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Dennis Howell as defines sponsorship in sport as:

"The support for a sport, sports event, sports organisation or competitor by an outside body or person for the mutual benefit for both parties."

From The Sports Business, Neil Wilson (Piatkus, 1988).

This means that for a donation of money to the athlete, team or sports organisation the sponsor can be linked to that person, team or organisation and have their logo displayed on sports kit, transport and advertisements.


Companies want to be associated with successful sports personalities and teams, with the idea that the success of the performer reflects the success of the company and the company's products.

Sponsorship can take the form of direct financial payments to the sponsored party or it may take the form of kit provision for the junior team in the local league, reduced costs of training facilities or reduced cost of equipment.

The sponsors' names on team strips will help promote the team every time they play a match or compete in an event and when the team or athletes photograph appears in the local and national newspapers of at the highest level, on television.

Prestigious events also carry weight as far as sponsorship.

Events such as the resent Test Series against the West Indies was televised by Channel 4 and sponsored by Volkswagen.

Advantages for a Sport and its Players: Disadvantages for a Sport and its Players:
Young and new rising sports stars will be able to train and compete in their sport without having to worry about money and equipment. Young players may have their sponsorship withdrawn if their performance does not show improvement.
It can increase the income of a top athlete. Players in less well-known games may not be able to get sponsorship.
Sport can promoted by sponsors through the staging of special events. Sponsors may want more control over the sport. They may want to schedule events to coincide with peak television viewing time to get maximum publicity, or even alter the time of the year when competitions are held. Rugby league is now played in the summer.
Money can be paid to a sport to improve facilities, provide more coaching and encourage participation. Governing bodies of sport may come to rely on sponsorship.
Advantages of Sponsorship for the Sponsors: Disadvantages of Sponsorship for the Sponsors:
Sponsorship is powerful advertising. Sponsoring unsuccessful events or teams will not be beneficial to the sponsor, particularly if the team loses a lot of matches or an individual is injured or unable to play.
Popular and televised sponsored events make brand names well known. Sponsorship deals over long periods of time may not be valuable if media coverage is reduced.
Successful individuals and teams are well supported and sponsors' names are linked with these. The company or product associated with a sport may not be appropriate.
For certain sponsors, the image of healthy lifestyles and high level performances are important for their product. The money paid in sponsorship may be very high compared with the money the company gets back in increased sales.
Sponsors can pay less tax by giving money to sports.

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