Skip to Main Content
  • HBA
  • Sports & Entertainment Marketing

4592A/B - Sports & Entertainment Marketing


The business of sports and entertainment is changing at an incredible rate due to an array of important changes to the technological and socio-cultural environment. For example, commercial free digital content (movies, television series) available to consumers on demand has pushed traditional communications platforms like television to dramatically increase the rights fees it pays for live sports programming in order to keep subscribers. This, in turn, has greatly enhanced the enterprise value of sports and entertainment businesses such as professional sports franchises, media production firms and athlete representation companies. This elective focuses on developing skills in the areas of marketing tactics, valuation techniques and the managerial decision making involved with succeeding in the highly dynamic sports and entertainment industry.


Connect with Ivey Business School