Sponsorship
Business: Cambridge International GCSE (2027 Exams), topic 3.3.20
Sponsorship
Sponsorship involves paying athletes, celebrities or other organisations for them to advertise for a business.
Nike
- Nike pay lots of sportsmen and women to wear Nike clothing and Nike equipment.
- Customers that see famous sportsmen/women wearing Nike may be more likely to buy Nike clothing.
- Roger Federer is sponsored by Nike and wears Nike tennis wear.
- Rory McIlroy signed a 10-year sponsorship deal worth $250m with Nike in 2013.
Celebrity endorsements
- Celebrity endorsements are similar to sponsorship and famous people may use a product or be seen doing something.
- Lenny Henry is a comedian that features in Premier Inn’s TV adverts.
Test yourself on Sponsorship
Lenny Henry is a comedian who features in the Premier Inn adverts. What is it called when a celebrity is advertised as using a product or service?
Why do companies sponsor sportsmen and sportswomen?