The goal of this course is to develop a deep, working knowledge of sports licensing and strategic alliances and how they relate to the business of sports. The course fully explores the process of identifying and developing a sports licensing and/or strategic alliance strategy, enabling students to apply this knowledge in a real business setting. Students examine the genuine 2001 Reebok International/NFL strategic alliance and complete a final project analyzing a Nike/Philadelphia Eagles licensing scenario.
Real historical alliances grounding strategic theory
The course's use of the genuine 2001 Reebok/NFL strategic alliance grounds licensing and alliance strategy in an actual, historically significant business deal, letting students analyze real strategic decision-making rather than a hypothetical partnership scenario.
Applying learned knowledge to a genuine business setting
SPT-525 explicitly aims to enable students to apply licensing and alliance knowledge in a real business setting, treating the course's genuine goal as building applied professional competency, not just academic understanding.
Key topics in SPT525
- Sports licensing strategy
- Strategic alliances in sport business
- The Reebok/NFL strategic alliance case
- Licensing final project development
- Identifying and developing alliance strategy
- Applying licensing knowledge to real business settings
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Worked example: a real historical alliance revealing strategic decision-making
- Hypothetical-alliance approach: Studying licensing strategy through a generic, hypothetical partnership scenario
- SPT-525's approach: Analyzing the genuine 2001 Reebok/NFL strategic alliance to understand real strategic decision-making
- Lesson: SPT-525 teaches that real historical alliance cases reveal genuine strategic considerations that a hypothetical scenario wouldn't capture
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Frequently asked questions
Real strategic alliances involve genuine negotiation dynamics, market conditions, and business considerations that a hypothetical scenario would likely simplify or omit, and analyzing an actual historically significant deal like Reebok/NFL exposes students to this real strategic complexity. SPT-525 uses this genuine case because it demonstrates authentic strategic alliance decision-making that produces more transferable, applicable licensing strategy competency than a simplified hypothetical case.
Sports licensing and strategic alliance work is fundamentally an applied business discipline where graduate students will need to actually negotiate, structure, and manage real licensing deals and partnerships in their careers, not simply understand licensing concepts academically. SPT-525's explicit applied-goal framing ensures the course builds genuinely usable professional competency, not just theoretical familiarity with licensing concepts.