This course examines the world of sports as a business and will focus on the applications of marketing strategies germane to the sports industry. The objective is two-folded: marketing of sports products and marketing non-sports products through sports events. It will begin with an overview of the sporting policy and organizational structure followed by an understanding of sports consumer behaviours, customer voluntary performance, fans motivations and identification and the operation of sports fans club. It will discuss the strategic application of marketing mix in sports products and the sponsorship-based strategies for nonsports products. Students will learn how to develop a sponsorship proposal and make sales presentation to sponsors. This course will end with a discussion of corporate and ethical issues facing the sports industry.