The Sport & Entertainment: Sales & Sponsorship course will focus directly on generating short and longer-term revenues for a sport and entertainment business, mainly from ticket sales and sponsorship. Although the sport and entertainment industries have struggled to maintain revenues during the COVID-19 pandemic, they continue to be substantial economic sectors, contributing large numbers of employment and consumption opportunities.
The context of the course will be the global Sport & Entertainment industry, with cases, examples, and application activities drawn from around the world, including the NBA in the U.S. and internationally, SportsTech firms such as Fancam in North America and Africa, and multipurpose facilities used for the Olympic Games, World Cups, and music events.
The course named “Sport & Entertainment: Sales & Sponsorship” will be structured around four themes: the role of sales & sales skills; deciding what to sell & who to sell it to; making the sale & the sales process; and building on-going customer relationships. The focus of the course will therefore include business-to-consumer and business-to-business sales contexts.
Michael Goldman is an Associate Professor in the University of San Francisco’s Sport Management Master’s Program. He holds a DBA in Marketing from the University of Pretoria. In addition to teaching, he is a researcher and advisor to organizations in the U.S., India, Kenya, and South Africa.
From investigating how to retain baseball season ticket holders of the San Francisco Giants, to advising the MTN Group on leveraging their FIFA World Cup sponsorship, to developing sales skills workshops with the Los Angeles Clippers, Michael has worked with students, managers and clients to enhance their abilities to acquire, grow and retain profitable customers.
Through these roles, Michael has assisted organizations as diverse as PepsiCo, SABMiller, Nedbank, Murray & Roberts, World Rugby, Sasol, Cricket South Africa, Business & Arts South Africa, and the United Nations Development Program. Professor Goldman also holds an Adjunct Faculty role with the Gordon Institute of Business Science in Johannesburg, facilitates the BrandQuad series of workshops in Kenya, and is the editor-in-chief of Emerald Publishing’s Emerging Markets Case Studies.