Join us for an interesting lecture (in English) on the challenges of brand collaboration and marketing strategies in sports, presented by Professor T. Bettina Cornwell from the University of Oregon.
The rise of sports marketing: strategies and insights
The evolution of sports marketing has paralleled the growth of diverse marketing channels, the rise of social media and digital platforms. Sports have been an integral part of human civilization for centuries, but professional sports marketing is a relatively new concept.
Sports marketing is a specialized branch of marketing that focuses on promoting products and services related to sports. It involves various strategies, including sponsoring teams and athletes, advertising in sports venues, and promoting sports equipment and apparel. Collaboration with other brands is often key to attracting new customers. However, overcoming challenges such as competition, adapting to new trends, and protecting brand reputation can make these collaborations more difficult than they seem.
During the lecture "Global Sports Events: Challenges in Partnering," we will gain a deeper insight into this topic. Prof. T. Bettina Cornwell from the University of Oregon will share her expertise on marketing strategies in sport. The session will focus on the broad spectrum of brand collaboration and the latest empirical research on the growth of commercialization in this field.
The session will be followed by a workshop, conducted in Polish by Prof. Alicja Grochowska. Participants will learn how to measure the effectiveness of marketing activities, explore methods for calculating the similarity index, and understand semantic interpretation techniques that can be used to monitor the effectiveness of joint marketing campaigns.
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Lecture: “Global Sports Events: Challenges in Partnering” (ENG)
T. Bettina Cornwell, Ph.D., University of Oregon
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Workshop: Applying psychological knowledge to the study of consistency between collaborative brands (PL)
Professor Alicja Grochowska, SWPS University
Guest Speaker
T. Bettina Cornwell
Professor
T. Bettina Cornwell (Ph.D. in marketing, The University of Texas) is a professor of marketing at the University of Oregon's Lundquist College of Business and the Head of the Department of Marketing at the University of Oregon. She was also named Philip H. Knight Chair, one of the university's highest faculty honors. Bettina’s research has recently appeared in the Journal of the Academy of Marketing Science, Journal of Marketing and Academy of Management Review. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. The second edition of her book, Sponsorship in Marketing, was published by Routledge in 2020.