Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Business Ethics in Sports and Entertainment Marketing
Performance Objective: After completing this lesson, the student will define ethics, explain the
profit motive, explain effective and ethical decisions, and describe the role of the FTC.
Specific Objectives:
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The student will define ethics.
The student will explain how ethical behavior is based on solid principles.
The student will explain that the profit motive is not associated with acting unethically out
of greed.
The student will explain effective and ethical decisions.
The student will define sponsors and sponsorships.
The student will describe the role of the Federal Trade Commission regarding business
promotion.
The student will list legal restrictions on endorsements.
The student will describe the advantages associated with celebrity endorsements.
TERMS
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Ethics-a system of deciding what is right or wrong in a reasoned and impartial manner
Principles-the high standards of rules and guidelines in both business and personal life
Sponsorship-underwriting an event for the purpose of gaining positive association for a
brand with the event
Sponsor-a person, organization, or business that gives money or donates products and
services to another person, organization, or event in exchange for public recognition
Federal Trade Commission (FTC)-a U.S. governmental agency whose principal mission
is the promotion of consumer protection and competitive business practices
Endorsement-a person’s public expression of approval or support for a product or
service
Preparation
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1
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(1)(C)
…explain the implications of business conduct using sports and entertainment examples…
130.346 (c)(17)(D)
…examine characteristics of good leaders…
130.346 (c)(17)(E)
…identify employers’ expectations and appropriate work habits…
130.346 (c)(24)(A)
…identify components of endorsement contracts…
130.346 (c)(24)(B)
…discuss issues related to celebrity behavior on endorsements…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
… uses a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, PowerPoint slides and handouts to become familiar
with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
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Teacher will have assignments and website information ready to distribute to students.
References:
Sports Business Journal
Sports Illustrated
Advertising Age
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Advertising Age
4. USA Today
5. Sports Illustrated
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Insuring the Event) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
2. Projector to Show Internet Sites Undercover Boss Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Give students the definition of “ethics.” Then ask students to write down five situations they
know about where individuals do not use good ethical judgment. Discuss the situations in class.
Ask students to watch television commercials and list the name of celebrities who are endorsing
products. Then have a class discussion about why the celebrities were selected to be endorsers
and why those individuals must demonstrate good behavior.
Introduction
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Introduction (LSI Quadrant I):
SHOW: Commercials featuring celebrities endorsing products.
ASK: Ask students why celebrities are used in advertisements and promotions.
SAY: Endorsements by celebrities gain the attention of consumers.
ASK: Ask students what is the risk of associating celebrities with a product or brand.
SAY: Celebrities who have a lapse of judgment or negative publicity from their actions will be a
detriment to the product/business that they are endorsing.
ASK: Ask students to give examples of celebrities and business people in the news for negative
reasons or lapse of showing ethical judgment.
SAY: Ethics involves doing what is right even when it is more tempting to do what is wrong.
ASK: Ask students to describe bad business behavior.
SAY: Describe examples of successful people who lost fame and wealth due to bad ethical
decisions.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
Notes to Instructor
I. Ethics
A. System of Deciding What is Right or Wrong in a
Reasoned and Impartial Manner
1. important part of sound business decisions
2. business should be conducted with integrity,
trust, and fairness (core standards of ethics)
3. should a professional sports team go on strike
when athletes are earning multi-million-dollar
contracts?
Use PowerPoint and
current events as aids.
Behavior is based
upon an individual’s
ethics. People who
have a high level of
integrity have clear line
of distinction between
what is right and what
is wrong.
Money and greed can
sometimes cloud the
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ethical issue.
II. Ethics and Character Matter
A. Principles
1. high standards of rules and guidelines in
business and personal life
2. character development
a. early stages-child learns that exhibiting bad
behavior will result in punishment
b. good behavior will result in rewards
c. child matures-influence of others’
expectations of him or her grows
d. maturity-individual acts on the basis of a
set of principles
e. youth need good ethical role models
Use PowerPoint as
aid.
III. Business Behavior
A. Profit motive for a business is sometimes
mistakenly confused with acting unethically out
of greed.
1. seeking an advantage (unethically)
a. athletes take illegal drugs (steroids) in
hopes of improving performance
b. bad behavior is rewarded
B. Effective and Ethical Behavior
1. good decisions for the long term
2. the strong desire for success should not
result in the use of unethical tactics
Use PowerPoint as
aid.
