Sponsorship negotiation course
Online course of 300 hours in sponsorship negotiation. 6 modules covering the sponsorship ecosystem, negotiation preparation, negotiation techniques, the sponsorship contract and relationship management, with an assigned technical tutor.
Take the controls.
Run a real engineering trade-off from this field. Move the sliders, watch the model react in real time and beat the challenge.
What you will be able to do
Analyse the sponsorship market in motorsport.
Prepare a negotiation with objectives, BATNA and ZOPA.
Apply interest-based negotiation techniques.
Interpret the key clauses of a sponsorship contract.
Price the visibility assets of a sports project.
Manage the sponsor relationship with a view to renewal.
Draw up a commercial proposal and a draft contract.
Who it's for
- Sponsorship managers.
- Driver managers.
- Team commercial directors.
- Sports marketing consultants.
- Athlete agents.
- Sponsorship account managers.
- Engineering or science graduates looking to join racing teams.
What you'll work with
- Law 34/1988 (General Advertising Law, sponsorship contract)
- Law 49/2002 (tax regime for non-profit entities and patronage)
- Civil Code (general theory of contracts)
- Law 17/2001 (Trademarks Law)
- Royal Decree 958/2020 (commercial communications for gambling)
- Law 28/2005 (health measures against smoking)
- Law 39/2022 (Sports Law)
- Salesforce
- HubSpot CRM
- DocuSign
- Microsoft PowerPoint
- Nielsen Sports (media valuation)
6 modules
1.1Types: title, technical and product sponsorship1.2Why brands invest in motorsport1.3Sponsorship versus conventional advertising1.4The sponsorship market by category1.5Restricted sectors: tobacco, alcohol and gambling1.6Team sponsorship versus driver sponsorship1.7Intermediaries and sponsorship agencies1.8Trends: sustainability and technology1.9Cases of long-term sponsorships1.10Case study: map of potential brands by sector
2.1Researching the target company2.2Identifying the decision-maker and the influencer2.3Setting objectives and the walk-away point2.4BATNA and the ZOPA2.5Inventory of visibility assets2.6Pricing assets and packages2.7Personalised commercial dossier2.8Preparing for foreseeable objections2.9Negotiating with several brands at once2.10Workshop: negotiation preparation sheet
3.1Interest-based negotiation: the Harvard method3.2First offer and the anchoring effect3.3Concessions and trade-offs3.4Active listening and open questions3.5Negotiating in face-to-face and online meetings3.6Handling silence and time pressure3.7Negotiating with procurement departments3.8Closing the deal and confirming in writing3.9Common psychological mistakes3.10Practical exercise: negotiation role play with a brand
4.1The sponsorship contract under the General Advertising Law4.2Purpose, duration and territory4.3Financial and in-kind consideration4.4Performance clauses and bonuses4.5Sector exclusivity and competitors4.6Use of trademarks and image4.7Termination, force majeure and injuries4.8Taxation and invoicing of sponsorship4.9Dispute resolution and jurisdiction4.10Case study: review of a real anonymised contract
5.1Sponsor service plan5.2Activations and hospitality experiences5.3Return reports and media valuation5.4Regular communication with the brand5.5Managing issues and expectations5.6Renegotiation and renewal5.7Extending to new assets5.8Orderly exit of a sponsor5.9Sponsor satisfaction indicators5.10Workshop: quarterly report for a sponsor
6.1Selecting the sports project6.2Analysis of target brands6.3Visibility packages and rates6.4Negotiation plan6.5Draft commercial proposal6.6Draft contract6.7Activation and service plan6.8Return indicators6.9Report and presentation6.10Final project: final review with the tutor
How you'll learn
100% online training on the SEIUM campus, with downloadable material, recorded classes and an assigned technical tutor. There are no fixed timetables: you progress at your own pace within each intake, so you can combine it with work.
Each module combines theory, guided reading of the original legislation and applied exercises. The working software is Salesforce, HubSpot CRM, DocuSign, Microsoft PowerPoint and Nielsen Sports (media valuation), in free, academic or evaluation versions. Practice is based on real procedures: a simulated negotiation with a lubricants brand, review of a sponsorship contract and a return report for renewal. Assessment is continuous by module, plus the final project.
Standards covered: Law 34/1988, Law 49/2002, Civil Code, Law 17/2001, Royal Decree 958/2020, Law 28/2005, Law 39/2022.
Build it end to end
Your final project follows the real engineering workflow, step by step, reviewed by your tutor.
Where this takes you
Requirements
- No prior qualification is required.
- An internet connection and a computer able to run the programme software.
- English sufficient to read technical standards.
Ready to start?
Send your application today. Our admissions team replies within 72 hours with your study plan and funding options.
Frequently asked questions
The programme totals 300 hours over 3 months. You set your own pace within each intake, and your tutor helps you plan the workload around your job.
You work with Salesforce, HubSpot CRM, DocuSign, Microsoft PowerPoint and Nielsen Sports (media valuation), using free, academic or evaluation versions. Your tutor indicates the free alternative wherever one exists.
A SEIUM Institute certificate, awarded on passing the continuous assessment and the final project. It is SEIUM's own qualification, not an official state degree; its recognition depends on the programme completed and the regulations of each country.
Yes. Modules passed are recognised in a higher programme in the same area (postgraduate diploma or master's). Ask about the recognition policy when you enrol.
No prior qualification is required; you need a computer able to run the programme software and English sufficient to read technical standards.
Start dates are set by SEIUM's faculty for each intake. Our admissions team will confirm the next available date when you apply.
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