Sponsorship

Why invest in sport?? Sponsor name & product given publicity Association developed between product and performer Sponsor is associated in supporting the community or country Reduces amount of tax paid by company

Advantages and Disadvantages of Sponsorship AdvantagesDisadvantages Sports are expensive to run; extra money allows a more professional approach Sport becomes associated with the product; this may not be desirable Sport is promoted through extra publicity Sponsors gain control over organisation of sport Sponsorship helps create an atmosphere at events Sponsors gain control over timing, seasons and location of events Sports are organised better; more efficient management techniques are used Financial independence between media and large sporting events Improved facilities benefit performer and spectator Sports are too reliant on sponsors; withdrawal of funds can be disastrous Team selection may be affected – Nike vs. Adidas

When considering to sponsor Factors: Success of team or individual Popularity of sport, team or individual Media coverage Participation levels in the sport Sustainability of the sport

Aspects that receive sponsorship Events – competitions, finals, internationals Governing Bodies and coaching schemes Stadiums, stands, etc. Amateur teams and/or individuals (training and equipment costs) Professional teams and/or individuals

Ethical aspects of sponsorship Positive AspectsNegative Aspects Promotes individuals and teams Attention is on high-profile individuals or teams Allows performer to train for longer (facilities improvement) Product association is an intrusion into sport Allows development of new competitions and tournaments Sponsors can gain too much control over sport Allows development of better facilities and equipment The sponsor may influence the choice of performers Helps create atmosphere at events Sponsors can give a bad image Attracts high class performers Sponsors control the timing of events to obtain peak viewing time Generates additional media interest Sport can be expensive to run and income from traditional sources is not enough

Institute of Sports Sponsorship (ISS) Is a not profit making group of companies, run by a committee Has links to Sport England and the Central Council for Physical Recreation (CCPR) Aims: ‒ Bring sports and sponsors together ‒ Ensure companies receive a fair return on their investment ‒ Try to preserve the traditional nature of sport ‒ Run the Sportsmatch scheme with the government