SPORTS MANAGEMENT AND MARKETING

Sports Management & Marketing challenges members to demonstrate their understanding of the business principles behind managing and promoting sports organizations and events. Through an objective test, members explore topics such as sponsorships, fan engagement, event planning, branding, media rights, and strategic marketing in the sports industry.

Event Overview

Division: Collegiate
Event Type: Individual
Event Category: Objective Test, 100-multiple choice questions (breakdown of question by competencies below)
Objective Test Time: 50 minutes

Educational Alignments

Items Competitor Must Provide: Sharpened Pencil, Computer, Conference-provided nametag, Photo identification, Attire that meets the Florida FBLA Dress Code.

Items FBLA Must Provide: Test login information link & password.

Knowledge Areas

• Fundamentals of Sports Management & Marketing
• Product/Service Management
• Marketing Information Management
• Fan Engagement
• Market Planning
• Advertising Basics
• The Sports Management & Marketing Environment
• Managing Promotion
• Ticketing
Test questions are based on the knowledge areas and objectives outlined for this event. Detailed objectives can be found in the study guide included in these guidelines.

State

Eligibility

·         FBLA membership dues are paid by 11:59 pm Eastern Time on February 1st of the current program year.

·         Members must be registered for the SLC and pay the state conference registration fee in order to participate in competitive events.

·         Members must stay within the official FBLA housing block of the official FBLA hotel to be eligible to compete.

·         Each chapter may submit six students in this event.

·         On the state level, each member can compete in up to three different events in the following combinations: three objective tests OR two objective tests and one presentation OR two objective tests and one production or one objective test and two production OR one objective test, one presentation, and one production. Students may enter the Christopher Heider, Rob Kelleher, Who’s Who event, and one Chapter event (Community Service Project or State of Chapter Presentation) in addition to their above chosen events.

·         Picture identification (physical or digital: driver’s license, passport, state-issued identification, or school-issued identification) matching the conference nametag is required when checking in for competitive events.

·         If competitors are late for an objective test, they may be either disqualified or permitted to begin late with no extension of the time as scheduled.

·         Participants must adhere to the Florida FBLA dress code established by the Florida Board of Directors or they will not be permitted to participate in the competitive event.

Recognition

·         The number of competitors will determine the number of winners. The maximum number of winners for each competitive event on the state level is 4.

Event Administration

·         This event is an objective test administered prior to the SLC.

·         No reference or study materials may be brought to the testing site.

·         No calculators may be brought into the testing site; online calculators will be provided through the testing software.

Scoring

·         Ties are broken by comparing the correct number of answers to the last 10 questions on the test. If a tie remains, answers to the last 20 questions on the test will be reviewed to determine the winner. If a tie remains, the competitor who completed the test in a shorter amount of time will place higher.
·         Results announced at the State Leadership Conference are considered official and will not be changed after the conclusion of the State Leadership Conference.

Americans with Disabilities Act (ADA)

·         FBLA complies with the Americans with Disabilities Act (ADA) by providing reasonable accommodations for competitors. Accommodation requests must be submitted through the conference registration system by the official registration deadline. All requests will be reviewed, and additional documentation may be required to determine eligibility and appropriate support.

Penalty Points

·         Competitors may be disqualified if they violate the Competitive Event Guidelines or the Honor Code.

Electronic Devices

·        Unless approved as part of a documented accommodation, all cell phones, smartwatches, electronic devices, and headphones must be turned off and stored away before the competition begins. Visible devices during the event will be considered a violation of the FBLA Honor Code.

National

If competing at the National level, be sure to see the National guidelines at https://www.fbla.org/collegiate/competitive-events/


Study Guide: Knowledge Areas and Objectives

This study guide outlines the skills and knowledge assessed for this event. Objectives followed by a two-letter, three-digit code in parentheses are aligned to the National Business Administration Standards from MBA Research and Curriculum Center. Some objectives reference MBA Research’s Learning Activity Packages (LAPs), which are instructional resources with readings, activities, and assessments available exclusively to teacher advisers. For more information, visit MBAResearch.org/FBLA. 

Important Notice Regarding Test Preparation 

MBA Research materials are not required to study for or prepare for FBLA competitive event tests. MBA Research provides curriculum and instructional resources directly to teachers and does not administer or manage individual student testing or competition participation. 

