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Roles on a sports team — especially professional sports — include more than just players and coaches. As a successful sales executive, you can help fans become part of the experience, both in the stadium and out. In this sports management course, learn key sales and revenue generation strategies from professionals within the sports industry, which is valued at more than $500 billion this year.
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.)
Completion of SPRT1x Sport Management Foundations is recommended.
Apply the sales process
Apply data decision making techniques as it relates to sales
Describe and apply commonly used sales tactics, including marketing strategies.
Identify commonly used terms in sales including but not limited to the core sport product, CRM, B2B, B2C, Sales Funnel and objections
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)
