3.1.3 – Making informed decisions: Sponsorship. Learning objectives. To understand the characteristics of commercial sport. To develop an understanding of how sponsorship has impacted on sport.
To understand the characteristics of commercial sport.
To develop an understanding of how sponsorship has impacted on sport.
To describe the advantages and disadvantages of sponsorship deals to the sport, performer and sponsor.
To understand the acceptable and unacceptable sponsors in sport and why.
Sponsorship in sport is a huge business and vital to the survival of some sports.
Sport is now a GLOBAL product. As a ‘high-profile’ sport, Football attracts massive media interest and huge sponsorship deals
How much did BARCLAYS pay to sponsor the Premier League from 2007 – 2010?
What do you see as soon as a high profile athlete like Lewis Hamilton steps out of his car and into an interview?
Media coverage of sports and high profile performers lead to huge sponsorship deals. Nike and other sports companies put large sums of money into commercial activity. WHY?
What athletes/teams do you think of when you think of Nike?
Sponsorship of teams and individual players is a way of improving their brand/image.
How does a player maintain their commercial status?
What is more important to a performer, Winning or image/brand?
High profile performers maintain their commercial status by maintaining high standards of performance.
Winning can become very important to an athletes marketing success and income.
For some sports the media attention has led to changes in rules and structure.
Breaks are an ideal time for sponsors and commercial companies to advertise.
When sports seek sponsors they generally approach brand with a good, clean and health image. i.e. Gillette
Restrictions have been in place for a number of years now on the sponsorship deals involving alcohol and tobacco brands. It was felt that sports had a moral and social responsibility not to promote these products.
1. Describe the advantages and disadvantages of a sponsorship deal to a performer.
2. How does e.On (energy supplier) get benefits from sponsoring the FA cup?
3. Why are some brands banned from sponsoring sports?