Waseda University’s Health Promotion: The Joy of Sports and Exercise Unit invited Professor Sebastian Uhrich from German Sport University Cologne, for an intensive autumn lecture series (14 sessions) from the 4th to the 11th of October.
Professor Uhrich belongs to the Laboratory of Sport Management at the Institute of Sport Economics and Sport Management, Section Sport Business Administration at the German Sport University Cologne (GSU), where his research focuses mainly on sport marketing, sport management, sport consumer behavior, theory-building at the intersection of marketing and sport. Since the signing of the departmental agreement between the German Sport University Cologne and the Faculty of Sport Sciences in 2018, he has supervised Waseda exchange students visiting GSU as well. This was the third intensive course given by him as a visiting faculty member at Waseda, following those in 2018 and 2021.
Classroom view of the lecture
The theme of this intensive lecture was “Sport sponsorship”, and various topics related to this field were covered.
Below is a sample of the titles of the intensive lecture series:
- Fit between sponsor and property
- Ambush marketing
- Understanding sponsorship effects
- Evaluating sponsorship effectiveness
- Developing a sponsorship proposal
The lectures began with an introduction to the basics of Sport sponsorship and case studies of various sponsorship activities. Each topic included presentations by students, followed by in-depth lectures to further deepen the students’ own understanding. In guiding and providing feedback on the individual preparation of presentations via small groups, he created an environment that attracted the students’ interest and encouraged active learning and curiosity.
Please read below a report by a master’s student who participated in this intensive lecture:
Waseda University SGU Lecture Report: Professor Sebastian Uhrich’s Intensive Course
From October 4th to October 11th, we had the privilege of attending an intensive week-long course conducted by Professor Sebastian Uhrich. This course was held at the outset of the autumn semester, and graduate students at the Graduate School of Sport Science could earn 2 credits for participation.
Professor Uhrich hails from the Institute of Sport Economics and Sport Management at the German Sport University Cologne. His research primarily revolves around sport marketing, sport management, consumer behaviour, theory-building, and the intersection of marketing and sport. Notably, the Faculty of Sport Science at Waseda University has established student exchange programs with the German Sport University, and Professor Uhrich has been an integral part of this academic collaboration. He has visited Waseda’s campus as a visiting scholar and imparted his expertise by teaching classes in his field.
Professor Uhrich’s lectures provided an insightful journey into the world of sponsorship, commencing with fundamental aspects, relevant terminology, and examples of various sponsorship activities. Subsequently, he delved into key topics related to sponsorship, including the alignment between sponsor and property, image transfer, ambush marketing, understanding sponsorship effects, and evaluating sponsorship effectiveness. For each of these topics, small groups of students (comprising 2-3 individuals) were tasked with researching and preparing presentations before the lectures. This approach encouraged students to delve into the subjects independently before each lecture. Following the student presentations, Professor Uhrich would provide comprehensive lectures on each topic, enhancing our understanding.
The first day of the course, October 4th, centred on defining sponsorship, exploring its various forms, and unravelling the terminology associated with sponsorship activities, such as leveraging and activation. The lectures were enriched with real-world examples, lively discussions among fellow students, and interactive trivia games that encouraged participation and engagement.
On October 5th, we were granted a break from formal classes but had the opportunity to consult with Professor Uhrich. During these sessions, he would offer valuable feedback and suggestions to help us refine our upcoming presentations.
October 6th was dedicated to the topics of sponsor-property fit and image transfer. Prior to the presentations and lectures, we engaged in trivia games to gauge our prior knowledge and impressions of the topics. These games were anonymous, fostering a relaxed learning atmosphere. Afterward, we proceeded with student presentations followed by Professor Uhrich’s in-depth lectures.
Moving to October 9th, we explored ambush marketing, understanding sponsorship effects, and the evaluations of sponsorship effectiveness. This day followed a similar structure as October 6th, with trivia games, student presentations, and comprehensive lectures by Professor Uhrich.
Towards the end of the course, each group undertook a group project. We were tasked with creating a sponsorship proposal, representing a property in search of sponsorship, and tailoring our proposal towards a specific company. This engaging activity allowed us to unleash our creativity while applying the knowledge we had gained in the earlier classes.
Personally, I am very grateful for having had the opportunity to participate in this intensive course, and I gained a lot of valuable knowledge that I will carry with me in my academic and professional journey.
In conclusion, Professor Sebastian Uhrich’s course was not only highly informative but also incredibly engaging. He successfully captivated students’ interest and fostered an environment that encouraged active learning and curiosity.(Torill Olsen, master’s student)
