Cont’d

Major Sponsors in Australia’s sporting history.

Ethical issues in sponsorship. Positive examples of sponsorship in

Australian sport. Sport sponsorship in your local community.

Winfield Cup (Rugby League) 1982-1995

Benson and Hedges World Cup 1980-1996

Fosters Cup (Pre season AFL comp)1990-1994

In 1976 Tobacco companies were no longer allowed by law to directly advertise their products.

In the years following the three largest tobacco companies became the three biggest sport sponsors in Australia.

In 1989 Tobacco companies sponsorships injected approximately $20 million into sport, almost a quarter of the total sponsorships.

This increased their prime time exposure.

Eg. During the televised 1981 Benson and Hedges Cricket World Cup, Benson and Hedges received 72 hours of air time. Or in one days play in 1988 received almost one and half hours of air time.

In the 1989 Adelaide Grand Prix, Marlboro gained exposure 36% of the broadcast.

Whilst the public may have only seen glimpses of the logo or name it was found that repeated exposure to an object (such as a logo) is linked to the development of a positive sentiment towards it.

These types of sponsorship arrangement were intended as

advertising opportunities rather than an act of supporting the

sporting community.

The Australian Government announced that after 1996, no sponsorships deals with Tobacco companies were to be renewed.

The Adelaide Grand Prix were given an exception for their sponsors Marlboro, who were allowed to advertised during the six week build-up and broadcast of the event. Although advertising was only permitted within the track area and on cars and uniforms.

Whilst most sponsorships of teams and athletes is still regarded as advertising opportunities, there are some that are using it as a way of presenting positive health and lifestyle messages.

Examples?

Sponsorship http://www.quit.org.au/quit/FandI/fandi/c15s5.htm

Wikipedia (not recommended) http://en.wikipedia.org/wiki/Benson_and_Hedges_Cup

Images from sponsored team sights.

Heading: Ethical Issues of Sponsorship in Sport

Sponsorship in sport can inject large amounts of funding into sporting teams and communities.

Sponsorship is supposed to be a method of supporting the sporting community.

Instead big corporations, both past and present, use sponsorship as a major source of advertising and promotion.

Eg. Winfield, Benson and Hedges, Fosters.

There is an ethical issue when these sponsors are advertising products that promote unhealthy lifestyle behaviours.eg. smoking.

Can you think of any present sponsorships that could be interpreted as an ethical issue in response to current health trends for adolescents?

Does Sponsorship benefit local community sport?

Yes, it can provide many benefits for both the sporting team/athlete and sponsor.

Provide much needed resources/equipment. Encourage community participation. Create a community sporting/team spirit. Provide advertising, support local business.

The Windsor Wolves are sponsored by Cook’s Plumbing in Windsor.

Investigated impact past sponsorships in sport have made. Examples?

Analysed ethical issues of sponsorship in sport. Examples?

Looked at positive forms of sponsorship in Australian sport. Examples?

Discussed the importance of sponsorship to local community sport.