7.2.4

Sponsorship

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Sponsorship

Sponsorship is very useful to sport because of the financial benefits (money) that it brings. More money can let sport develop at a faster rate, allowing clubs to build "hi-tech" professional facilities. There are lots of different ways that a sponsor can be involved in sport:

Sponsor teams
  • Arsenal's football kit in 2018 was sponsored by the airline Emirates.
Sponsor individual players
  • Individual players may be sponsored to wear or endorse certain products.
Sponsor facilities
  • The Oval cricket ground in London is sponsored by Kia and is now called the Kia Oval.
  • The Old Trafford cricket ground in Manchester is now sponsored by the airline Emirates.
Sponsor competitions
  • Gazprom is an energy company that sponsors the Champions League in football.

Aims of Sponsorship

Sponsors do not always aim for the same thing. Potential aims include:

Philanthropic (charitable)

Philanthropic (charitable)

  • Local businesses support local sports teams (e.g. a local fish and chip shop buying a new kit for an under 12’s football team) because they want to help others.
Increase sales

Increase sales

  • The main motivation for a company like Nike or Adidas sponsoring Cristiano Ronaldo is likely to be sales and financial gain.

PROs and CONs of Commercialisation for Sponsors

Commercialisation (managing or running something for financial gain) has become more common in sport in recent decades. This has a number of benefits, as well as drawbacks, for sponsors:

PRO - publicity and sales

PRO - publicity and sales

  • Sponsors want to associate themselves with successful teams/performers to get publicity and increase sales of their products.
CON - reputation risk

CON - reputation risk

  • If anything negative happens and the team/performer is viewed in a bad light, the sponsor will also be associated with this.
    • E.g. Nike sponsored Lance Armstrong before his doping scandal was discovered.
    • E.g. Speedo sponsored Ryan Lochte before he was charged by Brazilian police for giving a false statement about a robbery.
Jump to other topics
1

Applied Anatomy & Physiology

1.1

The Musculoskeletal System

1.1.1Musculoskeletal Structure1.1.2Structure of the Skeleton1.1.3Functions of the Skeleton1.1.4Joints1.1.5Joints 21.1.6Antagonistic Muscle Movement1.1.7End of Topic Test - The Musculoskeletal System1.1.8Exam-Style Questions - Musculoskeletal System1.1.9Diagnostic Misconceptions - Contractions
1.2

The Cardio-Respiratory System

1.2.1Pathway of Air1.2.2Blood Vessels1.2.3Blood Vessels 21.2.4Structure of the Heart1.2.5Cardiac Cycle1.2.6Measures of Heart Performance1.2.7The Mechanics of Breathing1.2.8The Mechanics of Breathing 21.2.9The Lungs1.2.10End of Topic Test - The Cardio-Respiratory System1.2.11Exam-Style Questions - Cardio-Respiratory System1.2.12Diagnostic Misconceptions - Pathway of Blood1.2.13Diagnostic Misconceptions - Cardiac Output
1.3

Anaerobic & Aerobic Exercise

1.3.1Aerobic & Anaerobic Respiration1.3.2Recovering After Exercise1.3.3Treatments for Recovery1.3.4Diagnostic Misconceptions - Aerobic vs Anaerobic
1.4

Short-Term Effects of Exercise

1.4.1Short-Term Effects of Exercise1.4.2Long-Term Effects of Exercise
2

Movement Analysis

2.1

Lever Systems

2.1.1Lever Systems2.1.2Mechanical Advantage2.1.3Basic Sporting Movements2.1.4Basic Sporting Movements 22.1.5Diagnostic Misconceptions - Types of Lever Systems
2.2

Planes & Axes of Movement

2.2.1Planes & Axes of Movement2.2.2End of Topic Test - Movement Analysis2.2.3Exam-Style Questions - Movement2.2.4Diagnostic Misconceptions - Planes vs Axes
3

