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University of Florida

Sport Marketing


UF Faculty: Cyntrice Thomas
Department: Department of Sport Management
College: College of Health and Human Performance

Partner Faculty: Maria Isabel Marquez Solano
Department: Communication
Partner Institution: Universidad Iberoamericana Ciudad de México
Title: International Commercial Project in Sport Marketing
Project Description: Students from both universities will work together in groups to create a commercial or other type of advertisement that will target audiences in Mexico and the United States.
Learning Outcomes:
  • Know what the marketing tools are to be able to develop products or services focused on the customer
  • Communicate, organize, and synthesize information from sources. Intended purpose is achieved.
  • Students have a taste for the technology and the team collaboration with students from another country. To create a product or service together and exchange ideas and cultural experiences.
  • Initiate and develop different interactions with others culturally different. Begins to suspend judgment in valuing different interactions with culturally different others.
  • Communicate in a civil context, showing ability to do one or more of the following: express, listen, and adapt ideas and messages based on others’ perspectives.
  • Use video tools and internet platforms that can create attractive content for the consumer
Participating Countries: Mexico
Number of Participants: 9 UF students and 20 Universidad Iberoamericana students
Discipline: Sport Management
UF Course Code & Name: SPM2000 - Introduction to Sport Management
Project Duration: 4 weeks
Activity Type(s):
  • Student-to-Student Dialogue
  • Student-to-Student Project
Technology Tools:
  • Padlet
  • Zoom or Microsoft Teams
  • Miro
  • Canva
Sequence of Activities:
  • Icebreaker Activity: Padlet Activity.

  • Engagement Activity: Students will interview each other with given questions about their expectations for the project. They will compare different cultural impacts on advertisements in each country, come up with different examples and discuss them in their groups. Explore what ways they can change in making a commercial.

  • Collaboration Activity:

    Students will be tasked with conducting research and creating two targeted ads together. Teams will be formed by combining members of both institutions and were given instructions to develop the project. They will have to include cultural factors and elements that are relevant when creating the ads to appeal to consumers in both countries.

    The students will create an advertising video promoting Inter Miami to a Mexican audience. The video is supposed to be about 45 seconds long, but no more than a minute long.

    The second ad will be for a U.S. audience that promotes Liga MX, which is made up of several teams, so it will seek to capture the attention of the U.S. audience to make watching the games more attractive. Like the first ad, the video should be 45 seconds long but no longer than a minute, and it should include cultural factors specific to an American audience.

    This activity will involve students meeting with their groups and each being responsible for scheduling meeting times.

  • Reflection Activity: Students will create videos through Flip to record and reflect on their experiences each week.