Everything you need to know about workload, structure, assessment and career impact
1. Course overview & suitability
Who is the ESA Sponsorship Diploma aimed at? Do I need prior experience?
There are no formal prerequisites. The Diploma is designed for candidates across the entire sponsorship ecosystem, including brands, rights holders, agencies, suppliers and new entrants.
It is equally suitable for:
- Middle managers looking to formalise their expertise and test their strategic capability.
- Early-career professionals & career switchers seeking a comprehensive foundation to enter and progress within the industry.
What will I gain from completing the ESA Sponsorship Diploma?
- For individual practitioners: You will gain the strategic confidence, tools and authority for successful sponsorship management. Diploma graduates earn the right to use the globally respected designation ‘Dip ESA’ after their name in perpetuity.
- For employers: It is a direct investment in team capability and retention. You will standardise commercial best practice, eliminate guesswork and raise the overall performance of your workforce without losing a single working hour.
Does the course focus only on sports sponsorship?
No. The Diploma delivers a 360-degree view of the entire sponsorship landscape. While sports represent a large share of the market, the curriculum is designed to be applicable to all sponsorship types and particularly addresses arts, culture, broadcast, venue naming rights, entertainment, cause/charity partnerships and personality/influencer management, as well as sports sponsorship.
Is the course relevant if I live or work outside Europe?
Yes. The course can be undertaken 100% online and attracts a global cohort from Australia, the Middle East, Africa, Asia, the Americas and Europe. While local economic maturity varies by region, the core principles of sponsorship, as a strategic marketing discipline, apply universally.
2. Delivery, schedule & workload
What is involved in the course structure and delivery?
Delivered entirely online over 8 months (January to September), the programme includes:
- Comprehensive modular learning materials.
- Interactive digital class seminars hosted online featuring presentations from industry leaders.
- Knowledge-enhancing assignments and occasional optional in-person social gatherings in London.
What if I live in a different time zone or cannot attend live seminars?
All live online seminars and tutorial videos are recorded and uploaded to the student portal. You can watch on demand at any time.
How heavy is the weekly workload?
The course is deliberately structured to fit around full-time employment without compromising your work-life balance.
- Estimated time commitment: Roughly 4 to 6 hours per week (typically one weekday evening per week and one full weekend day per month).
- Key to success: Planning ahead, engaging with your fellow students and meeting assignment deadlines.
What happens if an unexpected personal or professional event arises?
We understand that work and personal commitments can change. Flexible options are available:
- Short-term extensions: Available for difficult or unforeseen circumstances.
- Deferral pathways: You can defer your studies to the following year’s cohort or formally split the programme over two years.
3. Assessment, grading & mentorship
How is the course assessed?
There are no unseen traditional exams. Assessment is continuous and split across two areas:
- Written modular assignments (account for 60% of your final grade).
- Final capstone project / the ‘Set Brief‘ (Accounts for 40% of your final grade).
Is the Set Brief based on a real-world scenario?
Yes. The final project is always based on an authentic, live brief set by an active brand sponsor or rights holder. Representatives from the partner organisation brief the cohort directly, allowing you to solve a real commercial challenge using everything you’ve learned.
What are the pass marks and grading tiers?
Marks across all assignments and the Set Brief are aggregated at the end of the course:
- Distinction: 75%+
- Highly Commended: 70%-74%
- Commended: 65%-69%
- Pass: 50%-64%
- Fail: 0%-49%
Note: Should a student fail an assignment, they must resubmit and pass all failed assignments before receiving their Diploma.
Do students receive detailed feedback on every assignment?
To keep tuition fees accessible, detailed feedback on every single piece of work is not possible. However, tutors mark and provide feedback on the first few submissions to help you gauge the required academic standard. We adhere strictly to an independent marking process.
What is the role of a mentor?
- Corporate students: Employers are encouraged to appoint an internal mentor to offer guidance, support and oversight throughout the course. Upon request by a mentor, a Student Performance Review summary can be provided at the end of the course.
- Self-funded students: Individual candidates paying for their own training may request the appointment of an external tutor to provide guidance throughout the course, and we will do our best to fulfil this request.
4. Tuition, fees & discounts
How much does the course cost, and are there discounts?
- Early enrolment: Early Bird discounts are available to those who enrol and pay before 27 November 2026.
- Corporate group savings: An extra 15% discount applies when enrolling 3 or more candidates from the same company. For ESA Members only.
- ESA Members: Receive preferential tier-based discounts (up to 30% off).
- Charities & self-funded candidates: Dedicated concessionary rates are available for registered charities, unemployed applicants and MII (Marketing Institute Ireland) members.
Will my employer pay for this course?
Most candidates receive full or partial funding from their employer. Because sponsorship directly impacts commercial revenue, professional development is seen by many organisations as an essential business requirement.
Are there any hidden costs for learning materials?
No. All required core learning modules, webinar recordings and course resources are included in your tuition fee. A recommended reading list is provided at the start of the course should you wish to purchase books for your personal library, but this is optional and not included in the course fee.
5. Course governance & leadership
Who runs the ESA Sponsorship Diploma?
The course is managed by the European Sponsorship Association (ESA) in conjunction with the Course Director.
Who is the Course Director?
The programme is led by Sophie Morris, a Chartered Marketer (FCIM) and senior sponsorship specialist with 25 years of experience across brands, rights holders and strategic consultancy.
Key background highlights:
Co-Founder of Sponsor View: Co-developed the industry’s first science-based sponsor satisfaction research service, helping commercial leaders use data-driven intelligence to build, manage and maximise the value of world-class partnership programmes.
Industry governance: Served on the ESA Board for 10 years, including 3 years as Chair, and sits on the Advisory Board for the Danish sponsorship association, SPOT:ON.
Academic leadership: Co-designed and continues to teach the Strategic Sport Sponsorship Masters module at Loughborough University London (ranked #1 globally for sport-related subjects).
Strategic experience: Former Director of Marketing with extensive experience aligning sponsorship strategy with business growth across sport, arts, culture and financial services.