Physical Training

3.1

Health & Fitness

3.1.1Health & Fitness
3.2

The Components of Fitness

3.2.1The Components of Fitness3.2.2Sports & Fitness3.2.3Fitness Testing3.2.4Measuring Agility & Balance3.2.5Measuring Cardiovascular & Coordination3.2.6Measuring Endurance & Power3.2.7Measuring Reaction Time & Strength3.2.8Measuring Strength, Speed & Flexibility3.2.9End of Topic Test - The Components of Fitness3.2.10Exam-Style Questions - Fitness Tests
4

The Principles of Training

4.1

Principles of Training

4.1.1Principles & Circuit Training4.1.2Continuous & Fartlek Training4.1.3Plyometric & Static Training4.1.4Weight & Interval Training4.1.5Diagnostic Misconceptions - Types of Training
4.2

Optimising Training

4.2.1Optimising Training4.2.2Altitude & Seasonal Training4.2.3Warming Up4.2.4Cooling Down4.2.5End of Topic Test - Principles & Optimisation4.2.6Exam-Style Questions - Sport-Specific Fitness
5

Using Data

5.1

Types of Data

5.1.1Quantitative Data5.1.2Qualitative Data
5.2

Data Presentation & Analysis

5.2.1Data Presentation & Analysis
6

Sports Psychology

6.1

Skills

6.1.1Skills6.1.2Skills 26.1.3Goals & Targets6.1.4Skills HyperLearning
6.2

Feedback & Preparation

6.2.1Information Processing6.2.2Guidance6.2.3Guidance 26.2.4Feedback6.2.5Mental Preparation6.2.6Controlling & Optimising Arousal6.2.7Exam-Style Questions - Skills & Guidance
6.3

Personality & Behaviour

6.3.1Aggression6.3.2Motivation6.3.3Personality Types6.3.4End of Topic Test - Sports Psychology6.3.5Exam-Style Questions - Aggression & Motivation6.3.6Diagnostic Misconceptions - Aggression
7

Socio-cultural Influences

7.1

Engagement Patterns of Different Social Groups

7.1.1Engagement - Gender7.1.2Engagement - Ethnicity7.1.3Engagement - Age & Family7.1.4Engagement - Disability
7.2

Commercialisation

7.2.1Media7.2.2Commercialisation7.2.3Commercialisation 27.2.4Sponsorship7.2.5Arguments for Sponsorship7.2.6Impact of Sponsorship7.2.7End of Topic Test - Engagement & Commercialisation7.2.8Exam-Style Questions - Commercialisation & Conduct
7.3

Ethical & Socio-cultural Issues

7.3.1Impact of Technology on Performers7.3.2Impact of Technology on Performers 27.3.3Impact of Technology on Sport7.3.4Impact of Technology on Sport 27.3.5Sporting Conduct & Banned Substances7.3.6Blood Doping7.3.7Drug Restrictions7.3.8Drug Restrictions 27.3.9Spectator Behaviour7.3.10End of Topic Test - Ethical Issues7.3.11Exam-Style Questions - Performance Enhancing Drugs7.3.12Diagnostic Misconceptions - Conduct in Sport
8

Health & Fitness

8.1

Overview of Health

8.1.1Well-Being & Fitness8.1.2Types of Health
8.2

Sedentary Lifestyles

8.2.1Sedentary Lifestyle8.2.2Obesity & Performance8.2.3Somatotypes8.2.4Diagnostic Misconceptions - Somatypes
8.3

Nutrition & Hydration

8.3.1Nutrition8.3.2Nutrition 28.3.3Hydration8.3.4End of Topic Test - Health & Fitness8.3.5Exam-Style Questions - Nutrition & Hydration

Practice questions on Sponsorship

Can you answer these? Test yourself with free interactive practice on Seneca — used by over 10 million students.

  1. 1
    Which of the following is not a way sponsors involve themselves in sport?Multiple choice
  2. 2
    Which of the following is the most common motivation behind sponsorship in sport at an international level?Multiple choice
  3. 3
    What is another word for being charitable?Multiple choice
  4. 4
    What are the advantages of commercialisation for sponsors?Fill in the list
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Commercialisation 2

Arguments for Sponsorship