早稲田大学健康スポーツ科学拠点では、6月26日から7月19日まで、イギリスのバース大学のルイ・ビスカイア准教授（Associate Professor Rui, BISCAIA）を招聘し、春学期の対面での集中講義シリーズ（14回セッション）を実施しました。
ビスカイア先生の主な研究テーマは、スポーツ消費者、組織とアスリートです。特にスポンサーの架け橋となることに重点を置き、世界各国の研究者とプロジェクトを展開し、これまで数多くの国際ジャーナルで50以上の論文を発表しています。
講義の様子
今回の集中講義はスポーツスポンサーシップマネジメントをテーマとし、この分野に関係するトピックスを取り扱いました。
以下は、今回の集中講義のタイトルの一例です。
- Course presentation & Background basics about sponsorship
- Understanding the sponsor: Building brand equity through sponsorship
- Understanding the sponsor: Other benefits from sponsorship
- Corporate decisions linked to sponsorship deals
- Potential negative outcomes from sponsorship
- Ambush marketing
- Naming rights
- Athlete endorsement
- Sponsorship planning and management
- Factors affecting the success of sponsorship
- Measurement of sponsorship effectiveness
講義では、学生のスポーツスポンサーシップマネジメント領域に対する理解を深めるため、事例紹介のあとにはグループワークを行い、そしてディスカッションに時間を割きました。
国際規模のスポーツイベントが盛んに開催されている今、多くの分野の企業がこうしたイベントのスポンサーとなっています。学生たちにとって、イギリスを拠点に置いて活動しているビスカイア先生から、アジアとは異なった海外の視点で指導を受けることができ、貴重な学びの機会となりました。
以下、本集中講義に参加した学生によるレポートをご紹介します。
Dr. Biscaia’s Lecture: Sport Sponsorship Management
For Summer Quarter 2023, Waseda University held an intensive course, titled “Sport Sponsorship Management”, that was presented and lectured by Dr. Rui Biscaia, an honorable scholar from Portugal, that is currently teaching in University of Bath, England. Dr. Biscaia himself has a reputable career in research and education. Other than university teaching, he is currently a member of editorial board in several reputable sport management journals, for example: Sport Management Review; Sport Marketing Quarterly; International Journal of Sports Marketing & Sponsorship; Sport, Business, and Management; Event Management; Journal of Global Sport Management; and is an Associate Editor in European Sport Management Quarterly
The intensive course started on June 26 and ended on July 19, consisting of 7 physical meetings for 4 weeks. Each meeting has 2 sections of lectures, so in total it has 14 sections of lectures. The meeting comprises not only interactive lectures, but also group activities, group presentation, and final individual project to help students’ understanding of sport sponsorship management area. There were 6 students participating, from master to doctoral students, from English and Japanese program. Although the lecture was conducted using English as main language, it allowed every student at Graduate School of Sport Science to take 2 credits of it.
On the first week, the students were firstly introduced to the sponsorship mainly in sport industry. The students learnt how to understand meaning of sponsorship through the concepts and theory, how to assign sponsorship agreement through fits and benefits, how to measure the objective of sponsorship, and the potential positive and negative outcomes of it. Dr. Biscaia also presented several previous studies related to sponsorship to firstly introduce sport sponsorship to students. Students were also involved in the lectures by doing some group activities.
The next week, there were two meetings where the first meeting was two sections of interactive lectures, and the second meeting was students’ group presentations. The lectures introduced ambush marketing and naming rights. Also, it involved students in group activities. The second meeting was students’ presentation. The 6 students were divided into two groups of three. The presentation involved students to participate by asking questions and have discussion about their responses to other group’s presentation. Dr. Biscaia also gave some points of view to be revised on power point presentation file, thus when students submit their final power point, it was revised as suggested by Dr. Biscaia and the other group.
The following week, the lectures introduced students to athlete endorsement and sponsorship planning management at the respective meeting. The two meetings comprised only interactive lectures with its group activities. Similar to previous meetings, Dr. Biscaia also introduced some studies related to the respective topic of meetings.
The Last week, there were only 1 meeting. The first section of meeting was interactive lectures with group activities. The topic of lectures was measurement of sponsorship effectiveness. The topic guided students to gain insights and points to mention on final assignment. Quite different from other group activities, the activity assigned that day was to require students conducting quick survey related to measure the effectiveness of sponsorship and it had longer duration than the previous activities. The other section was about to plan the final assignment. While students were planning their own individual assignment, Dr. Biscaia stayed in the room to standby the students in assisting their assignment planning.
The final assignment required students to plan sponsorship proposal aiming while students proposed a sport entity to be sponsored by a brand that they chose by themselves. The proposal might be in the form of written paper or short video. As the course ended on July 19, the students were required to submit their final assignment on July 25. The course received positive feedback from the students and they think that it is beneficial as they have learnt so many new things and understand more about sports sponsorship through the course. The students enjoyed a lot and had so much fun during these four weeks.
(修士課程 SITORUS, Tivia venica tami)