Note for members and parents: All questions related to tests, study materials, scores, or competition guidelines should be directed to the local FBLA adviser. Only teacher advisers should contact MBA Research directly. 

Fundamentals of Sports Management & Marketing (5 test items)  

  • Explain the nature of sports marketing (MK:012, LAP-MK-012) (CS)  

  • Explain career opportunities in sports/event marketing (PD:051, LAP-PD-051) (CS)  

  • Explain the concept of management (SM:001, LAP-SM-001) (CS)  

Product/Service Management (15 test items)  

  • Determine sports/event features and benefits (SE:188) (SP)  

  • Describe factors that motivate people to participate in/attend sports/events (SE:209) (SP)  

  • Explain the nature of sports/event brand/branding (PM:141) (SP)  

  • Explain the use of licensing in sports/event marketing (PM:139, LAP-PM-139) (SP)  

  • Explain the role of endorsements in sports/event marketing (PM:140, LAP-PM-140) (SP)  

  • Explain the use of naming rights in sports/event marketing (PM:142) (SP)  

  • Explain the nature of sponsorship in the sports/event industries (PR:175, LAP-PR-175) (SP)  

Marketing Information Management (10 test items)  

  • Explain the need for sports/event marketing data (IM:245) (SP)  

  • Explain sources of secondary sports/event data (IM:246) (SP)   

  • Search the internet for sports/event marketing information (IM:247) (SP)  

  • Explain sources of primary sports/event marketing data (IM:249) (SP)  

 Fan Engagement (5 test items)  

  • Select strategies for maintaining/building fan support (PR:136, LAP-PR-136) (SP)  

  • Establish relationships with sport/event clients/customer/fans (SE:316) (SP)  

 

Market Planning (15 test items)  

  • Describe the nature of target marketing in sports/event marketing (MP:037) (SP)  

  • Identify ways to segment sports/event markets (MP:038) (SP)  

  • Select target market (MP:005) (MN)  

  • Conduct market analysis (market size, area, potential, etc.) (MP:009) (MN)  

  • Conduct SWOT analysis for use in the marketing planning process (MP:010) (MN)  

  • Conduct competitive analysis (MP:012) (MN)  

  • Forecast sales for marketing plan (MP:014) (MN)  

  • Develop marketing plan (MP:018) (MN)  

Advertising Basics (20 test items)  

  • Explain advertising media used in the sports/event industries (PR:177) (SP)  

  • Explain the components of advertisements (PR:014) (SP)  

  • Explain the nature of online advertising (e.g., email, search, social media, display, mobile) (PR:164) (SP)  

  • Describe mobile marketing tactics (PR:276) (SP)  

  • Discuss the use of search-engine optimization tactics for digital marketing (PR:299) (SP)  

  • Write promotional content for use on the website (PR:416) (SP)  

  • Explain the nature of email marketing (PR:165) (SP)  

  • Determine advertising reach of sports/event media (PR:180) (SP)  

  • Calculate media costs (PR:009) (SP)  

  • Choose appropriate media vehicles for sports/events (PR:181) (SP)  

The Sports Management & Marketing Environment (10 test items)  

  • Explain the role of agents in sports (PM:143) (SP)  

  • Describe legal issues affecting the marketing of sport/event products (BL:058, LAP-BL-058) (SP)  

  • Describe the role of governing bodies in the sport industry (PD:279) (SP)  

  • Identify sport/event trends (NF:065) (SP)  

Managing Promotion (10 test items)  

  • Develop promotional calendar (PR:209) (SP)  

  • Coordinate activities in the promotional mix (PR:076) (SP)  

  • Prepare a promotional budget (PR:098) (MN)  

Ticketing (10 test items)  

  • Implement ticket sales campaign (internet, contests/giveaways, pre-promotion of campaign, video scoreboard announcements, sports/sponsorship partnerships) (PR:188) (SP)  

  • Bundle/Package extra amenities with tickets (PM:148) (MN)  

  • Develop pre-season booking strategy (PM:149) (MN)  

  • Sell tickets (ticket plans, new season, etc.) (SE:317) (SP)