MGT5MSB Managing The Sport Brand - Case Study

Assessment Task 4

The task is to write a theoretically informed case study pertaining to branding in sport. Cases must be original work based on real events, real people, and real organisations. The case must not be fictional. Subjects and dynamics can be drawn from your own work, personal experience or from secondary sources (i.e. newspaper articles), or a combination.

This assignment is NOT a simple description of what happened. All submissions should include a case analysis. Good theories/concepts are tools helping to understand the "why" and "how" of observed events. Specifically, you should seek to demonstrate how theoretical concept(s) help to explain the people, events and organisations depicted in the case. The analysis should make explicit the issues raised by the case and the importance of these issues. Specifically, the assessment should:

1. Detail course of events for the case study: "tell the story", by explaining "who did what and when";

2. Analyse the case study in conceptual / theoretical terms.