7.2 SponsorshipHow are sponsors involved in sport?
What types of sponsorship exist?
What are the advantages and disadvantages of sponsorship?
Individual sponsorshipMore than ever people are negotiating individual deals
O F1 drivers are covered in different sponsorsO Tennis has strict rules on size and number of logos allowed in
competition
People will be paid simply to wear/use products when competingO Obviously higher profile attract better deals
Can lead to endorsement deals and advertising campaigns
Name their sponsor?
Nike Grays
Adidas and Head
Puma
Umbro Woodworm
Teams and clubsKit sponsors are a huge part of sportO Even amateur club and school teams are
likely to have a sponsor
Lucrative deals exist for kit, equipment, training facilities and stadiums
Increasingly seen in football with named stadiums…
Name the club?
Liverpool Burnley
Spurs
Aston Villa
PalaceStoke
Arsenal Wigan
Sports and EventsMany sports have deals arranged with major sponsors to promote leagues or cup competitions
Football League cup- How many can you name???
Lesser known sports are likely to find it harder to obtain
Events are more popular than ever to have sponsorsO London 2012- numerous sponsors
Certain one off event such as FLORA London marathon
1982–1986Milk Cup
1986–1990Littlewoods Challenge
Cup
1990–1992Rumbelows Cup
1992–1998
Coca-Cola Cup
1998–2003Worthington Cup
2003–2012Carling Cup
2012–2016
Capital One Cup
Types of SponsorshipVary greatly to individuals, teams or sports
EquipmentO Can range from tennis racquets, golf balls up to specialised training equipment
ClothingO Can range from basic tracksuits up to sport specific clothing
AccessoriesO Paid to wear watches or sunglasses to promote products
Transport and travelO Including flights or drivers
TrainingO Facilities could be provided, PT or equipment
Entry fees and expensesO Entry to competition and accommodation expenses
Unacceptable sponsorship
Associated with products which are deemed inappropriateO Where there is a lack of a healthy linkO Encouraging something life threatening
Tobacco has been banned from sponsoring sporting events
Alcohol is still seen but particularly activities where young people are associated
Alcohol sponsorship
Advantages and Disadvantages
Advantages Disadvantages
O Can concentrate on sport without financial worries
O Access to top equipmentO Sports can be promoted
and ultimately more successful
O Competitions can be bigger and better
O Profile of the sport can be raised
O Sponsors get increased advertising, revenue, goodwill and even tax relief
O Sponsors may take over the sport
O Sponsors may dictate rule changes and timing of events
O Minority sports will struggle to find major sponsors
O Sponsor’s image may be damaged if associated with negative aspects of people/ sport