Sport Management

The assignment for this class is an individual report. It is worth 100 per cent of the available marks. The report should be structured with 3,000 words as the limit on the word-count.
Please note students must use the plagiarism software “Turnitin” in advance of the submission of their assignment.

Please select ONE of the following topics.

The word limit does not include tables/figures/appendices/references.

1. Some commentators argue that successful innovation in the sports business is all about collaboration with other key stakeholders. How valid is this perception? Support your response with TWO case studies.

2. Evaluate the perception that the characteristics of sports organisations makes it difficult to implement the principles and procedures of effective sports governance. Develop TWO case studies to support your point of view.

3. Some commentators argue that the use of technology and “big data” have revolutionised the way in which fans engage with sport. How should sports marketers respond to such developments? Develop TWO case studies to support your point of view.

4. Examine the extent to which you would agree with the assertion that one of the best sports ticketing strategies is to charge as much as you can get away with. Use TWO case studies to support your position on this statement.

5. The sale of media rights has become a critical revenue stream for sports entity holders such as FIFA, IOC, NFL and English Premier League, to name but a few organisations. Assess the positive and negative implications that arise from this development. Use TWO case studies to support your point of view.

6. Assess the potential damage that ambush marketing can cause for the various stakeholders. To what extent would you agree with the view that vigorous measures should be put in place to prevent ambush marketing? What implications arise for fans who attend major sporting events? Develop TWO case studies to support your views.


• You are expected to engage with the relevant academic and business literature to develop your assignment and shape your assessment of the issues. This can be a combination of both academic literature and material that can be acquired from relevant newspapers, business journals and so on. Some directed reading is available on the class MyPlace section to provide some initial reading. Make full use of the relevant electronic library sources.

• The number of references used is not confined to a minimum or maximum number. However, you should apply common sense i.e. avoid basing your assignment on one or two sources and avoid cluttering the assignment with too many references i.e. you are not doing a literature review for a dissertation. Around twenty references (academic and business-related), should be used as a guideline.

• A detailed case study means precisely that. It is more than a couple of sentences or a paragraph. It should be structured around 500 – 600 words and provide evidence of either good practice i.e. where the organisations concerned succeed in their stated objectives, or bad practice i.e. where the initiatives have failed.

• The assignments ask you to evaluate, discuss or assess. As a consequence, you should consider alternative views or schools of thought that may apply to the particular topic. You should ensure that you bring your own views to bear on the discussion – particularly as you come to the concluding section of the assignment.

• Avoid too much description of the background to the topic. This wastes words given the limitations of the word-count. You can include such information in an appendix. Remember appendices are NOT included in the word-count.

• Focus on the specific issue(s) that are raised in the assignment topic.

• Please note that the assignment has to be written in report format.

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