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For this assignment, conduct an Internet search and identify one company that uses sport sponsorship as a critical sales event. Attempt to identify as many sales activities used by the sales staff during this critical sales event based on the examples given in the article. Explain how these sales activities are strengthening the buyer/seller relationship and assisting the salesperson. Finally, I’ve provided you with a PDF file which I’ve borrowed from a previous student presentation that gives very clear examples of how two companies, Panini and MasterCard, use sport sponsorship as a critical sales event to assist its sales staff. this information is not easy to find for the assignment and one source that may be helpful is www.sportsbusinessjournal.com. This is a subscription website, but does offer up some information for free and discusses specifically the business side of sports.

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