Exploring Sponsorship

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Recommended: Sponsorship can be used as a marketing tool

Exploring Sponsorship

What is Sponsorship?

Sponsorship is an agreement between a company and an event organiser

where the company gives money - or the equivalent in kind - in

exchange for rights to associate the company name with the event. This

association can include the company name on team shirts, on

advertising banners, in press advertisements or whatever is agreed in

order to improve the awareness or image of the company.

What can be sponsored?

The range of sponsorship now covers individuals, teams or clubs,

sports and events. It is now very rare to find any aspect of sport

where there is not some form of sponsorship.

Individuals- Most professional sportspeople are sponsored, often by

more than one company. For example, racing cars are covered with

sponsors' logos. Each sponsor may have paid for that space.

If the sports person is particularly successful, sponsors may be

queing up to sign them. The sportsperson may earn more through

sponsorship than from the actual sport itself.

Teams and clubs- Teams and clubs at all levels can be sponsored.

Successful teams can attract a great amount of sponsorship.

Sometimes local firms and businesses sponsor local clubs and teams.

This is good on both sides as local teams cannot attract big sponsors

and small businesses could not afford to sponsor big teams.

Sports- The actual sport itself, or its controlling association, is

sponsored. Everyone under this sponsored sport will benefit.

Sports with a good image are chosen by sponsors and help the sport

nationally.

Events- Events are very popular to sponsor because sponsors are

guaranteed to be associated with success, they just have to make sure

the competition runs smoothly. Big events are guaranteed to be a

success because of the sponsor.

Types of sponsorship

====================

Sponsorship can take many forms. It is a way of helping a sports

person without directly giving them money. Here are some of the ways

an individual, team or club, sport or event can be sponsored.

Equipment- A sports person is given all their equipment for their

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