach to assessment.
2. Maria Sharapova: Marketing a Champion (A) and (B)
In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious
tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management
Group (IMG), knew the championship would lead to a flood of new opportunities. What would be
the best approach to the management and marketing of a champion like Maria Sharapova?
Which of the various endorsement offers would be worthwhile to pursue? And how could
Eisenbud best leverage the resources available to him at IMG? Allows for an in-depth
examination of marketing issues and, more specifically, sports endorsement opportunities in the
context of a world-class athlete. (As of 2006, Sharapova was one of the world's most recognized
sports figures, and its highest compensated female athlete.) Provides unique insights into the
world of "team Sharapova," consisting of Sharapova and her advisors at IMG, a leading sports,
media, and entertainment agency. Contains rich data on the way in which IMG structures its sales
process, and can serve to illustrate best practices and key trade-offs in sports or entertainment
Sports Marketing Class Trip
Fall Field Trip - MLB Baseball - Texas Rangers Baseball, MLS Soccer - FC Dallas, Minor League
Baseball - Frisco Roughriders AA, or NHL Hockey - Dallas Stars Field Trip – TBD.
Attendance at this event is mandatory, unless it conflicts with a class or an SMU-sanctioned event. Students
are responsible for travel to and from the event and will be required to sign a liability waiver.
Field Trip/Paper 5%
SBJ Assignment 10%
Sports Marketing Case Presentation 20%
Final Exam 40%
For any missed class, including excused absences, students are required to write a minimum one-
page summary of the lecture or class exercise missed. The summary is to be completed within one
week of returning to class following the absence. A counted/official absence will be accrued only for
those classes missed without subsequent completion of the summary report. Deductions of points
toward the overall grade (of up to 5 points total) from official/counted absences will occur in
accordance with the following rubric:
0-1 absence = 0 points lost; 2-3 absences= 3 points lost; >3 absences = 5 points lost.
Attendance and Participation: Students are expected to complete the assigned readings prior
to the corresponding class lecture. Students will engage in class discussion throughout the
semester; all students are expected to attend class and actively participate in class.
Readings/Articles: Students will be expected to discuss sports marketing articles presented
during class openly and within small groups.
Sports Marketing (Field Trip) Evaluation: Students will provide a written evaluation of the
event in terms of the game presentation, promotions, sponsorship exposure and activation, and
overall fan experience various examples of best practices from other professional sports
franchises as a measure.