Sponsorshiphttp://www.youtube.com/watch?v=v4ym1c4KRDc&feature=related

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

Advantages Disadvantages

• 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 sponsorshipPositive Aspects Negative 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