ApL Burlington Sock Puppets

Burlington GM to Teach On-Line Sponsorship Course

Published on October 4, 2006 under Appalachian League (ApL)
Burlington Sock Puppets News Release


DAVIS, Calif.-Three executives from the professional sports industry and the University of California, Davis, Extension have teamed up and created an online course for those who would like to learn how to navigate the inner workings of sports sponsorships. The course, Sponsorship: How to Cultivate and Maintain Partnerships for Your Sports Events, was developed by Timothy Hinchey, III, of the NBA New Orleans/Oklahoma City Hornets, Tom Glick of the NBA New Jersey Nets, and Darrin Gross of MiLB's Sacramento River Cats.

Burlington (NC) Royals General Manager Mark Cryan has joined the UCDE team to teach the course. Under Cryan's leadership, the then-Burlington Indians were honored with Baseball America's Freitas Award in 2004. Drawing on his 15-plus years in sports, which has included minor league baseball, the NHL, professional boxing, minor league hockey and collegiate summer baseball, Cryan states that it's an "honor to be able to 'take the handoff' from such industry heavyweights as Hinchey, Glick and Gross. We also anticipate incorporating some 'guest lectures' in the form of question and answer forums from other standouts in minor league baseball and representatives from auto racing and pro basketball, too."

The course is part of the Sports Event Management certificate program offered through the UC Davis Extension's Distance Learning Campus. The course begins on October 16. Students may enroll anytime before November 6. Course ends January 8.

Online education is a growing part of the academic world, but according to UC Davis Extension's program coordinator, Robin Duran McBride, distance learning courses are particularly suited to adult learners in the sports world. "Some of our students are athletes themselves, who are preparing for their post-athletic career, others are sports business professionals wishing to hone specific skills, still others hope to enter the sports business. Students are located all over the country, and have unpredictable schedules, which makes taking an online course the ideal way to learn and network."

"We intend to provide students with real, behind-the-scenes information on how sponsorship revenue is maximized. Sponsorships, for most sports properties, are the single largest revenue stream, and if you have a handle on selling sponsorships, you bring real value to the table."

Sponsorship: How to Cultivate and Maintain Partnerships for Your Sports Events

Use targeted marketing techniques to discover likely partners for your event. Find out what potential sponsors want from the relationship, how to negotiate terms, and determine pricing, valuation and the return on investment of potential sponsorships. Identify legal issues and tax ramifications of sponsorship, and develop templates of necessary legal documents: examples of confirmation letters, letters of agreement and formal contracts. The core of the course will focus on developing a winning sponsorship proposal.

To enroll or for additional information, please visit http://extension.ucdavis.edu/certificateprograms/cert_sports.asp or call us at (800) 752-0881. Enroll in section 062SEM104.

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