This course introduces students to foundational sales principles tailored to the sports and entertainment industries, focusing on negotiation, strategic partnerships, and revenue generation strategies. Students will learn and apply sales strategies and tactics to maximize revenue generation across key areas such as sponsorships, ticketing, premium seating, media rights, and ancillary revenue streams. Students will develop and present a business case for revenue generation strategies, incorporating specific sales targets and financial objectives, to support strategic decision-making and sustainable business growth for a sports and entertainment property. The course incorporates role-playing scenarios to simulate real-world negotiations, objection handling, and client interactions.