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SPONSORSHIP IN SPORT

Sports Sponsorship is the financial support for a Sport. It can be 
  •  Event
  •  Organisation 
  •  Performer
Sponsorship happen at all levels of sport. Sponsorship can be financial or in-kind payments. Sponsorship means both parties receive benefits from the agreement.

ITEMS


Types of sponsorship

  • Individuals – 
  • Display a logo, wear a particular brand, endorse products, pay training, competition and travel costs.
  • Teams and clubs – 
  • Wear kit, display banners, have a company name for the team or for the ground or for a stand/court in the ground, pay competition and travel costs.
  • Sports – 
  • Rename competitions, cups and leagues, brand their development programmes, improve facilities.
  • Events –
  • Allow use of their logo on sponsors' products, provide free products to participants, and fund the running of the event.



  • Benefits for sponsors

  1. Raises awareness of their company or brand
  2. Advertises products and services.
  3. Promotes a positive and healthy image of their company by linking it with a popular activity, even if the product is not particularly healthy.
  4. Improves company's reputation in the UK because the company is supporting British sport.
  5. Provides rewards or incentives for staff and customers.
  6. Increases sales or revenue through increased media exposure.
  7. Reduces tax through tax relief.

  The golden triangle















The golden triangle shows the relationship between sport, the media and sponsorship. It represents the commercial – money-making – nature of sport.

The relationship varies enormously for different sports and sports events.

















 

The benefits of commercialisation in sport

Sport has always grabbed people's attention. For example, attendance at football games in the early 1900s regularly exceeded 40,000 and the stadium built for the 1908 London Olympic Games seated over 68,000 spectators and was a forerunner to the modern all-seater stadia. This means that sport has the potential to influence a wide range of people. In more recent times, the combination of global media coverage, huge sponsorship deals and more athletes training full-time means that some elite sports are a very lucrative business.














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