IV. Sponsorship
A. Underwriting an Event
1. to gain positive association for a brand with
Use PowerPoint as
aid.
Young children must
learn the
consequences of
unsatisfactory
behavior. Youth are
influenced by the
expectations of others.
Adults are expected to
act in an ethical
manner. Ethics involve
doing what is right
even when it is more
tempting to do what is
wrong.
Profit is the ultimate
goal for all businesses.
Sound businesses are
not willing to cross the
ethical line to make a
larger profit.
Examples of unethical
business behavior
include bribery, price
gauging, ticket
scalping, and
preferential treatment
for financial gain.
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the event, the participants, and/or attendees
2. to provide financing for an event
B. Supporting Collegiate Sports
1. corporate advertising in exchange for
sponsorship
2. financing or generating revenue for the
college programs
3. media corporations buy the rights to televise
the collegiate sports events (ABC/ESPN)
4. some universities have their own television
networks
Sports and
entertainment events
and venues count on
corporate
sponsorships for
finances. College Bowl
games, the Super
Bowl, concerts, car
racing, golf
tournaments, etc. all
count on corporate
sponsorships for the
finances needed to run
the events.
V. Sponsorships
A. Sponsor-a person, organization, or business that
gives money or donates products and services
to another person, organization, or event in
exchange for public recognition
B. Reasons for Sponsorships
1. to increase sales and profits
2. to introduce a new product or service to a
large audience
3. to be identified with an event
4. to earn the goodwill of the audience by
showing a commitment to the community
5. to entertain clients, employees, or potential
customers
6. to enhance the company’s image
7. to enter new markets or a niche market
Use PowerPoint as
aid.
VI. Endorsements
A. Federal Trade Commission (FTC)
1. government agency with the mission to
promote consumer protection and
competitive business practices
2. offers clarifying examples of what is and is
not an endorsement
3. Endorsement-a person’s public expression of
approval or support for a product or service
B. Legal Restrictions on Endorsements
1. truthful opinions and beliefs of the endorser
must be expressed in the endorsement
2. endorser must have real experience with the
product
3. may not contain any deceptive or misleading
statements/statements must be able to be
Use PowerPoint as
aid.
Companies will
sponsor an event
when they benefit from
favorable exposure.
The sponsorship
allows the company to
increase sales,
introduce new
products, and earn the
goodwill of the
audience.
When celebrities
endorse a product or
company, they must
actually use the
product or the services
provided by the
company.
Endorsements must
be based upon true
information and not
contain deceptive
statements.
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substantiated by the advertiser
4. may not be presented out of context or
reworded so as to distort in any way the
endorser’s opinion
5. endorser must use, continue to use, and
believe in the product for as long as the
endorser is featured in the advertisements
6. if the product changes in any way, the
company must notify the endorser and the
endorser must continue to use and believe
in the product in its new or revised state
VII. Celebrity Endorsements
A. Businesses pay more than $1 billion to
athletes for endorsements
B. Over 2,000 athletes make endorsements
C. Advantages
1. consumers will buy products endorsed by
celebrities more often than products that are
not endorsed
2. people want to be associated with winners
3. viewers, listeners, and fans are less likely to
turn off a commercial featuring a celebrity
than a commercial featuring a fictitious
character
4. consumers tend to believe celebrities,
especially those who are chosen for their
good public image
D. Disadvantages
1. very expensive to the sponsoring
company
2. some celebrities are endorsing too many
products at the same time
3. negative publicity if the endorser commits
a crime or a serious social blunder in the
future
Use PowerPoint as
aid.
VIII. What Businesses Seek in an Endorser
A. someone with a positive, charismatic,
trustworthy image
B. celebrity most consumers know
C. celebrity whose career is in process (rather
than retired)
D. someone who presents few risks
E. someone who has a believable relationship
with the product
Use PowerPoint as
aid.
Popular athletes with
ethical reputations can
make more money
from endorsements
than actually playing
the sport. Consumers
like to be associated
with winners who use
the same product,
drive the same car, or
eat at the same
restaurant.
Poor behavior by the
celebrity can
jeopardize the
endorsement.
The ideal endorser is a
role model for
leadership. A
believable relationship
must exist between the
endorser and the
product that they are
endorsing.
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Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Ask students to give examples of unethical behavior. Then ask students what causes people to
act unethically.
