Sports Marketing (Int)


Students will discuss how to promote products through Sports Marketing.
Student Level: 
Unit Group: 
Sales and Marketing

Warm Up (5 mins)

Why do big companies sponsor famous sporting events?

Which sporting events do you think attract the most sponsorship money?

Why do you think Honda would choose to get involved in motor sports events such as Formula One (F1)?


Listening (5 mins)

Watch the following video.

1. Who was Ayrton Senna and what did he do in 1989 at the Suzuka racing circuit in Japan?

2. What was the "Sound of Honda" project?


Reading Comprehension (10 mins)

Read the following article.

1. How did Honda recreate the excitement of Ayrton Senna's 1989 record lap speed for the Sound of Honda project?

2. Do you think the project was a promotional success for Honda? Why or why not?

Grammar (5 mins)

Participles as Adjectives

We use "___ing" adjectives to describe things or situations.

We use "___ed" adjectives to describe how we feel about those things or situations.

"___ing" Adjective



I watched a fascinating nature documentary on TV.


Unfortunately, the lecture was quite boring.


The tennis match had an exciting ending.

"___ed" Adjective



I was fascinated by the nature documentary on TV.


He was bored during the lecture.


We were very excited at the end of the tennis match.

Match the appropriate words on the left with the sentences on the right.

Word Sentence
tiring How you might feel during a horror movie.
confusing A story about someone who achieved great things by themself.
frightened How you felt after listening to an emotional story.
embarressed A project where you had to work late every night for 2 weeks.
inspiring A mathematics problem that contains many difficult formulas.
moved How you might feel if you forgot a family member's birthday.

Try to make original sentences using the above vocabulary items with both "___ing" and "___ed" adjectives.

Vocabulary (5 mins)

Word or expressionExample sentence
target demographicThe characteristics of a targeted segment of the population.
health consciousSomeone who is concerned about maintaining good physical condition.
projected budgetEstimated future costs and revenues.
to briefTo present a summary with essential details

Try making original sentences with the above vocabulary items.

Can you think of any synonyms (words with similar meanings) to these?

Role Play (15 mins)

Nobuyuki:OK, let's start the meeting. So Glenn, we need to discuss some ideas for how to promote our new Maxi Boost Cola drink. What do you think?
Glenn:I would like to suggest a sports marketing approach.
Nobuyuki:Sure. What did you have in mind?
Glenn:Well our target demographic for the product is young men who are health conscious. So I'd like to suggest we look at Japanese professional soccer.
Nobuyuki:Why not baseball? Isn't that more popular?
Glenn:Well baseball is also popular but our research suggests that growing numbers of young Japanese are more interested in soccer. There are a couple of approaches we could take.
Nobuyuki:Go on.
Glenn:First, we could approach the administrating body of the sport and ask for J-League sponsorship rights.
Nobuyuki:Sounds expensive.
Glenn:It could be. So the other alternative is to focus on sponsorship of one of the leading teams. We could get our brand banners displayed on uniforms and in the stadium.
Nobuyuki:Both those ideas sound interesting. Please put together a report with projected budgets this month so that we can discuss the details further. I would like to brief our company President at the next Executives meeting.

If you were responsible for choosing a sport to promote your organisation, what would it be and why?

Which team or player would be a good sponsorship target?

Try the role play again, this time substituting your suggestions and your company's products or services.

Extension Activity

In your opinion, who was the target audience of "The Sound of Honda" project in 2014?

Did the promotional video change your perception of Honda's brand image in any way?

If you were in charge of a promotional video for your company, what would it be about?

Review and Quiz (5 mins)

Do you have any questions about this lesson?

What did you learn today?

Did you learn any new vocabulary or expressions?

Ask your instructor for tips on how you can improve your English.

Finally, don't forget to take the quiz after all your lessons are finished today.

Thank you !