Sponsorship
What sponsorship is
is when a company gives money, equipment or clothing to a performer, team or event, in return for advertising its . The sponsor's name might be on a shirt, a stadium or a competition's title.
Companies sponsor sport because millions of people see it through the media, so their brand is seen and linked with success and health.
Key terms
Positive and negative effects
| Positive | Negative | |
|---|---|---|
| Performers | Money to train full time; free kit and travel to competitions | Only the top few get sponsored; deals can be ended after poor results or bad behaviour; sponsors may make demands on their time |
| Sport | Money for facilities, coaching and events; more competitions | Popular and men's sports get more than minority and women's sports; sponsors may control the sport, such as match times |
| Sponsors | Brand seen by millions; linked with success | Damaged image if a performer behaves badly |
Some sponsors aren't seen as suitable for sport, such as alcohol, betting or unhealthy food, because performers are for young people.
Example (generic): a local athletics club's sponsor pays for new hurdles, so the club can offer hurdling.
Key terms
Types of sponsorship
Sponsors support sport in different ways:
- Financial: money to a performer, team or event, for example to pay for training, travel or prize money.
- Equipment and clothing: free kit, footwear or equipment, often with the sponsor's logo on it.
- Facilities: paying towards a stadium or a club's facilities, sometimes in return for the right to name them.
Sponsorship is one side of the : sport, the media and sponsors all depend on each other. Media coverage makes sport attractive to sponsors, sponsors' money pays for sport, and successful, well-funded sport attracts more media coverage.
Key terms
Sponsorship at every level
Sponsorship isn't only for the top teams. A local business might pay for a junior football team's kit with its name on the shirts. The club saves money, and the business is seen by local families.
At the elite level, deals are much larger, and so are the risks for both sides: a sponsor may end a deal if the performer's image is damaged, and a performer may depend on the money to keep competing.
Exam tip
Questions often ask about one group: the performer, the sport or the sponsor. Give effects for the group asked about, with an example, and include both positive and negative effects if the question asks you to evaluate.