Sponsorship .
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Transcript of Sponsorship .
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