STIRLING Specialised Talks 2025 – Sports and Marketing

🎯 The Good, the Bad and the Ugly Side of Sport Marketing 

Explore the Complex World of Sport Marketing in This Insightful Webinar! 

Sport today is more than just a game — it’s a powerful global business. According to research by Forbes, investors are putting their money into global sports, where institutions, regulatory authorities and tournament hosts, flagship events, and related partners are growing exponentially with increased audience appetite for sports entertainment. With this billion-dollar industry set to flourish further, how can a career in Sport Marketing ride on the opportunities ahead? 

Photo by Brands&People on Unsplash 

Join our eye-opening webinar, “The Good, the Bad and the Ugly Side of Sport Marketing” by Dr Dimitrios Kolyperas from University of Stirling at SIM, and “, and gain real-world insights into how marketing drives the sport industry — especially relevant for those in Singapore’s growing sport business scene. 

🧠 What You’ll Learn: 

Gain insight into the realities of sport marketing — the strategic, the ethical, and the controversial. Topics include: 

• How sport marketing became a billion-dollar business in Asia and beyond 

• The power of sponsorship, advertising, and celebrity endorsements 

• Ambush marketing and media control 

• Unique traits of the sport industry compared to other business sectors 

Photo by Gábor Szűts on Unsplash 

From F1 Grand Prix sponsorships to football brand deals, we’ll look at what works and what it means for sports fans and professionals in Singapore. 

⚽ Who Should Attend? 

This session is designed for: 

• Marketing and business students in Singapore 

• Athletes, coaches, and sport administrators 

• Professionals exploring sport media, branding, or sponsorship 

• Anyone considering a career in sport marketing 

💡 Interested in studying sport marketing in-depth? 

 
This webinar is a great introduction to the Bachelor of Arts (Honours) Sport and Marketing offered by the University of Stirling at SIM — a unique degree programme that combines sport knowledge with cutting-edge marketing skills. 

💥 Why It Matters in Singapore 

As Singapore continues to position itself as a regional hub for sports and events, the government’s strategic investments have been pivotal. Initiatives like the multi-billion-dollar Singapore Sports Hub and the Marina Bay Street Circuit have not only enhanced infrastructure but also attracted global sporting events, bolstering the nation’s reputation in the sports industry. Singapore’s sports event market is projected to generate over US$70 million by 2027, more than double its pre-pandemic value — signalling robust growth and demand (source). 

Understanding sport marketing is more relevant than ever. With shifting media trends and increasing commercial pressures, this webinar invites participants to ask: “How should sport marketing be managed, regulated, and improved in today’s media-driven world?” 

SIM-Stirling Specialised Talks 2025:  

Don’t miss this opportunity to rethink the business of sport. 

👉 Register now to secure your spot: 
https://bit.ly/SIM-Stirling-2025-Regional  

The Good, the Bad and the Ugly Side of Sport Marketing 
22 April, 7pm (SGT) 

Topic: The Good, the Bad and the Ugly Side of Sport Marketing 

Synopsis: Sport is a business. As with most businesses, marketing has grown in significance in recent decades. One has only to think about the issues of tobacco advertising and Formula One motor racing, image rights, celebrity endorsement (and celebrity behaviour), ambush marketing. The current economic climate exacerbates this situation with a variety of concerns over costs, revenue, sponsorship etc. The issues of sport marketing are of interest managerially and academically. Sport is a very different sector of the economy with very different interests and issues. Sport marketing is about playing, watching and consuming in a variety of ways. There is the live experience, the activity itself, but there is also an industry that promotes and writes about, as well as broadcasts, sport. Of all sectors of the economy, sport probably has the lowest percentage of costs paid for by actual first-hand live consumers of the service/product. We are bombarded by sponsorship and advertising, but how much actually works? Whether you are an active athlete or a couch potato zapper, whether of mainstream sport or of alternative sports, marketing has an impact on you. How much of this impact do you understand? How much do you welcome? How should sport marketing be organised and controlled?