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Sports Marketing and Sponsorship


Sports are appealing to millions of people throughout the world who enjoy participating in them and/or following them passionately as fans; as a result, sports is a strong global industry. Sports Marketing and Sponsorship examines aspects of the marketing of sports (to fans) as well as the marketing of any good or service through sports. Students will learn the theory and research pertaining to sports marketing and sponsorship along with how they apply to cases and practices in the sports industry. Examples and cases from international sports (e.g., Olympics, FIFA, UEFA, and the English Premier League) along with American sports (e.g., NFL and NBA) are incorporated within the course. 

Find full course description in the course catalogue.    



The grade for the course consists of two parts:

  • Coursework counting app. 40 %
  • 3-hour written exam counting app. 60 %

The written exam is online and presence in Aarhus is not nescessary.

Admission Requirements

Course specific:


To apply for the course you must either be enrolled in a bachelor's degree, have a bachelor's degree or have passed a qualifying entry examination. 


Exchange Students: nomination from your home university

Freemovers: documentation for English Language proficiency

You can read more about the admission here.


Vassilis Dalakas


Academic profile



Vassilis Dalakas is Department Chair and Professor of Marketing at California State University San Marcos, USA. His research interests are Consumer Psychology and Consumer Behavior, Fan Identification, Sponsorship, Consumer Animosity and Schadenfreude, and Social Identity and Rivalries.