Ask students to list examples of celebrities who advertise products and businesses. Then ask
students to list the names of celebrities who they would like to endorse products. Students
should give reasons why their celebrities are good endorsement choices.
Independent Practice (LSI Quadrant III):
Endorsement Assignment (2 students per team)
1. Companies match characteristics of their product or business to characteristics of a
famous athlete, musician, or entertainer.
2. Students will select a famous person to endorse each of the following items and give
reasons for their selection: sports car, deodorant soap, famous restaurant.
3. Students will select a product and a celebrity to endorse the product. Students will write
several paragraphs to explain their selection. Then students will design an
advertisement with their celebrity endorsing the product.
4. This project will be evaluated using the associated rubric.
Summary
Review (LSI Quadrants I and IV):
Question: What are ethics?
Question: How does a person’s character develop?
Question: How can the bad behavior of celebrities be controlled?
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Question: What do sponsors expect in return for their investments?
Question: What are the advantages and disadvantages of using celebrity endorsers?
Question: What is the role of the Federal Trade Commission?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in the endorsement activity. All
students are required to contribute to the three-part independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Insuring the Event” PowerPoint by using the assigned
rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Sports Agents and Ethics
Student Directions
1. Discuss the role of sports agents. Talk about the reputation frequently associated with
sports agents
2. Use the Internet to research “sports agents.”
3. Prepare a PowerPoint presentation that explains the role of sports agents and compares
ethical/unethical behavior of sports agents. The PowerPoint should also explain what
types of degrees are best suited for sports agents.
This project will be evaluated using the associated rubric.
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Sports and Entertainment Marketing
Student Directions
Endorsement Assignment
Independent Practice (LSI Quadrant III)
Endorsement Assignment
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Companies match characteristics of their product or business to characteristics of a famous
athlete, musician, or entertainer.
Select a famous person to endorse each of the following items and give reasons for their
selection: sports car, deodorant soap, famous restaurant.
Select a product and a celebrity to endorse the product. Then write several paragraphs to
explain your selection. Finally, design an advertisement with their celebrity endorsing the
product.
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Endorsement Assignment Rubric (Celebrity Selected, Explanation for Your Selection,
Advertisement Description)
10
5
Quality of Work
Provides work of the Provides high
highest quality.
quality work.
Provides work that
occasionally needs to
be checked/redone
by other group
members to ensure
quality.
Provides work that
usually needs to be
checked/redone by
others to ensure
quality.
Focus on the
task
Consistently stays
focused on the task
and what needs to
be done. Very selfdirected.
Focuses on the task
and what needs to
be done most of the
time. Other group
members can count
on this person.
Focuses on the task
and what needs to be
done some of the
time. Other group
members must
sometimes nag,
prod, and remind to
keep this person ontask.
Rarely focuses on
the task and what
needs to be done.
Lets others do the
work.
Contributions
Routinely provides
useful ideas when
participating in the
group and in
classroom
discussion. A
definite leader who
contributes a lot of
effort.
Usually provides
useful ideas when
participating in the
group and in
classroom
discussion. A strong
group member who
tries hard!
Sometimes provides
useful ideas when
participating in the
group and in
classroom
discussion. A
satisfactory group
member who does
what is required.
Rarely provides
useful ideas when
participating in the
group and in
classroom
discussion. May
refuse to participate.
Preparedness
Brings needed
materials to class
and is always ready
to work.
Almost always
brings needed
materials to class
and is ready to
work.
Almost always brings Often forgets needed
needed materials but materials or is rarely
sometimes needs to ready to get to work.
settle down and get
to work
Pride
Work reflects this
student's best
efforts.
Work reflects a
strong effort from
this student.
Work reflects some
effort from this
student.
CATEGORY
20
15
Work reflects very
little effort on the part
of this student.
Total Points Earned
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Extension/Enrichment (LSI Quadrant IV):
Sports Agents and Ethics
Rubric
20
15
10
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure, just lots of
facts.
Sources
Source information
collected for all
graphics, facts and
quotes. All
documented in
desired format.
Source information
collected for all
graphics, facts and
quotes. Most
documented in
desired format.
Source information
collected for
graphics, facts and
quotes, but not
documented in
desired format.
Very little or no
source information
was collected
CATEGORY
5
Total Points Earned ________
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